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How to Successfully Tackle the 3 Biggest Marketing Challenges
I like to think of myself as a good salesperson for my professional services.
After all, I've been at it for 34 years, read hundreds of marketing books, thousands of articles, and studied with top marketing gurus.
But marketing is still a challenge for me and for most freelancers. If it didn't, we'd all have more clients than we could serve, we'd be getting paid high fees, and we'd never have to worry about where our next clients would come from.
And we wouldn't need thousands of marketing advisors and consultants like me offering services of all kinds to help you attract more customers.
Then, Why is marketing so challenging?
There are many marketing challenges, however, if you look closely at marketing, there are really only three big challenges that give us the most trouble.
Learn how to meet those challenges and your marketing will be more successful, easier and more fun.
The Three Biggest Marketing Challenges
Challenge #1. Clearly communicate the value of what you offer
Nobody will buy your services if they don't see the real value for them. Your message cannot be vague or confusing; It should be clear and beneficial.
One way to focus on the value of your service is define the three main attributes who owns your service. One or two is not enough; five or six tend to dilute your message.
So, for example, a sales training company may want to emphasize that their training is guaranteed to increase sales, improve sales confidence quickly, and can be delivered virtually in 45-minute online modules.
That's easy to understand and obviously beneficial. That kind of clear and valuable message is likely to generate attention, interest, and response.
[bctt tweet=»Un mensaje claro y valioso genera atención, interés y respuesta.» username=»mde»]
It seems simple, but not so easy to do. In my experience with thousands of freelancers, their messaging tends to be vague, non-specific, and weak in terms of value.
And if that value isn't clear, potential customers won't respond.
You have to take the time to work on your message, refine it and test it until you get a favorable response. It is one of the most important things you can do in your business.
To be successful in this task, you need to get inside the heads of your ideal customers and ask them what they want most, what problems they often struggle with, what isn't working for them, and what you could do to make their customers happy. jobs are easier and more productive.
Jaynie L. Smith of the consulting firm Smart Advantage says that 90% of companies don't really know what their customers value most. No wonder the marketing messages are so bad.
[bctt tweet=»Smart Advantage dice que el 90% de las es no saben realmente qué es lo que más valoran sus clientes» username=»mde»]
You can improve your marketing messages by reading and researching (Ask Google), sending questionnaires to your customers (Survey Monkey), or conducting a virtual focus group (using Zoom Video). Ultimately, you want to know what their biggest challenges are and what they value most.
When you have that marketing intelligence, it will be much easier to create powerful marketing messages.
This is challenging because it takes time and deep thought.. But if you realize its importance, you will invest your energies to create a powerful message that makes your service attractive, interesting and compelling to your ideal customers. I have a resource to help you with your messages here.
Challenge #2. Make your business visible with repeated impressions of your message over time
It can take several impressions before someone responds to your marketing message.
Just today, I noticed a message that one of my top-level connections had sent me through LinkedIn. When I checked the message, I noticed that he had sent me a total of 13 messages in a period of one year.
The messages were really very good. They had the right tone and great calls to action. It's just that I don't pay much attention to my LinkedIn posts and have completely missed the first 12!
But that person understood the value of repeat impressions over time and built a system within LinkedIn that had allowed him to send a unique, personalized message every month for a year. Pretty impressive.
If I had only sent one or two messages, it is very likely that I would not have seen them.
Again, my experience with most freelancers is that your marketing visibility is random and inconsistent at best, non-existent at worst.
As you may know, I have sent an email newsletter to my list almost every week for 21 years. that's visibility. It's pretty simple, but not that easy.
If you want to be effective in your marketing, you need to identify marketing strategies that allow you to consistently get your message across to your potential customers.
And again, this is a challenge. What is the best marketing activity for you, your personality and your talents? How can you fit something into your schedule and do it consistently, not for a few weeks but for years?
The issue is not just what marketing strategies to use. Networking, speaking, blogging, emailing newsletters, hosting webinars, using social media, and direct outreach often work very well.
The most important question is which strategies will work best for you. and how exactly you can implement those strategies without wearing yourself out.
You are looking for proven, step-by-step instructions so you can assess if a strategy is right for you and something that fits into your schedule on a regular basis. Remember, sporadic deployment is a waste of time.
With reading and research, you will find those strategies.
Implementing visibility strategies requires commitment and persistence. Is growth and success in your business important enough for you to make that kind of effort? If it is, you will succeed in finding the best strategy for you.
The final challenge may be the most important of all those that must be overcome.
Challenge #3. Maintain the right marketing attitude and mindset over time, despite setbacks
If you can't maintain the 3 R's of success – accountability, resourcefulness, and resilience, your marketing will never achieve the results you want.
These 3Rs are absolutely essential
Responsibility is the stance that the responsibility is yours. You are the only one who will find a way to attract customers and you will not give up until you find it.
You will not make excuses or blame circumstances, but will be responsible for making results happen.
Resources (the ingenuity to use them) is the ability to use your talents, and the ability to quickly find clever ways to overcome difficulties and find solutions. And to be resourceful, you can't be full of doubts and fears of failure or rejection. A responsible person is committed to finding a way; a resourceful person tries everything possible until he discovers the best way.
Resilience may be the most powerful trait of all. It is what allows you to bounce back from adversity, setbacks, and even failure. And if you're working to attract great clients, you'll inevitably experience all of that many times over. People who are not resistant don't even try, let alone succeed.
All these essential qualities are scarce. But if you work to grow those qualities persistently, over time, they will help you succeed with the first two challenges in marketing – messaging and visibility.
Despite these three marketing challenges – messaging, visibility and mindset – there is good news.
Improving your skills or abilities – even just a little bit – in any of these three areas will increase your marketing effectiveness.
There is no perfect way to approach all three challenges and you can't do it in huge leaps that will get you there overnight. But you can work on all three slowly, with persistence, making small gains each week.
When you improve your messages, you will start to see a better response in communication with your potential customers. Marketing then becomes a game that begins with the question: “How can I communicate my value more clearly and powerfully?”
When you increase your visibility, you will also notice a better response because, to some extent, marketing is a numbers game. Your question could be: “How can I get my message to more than the right people this month?”
And when you increase your responsibility, your resources and your resilience, you will find that playing the game is easier and more fun. The 3Rs are the fuel that allows you to persist through the first two challenges.
Where do you start?
You start by admitting where you are now and then committing to a purpose (your WHY for being in business in the first place), a goal (a specific thing you want to achieve), and to take action (the actual steps you are going to take to get there). ).
Yes, marketing is a challenge. But facing those challenges is worth it.