Why is Social Media and building a connection (know, like and trust) more important than ever? Here’s a question from a frustrated marketer who knows that his product – video emails and video “web postcards” will increase sales and conversions at a very affordable price, using an easy system – but he has an elephant problem.

Q – “The most difficult challenge we face in our Internet marketing business is how to market and promote what we are trying to sell others. Wouldn’t life be simpler and our experience more successful if this challenge was eliminated?

 Does anyone have any ideas on this? How do we best overcome this challenge?
What about testimonials from others? Do you think that would help?
How would you use a “case study” to market a product? A case study, to me, simply means much more detailed proof…

But really, I’m actually looking for a simple, hard hitting or more direct approach to marketing. “

A – Here are some thoughts about what needs to be visible and shareable when people “find” his solution, and why being “hard hitting” won’t get you there.

When you’re “selling” anything – imagine a pyramid of your “niche” market – 3% are buying now, additional 7% thinking about it, 30% not thinking about it, 30% not interested now, 30% definitely not interested ever.
Are the top 3% talking about it with someone else or searching for info? Are the 7% talking, searching, waiting for a trigger that now is the time? When they find you, does your message address their problem? This segment should be your focus, finding them, learning about what and who their circle of influence contains and making it easy for them to find you is a good investment of your time. They don’t need a hard hitting approach – they are looking.

Hitting the lower 90% with a hard hitting direct approach is a waste of time and may alienate them forever. Getting people talking and looking at case studies where your product or service solves a problem that is accompanied by more info and additional problems that need solving that they aren’t thinking about is a good solid, value adding resource.

To win people over, facts and benefits are important to have readily available and easy for researching people to find. Then beyond that, your material needs to have a personalization that people will identify that they know, like and can trust your solution because they are comfortable with you or they see that people like them think that it’s a good solution, price, value.

Yes, it would be lovely if you could instantly get their attention and show them that your solution is the answer and will increase sales and conversion rates!

But hard hitting is last century and really that was the only time it really worked long term.

I talked to a friend about this yesterday at lunch… she says she looks at web pages, tv commercials and any ads for about 2 seconds – trying to create an impact in that amount of time forces you to use such extreme images and/or language that you are going to alienate people who are actually looking for a solution and doing research.

Mass media is still tossing money at doing this and it doesn’t work. Being trusted, helpful, knowledgeable and very smart about reaching that 10% that are actively interested is the best use of energy and time.

The days of hard hitting are over, looking at why people make purchase decisions proves it, but no one at some big companies is willing to admit it…and media companies will still take their money very happily while the majority of people flip the channel or TiVo it all out.

This is hard enough to master and succeed with even when you have a product people need AND want that is in demand. But when there is something that comes along with your product or service that people dislike, are frightened of or don’t want to tell anyone about, this is the classic “elephant in the room” scenario and you can’t ignore it or get rid of it.

This is the big “elephant in the room” with his product. There are facts that this marketer through his company knows, that using his product/service can dramatically increase results in several areas, like SEO and sales conversions because it uses videos. That seems black and white – use it, get better results.

But the elephant is visible if you look at it this way… (the way his potential customers do) – Using public speaking as a more proven example of resistance: Do people who are good at public speaking make more $ and have better conversions and success? Yes. Do people fear public speaking more than death? Yes.

So there is a small % of people who decide the money is more important or they are naturally already wanting to be center of attention – if you’re selling public speaking classes, that’s your immediate, reachable niche. You still have to show them that your product will help them and build value, but the remaining 90% when there is a strong fear, are unreachable if you use standard marketing. If you can engage them and entice them, you may be able to “soften” up the 30% that aren’t thinking they need it right now.

You’ll Need To Ride the Elephant and Get Them Thinking They Can and Want To Ride It Too!

My best advice if you are selling video emails and video digital postcards would start here. One of the best examples I’ve seen for this is how Andy Jenkins sold his big Video Boss product with a super fun “Boss-A-Thon”. He had a couple days of “live” streaming video with clips, samples and lots of guests. Here is how he dealt with the fear that people have about looking stupid/ugly/fat/unprofessional on camera. (Go ahead and watch any holiday or wedding video and you can figure out your % of people who are interested in being filmed that are SOBER, and aren’t the bride and groom for example, who have no choice but to be on film and look like they are enjoying it immensely!)

Andy showed people how using his system could help them learn to make very, very professional high quality videos and how it was a step by step thing that they could go back to again and again. And then he showed how to start by using powerpoint or pictures and NEVER being on camera, he built confidence that just using these videos would still increase conversions and rankings, even though you get the highest results when you are on camera and make the connection.

