177. Baking it Down - When Marketing Isn't Working

Baking it Down with Sugar Cookie Marketing 🍪

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😥 When Marketing Isn't Working - What to think and what to do.

🎧 This is an excerpt from this week's Baking it Down Podcast - Episode 177 - When Marketing Isn't Working

In this week's Baking it Down Podcast - Episode 177 - When Marketing Isn't Working, we wanted to talk about both mindset and methods to reboot a sluggish marketing season.

🧠 In the Diary of a CEO podcast on YouTube, brain doctor, Dr. Daniel Amen who has scanned 250,000 brains, says he was asked to scan the brain of author Noelle Nelson who was writing a book on The Power of Appreciation. 🤗 She wanted to see how positive thinking affected brain function.

The doctor then asked Noelle to return the next day after 24 hours of negative thinking to understand how the brain's baselines changed. 😥 The results? 📉 Lower functioning in the pre-frontal cortex - the part of the brain responsible for decision-making, reasoning, personality expression, and other complex cognitive behaviors.

The takeaway:

• ⬇️ Negative thinking culls cognitive performance.
• ⬇️ Inhibited cognitive performance creates more negative thinking.
• ⬇️ Thus we're in the death spiral of bad news blues.

🤔 "How does this apply to my marketing not working?"

Great question. You'll hate the answer. Marketing works because it just... works. The more people that know about a product to buy, the more people can buy said product. 💭 The how to get them to know there's a product to buy is marketing.

✅ So the good news - your problem is fixable. ⛔ The bad news? The problem is you. "No one is buying from me" dulls your strategic thinking. "Everything I post doesn't get any likes" is an easy way to never have to strategize why your posts are reaching your intended audience.

Shift your mindset by running through these cognitive questions:

1. 🧠 Is your messaging confusing? Focus focus focus - switching product offerings too often can confuse your audience
2. 🧠 Are your goals dialed in? Too much of everything is nothing
3. 🧠 Do you have enough campaign runway? Think: run a campaign for at least 3 months to see if something works - yeah, that long.
4. 🧠 Are you being consistent over long term or only energetic in short spurts?

But - if you're marketing truly isn't working and you're in no mood for brain games, Corrie and I came up with a list of six tasks you can implement this month - that, with the right attitude, should turn your marketing numbers around a bit.

1. ✔️ Work the campaigns backwards: here is launch date, so where is pre-sale end date / pre-sale launch date / photography date etc. Come up with three campaigns for the rest of the year.
2. ✔️ Invest in better camera / photography gear and take one photography course (ahem - the Cookie College has a photography course) - plan photography days.
3. ✔️ Start adding consistent posting in community groups - make 2 posts per week (non-sales) for 1 month.
4. ✔️ Work on a local likes campaign. Grow your page numbers - you'll never reach 100% of your page likes, so increase the page likes to increase potential eyes on your content.
5. ✔️ Audit your sales funnel - is something somewhere driving people to your competition.
6. ✔️ Audit your competition - if you can handle not comparing yourself, competitor analysis is a great way to see where you're lacking.

Try these 6 suggestions out. Hey - your marketing isn't working, you probably have a lot of spare time. What do ya have to lose? Except the yips that is.