This Morning You Learned a Lot About Running an Effective Business & Making Sales…
So Where Does Marketing Fit in? What is the Purpose Marketing? So Where Does Marketing Fit in? What is the Purpose Marketing?
The Purpose of Marketing… The Purpose of Marketing is…
The Purpose of Marketing… The Purpose of Marketing is… To cause a prospect to be willing to listen To set up conditions for a sale To create a readiness to act But it isn’t really the act of buying
Recognizing the Importance of Your Clients & Prospects… Level 1 Prospect… Experiencing a need with a high sense of urgency. A “now” buyer Level 2 Prospect… Experiencing a need with no (or little) sense of urgency Level 3 Prospect… Experiencing no need with no sense of urgency
Will this Ad Attract the “Now” Buyer? Apologies to Discount Movers… Look Like Yours?
Don’t Most Look Like this One? How does your ad look to you now? Isn’t it a Lot Like everyone else’s?
Recognizing the Importance of Your Clients & Prospects… Consumers Experience a Confidence Gap When Looking at Most Advertising. They Don’t Want to Know How Great You Are… Rather, What’s in it for Them Doing Business With You?
So Again, What’s the Purpose Marketing? So Again, What’s the Purpose Marketing?
Dominate or Monopolize Your Markets With the Marketing Equation… 1.Interrupt… Getting qualified prospects to pay attention (headlines) 2.Engage… Getting those who do pay attention to remain interested (sub-headlines) 3.Educate… Giving enough information to make the prospect feel like he/she can make the best decision (body copy / text / evidence) 4.Offer… Getting the prospect to take an action based on information given (offer or call-to- action)
Building a Lawyer’s Case You’ve got to build a case just like a lawyer would… Your PROSPECTS are the JURY. Your PRODUCT or SERVICE is the DEFENDANT. YOU are the LAWYER in charge. And it’s like a life or death issue…to you…isn’t it?
“Hot Buttons” The Activators… must be based on something that gives your prospects an “emotional charge” need to identify what problems, frustrations, annoyances, confusion, hidden troubles people have or feel when buying what you sell need to establish specific, relatable scenarios that will illustrate these frustrations We call these HOT BUTTONS…
Platitudes Won’t Work Largest selection of…Largest selection of… Professionalism…Professionalism… Quality & serviceQuality & service Biggest in the ProvinceBiggest in the Province Honesty & integrity…Honesty & integrity… In business since 1431 B.C.In business since 1431 B.C. Fastest…Fastest… Most convenient…Most convenient… Lowest prices…Lowest prices… Specializing in…Specializing in… The experts in…The experts in… Remember Granixl…Remember Granixl… Platitudes and generalities will not sufficiently educate your prospects. So, be sure not to say things like… However, these things can form the premise of your case…but you’ve got to get specific and quantify…