Stage Your Prospects

, , ,

Make sure your marketing recognizes all prospects are not at the same point in their buying process. Yes, there IS a PROCESS your client must go through to become your client:

Stage 1: “Happy Campers”
Think back to a time before you bought a car, a home, a cell phone. You were probably happy with the car, home or phone you had BEFORE you ever starting thinking about getting a new one. Prospects in this stage are equally ‘happy’ with their status quo.  They tend to ‘stay put’ until there’s a good reason to change.  That’s why your marketing messages need to help these people become aware of their frustrations . . . and develop a desire for ‘something better’.

Stage 2: “Lookers and Cookers”
These prospects are increasingly aware of their frustrations and are very receptive to information on how to best address them.  They are also diligently doing their homework on why your firm may be a ‘better’ option to get a solution from than any others.

Stage 3: “Try’ers and buyers”
These prospects are ready to do something (like buy!) to feel better.  They know why and learned what they want as well as who has the best solution for the problems they’re suffering with or the opportunities they’re missing out on.  These people need your help to ‘take action’ . . . like buying the solution you’re offering.

KEY POINT:
Tailoring marketing messages to be ‘stage specific’ makes you more effective!

by

Promises, Promises . . .

, , , , , , ,

“Let’s Shake On It, Then!”
Businesspeople make promises to their clients.  It’s what we do.  Unfortunately, the expectation of many (most?) clients is that a promise is likely to be broken.

You Need a SYSTEM
If your reputation for ‘keeping your word’ . . . or, promises . . . is so important but it seems to be the exception (not the rule) that businesspeople will break more than they make . . . you have to ask, “Why?”.  The answer is not that they meant to break their promise, but that they don’t have a system in place to make sure they keep them!

Make a Promise . . . “Write a Check”
If you’re in a service business . . . where the client’s buying your ability to ‘come through’ as you promise (and, your client expects) then you need a deliberate way to ensure that happens . . . consistently.  My suggestion?  “Write a check”.  Literally.  Not on your bank.  On your time!  Think of a ‘check’ as a written evidence of your commitment to your client’s happiness . . . with you.

When you make a promise . . . WRITE A CHECK to demonstrate your commitment to ‘cash it’ with your customer or client.  Here’s an example:

Is this SCARY?  You bet it is!  Especially if you’re not committed to deliver.  This is a huge ACCOUNTABILITY tool.  But, if you’re as good as you say you are, it’s a NO BRAINER, isn’t it? Actually, it’s going to help you to DIFFERENTIATE yourself and your practice!

NOTE:  If you’d like my Special Report on how to set up a ‘Promise Checkbook System’ . . . shoot me an email and I’ll send it right back!

KEY POINT:
You make promises every day . . . give people evidence of your commitment and watch your competition shake in their boots! 

by

Is Your Elevator Pitch . . . Still Working?

, ,

Like fashion, an ‘elevator’ pitch — the reply to answer, “What do you do?” — has come full circle.  For a long time, it reflected a creative focus on the BENEFIT you provide (e.g. “I help people smile more”) rather than WHAT you do to make that happen (e.g. “I’m a dentist”).

Don’t Play Games . . . Be Straight About What You Do
Playing, “What’s My Line?” doesn’t make sense in these time-starved days we live in.  It may even irritate a qualified prospect who really wants to know, “What DO you do?”.  Unless you really have to spell it out, just say what you do.  More often than not, being ‘blunt’ will differentiate you from your competition . . . in a very positive way.

Add Your Benefit/s . . . Afterwards
Once you state WHAT you do, then you can add WHO you help and WHAT they get.

Kyle Hunt, Founder of Remodel Your Marketing answers the question this way:  “I solve marketing and sales problems for remodelers” adding, “Contractors who hire me tell me things like, “I stink at following-up with prospects”, “I chase way too many bids”, “I’m not getting enough referrals”, “My website is terrible”, etc.”.

Basically, Kyle’s saying, “Look, I’m THE marketing guy . . . for contractors.  I fix marketing problems the way you fix construction problems.  Would you like to talk about that?”   Refreshing, isn’t it?