And most of the rest of the time – and there were like 18 hrs of time – he went over those things now and then but had people in interviews talk about how much having videos helped them AND how stupid/ugly/fat/unprofessional their first videos were, how they just laugh at them now, how step by step they got skills and confidence and how his material builds value, creates community and gets rid of fear because you can start where you are comfortable and still get better results even not being on camera.

Hard hitting will not coax that small % to do what you want, but if they see value and you eliminate as much fear as you can it’s more likely you’ll succeed. Finding them and establishing know. like and trust is the quest.

How Will You Ride That Elephant?

The best way to design that is to use our NUTS & BOLTS model. This captures the very best features and benefits you have that people will want to share, and it creates a step by step plan for how your are going to use Social Media to reach your target market (that 10% – 40% of all the people who have use for your product) and get them to feel that they know, like and trust you.

Google Hangouts are a similar challenge for some people! Undeniably effective, accessible and Search Engine Magic when tagged and posted optimally – the bugaboo of not pretty enough, what if i say the wrong thing, what if I make a mistake is a similar elephant. Using supportive, collaborative and high energy, high trust DNet associates can get you riding that elephant to profits and a ridiculous amount of fun in no time!

I’m here to help! If you have a marketing challenge like this or if you can’t seem to get things going and you think you might be blind to an elephant, an hour of Marketing Consult is likely enough to get you on track or to help you evaluate if you have what it takes to ride that elephant and will it be worth it if you do? Contact me with the form below and get connected and energized! Kathryn Booth

The post Ride the Elephant – Customers Need It, But They’re Scared of It appeared first on Big Business Zoo.

Personal motives and leverage:
By beginning the strategic planning process with examining what is happening, your reasons for doing what you are doing, and your long-term objectives, you set your planning ladder on a good site. Taking steps up the ladder by planning for growth will be fruitless if the ladder stands on an unstable place or leads to a place you don’t really want to go.

Where am I today?

Where do I want to be by when?

Why am I in business? This business?

What are my personal reasons for being self-employed?

What are my ego reasons?

What am I getting out of this business on a personal level? Enjoyment? Money only?

How much money do I want to take out of this business in 2013? 2014? 2018?

What are my skills, experience and core competencies?

How well am I using them in this business?

Where do I see myself 5 yrs from now?

What am I doing now that I don’t want to be doing in 5 yrs?

Will I retire here?

When will I get out?

Click Here to Get Printable Worksheet PDF

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Is your site in danger of being hacked? Has it been hacked? The internet marketing news has not been good recently with massive attacks on all the major hosting providers from evil-doers who want to hijack WordPress sites to spread their poison.

There ARE specific things you can do to reduce risk and get things back on track if you have a problem.

Maybe you just find WordPress confusing and want to be more confident? Having a trusted advisor answer YOUR specific questions and look at how your site and your social media all works together can be a big relief.

Here is a recent testimonial from Mee Lain Ling, PhD from a consult like this…

Wordpress is coming out with a new major update and now is the perfect time to go over your site and look for ways to make it more secure and stable, help you be more confident on posting and linking and discuss ways to strategize you Blogspace marketing.

Because this goes beyond just a tune-up and will include suggestions on your brand appearance, how you show up in search and creating powerful content it’s a great value at $99 for a pre-consult site review and a live one-hour walk through of your site so you know how to make updates and changes to security settings, etc.

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This is a super fun Google Hangout interview with Louise Edington about the Big Business Zoo and just a chat about whatever we’d talk about over a cup of tea. Aside from the funny stories and some eagle anecdotes, a good overview of what I do, what kind of clients I like to work with and overall ethical standards and personal practices.

Louise Edington’s Website

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“The name of the game is… Collaboration and Cross Promotion! He who stands alone, remains alone… We live in the blue ocean of abundance, not the red sea of scarcity. By leveraging a network with the technology, strategy and behavior you will propel your business at an accelerated rate… out-planning, out-pacing and out-performing those outside the network. Here there is NO COMPETITION!” Jennifer Bagley, CEO, Speaker, Vendor and Strategist

Learn more at DNetTV.com

Watch the Video below to get to know key DNet Members and how they leverage the Power of Collaboration!

