How To Market and Sell Effectively Without Resorting to Hype

Do You Know How To Market and Sell Effectively Without Having To Resort To Hype?



So, be honest are you ever tempted to use hype and exaggeration when you market and sell just so you can cut through the noise and get your audiences to pay attention?





Seriously, all that hype does is annoy your prospects and customers.

“Prospective customers can smell hype from a mile away. They’re aware of the manipulation tactics of marketers.  If the offer is too good to be true, sounds like a scam, or is too pushy, customers already know what to do: will leave and never come back”…….says 




What should you do instead ?


The answer is to be helpful and authentic.


Being authentic and helpful makes your statements more believable. Customers feel you’re thinking about their best interests.  This will also set up your business for success in the LONG term because you’re building trust among your customers.


Authenticity can also help you stand out because being authentic is not common and it will bring a breath of fresh air to audiences.



How Can You Build Authenticity?

One way to build authenticity is by being straightforward.

Instead of saying “We’re a company that is committed to delivering 100% customer satisfaction,” you can just say “We offer a money-back guarantee.”

With a clear and straightforward money-back guarantee on your landing page, customers know exactly what you’re guaranteeing.

Being straightforward removes both hype and abstraction.

Another way to build authenticity and remove the hype is to write as if you’re talking to a friend or family member.

What happens if you use hype when talking to a friend or family?  It’s likely they won’t believe you.

They won’t take you seriously. But if you stay authentic, they will believe what you say.



Anticipate Your Audience’s Questions

Aside from being authentic, being helpful will make your customers trust your business.

To be helpful, you must first figure out what specific kind of help they’re looking for.

You can answer their questions in your website’s FAQ section or right on your landing page.

The key is to put yourself in the audience’s shoes.

Then ask yourself what would be your main concerns about the product.

When you address their concerns, audiences perceive you as being helpful.



Tell True Stories from Your Satisfied Customers

Using testimonials is a way to take advantage of the power of word of mouth marketing.

Customers don’t want to make mistakes when buying anything, so they look to hear and learn from other people’s experiences. So if you add testimonials to your landing page, your prospects will feel at ease.

They will realize that your product or service, in fact, has worked for others.

Instead of using exaggerations, let your satisfied customers do the talking. It sounds more genuine and your prospects can relate more than when you toot your own horn.



Remember you don’t have to please everyone 🙂

What works is to become clear and specific.

Removing the hype and being specific also focuses your marketing efforts.

It means you’ll only reach out to people who are most likely to buy.

When people who really want your product buy from you, they are likely to become repeat customers.

They’ll feel that your product was specifically designed for them.

Those repeat customers will also be happy to spread the word about your business.











Let’s recap what you can do instead of using hype in your marketing:

  • Be authentic and helpful.
  • Write like you talk to a friend or family member.
  • Anticipate your audience’s questions and answer them.
  • Own up to your shortcomings.
  • Use testimonials to let happy customers do the talking for you.
  • Be clear and specific.



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To Your Success,
Joan Harrington

How To Know If You Are A Marketing Rockstar

Are You A Marketing Rockstar?



Do you have what it takes to be more than a one-hit wonder online and make your marketing out-of-this-world awesome?


To be a marketing rockstar, let’s compare your marketing strategy to one of the following 3 different kinds of rock bands to see where your business stands….






Garage Band  (Despite how great you think you are, no one knows who the heck you are)

  • No real strategy
  • Weak online presence
  • No blog
  • No keyword research or implementation of any kind
  • No social media presence
  • Your website has no lead generation opportunities
  • Not utilizing email marketing
  • No marketing automation
  • No sales and marketing alignment
  • Unaware of website analytics

How do you get out of the garage?

  • It starts with significantly shifting your mindset. 
  • The first step is shifting your allocation of resources toward a more unsolicited, lead generating approach that focuses on creating a powerful online presence, which right now, you simply don’t have.
  • Provide a valuable, educational experience through resourceful content in order to attract more visitors, rank higher in search engines, and generate more leads.


Click Here To Learn How To Implement A Content Marketing Strategy



Cover Band

  • Sure you have some recognition, but you have no real brand identity of your own.
  • You’re struggling to stand out among the competition.
  • As a result, it’s extremely hard for your brand to separate itself from the competition and control a share of the market.
  • While you may be driving some traffic, you’re really not doing much to set yourself apart from your competitors, particularly those who have a more powerful online marketing strategy.

Your focus needs to be on making your website the hub and central focus for your entire business, and getting the most out of the tools and strategies needed to execute a successful campaign.

