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Casual Articles - Top Five 2004 Required Marketing Tips Needed to Succeed
What is it that has set the great leaders and entrepreneurs of the world apart from the rest of the world? You know what I’m talking about- the truly remarkable ones that have made their mark on the world. Sam Walton didn’t create the Wal-Mart Empire overnight, and he certainly didn’t do it alone. He had a group of quality employees working for him, a group that both respected and admired Mr. Walton and of his accomplishments. He is a prime example of possessing the right leadership styles and skills to get the job done, and created and kingdom in the process.Of course, success means different things to different people; therefore the personal definition of leadership must also be different. The dictionary lists the word “leadership” as the ability to or the activity of leading. Ronald Reagan, one of the most respected presidents that the United States ever had (with one of the highest approval ratings to boot), watched a nation suffer with double digit unemployment for
feel good about myself in deciding to engage you? Can I
trust that I'm making the right decision? What's my
motivation? Am I being motivated by fear, shame, or being
empowered to make a good choice? Am I so excited that I want
to tell all my friends?
Lots of questions need to be answered to deliver the
emotional needs people have before they buy from you. Don't
leave these out.
Tip 3. ALWAYS INCLUDE THESE THREE KEY ELEMENTS IN YOUR
MARKETING MESSAGES
Element 1: POWERFUL HEADLINE
This grabs their attention and lets the reader know what you
can do for them; the big benefit. Say what the biggest
benefit is up front. Make it about them. Use attractive
words that rock their boulder so they read more.
Element 2: COMPELLING CALL TO ACTION
Your desired
Have you ever thought of ditching your day job and working for yourself? No boss, no commute, no arguing over whose turn it is to make the tea. Running your own business is wonderful, hard work and, most of all, a huge learning curve.I run my own business. SugarCat Publishing is an internet publisher, which means we make websites, then sell the advertising space on them. My dad (who ran his own business) helps with the financial stuff, and my mum (who retrained at the age of 59) is our web developer. Our flagship website is The Career Break Site, which provides free, independent information about gap years for adults.I collected lots of useful information as I established my business, which is presented for you here in an easy-to-digest ‘top ten tips’ list. I hope you find it useful.Tip 1: Work out why you’re doing thisI set up my business for all the obvious reasons – wanting to be my own boss, more flexible working hours, a desk ne
brochure, web site, business card, flier, advertisement, or
other marketing effort, we recommend investing the time and
effort needed to effectively address all these tips. Not
one of them can be omitted.
Tip 1. MARKET FOR YOUR DESIRED PROSPECTS, NOT YOURSELF
What looks good to you is not necessarily effective for your
desired audience. This is the biggest mistake I see people
make over and over again. They come up with an idea, they
think it’s great, a few friends, family or nontarget market
people give them the thumbs up and they run with the ball.
When it doesn't work, they just can't understand why.
Do market research and test your strategies on your target
market. Big companies do lots of market research before
launching a product or service. The little guys don't have
the resources to match this but that doesn't mean you omit
it. Even if you are an independent professional, you
need to do marketing research. And market research isn't a
one-time deal. It needs to be incorporated into your
marketing system and it needs to be ongoing.
Tip 2. YOU MUST ANSWER THESE FOUR CRITICAL MARKETING
QUESTIONS
Question 1: WHAT'S THIS ABOUT?
Is it immediately clear to the reader what is being offered?
Any opaqueness, confusion, or question marks in their mind,
even for a second, and they have moved on. Don't be cute or
clever. Make it simple and clear. Cute and clever has a
reference point now with S*P*AM or hype. Don't let them
place you into that category.
Question 2: WHAT'S IN IT FOR ME?
The big benefits are very clear and directly stated... not
implied; the reader doesn't have to guess. The listener
doesn't have to guess. They come to you from all
different stages of readiness and desire levels.
How do you handle each one when they arrive makes what
occurs afterwards critical? It isn't what you perceive that
they want, it is what they perceive what they want. Stop
guessing just because you are too lazy to do the legwork.
Start asking and don't ever stop.
Question 3: CAN I TRUST YOU?
How do I know you are safe and credible? Can I find out
easily enough if I want to? Is your photo and contact info
prominently displayed so I can build a relationship with
you? Put your photo on every web page. It doesn't matter
if they are different pictures.
People don't trust any more especially if all your contact
information isn't on your web site. Put your phone number
and address on ever page. It says you are credible. Put
them in every ezine, in fact, add them twice -- beginning
and end.
Create a safe place for them to be -- a comfort zone. If
you offer a complimentary session, realize that people don't
immediately sign up for these because they aren't
comfortable yet. It doesn't matter if you think you are
safe, it’s what they think. Step them through becoming safe
with you.
