Welcome to our Strategic Marketing BLOG …
In our educating and growing the revenue of the Business Owner, we frequently talk about Tactical vs Strategic Marketing. Our BLOG Website is all about the “tactical” side, and this, our Main Website is all about the “strategic” side. The Strategic Marketing of any business or brand is the most critically important.
Do you know your ideal client… even when you see them?
Your ideal client is much different from your typical client. How?
Your typical client NEEDS what you sell, and your ideal client WANTS what you sell.
That difference is huge. Prospects may or may not buy what they need, but they always buy
what they want. If you know how to find your ideal client, you can literally dominate your market.
What you need to know…
Prospects buy based on emotions, and wants are emotion-based. Needs are
logic-based. When your product or service matches what your prospects
specifically want, you will immediately begin to attract your ideal client.
Why you need to know this…
Your ideal client makes you the most money. In fact, for most business owners…
80% of your entire revenue is generated by only 20% of your clients. Those are your
ideal clients. They love you and what you provide to them. They buy from you and you
alone. They’re loyal and will never leave you. They sing your praises from the highest
mountaintop. They send you tons of referrals and they give you unsolicited testimonials.
The cost to you if you fail to act…
Think about this for a moment. A mere 20% of your current clients are producing 80% of
your total business revenue. What if you could replace that remaining 80% of unproductive
clients with more of your 20% clients? Do you realize your income would explode by 16 times?
If your revenues right now total $50,000 annually, you have the potential to
increase your revenue by an additional $750,000. No kidding!
What could you accomplish with that much additional revenue?
What would that revenue mean to you personally? To your business?
And especially to your family?
Can you afford to continue to watch this much additional
revenue fall into the pocket of your competition?
It’s up to every small business owner to take the initiative to develop these
critical skills. Once they do, they often find themselves dominating their market.
P.S. Please remember that at any time you feel ready and qualified to move forward
and acquire the professional help that can enable you to build the business of
your dreams, just click here and check out our E-Learning Marketing System™.
It’s helping small business owners just like you get the answers and the help
they need to build the business they have always wanted.
We created the E-Learning Marketing System™ with the perfect combination of
online resources, tools and support to get you out of any financial distress you’re
presently experiencing… help you get laser-focused on your highest income-producing
activities… and help you develop and then apply the fundamentals that build
multi-million dollar businesses. click here to see for yourself.
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Today I’d like to talk about how to turn prospects into customers and retain them for future marketing to anywhere you do business in Brevard County Florida. While, your marketing is doing its job, you need to be working on turning those prospects into customers. There are a few key ways to draw them in and seal the deal. You need to be:
Inviting, Informative, Enjoyable
The biggest fear of most new customers is the dread buyer’s remorse. You want to avoid this at all costs and this should be mitigated if you’ve provided a quality product/service that delivers on the marketing claims you’ve made.
However, this can still occur. There are two ways to deal with this:
Offer to refund money-no questions asked Offer a bonus they can keep even if they return the product
These offers alone will also mitigate buyer’s remorse because the customer will trust you more, just for offering these things.
There are number of other ways to turn a prospect into a customer:
Offer a special price as an opportunity for you to test the market.
Offer a lower price with the reason of pushing inventory to pay a tax bill, for your kid’s’
braces, or another tangible reason. Customers love that this makes you feel so much
Offer a referral incentive.
Offer a smaller, more inexpensive product first to build trust.
Offer package deals.
Offer to charge less for their first purchase if they become a repeat customer.
Offer extra incentives-longer warranties, free bonuses if ordered by a set date.
Offer financing options, if applicable.
Offer a bonus if they pay in full.
Offer special packaging or delivery.
Offer “name your own price” incentives.
Offer comparative data or other comparison tools.
Offer a trade-up or upgrade to something they already have.
Offer additional, educational information to help them make the decision.
The options really are as limitless as you make it. You can use these or other ideas to
find what works the best for your business, products/service and target market.
Remember this …
“By making it inviting, easy, informative, non-threatening, educational, inspiring and fun
to do business with you, you’ll loft your company above the competition.” Jay Abraham
Need help with figuring out the best strategy for converting prospects into customers?