KEY POINT:
Tell people what you do . . . simply, concisely and effectively

by

Novelty . . . is No Funny Business!

,

A recent study provides evidence that marketing communications — especially advertisements — are less likely to affect prospects if the advertiser is relying on using FREQUENCY and REPETITION (some call it ‘saturation bombing’!) in their advertising.

A more potent factor has been identified that suggests a better way to ensure your marketing communications will reach and affect . . . your prospective clients, customers, patients, etc.

An article in MediaDailyNews reveals that frequent and repeated exposure to an ad may be an attention turn-OFF! The study also suggests that novelty may be a turn-ON — at least enough to get a reader, viewer, or listener willing to experience the message again.

Implication? The notion of ‘frequency’ and ‘repetition’ being the keys to earning the attention of your audience may not be as legitimate as it once was. But there is good news. Appealing to the inherently human desire for things that are novel — not funny, but unique and different — may be the best way to gain the ear, eye and Mind of those you would seek to sell.

KEY POINT:
Novelty in marketing communications . . . it GOOD for business — YOURS 

by

Amazon’s Kindle Fire is a Smart Move

, , , ,

Amazon’s new Kindle ‘Fire’ — is a brilliant marketing decision
Sure, the pricing is absurd.  Absurdly good.  For consumers.  Some believe Amazon’s losing money on every tablet they sell.  So the brilliance isn’t because of the extremely good price.

Kindle is playing on its strengths, not competing on its weaknesses
The tablet computer market is crowded.  Over-crowded.  So another tablet is not a smart idea.  Neither is creating an alternative to Apple’s iPad.  Kindle Fire makes neither mistake.

Kindle Fire is both unique AND beneficial
Kindle’s Fire is different and better than Android tablets that are both supported — and limited by — Google.  Amazon’s Kindle Fire is supported by Amazon’s version of Android and its own content — a far more extensive resource.  Also, Kindle is not seeking to woo a wide market like Apple is doing with the iPad.  Instead, Amazon is targeting its significant base of loyal Amazon customers who are seeking a convenient way to access Amazon’s content.

The Kindle Fire is also not as elegant as an iPad.  It doesn’t have to be.  it just has to provide access to Amazon’s extensive content.  Just as when Coca-Cola gave it’s vending machines away for free — because Coke™ made its money by refilling their machines. Brilliant!

KEY POINT:
“Never bring a knife to a gunfight” — Amazon is defining it’s own ‘Fire’ power and will likely be a winner because of it. 

by

Mission, Mission . . . On The Wall

, , , , , ,


I’ve recently found a very cool site — fab.com. Fab is the brainchild of Jason Goldberg. I posted about him earlier in the week.

 

Clarity of Vision = Focus = Power
In marketing, it’s important to know what you stand for . . . as it helps you to stand out by standing up for something specific. Jason, as CEO and Founder of FAB.com has done this beautifully, IMHO.

FAB’s Focus . . . Design and Customer Experience
As you read the ‘Mission Statement’, it’s pretty clear that two terms come clearly to mind . . . DESIGN and CUSTOMER EXPERIENCE.  This tight focus makes it easy for FAB’s management to make decisions — decisions that align with the audience of people who are FAB’s target market — people who appreciate both outstanding design as well as a good bargain.

KEY POINT:
Mission . . . drives how you operate and how you’re perceived by your target market

by

High Tech Startup Uses High Touch Strategy to Grow Exponentially

, , ,

There’s a new business that sells some very cool, very fashionable items.  Online. It’s called “fab.com”.

It’s the brainchild of Jason Goldberg, Fab’s CEO.  Jason’s smart — with an MBA from Stanford University.  And well connected — he worked for President Bill Clinton for 6 years as one of Clinton’s White House staff.

Great Fashionable Items at Great Prices
So Jason gets this crazy idea to start-up the business called fab.com and in 115 days since launch, fab has over 650,000 members (it’s free but you must still apply and be accepted) and over 100,000 orders.  The press on this new venture is nothing short of phenomenal with coverage by anyone and any media that is worthy of note — Forbes, WSJ, CBS News, Fast Company, etc. — you get the idea.

