Ensure “Lift-Off” in Your Marketing Campaign Launch (Part I)

How would you like to ensure a successful and reusable marketing campaign launch? In our next two posts, we’re going to examine 5 essential keys to make that possible. Once you have these basics down, you can use them over and over again.

 

The 5 essential keys are:

  • Define your Unique Selling Proposition (USP)
  • Put an effective sales offer to work
  • Avoid marketing pitfalls
  • Develop a world-class marketing perspective
  • Get results!

Let’s take a look at each one these so you can see exactly how they fit together. You’ll also discover how they affect the overall outcome of your marketing campaign.

Define your Unique Selling Proposition (USP)

Take the time to ask yourself some questions from the prospective of the customers/clients. If you were your prospective client, what would it take to get your attention? What needs do you have that must be met? What are the promises you want fulfilled?

Once you know the answers to these questions you can start putting together a plan to meet these needs. Your USP is what you are “promising” your customers/clients. It would be extremely helpful to take a look at what USP your competitors are using. This will be crucial to help you develop your own USP which will clearly demonstrate your market dominating position and help your prospects to see how you differ from your competitors.

Put an effective sales offer to work

  1. Put together a headline that gets immediate attention.
  2. Share benefits of your products/services (speaking from the customers’ perspective).
  3. Identify the specific needs met by your products/services.
  4. Make it easy to do business with you by offering guarantees. (Remove the risk!)
  5. Share your specific sales proposition.
  6. Guide your customer’s/client’s responses. (Don’t be afraid to tell them how they should respond)
  7. Motivate them with a clear call to action.

In other words, you need to put together a pitch that communicates how your products/services are special and compels your customers to buy. If they don’t feel like they NEED your product, they won’t buy. You need to answer a question, solve a problem or feed an obsession.

You need to provide them with all the information they need to make an informed and confident decision. Buyer’s remorse is one of the worst things that can happen.

Avoid the marketing pitfalls

There are 5 major marketing pitfalls many businesses fall into which you should avoid. They…

  • Ignore market testing and push on with an inaccurate plan.
  • Offer an incomplete case, or reasons, throughout their marketing plan.
  • Fail to notice the needs of their prospective customers/clients.
  • Fail to diversify their marketing options.
  • Fail to get market opinions on their offers.

This article will be continued in the next blog post.

The E-Learning Marketing System I use with my clients provides information, examples – even a “paint-by-number” process to help business owners increase their revenue. If you’re not satisfied with the number of leads your current marketing is producing or you desire to double, or even triple your revenue in your near future, take a guided tour of the system and see the difference it can make for your business.

Inside Reality vs Outward Perception

Don’t you hate it when your prospects don’t seem to understand everything your business offers them?

You believe in your business! You know you offer an exceptional product/service, that what you offer provides extraordinary value to your customer/clients and that your relationship with them is far better than anything they could expect from your competitors. Still, it amazes and saddens you when you discover your prospects don’t view you any different than your competitors – in fact they know very little about you and what you offer.

What you are experiencing is the disconnect between your business’ inside reality and its outward perception.

Your inside reality encompasses everything that is true about your business – those components which, combined, make your business great. The outside perception refers to how your prospects perceive your company. Too often, there is a marked difference between the two.

For instance, when you went into business you were determined to pursue excellence in every aspect in order to set yourself apart from your competitors. You developed your skills, hired the best candidates, created a customer service program that is second to none and honed your expertise so you would be the “go-to-person” in your field. All of that is part of your inside reality. In addition, your systems, your operational procedures, your continued commitment to excellence, your passion for what you do and the way you conduct your daily business all add to that inside reality.

If you have never done so, take a half hour or so one day soon and capture what you believe to be your inside reality. What makes you different? What makes you stand head and shoulders above your competition? If you ever hope to communicate this inside reality to your prospects, you must clearly see it yourself first.

Hopefully, your loyal customer/clients see and understand this inside reality. It is why they are loyal customers. Once you have completed the exercise above and have clearly delineated your inside reality, conduct a quick survey with your existing customers to see if they see it as well. Simply ask them why they do business with you. Ideally, the reasons they provide will correlate with the inside reality you believe defines your business.

Now let’s talk a bit about your outside perception. This outside perception is developed through the interactions your prospects and customer/clients experience with your business. Especially for your prospects, most of these interactions will occur through your marketing or through the referrals (good or bad) made by your current customer/client base. If your inside reality is indeed true (and it focuses on excellence), then you can expect the majority of your referrals from existing customers to be positive. That will help immensely in helping to create an outside perception which aligns with your inside reality.

