Narrowing your focus to one primary group of people is often difficult for small business owners. They want to help everyone and very often their product or service CAN help a variety of people. It also goes against human nature to narrow your focus in order to grow a business. Common sense seems to tell us if we want to grow our business big, we need to appeal to more people.In reality the opposite is true. When we narrow our focus to a particular group of people we become an expert in solving their particular problems. We get to know them very well and we can develop additional products and services to fill their needs. So how do you decide who to market to? Following are 5 tips:1) Think about the type of people who can MOST benefit from what you have to offer.2) Think about who you would most enjoy helping, or working with.3. Think about the type of people who will be easiest to reach, AND who will be most receptive to what you are selling. These will be people who KNOW they have THE problem you can solve and are LOOKING for a solution.4) Know that just because you select a particular group of people to focus your marketing on, does NOT mean you can't help others who may come to you. It only means you're going to focus your proactive marketing efforts on the target group you select.5) Lastly, don't over-think it. Listen to your gut, pick a group you feel you can really help and proceed with the development of your marketing plan. Marketing is a fluid process. The important thing is to start. You can always refine your audience and your plan later as you learn more.(C) 2005 Debbie LaChusa
Every marketing tool counts. They have their own features to bolster what they are marketing. Posters, billboards, banners, flyers, business cards as well as stickers play an important role in the advertising and marketing world. They give spice to the world and the world can go crazy over them..At a flick of a finger, these marketing tools can change the thinking, habits, belief and fact stored in one's mind. In fact, they can be a catalyst that can change the trend of today's advertising and marketing. They make businesses find their edge in the business work. They make products and services popular and in demand. They also make competition overwhelming and active. Marketing tools like the aforementioned come in different aura and armors to persuade, lure, and seize the potential customers. The keyword is information, retention and persuasion. Without these characteristics, the marketing tool will be futile. Information, obviously, because no one would dare buy or subscribe something he or she doesn't know. That is why information dissemination is inevitable. It is the chance of saying what kind of product or service is this, how it is different from the rest of its competitors and how it can cater to the wants and needs of the customers. Retention, on the other hand, is what leads to easy recollection. The moment you glance at a product or need a particular service, the most retentive marketing ad can pretty well go first in your mind. That is the edge of having effective marketing strategy. You can never be left behind just that easy. Finally, there is persuasion. This is the driving force for the probable customers to hit their purchase button and go for a certain product or service. Basically, buyers do not buy or subscribe just because they need a certain thing or service. They buy because they are hit by persuasion. It is the soft spot of all the buyers and subscribers. You have to hit it too to yield positive sales.Isn't amazing how marketing tools can change your business? We must be thankful they are in the bag for a real action. Nonetheless, we must be grateful of their existence ? and I mean grateful to all of them. As we observe, the most neglected marketing tool is the sticker. Most of us are still thinking that they are kids stuff only and without realizing that they are as equally powerful as the rest of the ads. In fact, retention is at stake. There are a lot of sticker process out there. Some include features like UV protection, customization or the 'do it yourself sticker and the likes. They also come in different types - address sticker, bumper sticker printer, cd sticker, laser sticker and a lot more. Thus, if you want a good impression even at a distance, think about sticker printing since they are pretty catchy and visible!
