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6 Simple Things You Can Do Today To Improve Your Marketing And Get More Customers

6 Simple Things You Can Do Today To Improve Your Marketing And Get More Customers

The question of why marketing fails is a very broad one. In short, there is no ONE stop answer to this question.

There are many answers to it because it is so varied. However, you know how important marketing is to the success of your business. Without marketing you get no sales.

If you are marketing your business at the moment but still can’t get more customers then there are numerous explanations why. I have listed some of the most common reasons below and what you can do today to fix them and hopefully start seeing better results.

Your Offer Is Boring

No one is going to take you up on your offer if it’s boring. Imagine going on a date with someone who is boring, who talks about utter rubbish like her makeup, shopping, that is what a boring offer is like. Your offer needs to be compelling.

What makes a compelling offer? It’s one filled with benefits. It’s one that a prospect feels compelled to respond to. Look at your current offers. Are they truly amazing? Would you respond to it if you had your prospects problem?

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You Are Advertising But In The Wrong Publications

Imagine that you are selling a computer software product. You hire an amazing copywriter, a copywriter who can write sizzling copy that cuts to the heart of any prospect… But the ad is placed in your local papers classifieds section. The response rate to this is basically going to be zero and a massive waste of your advertising dollars.

The smarter thing to do would be to place the ad in a publication read by your target audience. So think of publications such as computer magazines for example.

When you are looking to place your ad, always ask yourself, “Does my ideal client read this publication?” You always want to be turning advertising into profit, that is how you become wealthy and grow your business. Always consider the publication you post your ad in first if you want to maximise your chances of getting a decent response rate.

You Don’t Use Direct Response Copywriting In Your Advertising

At least you are smart and are investing in some kind of paid advertising. Bravo! BUT your ads contain sales copy that is so boring and dry that your customers would rather poke their eyeballs out with a spanner than read your ad.

Your ad needs the following:

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  • A headline that grabs their attention and compels them to read more
  • Compelling body copy packed full of benefits that follows on from the theme set in the headline
  • A strong call to action that gets them to take your desired response whatever it could be.

Obviously there are many specifics that make writing a decent sales offer more compelling than what I have just outlined but that deserves a separate post on its own.

You Aren’t Willing To Invest Money In Your Marketing

I find it astonishing when I hear about business owners complaining they aren’t getting the amount of customers they want, but they also aren’t investing in their marketing. If you aren’t willing to invest in your marketing then you get no sales. It’s really that simple.

Taking some half assed approach to your marketing will get you nowhere. In fact, if you’re going to take that attitude you may as well pack it in now and give up because you’ll never end up creating the business that gives you the life you want. I remember a client of mine who complained how she wasn’t getting enough clients each month. Then I asked her what marketing she did.

She told me she relied purely on referrals and in the past had done brochure drops in her neighbourhood. I was like, “My God, no wonder you aren’t getting enough customers each month!”

However, you need to be investing in the right marketing strategies. My recommendation is to start off with two lead generation methods per month. Test them and see how they perform for your business and target market. Once you hit upon strategies that work well, you can continue to improve upon them and even scale them if necessary.

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You Don’t Have A Sales Funnel

The most successful businesses use sales funnels. If you aren’t using sales funnels in your business then you are missing out on so much money.

A sales funnel really needs to accomplish the following:

  • It needs to educate and inform the prospect
  • It needs to generate leads
  • It needs to make sales

That’s really it. You can have a simple or a complex sales funnel. Simple could be anything from a local plumber using a Google PPC ad that directs the prospect to a landing page and a call to action to call their business, while the next step could be a high converting phone salesperson.

Complex could be anything from a Google PPC or Facebook PPC campaign that directs the prospect through different steps of the funnel that involves landing pages, videos, and email follow up sequences. You need to be using sales funnels for all of your products and services.

Not Following Up

Want to know a sobering statistic? Around 48% of sales people never follow up with a prospect. Isn’t that just insane? Are you making the same mistake when someone contacts your business?

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Not following up means you miss out on so many opportunities it’s not funny. Think about it. Every time someone signs up for a lead gen magnet, every time they call your business to make an inquiry they are basically a lead. They are interested in your business but they are not ready to buy just yet. So what you need to be doing is using this time as an opportunity to build a relationship with them. Nurture them. Educate them. Indoctrinate them and show them why you are an authority in your industry.

Eventually they will buy from you… When they’re ready.

