Free eBook: Unorthodox Marketing

21 July, 2014

10 marketing strategies that you’re probably not utilising right now…

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The marketplace has now become cluttered, tangled and completely messed up.

Marketers, Advertisers, Salespeople and Business Owners are all fighting for new customers and product sales each day of the week, but the problem is that there’s too much fighting going on. There’s just too much messages, where it’s more difficult to get the attention of the consumer to drive businesses further and to grow.

Competition is increasing, yet the desire for buying in general is decreasing. It’s a classic catch-22 situation. It’s not a case of the demand being there to supply, it’s a case of demand not being there and the supply is in abundance!

Despite this trend, over the past few years, I’ve managed to bring in hundreds of thousands of unique visitors into websites and web pages, which have turned into tens of thousands of product sales, on existing and brand new products. And this eBook represents the strategies that enabled me to do so.

Today marks the day where I make this eBook available for FREE for the first time.

Here I’ve compiled a list of marketing ideas that’ll enable you to stand out of the crowd a bit more and better target and engage with the marketplace. This short eBook, UNORTHODOX MARKETING, lists 10 “alternative” strategies and presents simple and actionable points to get to grips with them.

(Super-fast read) In the pages you’ll discover…

  • The best way to talk to your prospects that’ll increase engagement and conversions
  • How to get more out of your current customers
  • The most effective way to launch your products and services online
  • How to become a master at networking and connecting with potential JV partners in your industry or niche
  • Plus much more!

These are unorthodox strategies and ideas that you’re probably not using right now. Some simple and others not so, but what is certain is that they’ll help to you start bringing in more traffic, more leads, more customers, and more importantly more revenue. They’ve served me well in the past (and still do now) so I hope you’ll be able to take something away. I know you will.

Are you ready to take a leap of faith and change the way you sell to combat the current difficulties in modern marketing?

Download your free copy here (no opt-in).

What Is Market Segmentation, Anyway?

16 July, 2014 — 5+ Comments

Dividing a broad market into scalable segments is the only way that you’ll be become truly remarkable. And only then you’ll actually be able to broaden your reach (if that’s really what you want to do).

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Common belief is: when you market a product or service, you market it to everybody.

Market it to the everyday man, his brother, his mother, his neighbour, and even his dog. But this is all wrong. The reason that this is wrong is that if you end up marketing your product to everybody, it’ll get picked up by nobody. And even if you do pick up a few customers, they’ll probably end up being generally poor customers.

Take a look at any big company in any industry. Very rarely will you see a marketing message that’s aimed out to the masses. Here’s some of the biggest footwear brands out there for example: Nike, Hush Puppies, Converse and Dr. Martens. Those brands don’t all target the same type of customer. In fact, they all target a different type of customer… even though everybody needs footwear!

Those brands are aiming their marketing at a specific market segment. If they’re targeting multiple market segments, then the message will always be different for each segment. But the fact it that those companies have made it to the top because of their outright focus – and specialty – on creating one type of shoe that will bode well with the type of customer they chose to target in the first place.

Sure, the idea of trying to please everyone is a dignified objective, but it just doesn’t work in a crowded marketplace. If we realize this, then we stand a better chance at grabbing a bigger piece of the pie that is market share.


“A product or service that tries to appeal to everyone winds up appealing to no one.”
Al Ries and Jack Trout


This all goes back to what I said earlier about picking up the “best kind” of customer.

Would you rather target 10 people that truly love your products, or 100 people that are simply content with your products? I know which I’d rather – and that’s a choice not determined by short-term revenue.

So to get these customers, the ones that will love you and your brand, you’ll have to zero in on a specific type of customer who has a specific type of need. You’ll have to identify the buying characteristics within your niche.

Let’s not forget the 21st century customer. He is well connected, demanding, social and knowledgeable. But more than anything, he wants you to speak to him like a real person. He wants you to know his needs and wants. And not only does he expect you to satisfy those, but he’s expecting you to go above and beyond with everything you do that involves him.

