We’re going to go through the 5 essential keys to a successful and reusable marketing campaign launch. Once you have these basics down, you can use them over and over again.
The 5 essential keys are:
- Define your Unique Selling Proposition (USP)
- Put an effective sales offer to work
- Avoid the marketing pitfalls
- Use a world-class marketing perspective
- Get results!
We’ll go through each one of these, so you can see exactly how to use them and how they all affect the overall outcome of your marketing campaign.
Define your Unique Selling Proposition (USP)
Take the time to ask yourself some questions from the prospective of the customers/clients. What would it take to get your attention? What needs do you have that need to be met? What are the promises you want fulfilled?
Once you know the answers to these questions you can start putting together a plan to meet these needs. Then take a look at what USP your competitors are using to help you develop your own USP. Your USP is what you are “promising” your customers/clients. This is what’s going to set you apart from your competition.
Put an effective sales offer to work
To develop an effective sales plan, you need to:
- Put together a headline that gets immediate attention.
- Share benefits of your products/services speaking from the customers’ perspective.
- Identify the specific needs met by your products/services.
- Make it easy to do business with you by offer guarantees.
- Share your specific sales proposition.
- Walk your customers/clients through how they should respond and act.
- Motivate with a call to action.
What this all means is, you need to put together what makes your products/services special and compel customers to buy. If they don’t feel like they NEED your product, they won’t buy. You need to answer a question, solve a problem or feed an obsession.
You need to provide them with all the information they need to make an informed and confident decision. Buyer’s remorse is one of the worst things that can happen.
Avoid the marketing pitfalls
There are 5 major marketing pitfalls many businesses fall into and you should avoid:
- Ignore market testing and push on with an inaccurate plan.
- Offer an incomplete case, or reasons, throughout their marketing plan.
- Fail to notice the needs of their prospective customers/clients.
- Fail to diversify their marketing options.
- Fail to get market opinions on their offers.
These are all areas to avoid. If you’ve been working through these lessons, avoiding these pitfalls should be easy and natural.
Use a world-class marketing perspective
World-Class marketing perspective is important, especially if you want to attract customers/clients from all over the world. You can do this a number of different techniques and activities:
- Keep a marketing journal and scribble down anything innovate you see.
- Keep encouraging your marketing department, or yourself, to try new things and dump the ones that aren’t working.
- Order from your own company under a different name and analyze the process of ordering, shipping, online store, customer service and the product itself. This will show you where the areas for improvement in the customer experience.
- Read every quality ad you can find and keep a file for future ideas to consider.
- When out in public, watch how consumers behave in different situations and how they consider their purchases.
- Step down a notch or two and work on the front lines with your sales and customer service staff.
- Continuously acknowledge your staff, vendors and customers. Everyone works and shops better when they feel appreciated.
- Always listen to feedback from employees and customers.
- Continuously test markets, ads, and marketing techniques. This is the only way to stay successful and know what’s working and, more importantly, what’s not.
- Offer more information in your marketing than anyone else. The more information you offer, the more products/services you’ll sell.
- A great marketing plan can only get better. Continue to fine tune and refine your marketing plan based on testing results and feedback.
- Be classy in your marketing. Make sure your marketing and advertising fits your company image, products/service and quality.
- Improve your best marketing areas and drop those that aren’t working.
- Focus on what you say, not how you say it. The best marketing ideas turn into the best marketing naturally.
- Develop all your ads, campaigns and sales materials with an attention to compelling and factual information.
By using these techniques you can put your name out there to the world and become one of the top brands in your industry.
The last area we are going to talk about is the best-satisfied customers. If your customers aren’t satisfied, you’ve wasted all your marketing resources and all chance of positive word-of-mouth advertising. You can satisfy your customers by:
- Providing quality products/services
- Providing high quality customer service
- Providing a low-pressure, highly informative sales experience
- Taking all the risk away with a great guarantee
To generate more business there are a couple of simple techniques that work every time:
- Build your database with a contest.
- Do regular mailings with sales, discounts, or other incentives.
- Find other creative ways to keep your current customers coming back for more.
“As long as the reward is directly related to your product or service, you can’t lose. Why not get started today? It’s so simple, it’s so seldom done, and it’s so profitable. And that’s the bottom line.” Jay Abraham
It is so simple! So, why aren’t you starting today? We can help you put together a great marketing plan that will get you results. Try our GUIDED TOUR and find the tools and resources you need built by some of the biggest names in the marketing world.
Today we’ll take a look at how the kings of industry wine, dine and otherwise cajole prospects.
Most successful professionals use a series of information based ads that build emotion and a call to action. These are much more effective than a standard company branding advertisements. The same principles that go into putting together a high impact (and, often, high priced) ad campaign can be adapted to fit your needs with similar results.
Here are some ways to put together and execute a professional, effective ad campaign:
- Put together a short report that’ll you’ll automatically send to prospects when they contact you. This should include a short description of your business and what you specialize in. Don’t forget to include case studies, samples or other proof of your success.
