Bob's Blog

And The Wacky Races Are On

I always liked Muttley the best. His obsession with medals and general sneakiness were very endearing. You don't need to be sneaky in marketing, just clever. Actually, sneaky is bad since you'll soon get found out.

The questions "what triggers interest?" and "what triggers a sale?" are very important to understand. And the answer very much depends on your market and your product. But a continuous process of thinking about these questions will mean that you'll get better results.

It's closing in on Father's Day at the moment, so I'm being inundated with messages across all media about the best way I could hope to make my father feel good on this special day. Personally I don't think a new power drill hits the spot, but it takes all sorts. This is one of the more obvious triggers but what if you're not selling consumer goods?

Firstly you'll need to trigger interest in your kind of product, especially if it's something pretty new. This is where content marketing can help, where you'll need to write and publish articles that talk about the issues facing your target market, and how something like your product can resolve those issues.

As for triggering sales, there's the more obvious techniques like using limited time offers, but monitoring relevant news items can often bring up some new ideas. If there's a report about an event that could have been avoided or capitalised upon if only they had your product, then this can be used to spark new interest.

So avoid the sneaky but constantly have those questions at the back of your mind so you can grab the moment.