Welcome to CMO – Creative Marketing Online, from soap to nut, from leather to lace or code to gaming console, this is where makers like you learn copy, content and marketing tips to grow your business online.
My guest this episode is Margo Aaron of www.thatseemsimportant.com
I first learned about Margo on The Copywriter Club Podcast…where I too wanted to be her friend.
And then I learned more about Margo and how she could help makers understand how to use marketing to influence their business growth.
Margo stumbled into marketing by accident…from a psychological researcher for a mental health facility to market research. She started in the agency world, working on multiple accounts and campaigns. From there she created her own agency…and created a business she hated. She was bogged down with client management, it was eating her soul. She missed writing, so she pivoted to get back to her own voice.
Margo gets people to care about marketing and not feel that it’s a necessary evil.
Why is no one buying it?
And why is no one using it?
Marketing is translation to that turns someone’s problem into your solution.
We have an old dated image of marketing and sales as icky (used car salesman) instead of real connections that are useful and helpful.
The hardest thing to do is make that real connection to your audience…to your ideal client.
Treat people like people and they WILL respond.
We also had a great giggle about the overly chipper effect.
As we continue the conversation, Margo also talks about the importance of metrics…measuring the results of your campaigns in order to see if what you’re doing is working.
Are you being understood by your audience in order to make the connections and create useful pieces of copy that your ideal buyers get.
Margo also goes into understanding how your people shop! And, are you teaching them to wait for the discount or to look for the value.
What perceptions are you creating and how are your people arriving at those perceptions?
There is a lot of what we’re communication that’s a disconnect to what the actual message is that people are seeing.
Not that you should never discount, but what’s your verticals, understand industry norms and what you’re customers buying journey is and WHY she will buys.
SO many products businesses write copy that “talks” to the colleagues instead of talking to their customers.
This isn’t easy and the only people that should be giving your feedback on your marketing is the people that paid you money…not your mom and not your best friend because they are not your market.
As creative, we love what we make and it’s really hard to hear feedback that we don’t want to hear.
We actually have to start listening because they are the ones we’re making for…not ourselves.
And the metrics will make it more clear what is working and what is not.
Margo emphasizes the importance of doing it wrong instead of hiring someone that’s giving you the silver bullet promises.
Don’t give away the hard work in the beginning so you learn and know the mistakes, so when it comes to hiring you’ll know what to look for in a person when the time is right.
Don’t be afraid to fail!
Step into the arena, work through the mistakes and you’ll become a better marketer and business owner.
Margo left beginners mind behind and let perfection go as she pivoted into her new role.
And to close…Margo shared her biggest piece of marketing advice!
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