Whether you’re considering digital marketing for the first time, are new to the business or even if you’re a seasoned professional, you’ve probably asked yourself the following question. What is the best thing that I can market that will be a long term best seller? That’s easy. The digital marketer’s best seller is yourself.
The digital marketer’s best seller is yourself
Contrary to popular belief, digital marketing is a long term investment. As with any other business, not everyone in the profession is in it for altruistic reasons. That’s okay. Afterall, we are in “business” to make money. However, when a business is in existence solely for the profit motive, it typically has a short-lived life.
The most successful businesses take time to grow. Apple is a good example. It didn’t become the giant it is overnight. From the day he started tinkering in his garage until the day his first product came to market, it took Steve Jobs some years to begin selling and earn the consumer’s trust. Like other business owners, he experienced growing pains along the way. For a while Jobs left Apple – a very fortunate turn of events, although, he didn’t see it that way at the time. When he returned, it was with a fury of energy and a vengeance to prove his ideas were unstoppable. But it took time for his ideas to germinate. I love the analogy that Esther Hicks offers. Just like planting a corn seed in the morning, do you demand the corn to be ready for plucking by dinner time? It would be unrealistic. You need to give your seed, your idea time to grow.
You’re probably thinking I’m not the genius he was. Whether you believe it or not, you are. You see, we are creators who manifest into materialism the thoughts that we have. If you bring to market something that comes from your inner being, something that keeps you awake at night with excitement, it will succeed. When you create something that is your vision, and yours alone, it is unique. There are no others like it. That means you have no competition. When your product is a reflection of who you are, it is as unique as you are because there is only one you. Trust in your idea and bring it to market. You may be the next Steve Jobs.
Apple remains the industry leader because, for the most part, it continues to bring to market innovative products in keeping with its founder’s visions. Bringing your unique idea to market gives you a huge competitive advantage. Others will follow, but by the time they catch up, you will most likely have gained huge market share and your business will be successful.
Steve Jobs was willing to put his reputation on the line. Apple sells the material manifestations of a genius creator whose vision was so grand, he changed the way we live today. Jobs put his heart and soul into his offerings. He was known to fire anyone who did not see things his way. Whether it was the Mac, iPhone, iPad or any of his other creations, he was unwilling to compromise the image he had in mind. He wanted only the best. He insisted on the most leading edge ideas. He was confident about the quality he provided. Apple products are an extension of who he was. Jobs knew this and was prepared to put himself “out there” to earn the public’s trust. In effect, as Apple stands behind each product, it is Steve Jobs who stands behind them. He used to say: “Being the richest man in the cemetery doesn’t matter to me. Going to bed at night saying we’ve done something wonderful, that’s what matters to me.”
Masters of online marketing understand the importance of consistency. One of the biggest mistakes you can make is to reduce or cancel your marketing when you’re going through slow periods for fear of spending more money than you would make that month. You need to look at it in a different way. Just as the real estate season slows down considerably in the Northeast of the United States during January and February, that doesn’t mean buyers have dried up. They’re probably “sitting on the fence” waiting for the thaw so they can see what that beautiful 4-acre property with sprawling lawns looks like in the Spring. If you’re going to be reactive, be reactive in favor of more advertising or marketing. By the time your buyers are ready to make a purchase they will remember you and your products because you have been consistent in your exposure.
Whether it’s advertising, blogging, videos or other medium, you always want to stay in front of your clients. Remember, not everyone is ready to buy at the first stop. People tend to compare products and services. They may have more pressing things to address than shopping. There could be interruptions, emergencies, all kinds of reasons a buyer doesn’t purchase when they first land of your page. During the holidays sales tend to dip because people are typically busy entertaining. When you face a slow month, don’t pull back on your marketing.
One of the most important reasons to be consistent is to remind people that you’re in business. There is so much noise on the internet and it’s a crowded place. There are hundreds, if not thousands, of competitors for your products and services. All the more reason you must be consistent in your marketing. Consistency gives you the benefit of being the first person that comes to mind when someone is ready to make a purchase.