The Power of Personal Touches
But look at what Jason Goldberg the founder and CEO of fab.com is doing.  The picture above is an actual, handwritten note sent along with one (of a number, I presume) of those 100,000 or so orders.  Yep. Jason Goldberg, CEO of this exponentially growing business (fab.com’s on track to do $10,000,000 in sales before the first year is over)  is sending random ‘love’ notes of appreciation to his new customers.  Way to go, Jason!

KEY POINT:
When company leaders engage in high-touch activities with customers, everyone benefits!

by

Offer Hope (as well as Hell!)

, ,

If your ‘negative’ headline attracts attention, you have alerted your reader to a threat to their sense of security. That creates a good bit of psychological angst in your reader.  And, an interesting predicament.  For you.

PAIN . . . is Good; Too Much PAIN . . . is Not!
If all you do is direct your reader’s attention to a threat or problem they have or may have . . . you’ll lose them.  Obviously, we’re not designed to live in a heightened and prolonged state of anxiety (which, your headline created!).

So if your reader’s initial anxiety is not addressed quickly — not completely, but to some degree at least — there’s a good chance they’ll stop reading as a way of protecting themselves from EPS (Excessive PAIN Syndrome).

Why We Love Scary Movies and Can’t Leave Until The End
Have you ever enjoyed (sic) a good scary movie?  The kind where Bela Lugosi or Lon Chaney or Vincent Price starred?  As a kid, these movies scared the hell out of me.  Literally.  I hated that feeling.  But I loved those movies.  I also sat through the whole movie, too.  Why?  Because I learned to expect that ‘no matter what’ . . . in the end, all would be made right.  The sun would shine (poor vampire) and Belle would get her prince (sorry Beast).

Knowing that, no matter what PAIN I was feeling, in the end all would be fine . . . kept me in my seat for the entire movie.  Why?  HOPE!  Make sure you remember that hope keeps people in their seats while PAIN is what makes them want to run away!

KEY POINT:
PAIN-full Headlines may attract attention . . . but HOPE keeps your reader around 

by

Be Negative . . . Really Negative

, , ,

I’m not suggesting you get moody and depressing.  I’m referring to your marketing messages.

Preservation Beats Acquisition
Keeping what we have is more motivating than acquiring what we want but do not have. You know it’s true.

We work harder to maintain what we have — especially if we feel it’s being threatened than we ever do to generate a result that’s better than what we have now.  Go figure.

Why ‘Going Negative’ . . . Works
We’re genetically and psychologically programmed to scan for threats to our well-being. That’s why negative messages that alert us to any possible threats always get our attention.

Remember to Relieve!
Getting attention with a negative or threat-based message makes people uncomfortable. Actually, that’s good.  You can leverage that to produce a response from prospects designed to relieve their discomfort.  But if you make someone uncomfortable, you have a moral imperative to make them feel good again, too.  That’s where your offer comes in . . .

KEY POINT:
Negative messages . . . work! 

by

Know Thy Prospect?

, ,

Ever wondered what your prospect wants?

Ever get someone something ‘less than’ what they wanted for a holiday gift?

Was it because you simply did not take the time to learn what mattered to them? Regardless, once you blew it, you blew it.

Gift Giving for Your Prospects? (no, it’s not what you think!)
I’m not pitching anything.  But I will suggest that you give a very powerful and deeply appreciated ‘gift’ — your commitment to care enough to learn what matters to your prospective client.

We all have hopes and fears and dreams and . . . well, you get the idea.  Your prospects are people who have been frustrated at getting their dreams to become reality, their fears to go away and their hopes to have a chance in you-know-what of actually happening.

“Givers Get” — Ivan Meisner, Founder of BNI
Ivan’s advice to networkers is very true for you, too.  IF . . . you give a prospect your considered attention and sincere interest in learning what will make them happy, you’re likely to make a sale to make that happen.

Bonus Question:  “Why do you think I chose the image for this post?”  Do you really know . . . me?

KEY POINT:
Hopes, fears and dreams . . . all make the world go round and . . . the deals go down! 

by