People are either boulders or blue birds. Blue birds are
easy to convert to clients. Boulders need to know that they
have a safe place to roll to before they will move.
Question 4: DO I FEEL GOOD ABOUT THIS?
Do I WANT to engage you? Do I feel COMPELLED to click or
pick up the phone (or whatever the call to action is)? Do I
feel good about myself in deciding to engage you? Can I
trust that I'm making the right decision? What's my
motivation? Am I being motivated by fear, shame, or being
empowered to make a good choice? Am I so excited that I want
to tell all my friends?
Lots of questions need to be answered to deliver the
emotional needs people have before they buy from you. Don't
leave these out.
Tip 3. ALWAYS INCLUDE THESE THREE KEY ELEMENTS IN YOUR
MARKETING MESSAGES
Element 1: POWERFUL HEADLINE
This grabs their attention and lets the reader know what you
can do for them; the big benefit. Say what the biggest
benefit is up front. Make it about them. Use attractive
words that rock their boulder so they read more.
Element 2: COMPELLING CALL TO ACTION
Your desired
Determining the "best" time to do a particular marketing event or run a promotion is a decision fraught with indecision, incomplete information, and a fair amount of hoping that the winds of fate don't conspire against you.One easy way to tip the scales in your favor is to "calendarize" your marketing events against known holidays, events, celebrations, etc.By taking the time to evaluate major events and activities, you can plan marketing activities to exploit these targets of opportunity. You can also prevent your marketing from conflicting with other activities that might compromise their efficacy. A good annual marketing calendar helps coordinate your overall marketing strategy. It helps you determine when to implement your advertising and other promotions and often helps you determine your marketing priorities. Understanding your annual calendar can be dynamite when planning media releases and media events.What can happen if you don't do a calendar? You
the resources to match this but that doesn't mean you omit
it. Even if you are an independent professional, you
need to do marketing research. And market research isn't a
one-time deal. It needs to be incorporated into your
marketing system and it needs to be ongoing.
Tip 2. YOU MUST ANSWER THESE FOUR CRITICAL MARKETING
QUESTIONS
Question 1: WHAT'S THIS ABOUT?
Is it immediately clear to the reader what is being offered?
Any opaqueness, confusion, or question marks in their mind,
even for a second, and they have moved on. Don't be cute or
clever. Make it simple and clear. Cute and clever has a
reference point now with S*P*AM or hype. Don't let them
place you into that category.
Question 2: WHAT'S IN IT FOR ME?
The big benefits are very clear and directly stated... not
implied; the reader doesn't have to guess. The listener
doesn't have to guess. They come to you from all
different stages of readiness and desire levels.
How do you handle each one when they arrive makes what
occurs afterwards critical? It isn't what you perceive that
they want, it is what they perceive what they want. Stop
guessing just because you are too lazy to do the legwork.
Start asking and don't ever stop.
Question 3: CAN I TRUST YOU?
How do I know you are safe and credible? Can I find out
easily enough if I want to? Is your photo and contact info
prominently displayed so I can build a relationship with
you? Put your photo on every web page. It doesn't matter
if they are different pictures.
People don't trust any more especially if all your contact
information isn't on your web site. Put your phone number
and address on ever page. It says you are credible. Put
them in every ezine, in fact, add them twice -- beginning
and end.
Create a safe place for them to be -- a comfort zone. If
you offer a complimentary session, realize that people don't
immediately sign up for these because they aren't
comfortable yet. It doesn't matter if you think you are
safe, it’s what they think. Step them through becoming safe
with you.
People are either boulders or blue birds. Blue birds are
easy to convert to clients. Boulders need to know that they
have a safe place to roll to before they will move.
Question 4: DO I FEEL GOOD ABOUT THIS?
Do I WANT to engage you? Do I feel COMPELLED to click or
pick up the phone (or whatever the call to action is)? Do I
feel good about myself in deciding to engage you? Can I
trust that I'm making the right decision? What's my
motivation? Am I being motivated by fear, shame, or being
empowered to make a good choice? Am I so excited that I want
to tell all my friends?
Lots of questions need to be answered to deliver the
emotional needs people have before they buy from you. Don't
leave these out.
Tip 3. ALWAYS INCLUDE THESE THREE KEY ELEMENTS IN YOUR
MARKETING MESSAGES
Element 1: POWERFUL HEADLINE
This grabs their attention and lets the reader know what you
can do for them; the big benefit. Say what the biggest
benefit is up front. Make it about them. Use attractive
words that rock their boulder so they read more.