How else are you going to be able to satisfy his SPECIFIC need, if you’re trying to satisfy his brother’s need, his mother’s need, and his dog’s need too? The answer is simple, you simply can’t. That’s why you have to focus on YOUR customer, in YOUR market segment.

Think about who your ‘perfect’ customer is – the most profitable ones and the repeat buyers – then work around the needs and wants of this customer. That’s your niche. Your market segment.

And even if you’re still sceptical about market segmentation, think about giving something really outstanding to a specific audience first – because that idea can still be appealing to the masses. It just needs to have a niche focus that can go “mainstream.”

That’s how the unorthodox marketer thinks.

Selling Without Selling

10 July, 2014 – 4 Comments

The best way to sell your products is by not having to sell them in the first place.

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As customers, we love to buy. But, on the other hand, we hate being sold to. If you think about that for a second, it’s a pretty strange crossroad to be at. As marketers, we often think that even though people may like our products, we can’t push that sale because we could possibly scare off that potential customer as he or she doesn’t want our intervention.

In the desperate times we’ve found ourselves in (mainly down to the global economic downturn), we’ve been sold and pitched to too many times. Now, we’re sick of it.

Okay, it may come over that I’m not a fan of selling with aggressive pitches here. Don’t get me wrong as this simply isn’t true. What I’m saying is, that constantly trying to sell day-in day-out to the same customers isn’t going to work unless you alter the way that you’re selling in the first place.

“It’s not you, it’s me.”

For me as a teenager, it was a case of trying to get a girlfriend by any means possible. Hell, I’d ask the entire bar out if I had to. What happened? I kept getting turned down. I wasn’t going out picking girls and throwing a chat-up line at every one of them (which is the wrong way about it too by the way). I was just asking them – yes, pretty much any one of them – for a date kind of thing. But, I was too pushy. I was too stupid and I was getting nowhere. So, I gave up and decided to relax and chill out with my friends, toning everything down whilst I spoke to girls. And guess what?! They started coming to me! I couldn’t believe it. They were pursuing a relationship with me.

It’s exactly the same whilst selling; we have to stop thinking about the quick sale.

And it all comes down to one single element: TRUST. People are not buying with the businesses that offer the best products anymore. They’re buying with the businesses they feel they can have a successful long-term relationship with. So, as marketers and sales people, we now have to share more of the things we’re doing, and simply just be ourselves. Be human! Because here you’ll be showing the potential customer what they’ll be getting before they get it, without directly selling anything.

This is a kind of trust that takes time to build, and sadly, it can take just seconds to diminish. But that doesn’t mean that it cannot be done. There are a few simple ‘tweaks’ that you can add into your day-to-day communications to help get a successful and trusting relationship going. Here are seven:

  • Find things in common to talk about and engage.
  • Listen to the other person – this is a two-way street.
  • Always tell the truth (even if it’s bad).
  • Be sincere and show respect.
  • Demonstrate your exceptional knowledge.
  • Be consistently reliable.
  • If you break trust, always put your hand up and seek to recover.

When those girls back then started talking to me – much like when a potential customer starts to engage with a business – that’s when I would put my salesman hat on. Simply because they’ve given me ‘permission’ to do so. The difference was that I would be much less ‘salesy’, and more subtle. I wanted the sale/relationship eventually, though I knew it would take more time, so I had to stand back and offer a little bit more room to breathe.

Sure, you can use the classic sales techniques that are still ever so effective in selling situations, but these take a little longer to build trust in order to have that platform to implement these techniques – to be able to get the pitch in.

So, how about letting natural human psychology take over for a bit, and see where you get when it comes to selling?

10 Areas Of Focus That Will Increase Your Website Traffic

05 July, 2014

Answering one of the most common questions every digital marketer is asking and identifying where the areas of focus for better quality traffic are.

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At a certain point last year, not one day would go by without somebody asking me: “How do I get more traffic to my offer?” It’s a million-dollar question. It’s the final bit of the puzzle, but it’s one that bears the most weight. So to be honest, I don’t blame those people who are concerned about their traffic.

