Inbound Marketing – Todays’ Way To Do Business

What is inbound marketing?   Inbound marketing is, effectively, drawing the attention of prospects to your business by creating content i.e. video, blogs, podcasts, newsletters, social media marketing and other types of content marketing In traditional marketing you go out and seek customers – with inbound marketing they come to you. Sounds ideal but just how easy is it in reality? It’s all about attracting people to your website, giving them a reason to check you out.   So what is it that will attract them like bees to a honeypot? Having a good looking website is a start, then you need to be a prolific blogger, writing about stuff that shows you are an expert in your field and someone to be trusted. Regular, new content is the secret to success, informative articles about you, your product or service and your staff.   Video – an absolute must – any website today without video is rapidly losing ground to competitors and losing profile and Google ranking. Visitors will stay on a site with video much longer, giving you time to show off your product or service. Video can take on many forms – an explainer video detailing what you do and what you offer, How to videos, testimonials, corporate events, and very importantly, a call to action. Not restricted to only your website, videos are vital for your social media, emails and news letters.   The key thing is to be providing relevant information on tap at all times. It’s just there when people (read prospective clients) need it 24/7. The way people buy today has changed dramatically. They are far better informed and don’t rely on a salesman walking them through the pros and cons of a particular product. They’ve already done their research on Google.  That’s the way I operate and you probably do to.   Nothing frustrates me more than to go into a store to inquire about a product only to find I know more than the salesman. The end result is I do more research, makeup my own mind and the salesman ends up just taking my credit card. This is where inbound marketing works.  If your website is compelling, your blogs show you to be the expert in your field, prospective customers will flock to your site, and conversion rates will soar.   Traditional marketing is losing impact. We suffer from media overload – so many TV channels so many radio stations, we are bombarded by advertising. Even the good ads we are sceptical about.  PVR’s the advertisers worst enemy However, the technological age has allowed us to fight back, PVR’s let us to record TV shows and fast forward through the ads. Many of us don’t watch shows live, preferring to record them first so we can skip the ads altogether.   Technology is arming us with the tools to bypass the hard sell. Even our smart phones have a caller ID so we can weed out the cold callers. And those very same smart […]

The Number 3 – A Speechwriter & A Copywriters’ Best Friend

What is it about the number 3?   The number 3 exerts amazing influence on our lives. Artists and photographers live by the rule of thirds to compose a painting or a picture. Great orators and writers have long known that the rule of three gives their speeches and plays more impact, more humour, more memorability. “Friends, Romans, Countrymen” William Shakespeare from Julius Caesar. “Government, of the people, by the people, for the people“ The Gettysburg Address Abraham Lincoln “There are three kinds of lies: lies, damned lies, and statistics”– Benjamin Disraeli The Good, the Bad and the Ugly – movie Sex, Lies and Videotape – movie Slip, Slop, Slap – Cancer Council Australia skin cancer campaign. Then there’s The Three Little Pigs The Three Blind Mice Goldilocks and the Three Bears the Three Wise Men and the Three Stooges  But why is the sequence of three so powerful? It seems it’s about the way we humans process information. We have become proficient at pattern recognition by necessity, and three is the smallest number of elements required to create a pattern. Andrew Diugan in his Six Minutes Speaking and Presentation Skills blog says the rule of three is a powerful speech writing technique that you should learn, practice and master. Falling into the “Rule of Three” is the whimsical, yet true saying about making a  speech or a presentation “tell them what you’re going to tell them. Then tell them. Then tell them what you told them.” The Rule is equally relevant when it comes to humour.  You’ve all heard the line “three guys walk into a bar”etc or from a TV comedy, a  character might say to a bald person “Can I get you anything? Cup of coffee? Doughnut? Toupee?”  So there it, is if you want to make an impression, hold your audiences’ attention and leave them wanting more – do it in threes. The Rule Of 3 is just as important in commercial video making, both picture composition  and written content. When framing your subject move the camera so that the principal subject elements fall along one of the third lines, preferably at a point where those lines intersect. If you can’t re-position  the camera to a good spot, try to move the subject (not easy of you’re shooting a landscape). A case in point would be the placement of the horizon line in an outdoor shot. Don’t center the horizon on your screen. Place the horizon on either the top or bottom third line.  The Rule of 3 permeates many aspects of our lives.  Three is the magic number that makes life more interesting. How has it impacted your life? If you have examples of how the rule of three works for you let us know.