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 and 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 and 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:
1. Put together a headline that gets immediate attention.
2. Share benefits of your products and services speaking from the customers’ perspective.
3. Identify the specific needs met by your products and services.
4. Make it easy to do business with you by offering guarantees.
5. Share your specific sales proposition.
6. Walk your customers and clients through how they should respond and act.
7. Motivate with a call to action.
What this all means is, you need to put together what makes your products and services special and compel customers to buy them. If they don’t feel like they NEED your product or service, they won’t buy. You need to answer a question, solve a problem, or feed an obsession. You need to provide your customers and clients 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 and 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 and clients from all over the world. You can do this with a number of different techniques and activities:
1. Keep a marketing journal and write down anything innovate you see.
2. Keep encouraging your marketing department, or yourself, to try new things and dump the ones that aren’t working.
3. Order from your own company under a different name and analyze the process of ordering, shipping, the online store, customer service, and the product itself. This will show you where the areas for improvement in the customer experience are.
4. Read every quality ad you can find and keep a file for future ideas to consider.
5. When out in public, watch how consumers behave in different situations and how they consider their purchases.
6. Step down a notch or two and work on the front lines of your business with your sales and customer service staff.
7. Continuously acknowledge your staff, vendors, and customers. Everyone works harder and shops better when they feel appreciated.
8. Always listen to feedback from employees and customers.
9. 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.
10. Offer more information in your marketing than anyone else. The more information you offer the more products and services you’ll sell.
11. A great marketing plan can only get better. Continue to fine tune and refine your marketing plan based on testing results and feedback.
12. Be classy in your marketing. Make sure your marketing and advertising fits your company image, products, services, and quality.
13. Improve your best marketing areas and drop those that aren’t working. Fail fast!
14. Focus on what you say and how you say it. The best marketing ideas turn into the best marketing naturally.
15. 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 your best-satisfied customers. If your customers aren’t satisfied, you’ve wasted all your marketing resources and all chances of a positive word-of-mouth advertising. You can satisfy your customers by:
• Providing quality products and 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 that you should be 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 then have 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 and effective ad campaign:
1. 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.
2. Consider newsletters as a way of educating and informing customers about your industry and services offered.
3. Offer a free seminar, webinar, or other lecture to build awareness of your business. Make sure you communicate information pertinent to your target market and find speakers who are respected and known in the industry.
4. Buy an existing business, introduce better marketing, and grow this new business faster than a “from scratch” business.
5. Always test different versions of your ads to find the most effective ones.
6. Use direct mail marketing to grow your business.
7. Formalize and document a cross sell/upsell/down-sell strategy.
8. Put together a database of previous customers and send them new information.
9. Offer incentives such as frequent purchasing benefits, loyalty programs, referral programs or others.
10. Approach large firms who may need your services and negotiate a deal to be their exclusive expert in your field.
11. Offer a 24-hour information line with a regularly updated recorded message. Make this available to all past and future customers/clients.
12. Donate time or materials to local charities to show support in your area.
13. Offer public clinics for the general public to come along and discuss what they need that’s free and approachable.
14. Organize seminars your customers/clients can pay to attend by putting together a high-perception value package.
15. 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.
16. 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.
17. Take a good seminar and turn it into written form as a home study, member site program, audio or video program.
18. Approach large companies and offer to give seminars to their employees, investors, or management.
19. Be proactive with your marketing plan.
20. Barter for your marketing. Offer products or services in lieu of payment.
21. Be willing to bring in new clients, even if at an initial loss, because it will likely pay off later.
22. 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.
23. Make offers to target markets or target market businesses to pay them for referrals or shared databases.
24. Offer loaner products to replace equipment that’s be repaired or refurbished.
25. 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.
26. Continually consider what new products/services you can offer to current customers/clients.
27. Develop a mail order division of your company.
28. Offer a proposition to your competitors to trade customers/clients you were both unsuccessful in selling to.
29. Use different marketing tactics as an excuse to attract new customers/clients with new offers and goodies.
30. 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 meet up groups, volunteer 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 association for further networking opportunities.
• Become a board member of a local organization, especially a non-profit because they are always looking for help.
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.
There are three key areas of public relations you can use to boost your advertising results ten-fold over your paid advertising.
The key to public relations lies in:
• Public relation or publicity
With a solid plan in place that encompasses all these areas, you’ll have a great approach to use public relations in the best way possible. Public relations include all that is the media. Don’t limit yourself. The attention of newspapers, television, radio, magazines, bloggers, ezines and more are all equally powerful. Online marketing is just as, if not more, important as conventional media.
Here are the steps to get noticed by the media:
1. Put together a press release for your company. The press release should be relevant to your target market and address consumer interest, not just announce your business.
2. Compact your press release to include one hook and one angle. Choose the most attention-getting to make sure the media person you are sending it to is interested in reading it.
3. Put your press release in professional formatting. With press releases you need a dateline, the most important information at the top, facts, figures and wrap it up with contact details including who and how. Print the press release on your letterhead.