Our E-Learning Center gives you exclusive access to a mountain of resources and tools,
along with information from some of the greatest marketing minds on Earth. It’s a
membership website, and more affordable than you think. With membership, you are
unbeatable in business. I guarantee it!
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Many people use the word blog and site interchangeably, but they really are two different
things. Your website is usually pretty static in nature. That means that you set it up once
and usually leave the information pretty much the same. Your website includes pages
like your contact page, about us and what services or products your company offers.
A blog is an ever-changing platform, which is one reason why they tend to rank so well in
Google. Google likes content that changes on a frequent basis. They want the best user
experience for their readers, so they like when websites publish new content continuously.
By having a blog associated with your website, you can constantly be driving traffic
from your blog to your site. Your blog should be something that you post on consistently,
at least once or twice a week at minimum.
A blog is simply a place that you can publish material on a regular basis. You might write articles
or blog postings about something to do with your industry, specials you’re running or questions
and answers from your clients. It is a place where people can read the most up-to-the-minute
information about your company. In short, it shows the world that your company is not stale
Having a blog will allow you to put links throughout your content to send people
back to your website. As your blog starts to rank better in Google, it will also
improve your rankings of your own website.
P.S. If you need help setting up a blog, give me a call or shoot me an e-mail today.
I can tell you some of my secret tips and tricks for getting your blog to the top of Google.
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Let’s take a look at what a “vision statement” is, and why it’s important for you to create one for your business.
(Dave Smith, Lead Generation & Marketing Strategist, Business Coach & Author)
A vision statement is a broad, inspiring image of the future state a business aspires to reach. It describes without specifying how aspirations will be achieved, or when. It is ambitious, and forward thinking. It’s not about where the organization is now, it’s about what the organization will be, or aspires to be.
A vision statement needs to:
describe aspirations and intent
be inspirational for your staff and customers
project a compelling story
paint a clear picture
use engaging and descriptive language
align with your company’s values
The vision statement will also provide a clear criteria or measuring stick for decision-making. When making tough choices, ask “Does this support the vision statement?” If major initiatives do not support the overall business vision, chances are they aren’t worth the investment of time and money.
If your business doesn’t have a vision statement, it needs one. If it does, then this is a good opportunity to strengthen it or make sure it is aligned with the current dream you have for yourself and your company.
We’re going to work through a step-by-step process here that will help you hone in on what your vision is, and then put it into words. You should note that a corporate vision statement – once created, agreed to and perfected – should remain consistent and unchanged for several years. When a vision statement is changed and revised, it is difficult to create a consistent plan that supports the achievement of the vision. In this case, now is a good time to revise your vision – right before embarking on a comprehensive marketing strategy.
But first, don’t forget that your employees, joint ventures (the most powerful marketing initiative on the planet) and your customers need to believe in the company’s vision too.
Your employees need a strong, clear vision statement just as much as you do. When creating a vision statement, keep this in mind. The vision will need to be something that your employees can embrace and stand behind. A powerful vision statement that your employees can get excited about will motivate, inspire and build morale on the sales floor and in the office.
Think about how you will communicate your vision to your employees once you have created it. How can you inspire them to nurture and support your vision on a daily basis, in everything they do? How can you empower and motivate them to feel ownership of the company’s future and their stake in it?
Take a look at these corporate vision statements so you can get a better understanding of what I’m talking about.
Our vision is to be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.
Dell listens to customers and delivers innovative technology and services they trust and value.
eBay pioneers communities built on commerce, sustained by trust, and inspired by opportunity. eBay brings together millions of people every day on a local, national and international basis through an array of websites that focus on commerce, payments and communications.
Facebook is a social utility that helps people communicate more efficiently with their friends, family and coworkers. The company develops technologies that facilitate the sharing of information through the social graph, the digital mapping of people’s real-world social connections. Anyone can sign up for Facebook and interact with the people they know in a trusted environment.
Google’s mission is to organize the world’s information and make it universally accessible and useful.
See what I mean? Let’s start creating your unique vision statement.
1. Start by looking at your strengths and weaknesses from the perspective of everyone who does business with you.
You’ll start with a bit of analysis on where you stand now. Use the chart as a guide, create your own on a pad of paper and fill in your company’s unique strengths and weaknesses. Think about strengths and weaknesses from the perspective of customers, staff, management, vendors or suppliers and owners.