Element 2: COMPELLING CALL TO ACTION
Your desired
Boomers are people just like you and me.Boomers are a prime and growing target audience. Does your product speak to them? Does your product’s packaging compel them to buy it? If not, you are missing a very important market segment. According to Rick Adler, founder of The Senior Network: "Simply based on population growth trends, if a product is marketed to the 50-plus audience and maintains its market share, it should increase in sales by 35 to 50 percent in the next 20 years. Conversely, a brand targeted at the zero to 50 age groups will be flat in sales."Do you know these important facts?· Americans age 50-plus control $7 trillion, or 70% of all US wealth.· The 50-plus group brings in $2 trillion in annual income that they want to and are willing to spend.· One baby boomer turns 50 every 7 seconds of every day. Do a little calculating here about this market size? Think of all the boomers that you know besides me.<
implied; the reader doesn't have to guess. The listener
doesn't have to guess. They come to you from all
different stages of readiness and desire levels.
How do you handle each one when they arrive makes what
occurs afterwards critical? It isn't what you perceive that
they want, it is what they perceive what they want. Stop
guessing just because you are too lazy to do the legwork.
Start asking and don't ever stop.
Question 3: CAN I TRUST YOU?
How do I know you are safe and credible? Can I find out
easily enough if I want to? Is your photo and contact info
prominently displayed so I can build a relationship with
you? Put your photo on every web page. It doesn't matter
if they are different pictures.
People don't trust any more especially if all your contact
information isn't on your web site. Put your phone number
and address on ever page. It says you are credible. Put
them in every ezine, in fact, add them twice -- beginning
and end.
Create a safe place for them to be -- a comfort zone. If
you offer a complimentary session, realize that people don't
immediately sign up for these because they aren't
comfortable yet. It doesn't matter if you think you are
safe, it’s what they think. Step them through becoming safe
with you.
People are either boulders or blue birds. Blue birds are
easy to convert to clients. Boulders need to know that they
have a safe place to roll to before they will move.
Question 4: DO I FEEL GOOD ABOUT THIS?
Do I WANT to engage you? Do I feel COMPELLED to click or
pick up the phone (or whatever the call to action is)? Do I
feel good about myself in deciding to engage you? Can I
trust that I'm making the right decision? What's my
motivation? Am I being motivated by fear, shame, or being
empowered to make a good choice? Am I so excited that I want
to tell all my friends?
Lots of questions need to be answered to deliver the
emotional needs people have before they buy from you. Don't
leave these out.
Tip 3. ALWAYS INCLUDE THESE THREE KEY ELEMENTS IN YOUR
MARKETING MESSAGES
Element 1: POWERFUL HEADLINE
This grabs their attention and lets the reader know what you
can do for them; the big benefit. Say what the biggest
benefit is up front. Make it about them. Use attractive
words that rock their boulder so they read more.
Element 2: COMPELLING CALL TO ACTION
Your desired
From the middle of last century until today we have become the "throw away society". Buzz words like "disposable" and "one-use" have been commonplace. Where we used to "make do and mend" in the war years we now simply replace items that are no longer functioning or are no longer wanted. Now this is great if we have an everlasting supply of clean energy to make replacement goods and bottomless land fill sites. But we have neither.In poorer countries this problem is negligible as most spending goes on food and essential items, leaving very little to be thrown away. More affluent societies, however, are at last beginning to wake up to the fact that the throw away lifestyle is not sustainable.How did we get here? Several factors have conspired to bring about our disposable disposition. The main one is affluence. As western societies became richer, the demand for goods rose. Also, our salaries rose. Manufacturing needed to be faster at pumping out goods. Product design
information isn't on your web site. Put your phone number
and address on ever page. It says you are credible. Put
them in every ezine, in fact, add them twice -- beginning
and end.
Create a safe place for them to be -- a comfort zone. If
you offer a complimentary session, realize that people don't
immediately sign up for these because they aren't
comfortable yet. It doesn't matter if you think you are
safe, it’s what they think. Step them through becoming safe
with you.
People are either boulders or blue birds. Blue birds are
easy to convert to clients. Boulders need to know that they
have a safe place to roll to before they will move.
Question 4: DO I FEEL GOOD ABOUT THIS?
Do I WANT to engage you? Do I feel COMPELLED to click or
pick up the phone (or whatever the call to action is)? Do I
feel good about myself in deciding to engage you? Can I
trust that I'm making the right decision? What's my
motivation? Am I being motivated by fear, shame, or being
empowered to make a good choice? Am I so excited that I want
to tell all my friends?
Lots of questions need to be answered to deliver the
emotional needs people have before they buy from you. Don't
leave these out.
