First: Your target market
All your materials need to be geared to your target market.
What are their pains and problems, hopes and dreams? That’s what you need to talk about. They have to be convinced that you understand what makes them tick (and what they need to tick even better!), and that you have a solution to their problems. For your purposes, that’s all they want to know. Before I ever put a word on paper I spend a lot of time researching my client’s target market and figuring out how to hit their hot buttons.
Second: What do they need to know in order to be convinced to hire you?
People don’t need to know everything you do. For example, you may know me as a copywriter and marketing consultant. But did you know that I’m also a business coach? OK, so some of you did! But for …
Depending on your business type, sampling could be in many different forms. No doubt you’ve seen sampling used in grocery stores.
In fact, I was in the grocery just the other day and a dude had his grill fired up and was grilling some chicken and some veggies. And the savory aroma practically carried you to the cooking area.
So, the guy was promoting his new line of homemade BBQ sauces and marinades… He gave patrons hot-off-the grill samples of the chicken and veggies marinated in his sauces.
And brother let me tell ya… that was some guuuud stuff! And did the sampling work? I immediately bought every favor he offered. And there was a long line of others, bottles in hand ready to buy.
But there’s the thing. Sampling doesn’t apply to just food. Allow me to share another example of sampling.
If you happen to be in the …
Printing Postcards is Easy and Inexpensive
You can print postcards with your own computer for about 1 or 2 cents each …or have them printed professionally for about 4 to 8 cents each.
There’s a Special Low Postage Rate for Postcards
You can send any quantity of postcards by First Class Mail in the US for only 23 cents each. The only requirement is that your postcards must be at least 3 1/2 x 5 inches but no larger than 4 1/4 x 6 inches.
Postcards Nearly Always Get Read
Because postcards are delivered “ready to read”, almost everybody will read it – even people who usually throw out other types of direct mail without opening it.
Postcards Produce Fast Results
Because postcards are simple and easy to use – they produce results fast. You can mail postcards within a few days of deciding to use them …and you’ll start …
Emphasize the Human Relationship
Prospective customers are more receptive to buying from a real person than from an impersonal company. Look for ways to create a personal relationship with your prospective customers. For example:
…If you sell face to face, spend some time early in the selling process getting to know a little about your prospects and letting them get to know you.
…If you sell online or in some other way where you don’t talk with prospects, include some information about you in your presentation. What you say about yourself will have the greatest impact if it highlights why you are uniquely qualified to provide what your customer wants.
Tip: Sell yourself to make prospective customers comfortable with the selling process. But sell your company and its history of producing results to make prospective customers confident of your ability to deliver what you promise.
Trigger Your Customer’s Imagination
You are no longer in control of your branding image
Branding yourself accurately and intentionally is one of the crucial components needed for a successful business to reach its intended markets. Being in control of a brand takes dedicated attention and a strategy that keeps the fundamental mission of the company locked together with the brand in a way that keeps both revitalizing the other. However, sometimes due to competition or changes in the demographics of a market, a brand can begin to lose its impact. It is at these times that the impression of a brand is no longer being controlled by the business that owns it, but by the perceptions or misperceptions of others. If your business loses control of the branding image, it is important to find a successful marketing strategy that can advance and revitalize it.
You are unable to determine your marketing and advertising needs
Below are some general tips on pricing… However, it’s important that you note the following:
- I am hesitant to recommend universal pricing strategies for all products and services because critical variables differ significantly by industry, geography, personal goals, size, location, and many other reasons. But since you understand your resources, costs, forecasts, and goals better than anyone, you’ll have to fill in the blanks.
- I am not an expert in business (or personal) finance. This website is devoted to helping you become an excellent marketer. So, while it’s appropriate that I cover pricing and financial planning as part of the marketing process it would be irresponsible to delve much further.
- Make sure you consult with an objective financial advisor… one that specializes in small business investment capital, cash flow management, and the like. Many, many small businesses go under due to lack of proper funding. Make sure you have