4. Send your press release to all television and radio stations, local and metro newspapers, national newspapers, industry magazines, and any other form of media that reaches your target market. Don’t forgot to include relevant blogs, ezines, press release submission sites and to industry professionals.
More importantly than a perfect press release is to make sure you have addressed the needs of your target market in the products/services you offer and made that clear in the press release. If you are providing people a solution to a problem, a way to avoid a problem, and an opportunity to enhance their life, the media and public will be interested.
If you have a connection (or the ability to get a connection) with a celebrity, this can practically guarantee you’ll get attention. Make sure you are offering newsworthy information and then follow up with media outlets to make sure they are publicizing that information.
“One of the most powerful techniques every business should use is free publicity. As the name implies, there is no cost, just the time and effort required to attract attention to your business.” Jay Abraham
Our GUIDED TOUR can show you how to put together press releases that work! Check out how the pro’s do it and craft the perfect press releases for your business.
It’s extremely important to build partnerships with your vendors and those around you who can refer new customers/clients and help increase awareness of your company and branding.
The people you work directly with on your products and services can also benefit substantially when you find success. By taking the time to build relationships with them, you’ll find a whole host of opportunities you didn’t realize were there.
Look for great ways to offer your vendors rewards for helping and supporting you grow your business so everyone can win. One of ways you can do this is by offering to reward them with longer term purchase commitments like 3, 6, or 12 month purchase orders. This can truly create a win-win because you have shown your commitment to your vendor and they can probably offer lower pricing because of the business security you have given them.
Here’s the step-by-step process to putting together a partnership with a vendor:
1. Approach all the vendors you work with and ask about pricing commitments for long term relationships and if there are pricing tiers based on volume purchased.
2. Put together a purchasing plan and look at the pricing and profit margins from their perspective as well as your own. Work closely with them on the numbers.
3. Develop a clear, concise, and easy to track metric that can be used to increase competition between vendors and therefore higher performance levels and lower prices.
4. By ensuring subsequent sales instead of focusing only on the initial sale, you can build a true partnership with your vendors. With pricing tiers you can give away more of the profit from the initial sale to your vendors and make higher profits off the back end purchases. Engage with the vendor on strategies such as:
• Future sales
• Upsell better and more profitable products/services
• Cross-sell to additional products
5. Create long term, lasting, close relationships with your vendors and suppliers to ensure they will be there for you, and you for them, in the future.
Think of all the vendors you work with and the creative ways you can nurture a relationship that entices them to be part of your business. Use their talents, capabilities, and connections and you’ll both be winners.
Putting together an vendor management plan doesn’t have to be a complicated process. Use our GUIDED TOUR to come up with some great ideas and put your incentive plan together for maximum results.
Today I want to share how to use direct mail marketing and yes, telemarketing to your full advantage. I know the word “telemarketing” might as well be a four-letter word, but there is a way to help customers feel like they are getting personal attention and keep them from blocking your number!
With the success direct mail marketing has had and the increasing reliance on computers to research products and services, these can both be used as a powerful marketing tool for your success. Telemarketing is best for high priced and high margin products/services.
Here are the key steps to putting together a highly effective direct mail marketing program:
1. List all benefits customers will get from the purchase of your products and services.
2. Pick the single most powerful benefit out of that list.
3. Build an attention-getting headline around that benefit. Remember to use emotion – fulfill the desire to be young, wealthy, desired, popular, or successful.
4. Develop a sales letter using the headline you created to grab attention and provide information and motivate customers to act.
5. Put together supplementary items such as a brochure, order form, reply envelope, or note that encourages them to read the letter.
6. Rent or purchase a mailing list.
7. Compare cost of mailing vs. cost per order.
8. Continue to test and refine your direct mail marketing plan.
You can see how direct mail marketing can help you find a local or even national target market to send letters or postcards to and draw in new clientele and customers. Fine-tuning your marketing campaign will bring better results and therefore lower the overall cost of the campaign.
To be successful in telemarketing you need to:
• Put together a plan so you know exactly what you want to accomplish during the call.
• Develop a list of topics to discuss and the questions you want to present around these topics.
• Input verbiage checking to see if you are calling at a good time.
• Include enough questions to keep the conversation interesting but not too many to sound like you are interrogating.
• Start with broad questions and narrow your focus as the conversation continues.
• Offer feedback to show them you are paying attention and appreciate their time.
• Don’t insult their intelligence or manipulate them.
• Listen first, talk second.
• Be relaxed and conversational.
Telemarketing doesn’t have to be the trauma it’s made out to be. You can put together an honest, personal, and effective telemarketing campaign that is endearing, informative, and gets the job done. Think of how you would want to be treated on a marketing call. Ask your friends and family what they hate most about the telemarketing calls they get and work hard to craft your plan in a better way.
“When selling by telephone, you have approximately thirty seconds to convince the customer to listen to you. You need an opening statement that captures their attention, conveys who you are, what you want and why the prospect should listen.” Jay Abraham
It’s easy to see how direct mail marketing and telemarketing can positively affect your business by bringing in new customers and increasing the level of awareness about your products, services, and company branding. Our GUIDED TOUR offers the resources and tools you need to work through these processes and put together the best marketing plan you can.