Just do a quick search in Google, and you’ll see that there are tons of articles, blog posts, eBooks and infographics on boosting the traffic that hits your websites. Most of them are just mediocre, and others even worse than that.

So in this post, I’ll briefly touch on the areas of focus that will increase the traffic to your website. And these are real practical stuff that you can get started with right away and see results fast.

#1 Content. You already know this, but just by creating good quality content (often) you’ll bring in more natural visitors. Make sure this content is optimized with relevant keywords, headlines, photos, tags, meta descriptions, with plenty of links and trackbacks to other blogs. These guys will take notice and may even return the favour.

#2 Interaction. Another simple tool to increase traffic is via comments. Leave comments on other blogs – this is a daily task that doesn’t take long. Those blogs will in turn take note of your website, or alternatively, if you drop your URL in the comments, the other readers will also stop by too. This can also be done within industry specific forums and social groups. Just remember to reply to every comment!

#3 Social Media. Not only should you be sharing your pages and content on your social profiles (Twitter, Facebook, LinkedIn etc.) but you should also use social bookmarking websites to share (StumbleUpon, Digg, Reddit etc.), and also target the lesser known networks (Quora, Tumblr, Technorati etc.) You should look to reciprocate and interact here and build your community.

#4 Directories. There are literally hundreds (if not thousands) of web directories online. You should look to list your website/business on all of the big directories, including all of those related to your business and niche. Purchasing feature listings on each will drive even more traffic your way if you have a small budget.

#5 Search Engines. It’s been at the forefront for digital marketers for years, and will be there for years to come. Do your keyword research, get your pages and posts SEO friendly and seek backlinks. Just make sure you keep an eye on them algorithm changes which Google announce from time to time so you don’t get caught out. This is more important than you think.

#6 Pay-Per Click. Use Google AdWords and Bing Ads to create text or display ads that’ll really get you the targeted visitor that you want. You can also do this (and I highly recommend that you do) on Facebook and other social media platforms, it’s a great way to laser target as they offer valuable demographic information that’s virtually impossible to access elsewhere so accurately.

#7 Video. You can use Vine to upload 6 second looping video shots to your posts or YouTube if you post more in-depth videos to you profiles. People can access these from anywhere, and are more likely to take notice of what you’re saying as it’s great way to get up close and personal. It’s exactly the same principle with images – it increases interest and interaction.

#8 Friends. I’m not talking about your online buddies, I’m talking about your real-life friends now. Encourage them to read your stuff and discuss in person with them what you’re saying and thinking. Seeing you passionately talk about this stuff will encourage them to talk to somebody else about your website which can generate even more traffic.  

#9 Joint Venture Partners. So powerful I cannot even begin to describe. If you build relationships with the key players in your industry or niche, they can mail their list, blog about you, place a banner on their website, share on their social media profiles, the list goes on. Seriously, you can get a ton of responsive traffic this way because you can actually pay them commission if a visitor converts. Everyone is happy. What are you waiting for? Start building relationships.

#10 Be Unique… and don’t be shy. Everything you should be doing should be unique. Just standing out from the crowd of usual bloggers will get you traffic by itself – so get out there and stand out!

And there you have it. My top 10 traffic generators that have served myself and others well in the past, and still do to this day.

You’ll need to look into each one in more detail (there’s a possibility that this is something I could expand on in the future) and really get to grips with them. Once you’ll unleash the power they posses you’ll find yourself swamped in visitors and will need to focus on other areas such as conversions thereafter to deal with this traffic. Not a bad place to be, huh?

Minimal Subliminal Advertising

01 July, 2014

Subliminal Advertising and placing hidden messages has received much attention over the last few years, most of which have been negative. But there are signs that it CAN work, therefore it’s worth taking a closer look. 

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Do subliminal messages work in advertising? Now that’s a question.

