October 8, 2018

Your opinion doesn’t matter

When you work with clients you develop a system of red flag sensors.

One of the things that prickles my red flags is people who tell you they ‘don’t know marketing’, but in the very next breath try to inform you which ad copy will work.

“You may not know marketing,” I’ll respond in my head, “but you have ears. Listening skills are more important than marketing knowledge. And unless you personally are going to buy all of the product you sell for the next three months, your opinions actually don’t matter very much…”

Sometimes that missive escapes out of my head and into my mouth, which is the equivalent of wielding a sledgehammer around the office.

Which incidentally is why it’s always best to work with a few clients, rather than one big one. If you accidentally sledgehammer a client by speaking the truth, there’s always a risk they’ll run away crying.

So here’s an idea: rather than learning some fancy marketing tactic, what if you could better improve your marketing results by listening to what people are saying?

Are you:

  • Surveying people after that opt-in?
  • Speaking to people after they opt-in
  • Surveying people after they buy?
  • Gathering real customer feedback about the things they were worried about before ordering?
  • Making assumptions instead of doing this work?

Becoming a better marketer – and a better storyteller – is all about listening.

Of course you can’t package up that advice into a $995 value course, so it isn’t what most people will tell you.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.