The Sweet Aroma of Highly Effective
Copyright 2007 by Jeremy Cohen
Highly effective marketing is accomplished when your
marketing materials and marketing strategy work together to
reliably move your prospects through your sales process.
Have you ever caught a whiff of a tantalizing aroma
wafting through the air as you walked down the street? With
your senses suddenly alerted to something tasty in the air
you notice the bakery on the corner. As you draw closer you
see the storekeeper handing out free samples of the cake you
smell. You happily try the sample and before you know it
your standing on line waiting to buy a whole cake.
How did this happen? How did you go from going about your
business to buying a cake you had no intention of buying
when you left your house? The fact that you ended up waiting
on a line to buy a cake is no accident. The proprietor of
the bakery from which you bought your cake knows something
about highly effective marketing.
Just what does he know?
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He knows that he first needs to get his prospects
attention to draw them to his shop. He accomplishes this
step with particularly strong exhaust fans he uses to
permeate the local air with the tantalizing aromas of his
pastries. Once he has his prospects’ attention he
demonstrates the value of his goods by giving away yummy
free samples and offering a buy one get one free deal. It’s
no wonder unsuspecting people wind up on line waiting to buy
You can enjoy the same success marketing your business.
If your product or service doesn’t have a wonderful odor you
can use to generate interest in what you do you can use your
own version of the “smell, taste, buy” sales process to get
the results you want.
Attract Your Prospects’ Attention
If you sell motorcycles or provide legal services chances
are you’re not going to attract too much attention to
yourself with any particularly pleasing odor. Instead you
can use an outstanding marketing message to get yourself
noticed. A well written marketing message delivered to an
appropriate target audience will help your business stand
out in a crowd and draw your prospects to you.
A great marketing message will speak directly to your
target market and identify the problems you solve and the
results you provide. You can use your marketing message
anywhere you advertise, including: search engines,
newspapers, magazines, Ezines and newsletters.
When you use your marketing message make sure you include
along with it a call to action. Once you have your
prospects’ attention you want to be sure you tell them what
you want them to do: visit your web site, stop by your store
or request your catalog, for instance.
Remember, you don’t need a great smelling product or
service to get noticed by those most likely to buy from you.
You need a compelling marketing message.
If your product or service doesn’t have a wonderful smell
it probably doesn’t taste too good either so you’d be well
advised not to have your prospects take a bite of your top
selling motorcycle or the latest legal brief you’ve written.
Instead, you can demonstrate value to your prospects by
offering a test ride or providing a helpful and informative
guide about a specific topic of interest for your target
market. By giving something away for free you demonstrate
the quality of your product or the usefulness of your
service. Be sure to get your prospects’ contact information
in exchange for anything you may give away as your goal is
to consistently demonstrate your expertise to your prospects
over time. In so doing, you will win their trust and
position yourself in their minds in such a way that they
will think of you when they decide it is time to solve an
ongoing or newly created problem.
Make a Remarkable Offer
Once you’ve grabbed your prospects’ attention and have
demonstrated your value to them you want to make a
remarkable offer. The decision to buy from you should be a
no-brainer. Your offer should include benefits that far
supercede the cost of your product or service. Your offer
should be a knock-out punch.
In order to make a remarkable offer you must truly
understand your prospects wants or needs.
What are some questions you can ask your prospects to
better understand their needs?
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Once you have these answers you can use them to custom
mold your offer to any prospect.
Move Your Marketing Forward™
It doesn’t matter that you are the most talented person
in your field or that you have the best product in the world
if nobody knows you can help them. The sales process
described above begins by attracting attention with an
outstanding marketing message. If you are not effectively
using an outstanding marketing message you can improve your
ability to generate interest in what you do by developing
one and broadly incorporating it into your marketing
strategy. Making the decision to improve or use a marketing
message is one of the strongest moves you can make as a
small business owner to improve your ability to market
yourself. Bake your cake and buy some fans.
About The Author
Jeremy Cohen helps small business owners and professional
service providers attract more clients, grow their business
and be more successful with his coaching services and free
marketing guide: Jumpstart Marketing: More Prospects,
Clients and Success. Get the guide at:
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