subject: Why "Mine is Bigger Than Yours" Fails in Marketing [print this page] Why "Mine is Bigger Than Yours" Fails in Marketing
You all know the type - people who brag, "Mine is bigger than yours". But what does this have to do with marketing?
Well ... many marketers unwittingly belong to the mine is bigger than yours school of marketing, where they go out of their way to get bigger everything for their clients, without considering the impacts.
What am I talking about? If you are in business, you will no doubt have heard of people promoting:
* Bigger email lists
* Bigger number of Twitter followers
* Bigger number of Facebook fans
* Bigger numbers of links
* Bigger PR events & stunts
* Bigger ads in print, yellow pages and TV
* Bigger numbers of website visitors
Marketers everywhere push bigger is better on the assumption that raw numbers of things mean that you will increase your sales or market share.
Sounds logical. But what is the downside of some of these bigger than Ben Hur strategies?
If you push for bigger email lists, you could end up with thousands of people who really don't know or care about your product or service. You may also cut corners in terms of gathering their email details. If you market to this type of list, you could end up being branded a spammer and losing all credibility.
Twitter has seen a massive influx of "grow your list by thousands a day" sort of marketers. Even traditional marketers have been caught up with the bigger is better approach, but when you check out who is following them, you get to see thousands of spammers, other marketers, and people not related to their market. Thousands of people who will not buy their products or services in a pink fit.
If you head for bigger numbers of links to boost your rankings you may end up going down the path of being caught with link spammers and link farms. This may give you a quick search engine high only to get Google slapped where your website disappears into oblivion in terms of search engine rankings.
Bigger PR events and stunts can be a great way to build brand awareness, but they can also be extremely costly and may not result in actual increases in sales for your business.
Bigger ads are another area of challenge. If your yellow pages ad works as a small display ad surely a whole page ad may be better. This is one you need to test and measure but many of our clients are finding that when they downsize their ads, their phone calls from the ad either stay the same or increase, as people perceive they are not as expensive as the companies that take out full-page ads.
Bigger number of visitors to your website ... surely that at least is a good thing? Well yes and no. Yes, site traffic is one part of search engine results but it is not the only factor. People visit websites to research information or to buy products. What point is having thousands of people a day visit your site if they are not interested in the information you provide or the services you offer?
You see, the true marketing difference is quality over quantity. In business, you want to make your cash register ring. You want to attract more customers who are interested in what you offer and are willing to pay money for it as a result. Warm leads outperform cold leads hands down.
I would prefer to have a small handful of the numbers bandied around by the "big stuff" marketers but have each one of these small handful of people passionate about my products and service and already holding their money ready to buy, than have thousands of people with no interest and even less intention to buy. What about you?
So, the next time you are tempted to "get more" take a deep breath and work out what exactly do you want more of, and how specifically can you get more of what you truly need and less of what you don't.
There's a saying "only take what you need and leave the rest". There's also a saying "quality over quantity". Apply both of these in your marketing and you will create some great successes for your business.
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