OK, so youre standing in line in the supermarket, or youre in an elevator, or youre at a party, or youre in a networking group. Sooner or later, someone is going to say to you, So what do you do?. This is what you want, free publicity so to speak. However, how you handle this question could determine whether this person becomes a prospective client, a prospective referral source or just walks away.This article exposes the 3 mistakes you could be making and why they dont work. Then youll discover the ideal answer and understand why its important to use it.Here are 3 common answers:Mistake #1 You say to littleYou say something like, my name is Jane Doe and Im with _______________________ Real Estate Company. And then you smile hoping the other person will ask you a question. Probably they wont. This is a mistake because you have made a short statement that doesnt engage the other persons attention. It doesnt invite questioning. The other person may politely say what they do to fill in the awkward silence or they may excuse themselves in some socially graceful way.Mistake #2 You say too much and ask for the businessYou say something like , My name is Jane Doe. I work for ____________________________Real Estate Company and I specialize in country homes. I love the country and I love to show country property. It feels so good to get outdoors, breathe the fresh air and help someone find a home they love in the country. So who do you know who is seeking to buy or sell a country home?.This is a mistake because you said too much about yourself, you did not ask a question that would engage the other persons attention and its way too early to ask for the business. You should be cultivating a relationship with that person. Remember, people do business with you when they know, like and trust you. With someone you just met, youre still in the getting to know each other stage. The most you should ask for is their business card and give them yours. If you have a connection with that person and would like to contact them in the future, you might consider adding them to your Sphere of Influence and sending them an Item of Value once a month.Mistake #3 You talk on and on about yourself and your careerI know this may sound hard to believe but youd be amazed at the things people say when they are nervous and trying to make small talk. So someone says, So what do you do? and you answer, My name is Jane Doe and Im with ___________________________ Real Estate Company. I have been with them for 5 years. Its a great company. All the people there are so friendly and helpful. I am so glad I chose real estate. I love the flexible hours and the income potential. This really beats my corporate job and....This is a mistake because its all about you. Not only that but the only things youre promoting here are (1) The nice atmosphere of your office and (2) what a great career "real estate" is . If you keep going you might talk the other person into becoming a real estate agent but they wont be a prospective client or referral source.So, what should you say?In my 10 years of specializing in coaching real estate agents in doubling their incomes I have found one amazing answer that does wonders and Im about to let you in on that secret.Heres the scoop. When the other person, asks , So what do you do? , you need to ask them a question to engage them. The question is , Well, you know when people are buying or selling a home how nervous and stressed out they can get? Pause and let the other person respond with a yes. Then you say, Well I take care of all the details and paper work, I hold their hand through the process and make the whole thing a relaxing, enjoyable experience for my client. My name is Jane Doe, and Im a real estate agent with _______________________company".Now, what do you think youd feel or think if you heard that? Most likey youd want to do business with that person. Why? There are 3 reasons:1. They didnt talk about themselves.2. They showed that they have a thorough understanding of the issues and problems people face when buying or selling a home.3. They provided specific solutions to the clients problems.When you give this kind of answer there are a lot of benefits. Can you guess what they are? The other person will be genuinely interested because youve engaged them. The other person will begin to trust you because you put the clients needs before your own. Finally, you answered in a unique way and that sets you apart from the crowd. So the next time the person has a real estate question, they are going to call you because you have demonstrated that you care.With those kind of benefits wouldnt you want to use this answer, memorize every word and have it roll off your tongue the next time someone says, So what do you do? You bet you would. Just watch your income increase.
