Posted Saturday, January 29, 2005
”But this won't work” said Steve. “I’ve tried it in the past and had no response.” Does this sound familiar? My newer clients often resist implementing certain strategies based on past experiences. However, I usually find out that it wasn’t the strategy itself – but how it was implemented that caused the dismal results.
So whether you are designing a simple flier or developing a plan for a strategic partnership you can increase your chances for success by following these five tips.
1. Develop Your Marketing For Your Potential Clients – Not Yourself.
What looks good to you may not necessarily be appealing to your audience. It’s OK to ask your friends and associates for feedback – but their comments are only relevant if they are members of your target market. Also – just because everyone else advertises in a certain way is not a proof that it works.
2. Provide Answers To These Three Critical Marketing Questions:
QUESTION 1: What's this about? Check that your materials immediately and clearly communicate what you offer, who it’s for and what’s the next step you are asking them to take.
QUESTION 2: What's in it for me? Don’t make your audience guess about what’s in it for them by leaving this information out or hiding it in the small print at the bottom. Use clear language free of industry jargon. Describe your offering not from the perspective of what you do but in terms of what the clients will receive and how they will be better off as a result of it.
QUESTION 3: Why should I listen to you? How will you establish credibility with your audience? Include your photo and prominently display your contact info. Present case studies, statistics, endorsements, testimonies from satisfied clients. If people don’t believe you they will not respond to your offer.
3. Always follow the proven A.I.D.A. format.
ATTENTION Use a powerful headline that grabs attention. Don’t try to be cute, don’t expect that your prospects will take the time look for a deeper meaning in your clever slogans – they won’t. So be as direct and to the point as you possibly can. If you can boil the essence of the benefits you are offering to just one short sentence what would it be? That’s you headline!
INTEREST Now that you have their attention you must quickly build your prospects interest. Use subtitles, questions and short stories to illustrate and communicate how well you understand their needs. This is a good place to allow your audience to connect with the pain their problems are causing them.
DESIRE Technical descriptions and numbers provide information but don’t incite action. Your marketing must arouse in your prospects the emotion of desire. Show your audience how a solution is available and achievable to them through doing business with you. Offer powerful performance promise and eliminate the risk of giving you a “try” by a strong guarantee.
ACTION Without this part your marketing is like a salesman who gives a great presentation but forgets to ask for the order. Give your prospects a compelling reason to take action. Make your offer so incredibly irresistible they simply cannot refuse!
4. Follow up, Follow Up, Follow Up…
Over 80% of all sales are made after the prospect has heard from you at least seven times. Yet a typical business person gives up after just one or two follow up contacts.
Plan your follow-up steps in advance. Use a combination of mail, email, telephone and personal visits as your follow-up strategy. At each opportunity provide your potential clients with value – this way they will forgive you the intrusion.
5. Develop a System
Most entrepreneurs and professionals waste their time and money on one-shot, fragmented promotional tactics. They practice “hit and miss” marketing system; they try a strategy and abandon it before it has a chance to produce any results.
Instead of developing new marketing strategies look for ways to improve the ones your are currently using. When you find a promotional strategy that works for you build a system around it so that you can consistently implement it over and over again.
Following these tips will make all the difference in the world between struggling to get clients and becoming wildly successfully in marketing your services. They are worth investing your best efforts and getting the support you need to implement them effectively.
(c) 2004 Adam M. Urbanski
About the Author
The Author, Adam Urbanski, a Marketing Mentor, helps Service Professionals and Small Business Owners attract more clients. For more free tutorial articles, hot how-to tips and a FREE 32-page marketing guide go to (http://www.themarketingmentors.com)