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Vol. 1 issue #87  Nov 7, 2003


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Are you ignoring these marketing principles?
2003 By  Charlie Cook

In marketing as in science there are basic principles that govern the movement of bodies in space, or prospects and clients. Just as people instinctively know the law of gravity, they are aware of the fundamental principles of marketing.
Unlike the law of gravity which is hard to deny, many small  business owners often neglect to apply core marketing  principles to attract clients.

Even if you've never been hit on the head by an apple, you wouldn't argue that objects fall down instead of up. Of course Issac Newton's true genius in describing the law of gravity was in realizing that the same force that attracts apples to the  earth is responsible for keeping objects in orbit around other  planets and moons.


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Use the following marketing principles to pull in prospects the same way gravity pulls planets into orbit around the sun.
(Imagine yourself as the sun, the driving force of the solar system.)

Client goals and concerns are the reason you are in business.
Clients buy your products and services to meet their needs.
You know this, but are you applying it to your marketing?

Many service providers marketing materials are little more than a laundry list of services. To attract prospects and clients,  start with client problems as the catalyst for writing your  marketing "meme" and materials. If you are a massage therapist  you may provide "hot stone" or "deep tissue" massage but to get  your prospects' attention you'll need to talk about relieving  back pain or eliminating muscle spasms.

There are a finite number of people who want and are willing  to buy any given product and service. Marketing to people  who don't want what you provide is a waste of time and money.
You know this, but are you targeting your marketing to those  people who are most likely to buy your services and products?

Learn (if you don't already know) who buys your products and services and why. Develop a picture of your ideal buyer, their demographics, concerns and motivates. Use this information to identify marketing tactics that will attract them to you.




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Before a prospect becomes a client and a client becomes a repeat client, they need to be convinced of the value of your products and services. They need to feel confident that your products and services will do what they are supposed to do. You know this, but is your marketing built around
demonstrating the value you provide?

Many independent professionals sell information and ideas. If you are a web designer, you could provide a tutorial on how to plan a web site. If you provide tangible services, you need to show people examples of your work and provide testimonials from former clients.

Lead generation is the lifeblood of any small business. The more qualified prospects contact, the more clients you'll have. Even if you don't want a thousand clients, if you have lots of prospects you can have the option of having just a  few high paying clients. You knew this too, but do you have
a marketing strategy which helps you grow the number of qualified prospects you market to each month?

One of your marketing goals should be to motivate qualified prospects to give you their contact information so you can market to them. If you sell information, publishing articles with a free teaser at the end is one way to do this. If you sell products or tangible services, a raffle can attract



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People like to buy from others they know and trust. And attracting new clients takes ten times as much effort as selling to a repeat client. You know this too, but do you have a marketing strategy which helps prospects get to know and trust you?

You can assume that your prospects receive more information  everyday than they can remember. Even if they need and want  what you have to offer, there is a good chance they will forget  an occasional radio ad or an annual newsletter. To grow your  business, find ways to regularly stay in touch, educate  them, and explain the ways you can help solve their problems.

You already know the law of gravity and these five core marketing principles. Become a true genius like Issac Newton,  and apply them to pull prospects and clients into your orbit  and grow your business.

The author, Charlie Cook, helps independent professionals
and small business owners who are struggling to attract
more clients and grow their businesses. To get the
free marketing guide, '7 Steps to Get More Clients
and Grow Your Business' visit
http://www.charliecook.net or write ccook@charliecook.net
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