Politicians Are Like Car Sales People...
by: Jane Mark and Phil Basten
Well, another election has come and gone in the US and no matter which way
you voted there are some important marketing lessons to learn.
First, you need to put aside the campaign rhetoric and focus on the strategy
and tactics and there are a number of clear winners for both sides.
The Dems and the GOP
On the Republican side. The tactic to put the question of Gay Marriage as a
referendum in 11 battleground states was a master stroke. Get people to vote on
the small issue and they will follow suit on the larger issues.
It's like selling real estate. Top real estate sales people don't sell
houses. They sell a room and the rest of the house goes with it. They look for
potential client reactions to a room they see and zoom in on that. If they sell
that room to the prospect, then question of getting them to sign a contract on
the house becomes as simple as, "Your pen or mine?"
How can we apply this to selling a product or service on the internet?
Look for the most important benefit you offer and build your heading and
sales letter around that. Sure there maybe other benefits and you need to
highlight those further down the page, via bullets, but focus your sales message
on the primary unique selling point.
As a famous direct Marketer, Seth Godin, once said, "One monkey, One banana."
Most people have the attention span of an African gnat. Try to get them to focus
on more than one thing at a time and you will lose them and the sale.
On the Democrat side, the decision to make the war on a Iraq a central issue
was an equally powerful strategy which may explain why 55 million people voted
for the Democrats.
It was thought by the pundits that this was playing to the Republican's
strength, but this was true only as long as they could make it central to the
war on terror.
The moment the Democrats were able to separate the two and make it a
referendum on Iraq alone, it became a winner for them, especially in light of
the 911 Commission report, which showed clearly, no wmd and no direct ties to Al
Queda.
What can we learn from this?
Know your competition, know their strengths and weakness and clearly explain
how their weakness are your strengths.
The way you do this is to create a powerful USP (unique selling point).
Something about your product or service, or what you do that makes you stand out
in the crowd. Something that sets you apart from your competition. Something you
do much better than them.
Focus on this single issue and drive it home repeatedly to your website
visitors, ezine readers and existing customers.
The other lesson to be learned here. Don't believe everything you read, hear
and see. Both elections and the internet are full of people's opinions. Do your
homework, look at both sides and above all use your mind and think.
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Try to analyze your ideal customer. Picture in your mind who they are, what
they are like, what their financial status is, have they bought similar products
before. If you don't know who your target market is, how can you target them?
In the late 1990's the principle of the Harvard Business College outlined his
belief as to the reason business exists.
The purpose of business is to: KEEP & GROW customers.
We looked at this and thought this definition was too narrow. We felt that in
order to keep and grow customers, you first had to find them so we added the
word find to the above formula....
The purpose of business is to: FIND, KEEP & GROW customers.
But this still wasn’t enough because what if the customer was wrong for your
business, that is, they couldn’t afford your services or product?
So we added, the right kind of customers, and we ended up with a new formula
to work with.
The purpose of business is to: FIND, KEEP & GROW the RIGHT KIND of customers,
everything else is rubbish.
If you market or sell anything on the internet, either as a business owner or
a reseller, you are in business for yourself and you MUST think of it as a
business. Do your homework and your research. It pays off in ways you only dream
of right now.
About The Author
For further information mailto:
jpethanks@jpeads.com
Subscribe to the WebPro Times
http://webprotimes.com
Where Professional marketers meet weekly.
Phil Basten and Jane Mark run a well known online ad agency
http://jpeadvertising.com -
They have been helping people succeed on the net for more than 8 years.
jpethanks@yahoo.com
Some Things in Life ARE Guaranteed
by: Jane Mark and Phil Basten
Some Things in Life ARE Guaranteed.
There's an old expression that says, "The only things certain in life are
death and taxes."
Well that is not entirely true.
Now there's a new kid on the block...
Guaranteed Signups.
Guaranteed Signups provide new opportunities for marketers to get direct sign
ups to their programs without the time consuming task of having to advertise or
recruit new members themselves.
Here are some of the benefits:
- You get a built in downline quickly and easily.
- You can build a contact list and mail to them as long as the back office
of your program allows you to do this.
- You can develop a lead capture or splash page and create your own
mailing list without little or no extra effort on your part.
There are many different kinds of guaranteed sign-ups.
For instance, you can purchase...
- World Wide sign-ups
- US sign-ups
- Country targeted sign-ups
- Incentivized sign-ups
- Non incentivized sign-ups
- Phone surveyed sign-ups
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Non incentivized, phone surveyed sign-ups give you more bang for your buck
and usually produce good results.
US sign-ups are high demand primarily because these people tend to purchase
more.
The best of the bunch are phone surveyed sign-ups, they cost a bit more, but
they are well worth the extra outlay.
Using Guaranteed Sign-ups for Your Members.
If you own a program with a large downline or database, you can purchase
large blocks of sign-ups. This is a great way to provide instant downlines for
your members. It helps motivate and excite them.
What Guaranteed Sign-ups Can and Cannot Do
All guaranteed signup programs work on the following basis...
1. Your program must have an option to join free, with the ability to upgrade
to paid status.
2. Sign-ups will be sent directly to your site and, if the person is
interested, they sign up as a free member.
3. For this point on it's up to you. You need to do the work of following
these people up and give them reasons and incentives to upgrade
Do not expect a sign up to upgrade automatically. This won't happen unless
you work your new contacts and nurture them. Let them know the benefits of your
product and give them heaps of free information.
Sign ups to do not happen by magic.
A site that offers you sign ups is essentially doing the hard work of
advertising for you and that takes time. So be patient.
Benefits of guaranteed signups...
- You can share them with downline members
- Do JV's with the suppliers and resell them
- Fill you own program downline and work them to get new upgrades.
And the best part, the companies that supply them do all the work for you.
About The Author
Phil Basten and Jane Mark run their own Ad-Agency online. They provide
marketing services to online marketers and small business owners including
Guaranteed Signups, Phone surveyed leads, Ultra- Fresh Autoresponder leads and
much more. You get more info here...
http://jpeadvertising.com/leadmagnet/
http://jpeadvertising.com/signups/
http://jpeadvertising.com/yourlist/
jpethanks@yahoo.com |