* Attend a networking event and expect it to generate business* Invest thousands of dollars in direct mail and expect prospects to eagerly call about your services* Treat your vendors poorly by not paying them on time or not communicating with them in a timely manner* Misunderstand the differences between advertising, PR, and promotion - and what they can and cannot do for your professional service firm* Underestimate how important it is for your to address your clients' PERCEIVED need (i.e., what THEY think they need) vs. what you know they needYou're playing chess when you...* Understand that there are right clients and wrong clients for your firm, based on where you want your firm to be in one year, two years, five years - and that your definition of "right" will change over time* Consider what the right kinds of clients look like for your firm and then carefully develop a roadmap for all marketing activities that align with your definition of "right"* Use a combination of carefully crafted "touches" to move prospects through your relationship pipeline from Stranger, to Acquaintance, to Friend, to Lover, to Loyal Partner. Are looking six moves ahead, instead of at the next move. Whether it's developing your website, deciding what committees or networking groups to join, if you should invest in a particular piece of marketing collateral, or where to publish your next article...chess players see the connections between today's marketing decisions and their impact months and years ahead.For a game plan to avoid checkmate, try these things:* Consider where you want to be in 6 months, 12 months, 18 months and 36 months. Identify the big steps to get you there. I organize my actions by "theme of the month." For example, within 6 months, I want to be well into developing an online platform to launch subscription-based marketing tools. So January and February are Research Months. I'm attending two related conferences to quickly assess the latest approaches, make some good contacts, and scope the competition.* Your time is precious, so why squander it on marketing activities that don't fill your pipeline with the right kinds of prospects? Decide how or if to invest time in a particular action (networking, developing a brochure, sending thank-you notes, writing a newsletter, giving a talk) based on how it aligns with attracting attention from the right kinds of prospects. I've recently joined a Steering Committee because, in addition to loving the cause it supports, I'll be exposed in a leadership capacity to my target audience.* When following up after an initial contact or introduction, you're nowhere near making the sale. The game is just beginning. Make your goal one of learning more about the other person's condition so they feel comfortable you're tuned into their needs. Moving from Stranger to Acquaintance to Friend to Lover takes several "touches," including telephone conversation(s), face-to-face meeting(s), email, sending them to your website to dig around (because you've stocked it full of valuable freebies), seeing you in action as a speaker, or reading about you in the press. Put a predictable system of "touches" in place and run everyone through it.* Set a huge, "unattainable" goal and then connect the dots to reach it. In 2005, I have my eye on penetrating specific major organizations and creating partnerships for national distribution of my marketing education programs. I'm envisioning what these relationships look like in the end and am taking much smaller, practical, "doable" steps now to get there. These include attending conferences where I can meet key contacts that I've already identified (and where I'll get the lay of the land to speak at next time), putting the wheels in motion for a series of books (the ultimate business card!) to build credibility and exposure, experimenting with local prototypes (where the sales cycle is shorter and there's not a lot of expensive travel involved to make the sale), and building a solid relationship slowly with VIPs before jumping the gun.Ready to play chess? Your move!
Leverage On Other Peoples ListInternet marketing gurus always talk about building your mailing list. Mailing lists are important because it is true that the money is always in the list.Most of the time, some Internet marketers will beg other marketers (especially those with a bigger list size) to promote their products, do an ad swap or help them to build their own lists in general.But what if, instead of relying on YOUR OWN LIST, you can LEVERAGE on other peoples list?You see, in Internet marketing, there is always someone who has a bigger list size than you. These people will always want to sell products.If you can create products (such as master resell rights or no restriction private label rights products) and give them the rights to sell YOUR products with YOUR ads in it, you will be getting constant advertising for FREE and people are doing it WILLINGLY for you!After all, when you promote a product to your list, it is still limited in the sense that you can only mail your list once or twice, but having your products being promoted all over the Internet, will take the burden off the lists and give you additional streams of income.The Power Of Exponential GrowthMany people neglect the power of viral marketing because they have this misconception that it yields very little at the start. They feel that they would rather promote their products by themselves rather than share the product with other resellers.The same applies with blog posts. (See the chapter on blogs and themes below).Lets do a little math.Would you rather make $100,000 a month or make build a campaign that doubles in revenue starting at $0.01 a day for every next day?1 2 4 8 16 64 128 256 MILLIONS!The power of exponential growth tells us that you will become a millionaire after almost 30 days! (2 to the power of 30!!!)Do you see the power of viral marketing?Whether you are getting one new subscriber a day or one sale a day, you will be able to generate lots of traffic just by viral marketing alone!Now to be realistic, even with the UNLIMITED growth potential on the Internet, there will come a time where there is a saturation point. But it still doesnt dispute the fact that there are millions of customers (and many resellers) that will market for you and expand your efforts FOR YOU!It is always a good idea to build several viral marketing channels. That way, even when your viral campaign starts to slow down (due to saturation), you will still be able to leverage on many channels and build your list or your affiliate commissions.In future articles , i will explore a few tools, both free and paid that will enable you to build several viral campaigns and watch as traffic beats a path to your virtual doorstep!