What differentiates you from the rest? Are you prepared to be compared? Have you sat down to think about your values?
In this podcast episode, Sam Carvalho speaks about why values are a core part of marketing with Paul Mackiewicz.
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Meet Paul Mackiewicz
Paul Mackiewicz is an Army Veteran and experienced marketing professional. He is the Founder and CEO of #SMART Business Consulting, a digital marketing agency which provides professional service businesses with a trustworthy and knowledgeable team.
Paul truly enjoys offering up actionable tips that can be put into place right away to help small businesses grow. He specializes in helping medical professionals, lawyers/attorneys, accountants and others within the professional services space get their digital marketing efforts off the ground.
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In This Podcast
- The “zero moment of truth”
- “Be prepared to be compared”
- Portray your business values online
- Paul’s advice to private practitioners
The “zero moment of truth”
The zero moment of truth has its foundations in traditional marketing, and has three processes:
- The first moment of truth or “the shelf”
- The experience or the “second moment of truth”
Now, with modern technology like smartphones and the increasing prevalence of using star ratings and majority opinions, people can gather information quickly to make informed decisions.
Because we have all this information, we naturally want to compare products and services more than we ever did in the past, and so the zero moment of truth is slotted right between awareness and the actual buying decision. (Paul Mackiewicz)
“Be prepared to be compared”
In the modern marketing world, be prepared to be compared. To be seen as authentic and to connect better with potential clients, you need to be able to build a basic emotional connection with them.
Scrutinize your imagery, fonts, colors, and layouts. Use marketing principles to build a social media presence that helps you to stand out in the right ways.
Overall, the best to help you stand out is to answer reviews.
The biggest [mistake that people make] is [not] answering reviews. It blows my mind that businesses don’t answer every single one. (Paul Mackiewicz)
Answer reviews, both positive and negative, as if you were having a face-to-face discussion with that person.
You can reply to a review in a professional yet sincere way that can change someone’s emotional response.
Portray your business values online
You can never go wrong with living out your values because they will attract your best clients and repel others, which saves you (and them) time, energy, and money.
Pulling those values out of a client during those onboarding calls, that’s what I really enjoy doing. (Paul Mackiewicz)
Many businesses don’t know who they are or what their ultimate mission is, and working with your values will guide you and help to shape your business avatar and its purpose.
It’s something I implore business [to do]. Sit down and think about what your values are, and think about what differentiates you … why am I picking you? And if you can’t come up with a good answer, then think harder! That’s what marketing is. You have to have that answer. (Paul Mackiewicz)
Paul’s advice to private practitioners
Be prepared to be compared. Shop yourself. Take a look at the competition, and ask yourself the serious questions; would you choose yourself as a customer?
Useful links mentioned in this episode:
Check out these additional resources:
- Why Social Selling is Important with Jamie Shanks | MP 99
- Email Sam at firstname.lastname@example.org
- Design Services With Sam
- Check out the Practice of the Practice Network
- For more branding advice, click here
- Apply to work with us
Meet Sam Carvalho
Sam Carvalho is a graphic designer living in Cape Town, South Africa, with over five years of experience in both design and marketing, with a special interest and experience in the start-up environment.
She has been working with Practice of the Practice since 2016 and has helped over 70 therapist entrepreneurs take their practices to the next level by enhancing their visual branding. She loves working with a variety of clients on design-intensive tasks and is always up for a challenge!
Thanks For Listening!
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