Fake News Affects Your Business
It works – sells more – it doesn’t work – sells less!
There’s nothing new in fake despite it being all over the media right now as something new. It isn’t.
Fake even affects marketing solutions or what you should or could use to create more results.
Fake news arrived in the world of marketing on mass with the advent of the web.
Here’s what happened and how it can adversely affect results in your business.
When I arrived online in the late 90s people like myself were usually early adopter of the web for their business. It was a problem in those days because not everyone had email!
It’s was just another way to expand our reach or to expand my own marketing outlets to gain more business after all business is about being successful not struggling.
The New “FAKE’ Expert.
During the mid-2000s in particular saw the rise the ‘new expert’. These were groups of people that went doing business but started the business of selling advice to those that had no idea how to use the web to expand their business.
That seemed fair after all we all have to learn. But ot long after then rose the fake news reporters and advisors in an area of the marketing world that would and still will do anything for a sale.
They would and will tell you anything to get a sale for themselves to your detriment.
Yes this will work, yes that will work and most would listen to them especially if you are in businesses and don’t have time to learn yet another skill.
And the fake principles are like this.
Make some promises but not set in stone.
Confuse them with science as science sounds impossible.
Create complex thoughts and ideas that they will be happy to leave an expert to.
Build proof and patterns for jumping on board with the next new or big thing in marketing.
They will mantra
Stay ahead of the pack
Use social media daily
Use LinkedIn for connections
Hire a monthly blog content writer
Focus on SEO
Get some Facebook Ads running
And you know the story!
32 Years Later
In my 32-years experience. In my twenty plus years working with clients like yourself. In my experience generating sales going into the millions for my clients. In my experience creating strategies that sold almost £1.5 million in cars from a single campaign. And in my experience as someone that has been on the frontline of direct marketing since 1985 I want to share this with you.
First the only way to measure your marketing is by something a ‘new expert or guru’ will rarely talk about. Results! It either works or it doesn’t. Direct mail works or it does not. Social media works or not. Fusion works or doesn’t work.
Fake news or fake marketing can only be measured by the results it delivers.
Second I am yet to see and strategies that work built on the back of using all things new, the latest and the greatest.
The problem with new is it takes time to roll out, time to establish and time to see any genuine results.
Thirdly almost every successful campaign I have seen, been involved with and been part of has this.
Stripped Back Strategy
A stripping back to basics.
- Stopping and analysing what is currently being done with any marketing.
- Strong targeting that reduces waste and increase sales.
- Tuned in message to match your audience.
- Careful testing and measuring.
- Designing a strong conversion strategy and offer.
- Scaling up tactics and strategy once the testing is complete.
- And most usually this is done with stripped back to the bone marketing that has nothing to do with the latest and greatest.
The Mind Not The Latest
Marketing is mind based. The mind has to trust before it reacts. Trust is built over time. Time can take months not minutes or hours.
Once trust is built then and only then can a conversation take place.
Yet the fake new in marketing will tell you that do everything, anything and all things new.
Here is what I know.
If theres nothing in the bank … My marketing has failed.
Thats the only way I measure if it works.
How about you?
You know how to get me, you know where I am.
Yours in results and success.