If you are conducting most of your business online then following up is so simple. All you need to do is set up email autoresponder sequences and then just let it go. It does the follow up for you. If you’re an online business, it’s the same. Send your leads a newsletter each month. Send them a promotional brochure each month. You can’t miss out on this opportunity once you generate a new lead.

Conclusion

This is by no means an exhaustive list but they are some big one’s I have noticed so far in my copywriting career that explain why so many businesses are failing with their marketing. Marketing is the lifeblood of your business. If you can’t market what you do effectively then you’ll never get enough customers each month to build the amazing business you want and live the lifestyle you want.

If you want to know more about getting customers then follow the link in my author bio below and you’ll discover 15 proven ways to start getting more customers today.

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Last Updated on April 6, 2020

How to Make a Career Change at 50 for Great Opportunities

How to Make a Career Change at 50 for Great Opportunities

Turning 50 is a milestone in anyone’s life, after all you are half way to 100! But seriously, turning 50 is often a time in life when people can sit back and take a look at where they’ve been and contemplate what the future holds.

Can you change careers at 50? It’s not uncommon for people in their 50’s to consider a career change, after all if you’ve spent 20 to 30 years in a career, chances are that some of the bloom is off the rose.

Often, when we are starting out in our 20’s, we choose a career path based on factors that are no longer relevant to us in our 50’s. Things like our parents’ expectations, a fast paced exciting lifestyle or the lure of making a lot of money can all be motivating factors in our 20’s.

But in our 50’s, those have given way to other priorities. Things like the desire to spend more time with family and friends, a slower paced less stressful lifestyle, the need to care for a sick spouse or elderly parents can all contribute to wanting a career change in your 50’s.

Just like any big life changing event, changing careers is scary. The good news is that just like most things we are scared of, the fear is mostly in our own head.

Understanding how to go about a career change at 50 and what you can expect should help reduce the anxiety and fear of the unknown.

What are Your Goals for a Career Change?

As in any endeavor, having properly defined goals will help you to determine the best path to take.

What are you looking for in a new career? Choosing a slower less stressful position that gives you more time with family and friends may sound ideal, but you’ll often find that you’re giving up some income and job satisfaction in the process.

Conversely, if your goal is to quit a job that is sucking the life from your soul to pursue a lifelong passion. You might be trading quality time with family and friends for job satisfaction.

Neither decision is wrong or bad, you just need to be aware of the potential pitfalls of any decision you make.

Types of Career Changes at 50+

There are four main types of career changes that people make in their 50’s. Each type has it’s unique set of challenges and will very in the degree of preparation required to make the change.

Industry Career Change

In this career change, a person remains in the same field but switches industries.

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With an industry change, a person takes their set of skills and applies them to an industry that they have no previous experience in.

An example would be a salesperson in the oil and gas industry becoming a salesperson for a media (advertising) company. They are taking their skill set (selling) and applying it to a different industry (media).

This type of career change is best accomplished by doing a lot of homework on the industry you want to get into as well as networking within the industry.

Functional Career Change

A functional career change would be a change of careers within the same industry.

For example, an accountant at a pharmaceutical company who changes careers to become a human resources manager. It may or may not be with the same company, but they remain within the pharmaceutical industry. In this case, they are leaving one set of skills behind (accounting) to develop a new set (human resource) within the same industry.

In a functional career change, new or additional training as well as certifications may be required in order to make the switch. If you are considering a functional career change, you can start by getting any training or certifications needed either online, through trade associations or at your local community college.

Double Career Change

This is the most challenging career change of all. A person doing a double career change is switching both a career and an industry.

An example of a double change would be an airline pilot quitting to pursue their dream of producing rock music. In that case, they are leaving both the aviation industry and a specific skill set (piloting) for a completely unrelated industry and career.

When considering a double career change, start preparing by getting any needed training or certifications first. Then you can get your foot in the door by taking an apprenticeship or part time job.

With a double change, it’s not uncommon to have to start out at the bottom as you are asking an employer to take a chance on someone without any experience or work history in the industry.

Entrepreneurial Career Change

Probably one of the most common career changes made by people in their 50’s is the entrepreneurial career change.

After 20 to 30 years of working for “Corporate America”, a lot of people become disillusioned with the monotony, politics and inefficiency of the corporate world. Many of us dream of having our own business and being our own boss.

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By this time in our life, we have saved some money and the financial pressures we had with young children have passed; so it’s a perfect time to spread our entrepreneurial wings.

Entrepreneurial career changes can be within the same industry and using your existing knowledge and contacts to start a similar business competing within the same industry. Or it can be completely unrelated to your former industry and based on personal interests, passions or hobbies.