Born within the US in 1957 in a hoax by market researcher James Vicary, “subliminal messages” have received a mixed reception throughout the world and have since been banned in some areas (that includes UK TV). This alone would suggest it has some effect on our perceptions, right?

Take a classic study on cigarettes for example.

Smokers were shown two sets of photos. The first was of old cigarette advertisements that had images of cowboys from the American West along with Formula 1 and NASCAR images based on the Marlboro adverts. The second had photos of general advert-style images of logos and product photos, basically all of the ingredients a generic advert would include. To everyone’s surprise, the first images that were in no way tied to smoking were the ones that triggered cravings.

On the other hand, the vast majority of previous research has shown that subliminal messages don’t produce any significant or long-term changes in behaviour. Albeit that this experiment is something that is hard to argue with even on this topic of massive controversy that is the marketing of cigarettes. Even the warnings of the dangers to health on cigarette packs prompt activity in the brain’s craving centres by unintentionally triggering all the cues that smokers associate with – not that those smokers would ever realize this.

Therefore subliminal messaging is an essential weapon in the unorthodox marketers’ arsenal, but proceed with caution. Consumers aren’t stupid. They see advert after advert on TV and naturally switch off. But once a message gets displayed differently – just like in the Marlboro experiment – they find themselves interested (and exposed). This is because consumers aren’t consciously aware that what is being displayed is a piece of well-thought out marketing communication with minimal coverage – which is all it needs.

You have been warned.

Who Is Using Mobile?

26 June, 2014 — 15+ Comments 

Mobile Marketing is something that often gets pushed under the table. Here’s why you should NOT fall into that trap.

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2014 is the year of the mobile. The year where 80% of us use smartphones to do our shopping; where 50% of us use mobiles whilst inside a physical store to research the same product, and the year where 75% of us admit to taking one into the bathroom with us!

This is serious stuff… extraordinary even. Who would have thought that 10 years ago our buying behaviours would reach such a level? Just mention these behaviours to your parents and I guarantee they’ll be appalled. But nevertheless, they are here. And we as marketers are not here to assess these economic trends, we are here to meet them: “We cannot change the cards we are dealt, just how we play the hand.” (Randy Pausch, The Last Lecture)

The problem we face is that this is new territory for businesses. Having spoken to business owners this week, it seems that many are yet to even do anything proper with social media. So think of the reaction mobile optimization gets, albeit initially anyway. This is soon to change. Because no matter what your bosses, colleagues or partners say the fact is clear as day: if you do not invest in mobile marketing you’re leaving money on the table.

So to the common objections to mobile optimization. Some will say it’s too new and they don’t know where to start: that’s just lame. Some will say that they don’t know how to measure the ROI so it’s just wasting money: a valid concern, but still lame as an objection. And some will say they don’t have the time and want to focus energy in other areas that are more profitable: terribly lame.

Mobile marketing is here, and you either choose to innovate, or you choose to die. So now what?

Well, straight off don’t get carried away and lose yourself in this world of touchscreen scrolling. Start with a basic mobile website with a responsive design. This will need to load quickly, and have no aspects that isn’t mobile optimized; otherwise you’ll lose your customers. This doesn’t cost the world.

Then invest in a mobile analytics service that’ll measure and accurately map out a visitor’s journey through your mobile website. This’ll give you an idea of buying behaviour relative to your unique mobile site and how you can teak things. Again, this isn’t that expensive.

As for content, take into account that mobile users take on more information than “regular” browsers (that’s if we can call it regular now). This is simply because a mobile is fixed with them all day. Think lunch breaks, trains home, waiting in queues, at the bathroom… these are all possibilities – even probabilities – to browse. So get it right. Information needs to be short, concise and to the point so it stands out from the rest keeping your visitor interested and engaged at all times.

Finally, and this is the next step once you’re up and running, consider the creation of a mobile app, or a website in the form of an app. This will obviously cost more. But if you do have the budget (and are getting the traffic and seeing conversions) then you have Geo-Targeting, Narrowcasting and Gamification possibilities available as potential strategies. Okay I admit, these are perhaps a little advanced, but are nonetheless worth a mention because they’re inclusion within a marketing strategy depends on your current mobile marketing efforts.

