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With my daughter, I could hardly get a word in edgewise. She's a great storyteller, but she wanted to tell me everything about everyone. Neither of them were really giving me what I wanted. If these had been sales calls and I'd been a business prospect instead of a devoted parent, I'd have ended the conversation or walked away. I'd have thought, 'Great people, but they don't understand my point of view or my problems.' Does your marketing turn prospects off with too little or too much information? Do you approach your marketing from your customers' point of view? Is your marketing generating the leads you need to grow your business? If a prospect asked you what you do, you'd n.ever respond by just saying 'Stuff'. But what do you say? Do you tell them that you're in advertising, or that you are a lawyer, accountant, designer, entrepreneur, franchise consultant, realtor, trainer, or software developer? Statements like this don't start a conversation fully explain what you do or how a prospect could benefit from your products or services. These one or two word answers are the equivalent of your teenager telling you they've been doing 'Stuff'. Don't make your prospects play '20 Questions' with you to understand your business. Give them a clear, succinct marketing message that describes how you can help them and why they need you. Once you've got their attention with your marketing message, follow it up with the information they need, a clarification of the problems you solve, the solutions you provide and a reason to contact you. Make it easy for your prospects to get what they want from your marketing materials, whether you use ads, brochures, a web site or other media. - Define your prospects' most common concerns and the problems they want resolved. - Present the solutions your provide in the context of these problems. - Explain why they need you, from their point of view. - Anticipate and answer their questions. I was on the phone with Marilyn, who wanted to know what her firm could do to spread the word and get more clients. Last year they made over a million dollars, but so far this year they haven't gotten the number of inquires they need to continue to grow the company. What's getting in the way? While I was talking with Marilyn, I typed her firm's URL into my web browser to take a look at the way they are promoting themselves. I had two reactions when her site came up in my browser. One, it was very attractive and professionally done. Two, after looking at it for a few minutes, I had no idea what the company actually did, who they helped or how. There was a lot of information on the site, but it wasn't telling me what I needed to know. It took me another ten minutes and a number of questions to find out what her small business software development and computer-networking firm did. Your prospects don't have the motivation of a parent talking to a teenager. If its hard for your prospects to figure out whether or not you can help them from your marketing materials, they're gone. Don't expect them to decipher unclear copy or hunt through your web site to find the information they need. Generate more leads and sales by using a marketing message, supporting marketing copy and a coordinated marketing system that helps your prospects understand why they need you and how you can solve their problems. 2005 © In Mind Communications, LLC. All rights reserved.
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Advice Home Business Technology Online Advertising Motivational Internet Marketing SEO Help Online Games Science Articles Happiness More Articles:1. Six Ways To Attract New Customers To Your Restaurant By Habiba Abubakar Without new business, your restaurant won't be able to grow. You need a constant stream of new customers to replace those you lose as a result of customers relocating, switching jobs, or changing dining habits. Here are six strategies for getting more customers through your doors. 1. Market Your Restaurant In Hotel RoomsBusiness travellers and people on holiday may not be familiar enough with your town to know where to find an excellent meal… 2. Keeping Marketing Simple / Ten Simple Steps By Jay Conners 1. Business CardsIt is very important to market yourself via business cards. You should be making a conscious effort to hand out ten per day at the very least. Have them on you at all times, and keep a supply in your car just in case. When doing business with someone, don’t give them just one business card, give them two, and ask them to refer someone to you.2. Mailers and RemindersKeep a tickler file handy on all of your customers birthdays, k… 3. Mail Can Make You Money By Denise O'Berry Are you still waiting for business to turn around before you start direct mail marketing? Waiting around won't get you any business. The time to start is now.Your key to success in direct mail is "List, List, List."1. Target your offer to a very specific prospect. Lists are available for everything under the sun. To see what lists are possible, check out the SRDS (Standard Rate and Data Service) available in your local library.2. Marry your off… 4. Educating Your Customers By Joe Love One of the biggest marketing mistakes businesses make today is failing to educate their prospects and customers about the unique advantages that are being offered to them. The cornerstone of any marketing plan should be to educate your customers.You should first educate them about your product or service, and your company. Then you need to educate them about your industry in a way that is useful to them. The more you educate the stronger the bu… |