There are 4 golden rules for marketing your business:-
1. Have something good to say, a reason for your customers to buy other than your price. Something different that appeals to what your customer wants. Something that solves an issue, concern or worry they have. Something to position you as an expert or specialist.
2. Say it to the right people. You can have more than one ideal customer but you must market to each separately. You should be seen as the expert or specialist.
3. “Say it well” – follow the “Conversion Equation”. Your headline or first statement highlights their major issue or concern. Your sub-headline or second sentence promises a solution. The content explains exactly how you solve their issue and who has benefited from it. It explains exactly what you’ll do and what they have to do to get it. Conclude with a risk free offer such as free information or a cast iron money back guarantee.
4. Say it often. 80% of buyers need several points of contact before they buy, 80% of sellers give up too soon. Bear in mind less than 3% of buyers are typically ready to buy now. 97% need nurturing, (30% will never buy and 70% will).
Here’s 13 steps to audit your existing marketing materials:-
1) Are you grabbing attention with a powerful headline?
You have about four seconds to grab your reader’s attention. You then have a few more seconds to convince them to read your sub-headline. You’ve then got a few more seconds again to get them to read further.
Ensure your headlines:
· Offer to take away pain or give pleasure (ie the major benefit)
· Hit your target market’s “hot buttons” – their major issue or concern
· Create emotion
· Are bold, dramatic, shocking
· Answer “what’s in it for the customer”?
· “If your headline doesn’t sell your product you’ve wasted 90% of your money” – David Ogilvy
2) Are you triggering an emotional response to a problem, fear, need or want
Keep their attention by asking if they:
· Are doing enough?
· Can wait any longer?
· Can sacrifice any more?
· Are paying too much?
· Are getting the best product or service for their money?
3) Build their trust or confidence in your ability to meet their needs
You’ve got their attention, and tapped into their emotions, now build their confidence in your ability to solve their problems and meet their needs. Show them your solution, prove you can be trusted to do what you promise.
· You’re different from the competition
· You’re more expert or specialist
· You’re highly qualified
· You have documented results
· You have a high number of happy customers
· You get recognised from others in your field
4) Wow them with your competitive edge?
· How you do more than the competition – the very fact you explain this more fully than they do will convey that impression
· 24 hour hotline
· Free delivery
· Customer rewards program
5) Overcome their objections before they’ve raised them
6) Provide an element of risk reversal with a strong guarantee
The strength and length of the guarantee indicate the quality of the product in most customers’ eyes, create a strong one.
You can guarantee:
7) Show what other people have said about you?
Use testimonials to speak to your credibility and merit. Let the testimonials show your potential clients how trustworthy you are, and how much benefit they’ve received from your product or service. Make sure the testimonial addresses the problem that your customer had before they used your product.
8) Make it easy to contact you with several options?
9) Give them a reason to act NOW
Motivate your viewer to take immediate action. Make them want to call for more information, visit your website, or just come into your store. Otherwise inertia means nothing happens.
· Offer special “bonus” offers to quick responders
· Make a time-sensitive offer
· Create scarcity
· Offer limited-time added value
10) Tell them what your product or service will give them
Customers buy benefits, not products or services. A client is looking to buy some more confidence from a new hairstyle, not a haircut.
11) Tell viewers the story of your product or service
Detailed technical descriptions should be replaced with sensual descriptions:
Help them picture and experience:
· How they’ll feel after using your product or service
· What they’ll look like using your product or service
· What they’ll have time to do once they buy your product or service
· The relief they’ll experience after purchasing your product or service
12) Give them reasons to keep your marketing piece. For example:-
· Top 10 lists
13) Always test, measure before making choices.
Test run a limited distribution area, or test the message online. Do small production runs of brochures or flyers you’re not sure about, don’t end up with heaps of flyers that didn’t work.
To find out how to double your profits in 90 to 180 days:-
Many small business owners end up competing on price. Customers and clients want the best value for their money. If there is little to choose between you and your competitors, price is the only way to distinguish who offers it. You end up having small profit margins. You can’t raise your price for fear of losing too much business to your competition. You can’t lower your price because they’ll do the same. Even if they don’t follow you, your margins are so slim you’ll end up losing money.
To avoid this you have to be perceived as better than the others. There are 4 steps to doing this:-
- Be clear as to who your ideal client is, what motivates them to buy. 70% of the time it’s an issue problem or concern they are looking to solve. 30% of the time it’s to gain some sort of pleasure. The more clear you are about your ideal customer’s “demographic” and “psychographic” the better.
- Innovate your business to solve their major “hot button” issue. Be seen as the expert or specialist in this niche. It’s a fundamental part of human nature to want to deal with an expert or specialist.
- Follow the “Conversion equation” to get your message out to your ideal prospects that you offer better value than the rest. a) Interrupt with a headline which addresses their hot button. b) Engage with a sub-headline which promises a solution. c) Educate by explaining fully and specifically exactly how your solution works and who’s used it. Prove it will work for your prospects. Give loads of evidence. d) Make a low or no risk offer, normally of information so you can nurture the prospect along their “buyer’s journey”. For most professional service prospects, only 1% to 3% are typically ready to buy now. The rest split into never buyers, (30%), and future buyers, (67%).
