John Stewart

Hey all, this is another post I put out on LinkedIn about a week ago which people found interesting. Essentially it's creating similarities between dating faux pas. Things you wouldn't do (well... some of you might ) but seem to be standard practice for poor marketing. Again, fairly simple points but trust me when I say they are INSANELY common. 1 1 1 1 IT'S ALL ABOUT ME Someone approaches you and only talks about how great they are... relentlessly. Do you think you'd get bored? This references ads that run saying 'Look how amazing we are', or that just focus on the self. Ads work far better if you take an interest and talk about the person reading the ad. Their problems, what they're thinking about, how they feel etc. 2 2 2 2 THE PROPOSAL Someone you don't know approaches you and says "will you marry me...?" Think LinkedIn DM's that immediately list their prices and ask you to buy A better solution is to identify where someone is in the customer journey and then run ads specific to that stage. So yes you can propose to someone, but it tends to work best when they know who you are, they trust you, they like you! (this is called remarketing!) Running ads that immediately sell an entire solution at the first point of contact doesn't tend to work amazingly well. 3 3 3 3 THE HOBO You show up looking like a hobo and smell of guilt & lasagne. Think ancient websites, low-quality photos and probably the animated video you got on Fiverr. Honestly, not very common with SaaS companies. you know how to make a website look gooood. However, the low quality Fiverr videos are semi-common. Most of the time you're better off not having one. It can actually reduce conversion rates. 4 4 4 4 FORGETTING THEIR NAME You decide just to call them 'mate' because it's easier than guessing. Think generic campaigns not targetted at any specific audience or niche Ads work best if you are very specific in your approach. Another similar comparison would be that you want to date someone who's really into the gym, but you are massively overweight and never talk about fitness. That person isn't going to be interested. But if you yourself go to the gym and you talk to them about the gym. Probably going to go a lot better. That's it! Hope you've found it moderately entertaining and educational. I'll link the original post in case you want to check it out. If you have any questions, contributions etc please let me know! Source: I run a marketing agency running LinkedIn ad campaigns for SaaS & tech companies

I am often guilty of setting far-off, lofty goals that prevent me from focusing on short-term execution and the present moment One of my friends advised me to do an exercise: "every morning, write down your mantra for the day", this little phrase to repeat to yourself several times a day and which refocuses you on what you must accomplish. Ok but, write a mantra... It's super hard! And I tend to think of a mantra related to my work, and not on other subjects (which are just as important as work!). And you, PH family, do you write daily mantras?

I recently posted this to LinkedIn, and it was moderately well-received, so I wanted to share it here. These are 5 points I implemented in my own business (not SaaS), but we have since rolled out for B2B SaaS clients and it has worked for them too. If you have anything to add (things you've found yourself through testing or have learned elsewhere), please feel free to share. Would love to hear your experiences OFFERS We changed our offers from something that benefitted us. To something that benefitted our target audience. Inefficient: Contact Us Get A Free Quote Speak To Our Sales Team Efficient: Free Consultation Free Audit Free Assessment Free Trial Free Demo (circumstantial and depends very heavily on how you frame it. If you frame a demo as a sales call sprinkled with guilt and glitter it won't work as well as if you frame it as a way to help resolve the prospects problem) OUR LANGUAGE We changed the language we used. To match the EXACT language our target audience uses. We didn't guess this. We ran detailed market research. Most SaaS companies do extensive market research (most of the time very well) for their product but then fail to tie the findings back into their marketing. SALES + MARKETING We realized that Marketing is only half the equation. Marketing brings in potential. We refined our follow-up and outreach so that we convert more. Don't just follow up once Don't just follow up on one platform (use multiple such as e-mail, LinkedIn, remarketing, banner ads etc.) Focus your follow-up on helping that person even more. Expect nothing in return. IT'S A NUMBERS GAME You have to go BIG. If you spend a small amount on ad spend or put in minimal effort. You get poor results. You're better off not trying at all. (Genuinely, you can waste money if you go in half-arsed) INTEGRITY We took out any pressure from the process. We stopped using long-term contracts/tie-ins. We just went out there to help people we know we can help resolve the problem we know they have. If your whole approach feels like you fighting your ideal audience for their custom. It's going to be way more complicated than it needs to be. If you have anything to add or any way you'd like to expand on our findings, please comment below. Source: We run LinkedIn ad campaigns and consultation on conversion optimization for B2B SaaS companies.