For example, what would your customers say about your customer service standards? Would this area be considered a strength or a weakness? What would your staff say about training and professional development opportunities? What do you think about your income and overall financial growth?
2. Analyze your observations, and remember that your weaknesses represent great opportunities for change and improvement, while your strengths need to be nurtured and developed.
Take a look at what you have written, using the chart above as your guide, and answer the following questions:
What does the overall picture look like? How does the overall picture align with the dream you have for your business? What great achievements and qualities exist in the strengths section? (List 10) What opportunities exist in the weaknesses section? (List 10)
3. Now that you’ve assessed where your business stands today, where do you want it to be? What opportunities exist?
Here you will take the strengths and opportunities you identified in step one, the analysis you completed in step two, and start describing them in words. Use the chart below as your guide, write three sentences that describe the future state of your business. I’ve included some samples to get you started.
To be a regional leader in customer service.
To inspire and develop our professionals.
To lead a generation of environmental responsibility.
Vendors / Suppliers
To offer only the highest quality sprockets.
To be a profitable and highly respected organization.
4. What opportunities and aspirations are the highest priorities for you and your business?
Take the sentences you created above, and list them in order of importance to you. You may have to do this several times before you feel the order is accurate. Then, combine duplicate sentences, or ones that describe similar things. Once you’ve finished your list, take the top three to five sentences and combine them into a cohesive paragraph.
5. Refine your statements so that they are broad, future-oriented and use words that reflect your values, priorities and dreams.
You need to refine your statement so it is smooth, clear and easy to understand. Here is a checklist to use when reviewing the words you have written:
is it inspirational for your staff and customers?
does it project a compelling image?
does it paint a clear picture?
have you used engaging and descriptive language?
is it realistic?
does it align with your company’s values?
TIP: You can use phrases like:
A leader in… Support the development of… Offer opportunities to… Continually create…
Build on… Inspire… Develop… Facilitate… Achieve… Deliver… Bring together…
6. Include your employees in the vision creation process, and ask them for feedback.
Do they understand the vision? Do they support it? Does it inspire them? Can they find meaning in their work based on it? Incorporate their feedback, where possible and relevant.
7. Put your vision statement somewhere everyone can see it – your staff, management, customers and vendors.
Once you have created your vision statement, share it with the world. Your vision is something you have committed to, and can let everyone know where your company is heading. It allows them to see where you want to go, and gives them the opportunity to help you get there.
Now, do you have everything you need to start working towards your vision?
There are 5 major components to good advertising copy:
(The order of these is essential to success)
· Command Attention
· Showcase Benefits of Products/Services
· Prove the Benefits
· Persuade People to Embrace the Benefits
· Call to Action
Advertising is sales in print. So, you need to think about the unique benefits your products/services offer and showcase that in a persuasive way. You need to emphasize results, not features.
Let’s take a minute to talk about each of these components:
This is usually accomplished with the headline. You need an attention-getter that makes people want to know more about your products/services. The best headlines give a vivid portrayal of the benefits or show how a problem can be avoided with your products or services. The headline is the advertisement for the advertisement.
You have to showcase the benefits of your products and services and, more importantly, show how they will solve or prevent a problem. They need to know what’s in it for them. Include useful, factual and clear information to show precisely what the benefits are and how they are going to help the customer.
This is where you prove what the advertisement is offering. You need to establish you have a method to deliver. Consider information that establishes credibility and past performance.
You need to add compelling reasons for your potential customers to purchase your products/services. Use a hard sell approach and create scarcity. This will enact your potential customers to feel like they have to act now. Which leads into the last component.
Call to Action:
You need to compel your potential customers to DO something. They need to check out your site, sign up for your newsletter, purchase your products, contact you about services … something. Offer a freebie-a booklet, sample, product, bonus, demo, consult, limited time price … the list goes on. There are lots of ways to get potential customers excited about ordering and help them feel like they are getting an amazing deal.
Good advertisements include all of these components and are not complete without any of them. You can sit down and think through any one of these components, then figure out how to best place them together for the most effectiveness. We can help you with this too. Try our amazing resources or Coaching to learn how to put together great advertisements from some of the best in the business.
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