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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.)
1. START WITH YOUR CLIENTS
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.
2. TARGET YOUR MARKET
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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3. DEMONSTRATE VALUE
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.
4. GROW YOUR NETWORK
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
prospects.
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5. BUILD RELATIONSHIPS
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.
ABOUT THE AUTHOR:
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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