Double Your Profits With Strategic Marketing
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 compelling 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.