  • This means creating more content.
  • Blogging more.
  • Improving your search engine rankings.
  • Increasing your social media engagement.
  • Revamping your email strategy.




Opening Act

  • Your ability to stay current has allowed you to stay somewhat relevant.
  • You’re very close to the big stage but still need that edge.
  •  The good news is that you aren’t far off
  • While you may be generating leads from your website, you have yet to develop a lead nurturing strategy to effectively push these leads further down your sales funnel.
  • You may not even have a clearly defined sales funnel yet.
  • Without one, you can never efficiently track and nurture your leads through the sales process.
  • Blogging consistently but lacking in readers, shares, comments and subscribers
  • Consistently posting to social media, but not driving followers back to your website
  • Sending frequent email blasts to entire contact list with no target audience in mind
  • You’re aware of traffic and lead sources, but unsure which marketing initiatives prove ROI

Your problem is with the details.

  • You have goals, but aren’t sure if the strategies you have in place will get you there.
  • You have a lead generating website, but it isn’t optimized for mobile devices

You can’t sell to everyone.

  • You need to know who is more likely to buy, and focus your marketing efforts on attracting and converting these types of prospects
  • This will allow you to have a much clearer picture of your target audience, which in turn will allow for sales and marketing to be more productive.
  • Start by creating detailed buyer personas, which are basically fictional representations of your target audience.


Once you have a better idea of who your ideal prospects are, you can more effectively create more relevant content that aims to push them further down your sales funnel.


Click Here To Learn How To Implement A Content Marketing Strategy



What does being a marketing rockstar exactly mean?

  • It means that you understand how the modern consumer is digesting and receiving content, and you’ve adjusted your marketing strategy in order to reach and engage your target audience more effectively.
  • People are using smartphones, tablets and laptops to consume and digest content and media.
  • You are what they want to consume…….You get this
  • You have a clear 12-month strategy to achieve SMART goals…
  • You have a lead generating, mobile optimized website that shortens your sales process
  • Your consistent blogging is driving traffic and leads and generating shares
  • You’ve seen improved search rankings by successfully tracking & implementing relevant keywords
  • You have a large following that consistently visits and engages your site
  • You generate a high volume of quality leads, drastically shortening your sales process
  • You’re sending highly-targeted emails to segmented lists of your contacts
  • You’re nurturing a high volume of leads through sales funnel with automation
  • Sales and marketing have shortened your sales process
  • You’re tracking and measuring lead and traffic sources, adjusting your campaign accordingly



Being a marketing rockstar simply means that you now understand what your ideal prospects want, and more importantly, know how to implement the strategies necessary to attract them. 



Click Here To Learn How To Implement A Content Marketing Strategy



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To Your Success,

Joan Harrington



Do You Need To Improve Your Marketing Strategy?

Need Help In Improving Your Marketing Strategy?








It’s a good idea to experiment with this simple “tactic” called….. A/B testing, and if you haven’t tried it, it’s highly suggested  you start so that you can get the results that you anticipate…….




“A/B testing has helped many businesses make sense of the potential impact their product or service can have once it is presented in the most effective way. By uncovering the way your customer’s behavior and preferences, your business can begin to tailor your marketing efforts accordingly to ensure you receive the best possible results”……..says  Carly Stec, Impact Branding and Design





These 5 Things Are What You Should Be Testing….




1.  Timing

  • If you struggle with things like achieving the email open-rates you feel your content is worthy of, A/B testing is a great way gather the data you need to get your numbers up where they should be.
  • By sending your messages to segmented lists at different times, either during the day, or during the week, you can come about the timeframe that delivers the best results in terms of open-rates and click-throughs.
  • A/B testing as a way to discover the time that works best for you.



2.  Email Subject Lines

  • A subject line has the potential to make or break the success of your email marketing, so experimenting with different phrases will help you find the one that makes the most sense.
  • Instead of letting your emails fall by the wayside, conducting an A/B test will give you the chance to understand the specific verbiage that resonates with your audience.


3.  Forms

  • When selecting which form to use on a particular page, keep in mind that we’ve all been spammed one time too many to just toss out our 411 without a care.
  • Use language that assures your website visitors that you won’t be using their information to throw useless information at them.



4.  CTAs( Call To Action)

  • The CTAs you implement on your website are reflective of the action you want your audience to take.
  • To avoid CTAs that fall short, your business should be actively testing different colors, sizes, styles, and placements to see what works best to facilitate action.



