Give to Get Marketing PowerTips Newsletter
Today's PowerTips Article:
Is Your Marketing Approach Logical?
by Joe Gracia
www.givetogetmarketing.com
=================================================
Hello Fellows
=================================================
After 30 years of practicing and teaching marketing I've concluded that the way many small business owners market their businesses is totally illogical.
Every day I see signs, ads, flyers, e-mails, etc. that simply describe a product or service and ask you to buy. Each one names the product or service, lists a few of the features along with the price.
Have you ever seen a marketing approach like that? Perhaps you have even run an ad like that. I'll bet you weren't very happy with the results.
In a second I hope you will agree with me that this isn't a logical marketing approach at all -- even though it is the one that most small business owners use.
When I teach people about the concept of marketing I usually explain that marketing doesn't just apply to business. It applies to all aspects of life.
My definition of marketing is
'Marketing is all about helping people get what they want.'
It's the foundation of the Give to Get approach.
It applies to getting a job, or getting a raise or a promotion. If your employer doesn't feel that you can help him or her get what he/she wants from your skills, then you won't get the job, raise or promotion. Your employer is not going to give you what you want, until he or she is convinced that you can give them what they want.
It applies to finding your mate. If you aren't providing your prospective partner with what he/she wants in a relationship, then there's a good chance that the relationship isn't going to progress to the next level.
Which brings me to the point of logic.
Whether you are marketing yourself or your product or service, you can't just walk up to strangers who know nothing about you and think you are going to get an immediate commitment. That just isn't logical.
Imagine walking up to a stranger at a party and saying, 'Excuse me. Will you marry me?'
What kind of response do you imagine you would get if you did such a thing? Would it be logical to expect the answer to be 'Yes!' I hope you agree that is not logical. That isn't the way relationships and commitments progress.
They progress one step at a time. If there happens to be a mutual attraction from the start, then each person needs to get to know, like and trust the other person to determine if it makes sense to move on to the next step in the relationship.
Let's apply this concept to marketing your product or service.
Imagine walking up to a stranger on the street and saying, 'Excuse me. Would you buy my Widget?'
Have you ever tried selling something to a complete stranger? If you have, then you know that it isn't easy. Some would say it's nearly impossible.
First of all, what are the chances that the stranger even has a desire to own what you are selling? Probably pretty low.
Even if they did have a desire to own what you were selling, what are the chances that they would actually buy it from you -- a total stranger? Logically speaking -- next to zero.
Can you see that approaching strangers on the street and asking them to buy your product or service is not a logical marketing approach?
-------------------------------------------------------
Start Side-Bar
Did you know that face to face marketing is the most powerful form of selling? Every other form of marketing is a much weaker approach in comparison.
While you can keep your prospect's attention while you are talking to them one-on-one, an ad in a newspaper, or your words on a flyer can't do that. It's too easy for your prospect to become distracted and toss your marketing piece aside.
End Side-Bar
-------------------------------------------------------
So, if walking up to strangers and asking them to buy is not logical, then imagine how illogical it would be to send strangers a 'weaker' marketing approach like a flyer asking them to buy your product or service, or putting an ad in a newspaper and asking strangers to buy, or sending strangers an e-mail and expecting them to buy.
Now, you may say, but I see big companies marketing their products and services to strangers all the time. They just describe their products and ask people to buy.
Ah. But that's an illusion. Those big companies have invested millions, if not, billions of dollars on image advertising in an effort to get their target market to know, like and trust them. It's called branding -- and it is very, very, expensive.
When a family gets a promotional flyer from The Disney Company, they don't feel like they are buying from a stranger. Disney has been a warm and positive part of their childhood, and will probably be the same for their children too.
Bill Smith's Chiropractic Center doesn't have that same kind of relationship with his marketplace. To them, he is a stranger. And, no, Bill Smith, as a small business owner, cannot afford to spend millions of dollars on awareness marketing -- like the big companies do -- to ensure that his entire marketplace gets to know, like and trust him. That just isn't logical.
There are hundreds of Prospects searching right now for the type of product or service you provide
Right at this very moment there are most likely hundreds, perhaps even thousands of Prospects in your marketplace who are actively searching for the benefits that your company provides.
The problem is 'you don't know who they are, and they don't know who you are. Or they don't know, like and trust you enough to buy from you.'
But imagine if you did know who they were. You could pinpoint your marketing efforts directly to just those prospects who want what you are selling. Then every one of them would know that you offer exactly what they are looking for.
Isn't that a much more logical marketing approach than just promoting your products and services to thousands of people who have absolutely no interest in what you are offering. That's incredibly expensive, counterproductive and illogical.
We'll be covering simple techniques for doing that in our upcoming issues.
=================================================
Profit Today with These Featured Resources
---------------------------------------------------------------------------------------
Start Attracting Customers Like a Magnet.
Perfect for service or product-based businesses -- Tupperware, Mary-Kay, dog grooming, plumbing, insurance, real estate, therapy, medical, retail, consulting, counselors, etc. The Give to Get Marketing Solution works for any type of business.
http://www.givetogetmarketing.com/marketingsolution-ez.html
---------------------------------------------------------------------------------------
Finally! An Affordable and Easy to Use Filing System for Your Home
Are you drowning in the endless stream of bills, warranties, receipts, important documents, user manuals, bank statements, letters, promotions, insurance papers, employment and medical information, school papers, etc.?
Now you can easily gain total control of your vital paper information -- instantly, easily and happily-- with My Oh- So-Organized Filing System.
http://www.givetogetmarketing.com/filing.html
---------------------------------------------------------------------------------------
Finally, You Can Pay Off All Your Bills...Without Pinching Pennies or Cutting Your Spending
It's true, and it's easier than you think. I highly encourage you to visit my friend Leo's web site to find out how you can do just that. He offers the best program I've seen to help you say goodbye to your money worries--forever. Visit:
http://www.leoquinn.com/cmd.php?af=250436
P.S. Visit today to find out how you can get 7 extra special bonuses with Leo's program that are not normally available!
=================================================
If you have any comments you'd like to share about this article, just hit reply and send me an email.
Until next time, we wish you the very best marketing success.
Joe Gracia
Give to Get Marketing
http://www.givetogetmarketing.com
---------------------------------------------------------------------------------------
About the Author:
(c) Copyright 2000-2011 by Joe Gracia
Joe Gracia is small business marketing expert with over 30-years of hands-on experience. You can get hundreds of marketing tips at his www.givetogetmarketing.com web site, or sign up for this Give to Get PowerTips Newsletter at www.givetogetmarketing.com/free-ezine.html
---------------------------------------------------------------------------------------
*******************************************************************
Contact Information:
Contact information is available at the following URL.
http://www.givetogetmarketing.com/contact.html
Privacy Policy:
We never rent, trade or share your address with anyone for any reason whatsoever. You'll never get an unsolicited e-mail from a stranger as a result of joining our newsletter.
How Did You Join Our Group?
You signed up to receive our Idea-Kit and/or our Newsletter at our Give to Get Marketing Web site.
http://www.givetogetmarketing.com
We never add names to our group unless you have voluntarily opted in.
You Subscribed As:
Fellows
rssb3@3xchange.info
To Change Your Name or E-Mail Address:
To change your name or to add your name, so that we can automatically personalize these newsletters, or to change your e-mail address, simply click the link at the bottom of this e-mail then click Change Options.
Want to Receive This Newsletter?
If you received this newsletter from a friend and you'd like to begin receiving your own copy, simply go to the following URL.
http://www.givetogetmarketing.com/free-ezine.html
*******************************************************************
|
Niciun comentariu:
Trimiteți un comentariu