Consistency also tells your market that you’re steady, dependable and reliable. You’re not a wavering business. Like Apple products, you stand behind your products and services.
Successful marketing is about attracting people. For me, it never involves “selling.” The best way to attract someone is to show your enthusiasm about your products and services. If you believe in what you’re representing, your enthusiasm will show. You can communicate enthusiam through various mediums like blogging, websites or social media but I find the best method is through videos. When you can look at someone’s expressions or see their eyes, you can see a lot. If someone is excited and enthusiastic, their body language will express that. Digital marketing requires building trust which takes some time. If you can do this through effective tools like YouTube, you’re certain to secure loyal followers and repeat clients. A great example is Nick Unsworth’s Life on Fire TV. His enthusiasm for what he does is evident and he’s developed a following in a short period of time. I’m one of them. His personality is magnetic and his enthusiasm is contagious.
Enthusiasm is essential to maintain a loyal following. We’re not always excited. We have days when our moods are challenged. When these times come, it is all the more important to tune in to those who can put us back on track. Listen to great audio. Watch inspiring videos. Read motivational material. Call someone you look up to. Seek whatever you need to get you back on a high spirited frequency.
Have you ever known someone who has everything the world says should make them happy but they are serially depressing or continuously complaining? Do they have a large following? Certainly not. Stay away from them and from naysayers. Enthusiastic and happy people are easy to follow because they emit a magnetic energy and certain chemicals in their body. Always show your enthusiasm through the passion and dedication you have about your products. Enthusiasm inspires people to take action, especially when they’re looking to improve their lives. When others join you, that’s how your business grows.
Always remember the reason why you do what you do. When you’re struggling, remind yourself what your mission is. What is your purpose? What is your vision? Knowing this clearly is the difference between success and failure. Conviction in what you do is your brand. It gives you the thrust you need to move forward every day. Steve Jobs used to say, “Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do. If you haven’t found it yet, keep looking. Don’t settle. As with all matters of the heart, you’ll know when you find it.”
You can’t “convince” people to buy something and have conviction at the same time. If you have to force something upon someone, it means you don’t believe in it yourself. It makes your business much harder. If your business reflects your purpose, there’s no need to persuade anyone to take action.
When you believe in what you do, there’s no need to seek anyone else’s approval. The happiest people on earth don’t listen to other’s opinions. Why? Because they have an unswerving belief in their mission. They live, eat and breath their convictions. Whether it’s helping someone grow a business or assisting them in personal development, I love sharing my knowledge and raising people’s awareness about their potential.
To become an expert at anything you need to learn and practice. As much as we would like, this doesn’t happen overnight. Success comes after trials and errors. Shaquille O’Neal has a lovely saying: Excellence is not a singular act, but a habit. You are what you repeatedly do. If you throw enough pasta against the wall, something is going to stick.
Remember the digital marketer’s best seller is you. You are the voice of authority. It’s easy to attract buyers when you know your market’s needs and when you know your products well. If you’re a reseller, you should always try a product or service before you market it. One way to help customers overcome their hesitation to buy is to relate to them. You can only do this if you have experience with the product or service you’re marketing. You can then provide answers and solutions first hand. Having direct knowledge gives you confidence, it makes you a reliable source of information and you will feel good about what you’re doing.
The most successful marketers offer products or services that are “right out of the box.” In other words, they are easy to use from the start and every time. If it’s a business or educational offering, it should be duplicable. This is important because buyers today are time-pressed and don’t want mountain loads of information. Your product should be easy and hassle free to use. A happy buyer will refer you and they will let others know about your offerings. This is the best way to grow any business.
Experts are always willing to share their knowledge and information. The digital marketer’s best seller is offering a free trial of the product or service, without any obligation. Let your customers try them out. What better way to send the message that you’re confident and believe in what you represent. Moreover, it makes you transparent, which is the most important in building loyal repeat followers.
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