A good example would be someone who played golf as a hobby starting an affiliate marketing website selling golf clubs. If you are considering an entrepreneurial career change, there are a lot of very good free resources available on the internet. Just be sure to do your homework.

Practical Tips on Making a Career Change at 50+

So you’ve decided to take the plunge and make a career switch in your 50’s. No matter what your reasons or what type of a career change you are embarking on, here are some helpful hints to make the transition easier:

1. Deal with the Fear

As stated earlier, any big life change comes with both fear and anxiety. Things never seem to go as smoothly as planned, you will always have bumps and roadblocks along the way. By recognizing this and even planning for it, you are less likely to let these issues derail your progress.

If you find yourself becoming discouraged by all of the stumbling blocks, there are always resources to help. Contacting a career coach is a good place to start, they can help you with an overall strategy for your career change as well as the interview and hiring process, resume writing / updating and more. Just Google “Career Coach” for your options.

I also recommend using the services of a professional counselor or therapist to help deal with the stress and anxiety of this major life event.

It’s always good to have an unbiased third party to help you work through the problems that inevitably arise.

2. Know Your “Why”

It’s important that you have a clear understanding of the “why” you are making this career change. Is it to have more free time, reduce stress, follow a passion or be your own boss?

Having a clear understanding of you personal “why” will influence every decision in this process. Knowing your “why” and keeping it in mind also serves as a motivator to help you reach your goals.

3. Be Realistic

Take an inventory of both your strengths and weaknesses. Are your organizational skills less than stellar? Then, becoming a wedding planner is probably not a good idea.

This is an area where having honest outside input can be really helpful. Most of us are not very good at accurately assessing our abilities. It’s a universal human trait to exaggerate our abilities while diminishing our weaknesses.

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Requesting honest feedback from friends and co-workers is a good place to start, but this is another area where a career coach can come in handy.

4. Consider an Ad-Vocation

Sometimes, making a career change all at once is just too big of a change. Issues like a severely reduced income, geography and lack of benefits can all be impediments to your career change. In those cases, you may want to start your new career as an ad-vocation.

An ad-vocation is a second or ad-on vocation in addition to your primary vocation. Things like a part-time job, consulting or even a side business can all be ad-vocations.

The benefit of having an ad-vocation is being able to build experience a reputation and contacts in the new field while maintaining all the benefits of your current job.

5. Update Your Skills

Whether it means acquiring new certifications or going back to school to get your cosmetology licence, having the right training is the foundation for a successful career change.

The great thing about changing careers now is that almost any training or certifications needed can be free or at very little cost online. Check with trade associations, industry websites and discussion groups for any requirements you may need.

Learn How to Cultivate Continuous Learning to Stay Competitive.

6. Start Re-Branding Yourself Now

Use the internet and social media to change the way you present yourself online.

Changing your LinkedIn profile is a good way to show prospective employers that you are serious about a career change.

Joining Facebook groups, trade associations and discussion boards as well as attending conventions is a great way to start building a network while you learn.

Here’re some Personal Branding Basics You Need to Know for Career Success.

7. Overhaul Your Resume

Most of us have heard the advice to update our resume every six months, and most of us promptly ignore that advice and only update our resume when we need it.

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When making a career change, updating is not enough; this calls for a complete overhaul of your resume. Chances are that your current resume was designed around your old career which may or may not apply to your new goals.

Crafting a new resume emphasizing your strengths for the new position your looking for is key. There are many places that will help you craft a resume online and it is a service included with most career coaching services.

8. Know Your Timeline

There are a lot of factors when it comes to how long it will take to make the career change.

Industry and Functional career changes tend to be the easiest to do and therefore can be accomplished in the shortest period of time. While the Double Career Change and the Entrepreneurial Career Change both require more effort and thus time.

There are also personal factors involved in the time it will take to switch careers.

Generally speaking the more you are willing to be flexible with both compensation and geography, the shorter time it will take to make the switch.

Final Thoughts

Changing careers at anytime can be stressful, but for those of us who are 50 or above, it can seem to be an overwhelming task fraught with pitfalls and self doubt.

Prospective employers know the benefits that come with more mature employees. Things like a wealth of experience, a proven work history and deeper understanding of corporate culture are all things that older workers bring to the table.

And while the younger generation may possess better computer or technical skills than us, if you’re willing to learn, there are a ton of free or nearly free resources available to you.

Deciding on a career change at 50 is a great way to experience life on your own terms.

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Featured photo credit: rawpixel via unsplash.com

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