- Develop value-oriented yellow page ads.
- Consider newsletters as a way of educating and informing customers about your industry and services offered.
- Offer a free seminar, webinar or other lecture to build awareness of your business, but make sure you make the information pertinent to your target market and find speakers who are respected and known in the industry.
- Buy an existing business, introduce better marketing and grow this new business faster than a “from scratch” business.
- Always test different versions of your ads to find the most effective ones.
- Use direct mail marketing to grow your business.
- Put together a database of previous customers and send them new information.
- Offer incentives such as frequent purchasing benefits, loyalty programs, referral programs or others.
- Approach large firms who may need your services and negotiate a deal to be their exclusive expert in your field.
- Offer a 24-hour information line with a regularly updated recorded message. Make this available to all past and future customers/clients.
- Donate time or materials to local charities to show support in your area.
- Offer public clinics for the general public to come along and discuss what they need that’s free and approachable.
- Organize seminars your customers/clients can pay to attend by putting together a high-perception value package.
- Approach local newspaper by offering to write a weekly column about your area of expertise. Don’t ask for money, just a byline and bio.
- Develop a weekend or other destination seminar for customers/clients, not only does this give you an action-packed weekend with the most important people, it gives them a tax-deductible business adventure.
- Take a good seminar and turn it into written form as a home study, member site program, audio or video program.
- Approach large companies and offer to give seminars to their employees, investors or management.
- Be proactive with your marketing plan.
- Barter for your marketing. Offer products or services in lieu of payment.
- Be willing to bring in new clients, even if at an initial loss because it will likely pay off later.
- Regulate your marketing budget to maximize the potential income from them to hit the next year and try to push back advertising costs for the next year to offset your expenses.
- Make offers to target markets or target market businesses to pay them for referrals or shared databases.
- Offer loaner products to replace equipment that’s be repaired or refurbished.
- Give away something free to everyone who brings in a print version of your advertisement. This is a great way to see which ads are giving you the most bang for your buck.
- Continually consider what new products/services you can offer to current customers/clients.
- Develop a mail order division of your company.
- Offer a proposition to your competitors to trade customers/clients you were both unsuccessful in selling to.
- Use different marketing tactics as an excuse to attract new customers/clients with new offers and goodies.
- Offer a “you-choose-the-price” program. This is especially good for product you just can’t seem to sell.
So, there are 30 great ways to market to other professionals and businesses. Some other great ways to get your name out there for little or no cost are:
- Get involved you in your community-volunteer, donate to local events, etc.
- Join your local Chamber of Commerce and attend the networking and other activities throughout the year.
- Join a local, state or regional professional associates for further networking opportunities.
- Become a board member of a local organization.
Advertising should never be your only method of marketing, there are a myriad of ways to get your name out there in a way that feels personal to potential customers/clients.
“Effective advertising…must be used to get your name out to the public. If your name is not familiar to people, they will not come to you.” Jay Abraham
If you’re not sure where you start with your marketing plan or how to reach out to your local community, competitors, customers/clients and others who could influence your business in a highly positive way, try our GUIDED TOUR to experience the tools and resources we have to boost your business to the next level and beyond.
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.
- The first is position. You need to position yourself around people who can make a difference in your life. You need to do this frequently. You need to wake up every morning and ask yourself “Who can I meet today who will make a difference in my success?” In fact, go a step further, write it in big, bold letters and tape it on your bathroom mirror.
Who can help me meet my goals?
Is it a prospective customer/client? A colleague with contacts? An association with key members who may become prospects?
Don’t settle into interacting with the people who are the easiest to access. You need to reach outside your comfort zone and there you will find a wealth of new connections that will bring you great success.
- Now, let’s talk about Style. No, this doesn’t mean you need an Armani suit to bring in more business (though, let’s be honest-it wouldn’t hurt) J What this really means is how are you different from your competitors and others in your industry. What makes you memorable with customers?
If you are meeting a lot of people and they don’t remember you once you leave the room, you have a serious problem! This means you have an opportunity to present yourself in a more memorable way.
There are lots of little subtle changes you can make. Reassess your:
- Business cards
- Company message
- Your picture
- Your wording
Maybe even, your hairstyle (of course, now we’re back to the expensive suit, but it really works!)
You get the idea. There are lots of little ways you can work on making your image and business more successful. Also, consider how you sound on the phone and how you greet people at meetings or other events. Think about your 30-sec elevator speech.
- The third trait of natural promoters is repetition. You can’t say it once and leave it at that. Successful self-promoters say it as many times as they need until they get a response. Would you remember a commercial for Coca-Cola if you only saw it once, no! You see it over and over and eventually you head out to the store.
You, also, have to make multiple impressions on those you are networking with in order to build brand awareness. Repetition is in direct connection with positioning. Once you find people to network with, reach out and find hundreds more who can help in your success as well.