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Suggest You - Top Five 2004 Required Marketing Tips Needed to Succeed
I am completely at the mercy of my car mechanic. I don't know the first thing about car engines, so it would be very easy for a mechanic to charge me for services I don't actually need. In fact, it has happened. After being burned more times than I want to think about, these days I rely on trusted friends who know cars to refer me to someone who will take good and ethical care of my vehicle.Like my car care, the buyer of any kind of service must take the provider's word that they know what they are doing. Even more nervous-making, the buyer usually must pay for at least part of a service (i.e., a deposit) before it is delivered. Being invisible and intangible, services are only as good as the market's perception of them, and service businesses rely heavily on the endorsements made by satisfied customers to their friends, families, and colleagues.Word of mouth--WOM--has been the marketing mainstay of service firms since...well, since caveman days, when Ogg did some
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
Have you ever wondered how Australian beef appears on your table during your dinner? Are you not even surprised how on earth a famous caviar from Russia reaches your entr?e plate? You may begin to think that some kind of magic must have been done to make that food remain fresh when served on your table.If you want real good ice cream from Switzerland, frozen food shipping can help you enjoy the heavenly taste of ice cream from the Alps region of the earth. How enticing it is to indulge in the sweet rich chocolates that are going to satisfy the sweet tooth in you. Thanks to frozen food shipping.Imported meats, diary items like cheese, ice cream and even chocolates are transported through frozen food shipping. Perishable items such as these need specialized containers with built-in freezers in them. In frozen food shipping the freshness of the products is the foremost concern. Containers vans with big walk-in freezers are built that can accommodate palettes of froze
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 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 m
Leadership is a lost art especially when it comes to leading organizational change. Go on Amazon and there are a ton of books written about leadership. I could write one maybe ‘Everything I know about leadership I learned in the Marine Corps in Vietnam’. It’s true! And nothing changes faster than the battlefield. But leaders today don’t get it. They think leadership is a position. I’m in charge so you follow. It’s not happening, especially during times of change. I’ve learned a few things that have worked and a few that don’t in my thirty plus years leading people. The one thing I know for sure is that you must engage the ‘whole’ person. Each one of us brings three things to the party, our hands, our head and our heart. Let me explain.For starters, each one of us brings our hands; that is our skills to the job. If we work at McDonalds they have pretty much idiot proofed their processes and the skill required is to show up. If you’re a builder you hire people with carpent
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 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
Every marketer wants success from their ads and sales letters.This article shows how to get predictable and measurable results from every dollar you invest in promoting your products or services.1. Failure To Understand The REAL Purpose Of Advertising.Make no mistakes about it. A sales letter is an ad for your products and services. Ask any ad agent the reason to advertise and they will say things like, ‘exposure’, ‘to be seen’, or ‘to get your name out there’.These concepts may all sound logical but reality is that none of these ideas can put money into your pockets or cover the expense of the ad themselves. Image ads are designed to appeal to you and your sense of feeling good about seeing your image professionally displayed.Image ads do nothing more than show your picture and contact information and perhaps a slogan such as ‘we care’, ‘we try harder’, or some other phrase that anyone else can also claim.That is all wrong for small bu
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 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
If you could go back in time, to say 1985, and tell a venture capitalist that you had a great idea, taking water and putting it into plastic bottles and selling it for a buck or more a shot, what do you think he’d say?Perhaps, “You’re crazy! No one will pay for something that they can get, free!”And what if, in the next breath you said, “Better yet, I’m going to sell bottled air that people will inhale through nostril tubes, and I’ll call the places where they get their snorts, oxygen bars.”Or, what if you said you had the contrarian idea of placing the label of a shirt on the outside of the collar, for advertising purposes, instead of the inside; or that you could get $300 and up for used looking jeans with holes cut in them?How would these brainstorms go over?The auto club just came out with a platinum card. It isn’t for charging goods and services.It’s just an “elite” card that gives you a longer, tow, when your car breaks down. Mayb
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
Why do 90 percent of all home based businesses fail? The answer is simple, most home based businesses fail because the people who run the businesses lack persistence. Yes it is true most people are quitters and take the easy way out. This is nothing new, which is why about 10 percent of home based businesses take in about 90 percent of the revenue. If you are struggling with your home based business be sure to stick with it. There is a quote in Think And Grow Rich by Napoleon Hill which states "Winners never quit and quitters never win."For those of you who are planning to call it quits remember you are not the only one who has had to struggle to make it. How many of you have seen the movie "Rocky" (with Sylvester Stallone) ? Sylvester Stallone is now a huge movie star but it always was not so. In order to get his break in Hollywood, he bought a car for 40 bucks and drove cross country from New York. And success did not come over night for him. It took persistence and de
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
successfully in marketing your services. They are worth
investing your best efforts and getting the support you need
to implement them effectively.
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