Marketing Over Wine

6 lessons from interviewing Lisa Apolinski, 30 years of experience as a digital marketer | $1 billion in revenue for clients

1. Segment your target audience into the different stages of your sales funnel.

Segmentation allows you to tailor your content distribution based on awareness, interest, engagement, and conversion so that it feels like you're talking to your target audience individually.

2. People buy from people they know, like, and trust.

You don't have to invite them for Sunday dinner but there has to be some connection for any purchase to happen.

The sweet spot is that even if they don't buy from you now, they can evangelise your brand to other prospects.

3. Whether you're in B2B or B2C, your end user is human, and humans are hardwired for stories.

When we hear a story, we are more likely to remember it, see ourselves in it, and share it with our community.

If you stick to sharing only the features and benefits of a product, the human brain automatically sees it as a cost.

4. Document your processes. The more you repeat something, the better you get at it, the more efficient you get at it, the more successful you are.

5. Simplify everything. The longer you have to explain what you offer, the less likely your audience will understand it, trust it, and move forward with you.

6. Build targeted, personal, high-value connections.

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