Most of your prospects, however, will develop their perception of your business through your marketing. And here is where many small business owners fail to create the outward perception they desire. They market their business just like their competitors. They use the same platitudes in their advertising, make the same claims and offer the same discounts. When a prospect is seeking to buy whatever it is you offer, they going to compare your ad to your competitors – and if they don’t see obvious differences – they will choose to do business with the one who offers the lowest price or is in the most convenient location.

You need to develop a marketing strategy that accomplishes the following:
• captures the attention of your prospects
• helps them to see that you offer the solution to whatever problem or issue it is they are experiencing
• clearly communicates your inside reality so they perceive you differently from your competitors
• offers them a low/no risk offer so they will follow through and contact you

How do you create such a marketing strategy? Download the free presentation, “The 3 Biggest Lead Generation Mistakes Small Businesses Make…And How to Overcome Them All” to gain a clearer understanding how to market your business in such a way that enables your prospect’s outward perception of your business to match your inner reality.

Get in to the Head of Your Prospects

Have you ever bought something you didn’t need – in fact, you really didn’t even want – because of a high-pressure sales person and their pitch? Many of us have. However, I would venture a guess that you never engaged in another transaction with that person or the business they represented. That marketing approach may have gained a sale but it also lost a customer.

If we want our marketing to truly be effective, we must approach the process from the customer or client’s point of view rather than our own. Instead of telling them what they need, we must be listening to them and discovering what they really desire. To do this, we need to get in to the head of our prospects. Think like they do. See our products/services from their vantage point.

One way to accomplish this is to realize our prospects often have a conversation going on in their minds which centers on two issues. The first is: The problem the prospect has but doesn’t want. The second: The solution the prospect wants but doesn’t have. If we can understand that conversation in the context of our product or services, we can then effectively market those products and services to that prospect.

Ideally, your product or service will provide a solution to a problem your prospect is experiencing. Now, instead of pitching your product or service based on why you think they should buy, you are able to approach them with the solution they want but don’t have. Instead of coming to them as a sales person, you come as a savior.

Take the time to think of the hot button issues and/or problem your potential customers are facing then figure out how you can solve that issue or problem. Then highlight that issue/problem, along with the solution you offer, in all your marketing mediums using the Marketing Equation.

If you’re not familiar with the Marketing Equation, email me at chris@chris-mahan.com and I’ll be glad to send you a more detailed explanation.

Turn Prospects Into Customers Overnight!

Generating leads and creating prospects is great! But your business doesn’t thrive unless you can convert those prospects into customers. However, you are not looking for just any customers. You want loyal customers who come back to do business with you over and over again. Today, we’ll examine a few tactics which can help you in this process.

Keep in mind the buying decision for your prospects begins with their very first introduction to you and/or your business. In order to establish a great foundation upon which to build a relationship, you need to be:

  • Inviting
  • Informative
  • Enjoyable

Realize one of the greatest fears most new customers deal with is buyer’s remorse. You can make great strides in mitigating this fear if you provide a quality product/service that delivers on the marketing claims you’ve made.

To further put your prospect’s mind at ease and encourage them to take the plunge to do business with you, you can remove much of the risk involved in the purchase. Two ways to accomplish this is to:

  • Offer a “no questions asked” refund policy
  • Offer a bonus customers can keep even if they return the product

These two offers can successfully address the fear of buyer’s remorse. Simply by offering these guarantees, you also create a level of trust which generates a situation in which the prospect is more likely to decide to do business with you as opposed to your competition.

In addition to removing risk from the buying equation by offering guarantees, there are numerous other tactics you can utilize to turn a prospect into a customer:

  1. Offer a special price as an opportunity for you to test the market.
  2. Offer a lower price with an explanation that you are pushing inventory to pay a tax bill, pay for your kid’s’ braces, or some other tangible reason. This makes you more human and relatable to your customers.
  3. Offer a referral incentive.
  4. Offer a smaller, more inexpensive product for the first transaction to build trust.
  5. Offer package deals.
  6. Offer to charge less for their first purchase if they become a repeat customer.
  7. Offer extra incentives such as longer warranties or free bonuses if ordered by a set date.
  8. Offer financing options, if applicable.
  9. Offer a bonus if they pay in full.
  10. Offer special packaging or delivery.
  11. Offer “name your own price” incentives.
  12. Offer comparative data or other comparison tools.
  13. Offer a trade-up or upgrade to something they already have.
  14. Offer additional, educational information to help them make the decision.

The opportunities to create trusting relationships with your prospects are limitless. Experiment with various tactics to discover what works best for your business, products/service and target market.

Consider these words from Jay Abraham…

“By making it inviting, easy, informative, non-threatening, educational, inspiring and fun to do business with you, you’ll loft your company above the competition.”

Do you need assistance to determine your best strategy for converting prospects into customers? Our FREE test drive of our marketing system gives you exclusive access to a mountain of resources and tools, along with information from some of the greatest marketing minds on Earth.