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Project Management Keeps You On Course

The One Skill Everyone Should Learn When Starting A Company or Organization

Good, solid project management is where we start with most companies. One of our most important initial services is to place a project manager with a start-up company’s founder or initial team to make sure that a practical, realistic sequence of cash flow management, product and system development and market testing is in place to create a strong, logical and lower stress roll out. Since we have no vested interest in having a long term position in this role, we can see if the company is a good longer term fit and we can work closely enough with the initial team to help them set in place a board or early stage management team that works.

Fees for project management cover a wide range of initial activities and our network of trusted service providers gets things off to a stronger start than the company may have access to on its own.

We can do training with the owner as an individual or training for teams within the company on how to use very simple project plans that can build up into large scale project plans if needed for long range and highly complex business goals.

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Financial Modeling Preserves Equity for You and Your Team

The Best Dilution Solution… Is never getting there in the first place. Thinking in both short and long terms, we plan your company seeking to create a balance between what you want and need to get out of it financially, what your shareholder’s want and need to get out of it to attract investment capital, exit strategies and leveraging equity and compensation to build a team strong enough to produce outstanding results.

Strategic Planning

This would be viewed as premature 10 years ago, but with the short life-cycle, high team turnover and highly competitive and challenging global marketplace, it is never too early to be clear about how your corporation is structured and how the team, cash and equity work together to create profits.

We work with sophisticated serial entrepreneurs and baby business owners who have big dreams, lots of energy but may not understand how the money works.

Our first task is doing a resource audit and pre-strategic plan (Free), after which, we determine what your risk tolerance, skill base and resource “bank” add up to. Then we look at market and cash flow potentials, equity strategy and sources of capital. Some businesses do best with a lot of capital from investors, others can be grown with limited equity leverage, cash flow and “sweat equity”.

Financial Modeling and Having a Strategic Plan and Structure Make Your Business a Long-Term Asset and Not Just a Job!

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The rate of transition from people using desktop computers and regular Search Engine tactics to find products and services to smart phones and tablets is accelerating and WILL NOT go back!

If you have a service company, restaurants or brick and mortar store, it is essential that you have your local search pages optimized and accurate. You MUST have a website that is easy to read, easy to find the most important information like location, hours of operation, what you do and how to connect.

We do website and mobile and search STRATEGY and we build Mobile Apps and Mobile friendly websites! We can also transition your existing website information to a new mobile friendly format and maintain as much Search rank and tagging as possible.

If you have a website that is more than 2 years old, you need to seriously look at making an immediate upgrade OR having a short form Mobile App or HTML5 Mobile Website that comes up if people visit your site using a Mobile device.

Contact us for a site review and survey of how your business shows up online in general AND how it shows up on Mobile devices. If you are becoming invisible, difficult and undesirable to 10% more customers a month, pretty soon you are totally off the radar and not even considered.

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High Level Team Creation with Flexible, Short Term Strategies Enable Your Business or Consulting Practice to Move Fast

Planning, marketing and financial modeling aren’t enough, people and money still make things happen. We can assist you in creating powerful teams through alliances, consulting arrangements, hiring and out-sourcing. Because everything is based on a project management framework; delegation, accountability and predictable timelines create a dynamic field where creativity, energy and bringing out the best in each team member. Not only should company leadership wake up energized and excited about work, each team member can experience high levels of satisfaction and grow skills and confidence.

Let us help you build or round-out your team to create a more powerful dynamic and more profits!

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Strategic Plan or Business Plan?

Some highly respected consultants won’t do a business plan unless a strategic plan has been completed first. It can be as short as one page or can encompass Financial Modeling, Marketing Plan and Operations Plan.

Strategic Planning
At Big Business Zoo, we use project management techniques to break each objective down into manageable tasks that end anxiety about “loose ends”, create momentum and set systems in place that can be duplicated and delegated as your business grows.

By having clear outcomes and both short and long-term plans, cash flow management, profitability and increasing team and market share can all flow together.

The power of a Strategic Plan is that it is designed to create action and measure results with flexibility and it can be easily modified to take advantage of new market opportunities and challenges.

Business Plans
When you want to raise capital, apply for business loans, grants and government contracts, many times you are required to have a traditional business plan.

We create full business plans that include all financial modeling, marketing strategies and team creation and investor presentations. This is done step-by-step so you understand the plan and why it works so you can answer questions and explain it in a presentation.

What you will learn doing a Strategic Plan or Business Plan with us will completely change how you see the potential of your business and will make you feel more confident moving forward with clear goals and results. This process often substantially increases PROFITS and reduces stress and anxiety for you and your team.

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