Graham McGregor on two valuable marketing lessons around the start of a New Year…

Graham McGregor on two valuable marketing lessons around the start of a New Year…

OPINION: It’s January 1, 2021 in a few days’ time.

And there are two valuable marketing lessons we can all use from it being a New Year.

Lesson 1 is do marketing that gets talked about and shared.

Lesson 2 is do marketing that ties in what people are thinking about right now.

Let’s take a look at each lesson and how to apply it.

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Lesson 1: Do marketing that gets talked about and shared.

One of the secrets to successful marketing is to get people talking positively about your business to other people.

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An easy way to do this is to have some unusual or interesting facts, stories and information about your business that people will happily share with other people they know.

Let’s apply this approach to New Year’s Day January 1…

What are some unusual facts, stories or information about January 1 that you would happily share with some of the people you know?

Here’s a short list of 12 things about January 1 and New Year’s Eve to get you thinking…

1: If you were born on January 1, you were likely conceived around the week of… April 10 (the prior year)

2: J Edgar Hoover (first director of the FBI) and Kim Philby (British spy) were both born on January 1, in 1899 and 1912 respectively

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Graham McGregor is a marketing advisor.

Stuff-co-nz

Graham McGregor is a marketing advisor.

3: January 1 is both the furthest away and closest day to December 31st. Because of time zones, the first person born in a year can be born before the last person of the previous year.

4: On January 1,1801 – Italian astronomer Giuseppe Piazzi became the first person to discover an asteroid. He named it Ceres.

5: The first New Year’s celebration dates back 4,000 years. Julius Caesar, the emperor of Rome, was the first to declare Jan 1 a national holiday.

He named the month after Janus, the Roman god of doors and gates. Janus had two faces, one looking forward and one looking back. Caesar felt that a month named after this god would be fitting.

6: In Spain, it is customary to eat 12 grapes – one at each stroke of the clock at midnight on New Year’s Eve. Each grape represents good luck for one month of the coming year. In bigger cities like Madrid and Barcelona, people gather in main squares to eat their grapes together and pass around bottles of cava.

7: On January 1, 1862 – U.S. income tax began for the first time. The tax rate was 3 per cent for incomes over $600, and 5 per cent for incomes over $10,000.

Taxes have certainly changed since then!

8: Forty-five per cent of Americans make New Year’s resolutions.

According to a ComRes poll, the great majority, 71 per cent, of New Year’s resolutions revolve around weight loss and fitness. The next most common resolutions at 47 per cent focus on improving physical health and eating better.

Learning new skills and hobbies, practicing self-care and spending more time with family and friends follow at approximately 15 per cent each.

Unfortunately, many resolutions are set up for inevitable disappointment and eventual burn-out.

On average, 80 per cent of New Year’s resolutions fail by the second week of February.

9: In parts of Italy, people welcome in the New Year by tossing old things out of their windows. By tossing out the old, they make room for new and lucky things to enter their households and lives in the coming year.

10: Believe it or not, it is actually possible to celebrate New Year’s Eve twice in a row. The islands of American Samoa and Samoa are 100 miles apart, but thanks to the International Date Line, they’re separated by 24 hours. By travelling from Samoa to American Samoa, it’s possible to rewind the clock and celebrate twice.

11: In Denmark, it’s tradition to smash dishes against your friend’s front door at midnight on New Years’ Eve. Finding a large pile of broken china at your door is considered lucky, because it means you have lots of loyal friends.

12: January 1 is celebrated by the Roman Catholic Church as the World Day of Peace.

Now I bet there are at least a couple of things from this short list that you will tell other people about.

My favourite one is how January was named after the two faced god Janus.

And it’s the same with your own business.

There are dozens of interesting, unusual and fun things about your business that people would love to pass on to other people they know.

(You just have to find what these things are and let people know about them.)

STUFF

Prime Minister Jacinda Ardern has shared a festive message from the Queen

Lesson 2 is do marketing that ties in what people are thinking about right now

At the start of any New Year most people are thinking about one thing.

How can I make this New Year better than the previous year?

In other words people are thinking about making ‘improvements’ in different parts of their lives.

So as a business owner why not take advantage of what people are thinking about right now?

And do marketing that ties in with this.

Example:

Let’s say you are an accountant and want to increase your revenues in 2021.

Why not email all your clients with an offer like this in January?

Hi John,

I trust you have had a nice holiday break.

To help you enjoy an amazing year in 2021 I’ve put together a short list of 10 simple things you can do to make more profits in 2021 without working harder.

Just reply to this email and I’ll send this list to you.

(With my compliments.)

All the best

Andy Accountant

You can then create a simple list of 10 things a business owner can do to increase their profits without working harder.

One tip may be how to create a PPO or Premium Price Option for one of the services you offer.

This PPO could easily add thousands of dollars of new profits every year.

Another tip might be add two headings and two paragraphs to every quote you give and how that can increase sales from these quotes by 20 per cent or more.

At the end of your list of 10 things to improve profits without working harder you offer a quarterly profit improvement consulting service.

With this service you will meet in person or virtually with your client for 20-30 minutes once every quarter.

You will then discuss with your client 3-5 simple things they can the following quarter to improve their profits without working harder.

Naturally you would charge for this profit improvement consultation.

And if you have some helpful tips in your list of 10 things a number of your clients invest in your new profit improvement consulting service.

Now it doesn’t matter what your business is.

In January people are thinking about making improvement in many parts of their lives.

So do marketing that ties in with this.

Here’s another example:

I have written a short motivational book called ‘Make 2021 Your Best Year Ever’.

This book is only 24 pages long and shows you how to use a bucket list to make your New Year so good that the old year gets jealous!

You can download this book with my compliments from this page on my website.

(I personally think a detailed bucket list combined with regular action is 100 times more effective than vague New Years’ resolutions that most people give up on.)

I make this bucket list book available right now at no charge because people are thinking about making the New Year better than the old year.

And I find a lot of people and other business owners are happy to recommend this free book to their own friends and contacts as well.

All because the book helps people with what they are thinking about right now.

So think about how your business can help people make meaningful improvements in their lives in 2021.

And do marketing in January that talks about how you can help people to make these positive improvements.

It’s an easy way to get new prospects and make easy sales.

Summary:The start of the New Year is a great time to get your business noticed.

The start of the New Year is a great time to get your business noticed.

Share some interesting, unusual and fun facts, information and stories about your business that people will talk about and share with other people they know.

And do marketing that shows people how to make positive improvements in their lives.

Because that’s what they are thinking about right now.

(Yes even when they are on holiday.)

Graham McGregor is a marketing advisor. You can get his free marketing guide ‘The Plan B Sales Solution’ at www.simplemarketinganswers.com

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