- Nurture these ideal prospects by supplying regular pieces of information in a DRIP campaign. Don’t try to sell until they are ready to buy or you’ll scare them off.
- Your language throughout should have short words, short sentences, short but varied paragraphs. Break up your page with indents, and formatting. Use sensual language which appeals to taste, sight, feel, hearing, smell. Use “long copy” but with a concise style. Give benefits that sell to emotion. However, explain features so they can justify their purchase to themselves and others.
You can summarise this as have something good to say, say it to the right people, say it well, say it often. Follow these 5 steps and customers will start to use you rather than your competitors. You reach a “tipping point” where the trickle becomes a flood. You’ll be able to raise your prices and eventually dominate your market.
Direct response marketing is a marketing that demands a direct response from your potential customers. This type of marketing is used to answer questions, present your branding, products and the reason you do what you do. Customers love this, as they are offered the opportunity to response, whether that be in the way of signing up for a newsletter, posting a comment on your site or blog, or purchasing a product from you.
So, what does direct response marketing look like? Well, it comes in many forms, including:
- Direct mail
- Print ads
- Radio and TV ads
- Coupons or other incentives
Some of the advantages of direct marketing are:
- A great way to use free time during lulls in business
- Productive way to communicate and empower you to create more relationships
- Great way to up- and cross-sell to current customers
- Low cost way to rustle up new business
- Used as leverage to turn small sales into large sales
- Supplement your current marketing program
- Cost-effective way to reach target markets
- Offers measurable results
- Reach outside your local area for new business
- Increase the effectiveness of your sales force
These are all great things that can come from just taking a few simple steps to putting together a direct response marketing plan and executing it.
“I honestly don’t think you’ll ever find a safer, lower-risk, higher-profit method of increasing your business or profession than direct-response marketing.” Jay Abraham
Direct response marketing is one of the best ways to launch your business on a large scale and reach out to everyone in your target market whether they are in your local area or not. Our FREE test drive can help you put together a great direct response marketing plan and get you on your way to heightened success.
Today I’d like to teach you about the three most important start up marketing tools you need to get and keep new customers.
- In person: It’s essential you meet with customers/clients in person whenever possible. This shows you respect them and take the time to work with your clients to give personal attention to each of them.
- Follow up letter: Always take a moment to send a follow up letter about what you talked about, new agreements or partnerships made and to thank them for taking the time to meet with you. Likewise, you should always send thank you letters or small gifts to partners you find success with.
- Phone call: Use a telephone call to follow up with them to talk again about the matters you talked about in your meeting and offer any assistance you can to help their business run smoothly and more successfully.
None of these will work if you don’t have a quality product/service to back you up!
Here are the key steps for putting together your start-up marketing tools:
Today you’re going to learn how to find a target market of potential customers so you aren’t wasting precious resources on blitz marketing. So, the two questions you have to ask yourself are:
- What do people really want to buy from me?
- What related products are they already buying?
Once you figure this out you will know who is more predisposed to purchase your products/services. Then, you find other businesses with the same customer base who you can customer share with. Come up with an incentive and great arrangement to encourage both of your customer bases to shop at both of your stores.
The basic concept is this:
You want to find existing businesses who have the customer profile that you are looking for to market your products/services to.
Then strike up a relationship with those business owners to work out an incentive for customers to purchase from both businesses.
Educate them about what, you may be thinking. Well, consider this, many businesses focus solely on attracting new customers, but you NEED to spend a good chunk of your time retaining current and former customers. These are people you already know to be a good sales potential…they’ve already bought from you!
Take the time to market and sell new products to your old customers and less time trying to sell old products to new customers and you will see a drastic change in your sales, customer quality and branding position.
Here are a couple of key elements to use to retain your current customers:
- Stay in contact: This means by phone, email, e-newsletter, in person-by pigeon if you have too!
- Post-Purchase Assurance: This means you need to follow up with customers. Your customers need to feel like they are being supported for their purchase and with the item they purchased. How many times have you purchased a product, then felt completely abandoned? Something as simple as a Thank You note with your contact or customer service information can go along way in retaining a great customer.
- Deals & Guarantees: Always offer your current customers the best deals and guarantees you have. Show them you appreciate their business or even come up with a club specifically to reward loyal customers. You can also do this with a preferred pricing option.
- Integrity: Using good business practices and simply upholding integrity, dignity and honesty go along way with customers. Let’s face it, there’s a lot of swindling and crap out there and the safer and more confident you make your customers feel, the more they will trust you and that makes for an amazingly supportive and loyal customer.
Today we’ll talk about shameless self-promotion. That’s right, I said it! Shameless! After all, we are learning from Paris Hilton here.
It’s all about self-promotion! Self-promotion comes in many forms and you can use different tactics to get your name out there. Look at politicians! Talk about self-promotion and in some not so discreet ways, at that. But, seriously, consider some of the major superstars we all know. Madonna, Donald Trump, Howard Stern and Bill Clinton, just to name a few.
We all self promote. Did you raise your hand in class to show the teacher you knew the answer? Of course! That’s self-promotion. This is the kind of self-promotion we are talking about. With dignity, class and the knowledge to back it up. If you self-promote only to prove you don’t really know what you’re talking about, you’re going to lose business.
Natural self-promoters are the former and I want to tell you about the three major traits they have and use to build themselves and their businesses.