Think of your own buying habits. Think of your kids, colleagues and friends and look at how often they’ll grasp a mobile or tablet. Chances are that they’re browsing with the intention of possibly buying something. And just how many people – aka potential customers and your target market – own a smartphone or mobile/tablet device?

Sure, mobile marketing optimization has been on the cards for years. But only this year have the stats been there to back these claims. You simply cannot let this slide because just about everyone is using mobile. It’s too important now.

Chances are that you’re probably reading this on your mobile device too…

Myths & Delusions Surrounding SEO

20 June, 2014 – 3 Comments 

At present, SEO is a strange and magical topic because not only is it difficult to master, it’s also difficult to understand the rules.

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Have you noticed it yet..? That search engines are becoming more human. Because that’s what’s happening.

When we first came online, Google was a bit like a first year high school student. Shy, forgiving and generally quite pleasant. Now, he’s your cocky, confident, good-looking final year grad-student that doesn’t have the time for you anymore. There’s more friction.

How you get on with this guy is your main concern, as SEO is still a big deal in digital marketing today. But it’s not straight-forward. So let’s address the common myths and delusions. Because the tricks that worked before in SEO will most likely do the exact opposite now, and harm to your search rankings. Funny old world isn’t it?

We’ve always been told that guest blogging is a great way to build backlinks. But guest blogging now digs up more problems than solutions. As Google has gotten more self-aware (yes think of the killer robots in the Terminator movies) it has recognized how the Black Hats in the past have abused it to create spammy backlinks. In other words, it’s cutting down on poor quality traffic. To be fair, they have a point, because who wants poor quality traffic anyway. Not me. Next I hear you say “writing keyword heavy content?” Sorry, keyword stuffing is still a no-go. Again, you will get penalized just like you would have a few years ago.

Thankfully though, SEO is still the main driver to organic traffic. As far as the internet is set up the way it is today, that’ll never change. So here you’ll be spending time on a worthy cause providing you realize that SEO is just another piece of the online jigsaw.

Where does this leave us?

The first step is to do your homework, and that’s keyword Analysis. Use Google’s Keyword Planner and use those less competitive keywords. Specifically the ones that’ll give a high search volume that your direct competitors aren’t using. These are your main weapons in the war against the machines.

Next up is your Content - the first line of defence. Your on-page optimization needs the main attention, and it needs to be regular. Here I’m also talking about the content quality, titles and headings, URLs, image optimization, meta descriptions and keyword density. Basically your bread and butter SEO techniques, so pay huge attention to them. They will be the deciding factor in your post/website’s success, and if you’re not too sure about them do a quick search on each to get acquainted. Because you won’t get good ranking just by creating good content – that I’m afraid, is also a myth.

Then to the Off-Page stuff (links). What I said about guest blogging and backlinks still goes but it’s a little complicated. Yes, bad backlinks can harm your rankings, but good ones can drastically improve them. So get the right backlinks – speak to your peers and only let those guys be your referrers, and in turn report any Black Hat activity. Also, use Social Media to share. It’s at the midway point between both points mentioned earlier, but it’s a powerful traffic generator that you shouldn’t ignore. Google will take notice of the traffic that enter your site through Twitter, Facebook, and the likes, that’ll improve your rankings without you even having to break sweat. That will never be myth.

So there we have it: Google’s algorithms are growing up. They’re getting smarter, more knowledgeable and will punish you for your misgivings. But we too are growing up to understand what we can and can’t do – realizing what are the myths and delusions surrounding SEO – to battle this mature, and sometimes annoying algorithm changing robot.

We need to adapt, research, strategize, and plan our way to the first page of Google. It’s not going to come overnight, but rest assured, Google, we are coming after you nevertheless. Because we are now aware of the biggest SEO myth of them all: You do NOT have to rank #1 to get all the traffic.