Tip 3. ALWAYS INCLUDE THESE THREE KEY ELEMENTS IN YOUR
MARKETING MESSAGES
Element 1: POWERFUL HEADLINE
This grabs their attention and lets the reader know what you
can do for them; the big benefit. Say what the biggest
benefit is up front. Make it about them. Use attractive
words that rock their boulder so they read more.
Element 2: COMPELLING CALL TO ACTION
Your desired
Our lives are tranquil and smooth so seldom, it seems. We have our ups-and-downs, our good days and bad days, our sunny moods and black moods. The less we swing in opposite directions, the happier we tend to be. The biology of our bodies craves balance and consistency -- changes in our thought patterns and emotions interrupt the regularity of our nerve pathways leading to chemical inbalance and internal disturbances.Stress kills because stress is the critical determinant of how we think, how we feel, how we react: all activities which terribly upset that silent body chemistry. Events cause stress: the death or illness of a loved one, fear of terrorism, divorce, exposure to violence or a personal attack, financial setbacks, loss of a job.We cannot remove the event: it happened. We cannot control the stress: our bodies have already reacted. We can only control our mind and use its enormous power to move ourselves back closer to normalcy and serenity.Unemploym
feel good about myself in deciding to engage you? Can I
trust that I'm making the right decision? What's my
motivation? Am I being motivated by fear, shame, or being
empowered to make a good choice? Am I so excited that I want
to tell all my friends?
Lots of questions need to be answered to deliver the
emotional needs people have before they buy from you. Don't
leave these out.
Tip 3. ALWAYS INCLUDE THESE THREE KEY ELEMENTS IN YOUR
MARKETING MESSAGES
Element 1: POWERFUL HEADLINE
This grabs their attention and lets the reader know what you
can do for them; the big benefit. Say what the biggest
benefit is up front. Make it about them. Use attractive
words that rock their boulder so they read more.
Element 2: COMPELLING CALL TO ACTION
Your desired result is to motivate your ideal client to act
immediately to engage you directly or indirectly and
generate a prospect by getting their contact information.
What do you want people to do? E-mail, phone, what? What
will compel them to take action?
Element 3: OFFER THEM MULTIPLE CONTACT METHODS
Offer a choice between e-mail, telephone, web site, etc, so
your prospect can choose what is most comfortable to them.
I have visited many web sites where I had to search for five
minutes to find their contact information. I am a
persistent person and I know that most others who have left
after 30 seconds. Can visitors to your web site find your
contact information in 30 seconds? Put the information on
every page.
Tip 4. CREATE A SYSTEM
Design a marketing system that you can implement repeatedly.
Make it as automatic as possible. Ask the most valuable
series of questions to yourself, "And then what do you want
them to do? And then what? And then what? Etc."
If they visit your web site ask, "And then what?" If they
subscribe to your ezine ask, "And then what?" And then when
they do that, ask "And then what?" Keep challenging
yourself to come up with the answers.
No, I didn't say it was going to be easy. When I work with
clients, sometimes it takes months to create a system. Most
people give up to easily. Once you have it set up and it
runs automatically, you will understand.
Don't waste your time, effort, and money with one-shot deals
or fragmented marketing activities. Leverage everything.
If you use writing for publicity, don't just write an
article once for your ezine, ask "And now what?" Send the
article to past clients with a "just in case you didn't see
this yet."
Tip 5: FOLLOW UP, FOLLOW UP, AND FOLLOW UP AGAIN
Following up is one of the biggest areas independent
professional fail to do. Set up a follow up system that is
a part of your overall marketing system. Make it as
automatic as possible -- so that I can run while you are on
vacation.
If you want to always have that "personal touch" with
everyone, hire a virtual assistant as part of your system.
Always have the next step planned and let your prospects
know of future opportunities to engage you.
Working with many independent professionals this past year,
including coaches, insurance agents, real estate agents,
engineers, too many medical practices to mention, I found
they never asked the challenging question I mentioned
earlier, "And then what? And then what?" Etc. They did
speaking engagements and there was only one "And then what?"
and they stopped there.
Remember people are at different levels and need to build
trust with you. Give them the ladder and the rungs to do
that and they will.
Always contact your leads within 24 hours of receiving them.
Contacting them a week or two later, they people have moved
on. If they had an issue they need to solve that you had a
solution for they had most likely already found someone and
by-passed you.
Always follow up by e-mail, telephone, etc, multiple times.
Yes, it’s true, 80% of sales are made after five or more
contacts.
These elements will make all the difference in the world
between struggling to get clients and becoming wildly
succe
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