5.  Navigation Bars

  • Think of your website’s navigation bar as the vehicle for all of your website traffic.
  • Once visitors arrive on your site, they often turn to the navigation bar to make there way around the majority of your content, so why not make it as smooth of a ride as possible?
  • Use A/B testing to monitor the effectiveness of the order in which your navigation tabs appear.
  • If you’re not already using drop-down menus, consider adding them to see if it alters the way visitors behave on your pages.
  • In addition, try implementing a fixed navigation bar over one that disappears when your visitors start to scroll down.





Using this one simple “tactic” may be just what your website needs to take things to the next level.






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To Your Success,
Joan Harrington

Are These Missing From Your Marketing Strategy?

Do You Have A Marketing Strategy?







The 3 Things Missing From Your Marketing Strategy




“Don’t derail your marketing campaign by not taking advantage of these 3 key components”…..says  Carolyn Edgecomb, Impact Branding and Design




1.  Lack of Knowledge About Buyer Personas

  • Dig deeper to gain a better understanding of what their needs and wants are.
  • Learn about their demographics, pain points, background, shopping preferences, gender, age range, job role, etc.
  • There’s a lot to learn about your target audience and customers.
  • Just don’t forget to use that knowledge to engage, educate and interact with them.
  • This knowledge could bring you one step closer to closing a sale or forging a relationship with them.



2.   Context

  • It’s all about taking what you know about your customers and using that information to your advantage.
  • Don’t forget to use what you know to target your visitors.
  • Get them to reconvert.
  • Keep them coming back to your website.
  • Be a resource for them.
  • Use what you know about their needs, wants and interests to create content that will be attractive to them.
  • No one wants to read something that has no relevance to him or her



3.  A Plan

  • Marketing isn’t something you can just set and forget.
  • What actions are you going to take?
  • Know what steps you’re going to take before you jump right in.
  • You may want to develop a blog  as well as a social media publishing schedule to ensure that you’re staying on track and you’re actively engaging with your audience.
  • There is nothing worse than not having an active blog or social media profiles.

Create a plan that highlights your key activities that will ensure that you’re reaching your traffic and lead goals.

For example:

  • How many emails are you going to send each month?
  • How many landing pages are you going to create?
  • How often are you going to blog?
  • How many offers are you going to release this month?




If you need a great resource to help you with your marketing strategy, you can Download Impact’s Simple Marketing Plan<<<< Here





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To Your Success,
Joan Harrington





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Do You Have A Marketing Strategy?

Do You Know How To Build A Marketing Strategy?




What Is Your Marketing Strategy?





Today, I want to share with you a few helpful tips on how you can build your marketing strategy with this blueprint by Charlie Cook.……Enjoy his success tips!






Building a business that grows steadily in size and profits is like building your dream house.






First, you identify what kind of home you want, then you and your architect plan and create blueprints for your house, then you build it, move in and enjoy it.

Now imagine that you didn’t have the time to plan your home but went ahead and hired a builder to get started.

How would he or she know what to build?

Think about this…..

Do you know what your goals are and where you want to take your business?

  • Do you realize that marketing involves activities such as a website, mailings, advertising and phone calls to prospects?
  • Without a plan tying these efforts together, these activities by themselves may do little to help you achieve your goals.





You need a well thought out marketing strategy blueprint just as you would for your dream home.

Follow this blueprint…..


1. Identify Your Marketing Goals

  • What specifically does your marketing need to achieve for your business to grow?
  • You can state this in terms of the number of qualified leads generated each week, the percentage of leads converted to sales, total revenue, and profit.

What are your marketing goals?

2. Define Your Marketing Strategy

  • This is your overall approach and positioning relative to your goals and your competition.

What is your small business marketing strategy?

3. Set Up Your Marketing System

  • Develop a plan of action.
  • To increase sales, your marketing activities and the media you use need to reflect your marketing strategy and work together as one.

What is your marketing system?

4. Map Out Your Marketing Activities

  • You’ve decided what your marketing activities will be; now for each marketing activity you’ll need to determine who will create and implement it and when.
  •  Who will be responsible for developing, implementing and maintaining your marketing?

5. Sharpen Your Marketing Tools

Each marketing activity involves using one or more marketing tools.
  • These include everything from your web site to your phone scripts to your marketing messages.
  • To cut through the information clutter and get your prospect’s attention you’ll want finely honed tools.

Could you sharpen your marketing tools?

Sound intimidating?

It’s not when you have help.



Remember people who have a plan and take action achieve success while those who sit on the fence wear out the seat of their pants while watching the winners cross the finish line.






If you enjoyed these tips by Charlie, and found TONS OF VALUE, please share with everyone you know who think will benefit from this information…..Thank You!





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To Your Success,
Joan Harrington