Another great tool for getting into the mind of your prospects is becoming one of them temporarily. Speaking of — quality and service are too abstract and too expected to be part of your ad; you need to have a USP, aka unique selling proposition ; this is how you stand out.
People are much more willing to pay for the cure than for prevention, so targeting existing pain results in much higher conversion than promising a bright future. Not measuring where your leads and sales come from and not tracking ROI on ad spend is the mark of the amateur. ROI, of course, stands for return on investment. Of course, that means that whether on Facebook or on Twitter, whether through emails or SMS, you need to act as a friend to these people and not as a marketing rep.
How would you feel if you receive a postcard from a business? Leads are people that know you and have indicated interest in what you have to offer by responding to your marketing message.
The goal of this phase is to get your leads to like you and what you have to offer enough to buy from you for the first time. As we said above, selling directly from your ad is wrong, dead wrong! Of course, this starts with positioning. Another thing that should help you is understanding the common fears of your customers; if you can address them before the sale, then you have a very tangible competitive advantage.
Also: never give your prospects and leads too many options; this results in paralysis by analysis and lack of a final decision. Customers are people that like you and what you have to offer enough to have paid you money at least once. The goal of this final phase is to get your customers to trust you and buy more from you.
I like reading business books so I agreed no fee involved. The book is called The 1-Page Marketing Plan. It is written by Allan Dib from Australia and it is a very worthwhile read. In the conclusion, Allan states that no one knows how good your products or services are until after the sale.
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See our Privacy Policy and User Agreement for details. Published on Nov 1,. Search this site. Bogle Full free. Porter Full online. I learned all the main points in just 20 minutes. We're the most efficient way to learn the most useful ideas from a book. Ever feel a book rambles on, giving anecdotes that aren't useful? Often get frustrated by an author who doesn't get to the point?
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Dib identifies several essential elements of a compelling offer: Add customer value by bundling additional benefits and bonuses the way infomercials do.
When a customer is in a buying mood, add on a high-margin item like a service contract. Offer no-hassle payment options that work for the customer. Suggest scarcity for example, a limited supply or sale expiration. Choose the Right Medium for Your Message The third step in the awareness phase of marketing is choosing the right advertising medium to communicate your message to your target prospects.
Email Marketing Email is an inexpensive, direct, personal way to reach prospects and customers, which also can be automated. Dib notes that with email, you can: Capture the email addresses of website visitors with an email opt-in form; those not ready to buy but interested in more information are future customers you can nurture. Develop relationships with your customers so your email database grows in value.
Test and launch new products and services. How to Create an Email Campaign According to marketing strategists, key questions to answer when planning an email campaign include: Identify the outcome you want. Identify a niche target. Decide on a timeline for the campaign.
Plan your emails and follow-ups. Write subject lines that compel clicks by promising value and personalizing. Include a strong call to action.
Provide a way for recipients to opt out, Test your email on multiple devices to make sure it looks right. Track your metrics. Snail Mail Despite the allure of social media and email, Dib recommends that regular or snail mail also be a part of your marketing strategy.
Direct mail works as a marketing medium because: People connect emotionally with physical things. Unlike emails, people save USPS letters and cards. Direct mail has a longer shelf life and takes more effort to dispose of than email—which can immediately be deleted and forgotten.
Postal mailboxes are becoming less cluttered allowing your message to stand out , while email inboxes overflow despite many sorting methods. Phase 2—Build Familiarity The second marketing phase after creating awareness focuses on developing or nurturing sales leads —people who have indicated interest by responding to your message—and turning these leads into customers.
Cultivate leads—increase their interest with offers that build in value. Position yourself as an expert in your field. Build a trusting relationship. Convert Them to Customers In the third step of the familiarity phase—conversion—turn interested leads into paying customers.
In addition, he offers the following positioning tips to convert leads to customers: 1. Get them to keep buying more from you, increasing their value to your business. Get them to make referrals. Give Them an Extraordinary Experience The first step in building customer enthusiasm is delivering a standout experience that helps turn them into superfans. Dib recommends several strategies: Ensure the customer gets results from the product.
For example, help them set up a new laptop and install software, and show them how to use the key features. Innovate to make your product or service entertaining. Have effective business systems in place so you can deliver on your promise of a standout customer experience.
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