Most times the margin is not that slim. We generally bring in around 10 times what we spend in any given week. That means for every $1000 we spend on marketing we bring in $10,000. If we decided that we were only going to spend half of what we were normally spending we would automatically save half of our budget. That is great but we would likely lose up to half of our weekly sales income. In trying to save half our budget we actually lost 9 times that amount.
It all comes back to your Return On Investment. That’s the ROI I am always talking about. If you only make what you spend on your marketing it is not doing its job. The money that you spend on your marketing is your investment. The money you bring in on sales is the Return On that Investment. That is why …
The Two Magic Words
The big secret of dealing with people (or customers) is often overlooked or forgotten. It’s simply saying “thank you” consistently, personally and, above all, sincerely. These two words work marketing magic because customers want to feel important.
Saying “thank you” is an act of kindness, besides. But don’t say “thank you” for the sake of flattery. It must be sincere. As Ralph Waldo Emerson once said, “You can never say anything but what you are.”
“Thank You” Promotes Referrals
The uncertainty of referrals can be disconcerting. Can you control them? No. Can you influence them? Absolutely.
First you must provide a valuable product or service for customers. (You’re already doing this, right?) But perhaps you can make an even bigger difference in their minds by your continued interest after you’ve delivered the product or service.
Each customer has a different level of satisfaction with your products …
It Takes a Village-
It was surprising to me to see that 55% of organizations have small teams (some only one person) that are responsible for serving the entire organization with content. Less than 40% of those surveyed said they have a dedicated organization and/or people throughout the organization.
Good content that engages buyers and aligns to the buyers purchase process is not easy to create. It takes time to understand your buyer, their pain points and challenges and their buyers journey. According to CEB, in a typical B2B buying cycle there are on average 6.8 people involved in the buyers committee all of whom want specific content that is relevant to their role.
With this being the case, how is it expected that only a handful or only one person will be able to create compelling content? In order for content to be done properly and produce value, there …
When advertising, never do it out of emotion. When starting an advertising campaign make sure it can be tracked. Weather you pay for it or not, if you can’t track it, your wasting your time and or money. Lets say you want to start an opt-in e-mail campaign. You send out 300,000 e-mails. You get 3000 responses(by the way, that is extremely good). Where did the they come from. Why didn’t they or did they buy? If you can learn something from it that makes the next campaign better it is not a failure. By constantly analyzing and readjusting your campaigns, you can zero in on the most effective form of advertising possible for your specific business. In the words of Colin Powell, “There are no secrets to success. It is the result of preparation, hard work, and learning from failure.”
Most hosting companies today offer web site analysis software. …
First, you write down the exact results you want or expect. Let’s say you have a teleclass, seminar, speaking engagement you are delivering on X date. This becomes your D-day — sort of speaking. It may be end of the event planning, however, it can also be the beginning of your follow-up plan. For simplicity sake, let us stop at the D-day point.
Now you can prepare a count down calendar in several ways. One way would be to use a calendar with the days of the month filled in. You mark down the D-day and then you back track from there to today.
Count down the days until __________. Number of marketing days to go until __________.
Example: Count down days until seminar. 20 marketing days to go until seminar.
Any doesn’t matter which calendar method you use, you will need to write down your measurements or your mini-results …
General advertisements and other high profile activities contribute to your company’s image. These points of contact with your target customer help mold your image, which in turn can create loyalty from your customers.
Donating money, services, and/or time can build trust and a positive image for your business. Philanthropy contributes both toward your branding efforts and your company’s internal well being.
New Product Pipeline.
New products in development represent your future sales. If you get feedback from your customers or potential target market then design new products (or change existing ones) to meet their needs, you are ensuring a demand for your products in the future.
Short Term Strategies
Reduced Price Sales.
Limited time sales encourage customers to act. You likely have customers intending to buy but have not “gotten around to it”. Holding a sale will give them incentive to purchase.
Group Discounts and Offers.
Discounts or …
Who is your ideal client?
How would your like to fill your practice with your ideal client, your favorite person with whom to work?
This is so doable, yet so few people bother to do it.
Your primary job here is to do two things –
- Identify your ideal client, and
- Get to know all that you can about your ideal client.
What you need to know
Here are a few of the things you must know about your ideal client:
What do they look like?
Where do they live?
While all of the above are good questions that you need to have the answers to, their is one question we have not listed yet. If you could only ask one question, if you could only have one valuable piece of information about your ideal client, here it is:
What is your ideal client’s greatest pain, what is their greatest
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 …
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