Posts Tagged ‘Marketing’
Two business owners compete against one another in the same field.
Business Owner #1 has worked in his niche for 30 years; he has a massive list of contacts; his reputation is impeccable; his clients are among some of the most satisfied in the industry. His expertise is unmatched. Word of mouth has been a friend to his business, but his niche is very specialized, which means that his name doesn't come up at many dinner parties.
Business Owner #2 is relatively new to the industry, also working in the same specialty niche. She's still in the process of building her contact list; her clients are largely satisfied, but the verbal buzz hasn't elevated yet…she's simply too new.
Which business owner do you think has realized the largest profit in the last 12 months?
Would you be surprised to learn that it's Business Owner #2?
How could that be?
One word: Marketing
Business Owner #2 invests whatever she can afford to lose in marketing campaigns, while Business Owner #1 simply can't seem to get past the initial dollar amount of the marketing expenses, and so, simply doesn't "get the word out".
As a result, the first business remains steady, but stagnant. The second soars.
Business Owner #2 possesses a Millionaire Mindset. Here's what's going on inside her head:
• Marketing is an investment. Even if one campaign costs $4,000 (which is a significant amount of money for her fledging business), she anticipates that just one resulting sale will pay for the ad.
• She views the campaign as an investment in her most valuable commodity – herself. Because she has completed the research and knows that there's a noted demand for her product, she purchases each new ad with a faith that can only come from believing in herself and her business. She thinks, I'm the best investment I'm ever going to make.
• She never invests more than she can afford to lose. Financially, she only invests what her business can survive without. Emotionally, she only invests what she can lose and still hold on to a sense of hindsight without depression.
• She doesn't ruminate over the dollar amount of each marketing endeavor. Rather, she concentrates on its potential return. She understands that she'll realize direct returns, as well as future, residual ones.
• She knows that she'll never reach millionaire status by pinching pennies.
• She understands that by pulling out her cash and throwing it against the wall of cash that has become frozen in this, a stagnant, economy, she's multiplying her chances of getting a return. Unless she spends money, the wall of cash will remain rigid, eliminating a large portion of potential profit.
• Though it was difficult for her to accept the idea of investment versus cost in the beginning, she becomes more willing to spend money with each profitable marketing campaign. Because of this realization, she has committed to educate her clients about the benefits of marketing, which will contribute to the stimulation of the economy.
Investment and return will never be a chicken and egg debate. Without investment, there can be no return. The return will never come first…in fact, it simply won't come at all.
If you want to find your own millionaire mindset, you must separate yourself from the competition's aversion to marketing and getting your name out there.
You could spend your disposable income on a new car, or a summer home, or a vacation. Or…you could invest that cash in an marketing campaign…so you can afford all three.
I'd love to share more about what it takes to Create A Successful Business That Works For YOUR Life, and makes a DIFFERENCE to others. I'm running a FREE teleseminar series exactly on that topic. Join me by registering here: www.clientmagnets.com/successcallsTweet
If you were to stand up in front of your audience and just start rattling off a list of your achievements it may capture the attention of some, however you'll likely start to see the majority of your audience "nodding off" and falling asleep.
Yes, they want to know that you are qualified to speak on a certain topic, but they won't be interested in hearing you boast about your achievements. There are ways in which you can establish credibility without boasting. Here are some valuable tips on how to do that.
Be A Little Vulnerable With Your Audience
Remember the purpose of establishing credibility with your audience is so that they will listen to what you have to say. You want your audience to warm to you. So you can see why boasting about your achievements will really be counterproductive. Sometimes being a little vulnerable with your audiences and sharing personal stories has a far more powerful effect.
I have used this strategy myself. When I first started out doing talks on cold-calling I would introduce my talk with a true story. Did you know there was a point when I was told – "The problem with you, Bernadette, is you're just no good on the phone". I was terrified of making a cold call. I'd share with my audience this true, real-life experience. My audience could see where I had come from and it very quickly helped me to establish credibility and their attention!
Of course, if you're going to relate a personal experience like that it is important to continue backing it up with evidence of the results you've achieved. I would usually share some of the specific results I'd helped big companies achieve.
When you share information in this way you are not bragging, you are simply demonstrating to your audience why you are someone worth listening to. Think about how you would introduce yourself to a new acquaintance. You wouldn't immediately tell them how successful you are. If you needed to establish credibility you would be more subtle. You need to take the same approach with your audience at talks.
Keep Them Engaged with Useful Information
As you engage with your audience share your UNIQUE experience and knowledge. You are an interesting personality with expertise in your field. As long as you share of yourself from the heart and provide USEFUL information, your audience will naturally want to know more about you and your strategies. Share you're real life success stories and show your audience how they can apply the lessons and mistakes you've experienced. By doing this your audience will be inspired to change their current situation by listening to you.
When you're preparing to connect with your audience think about these questions below. It will help you establish credibility with your audience without boasting them to sleep ….
• Where have you come from – what obstacles have you overcome to be where you are today?
• What results have you achieved or helped other people achieve?
• What are some of your key learning experiences – and how can they be applied to your audience
• What remarkable results have you achieved while working on specific projects or in certain areas of business.
Remember, people DO want to know who you are – but generally shy away from people continually talking about themselves and boasting about their achievements. Weave these tips into your next talk or seminar. By making small changes to the way you deliver your message, you'll see a BIG impact to the results you are achieving. Remember, it's all about your audience not all about YOU.
If you've enjoyed this article and want to know how you can make more money from holding your own live events, then check out my Event Money Machine Series – you can sign up for this FREE online training here: www.eventmoneymachine.comTweet
When newspapers are laid out on stands or in vending machines, the part of the paper you normally see is the top. The headline. That part of the paper is considered the fold.
The paper is always folded over so that you see only the bit that's above the fold. That's where you see the attention-catching headline that makes you want to buy the newspaper.
This concept also applies to direct mail. It is actually a very important aspect of direct mail because the information that you most want people to see needs to appear at the top third of the paper. In this case, "above the fold" refers to the piece of a letter or a mailing that people read before they have unfolded it. You want that information to be compelling enough to make them want to unfold that paper and continue reading.
Keep this concept of "above the fold" in mind as you create and develop your squeeze pages, too.
On a webpage, "above the fold" basically refers to what people can see in their browser.
If someone has a huge monitor they will be able to see a big part of your webpage at one time. But more and more people use laptops and smaller devices with smaller screens, including Blackberries and phones, to view webpages.
This means that the area above the fold is getting smaller and smaller and smaller.
You need as much of the relevant information about your business as possible to appear above the fold. Your opt-in box – the specific box where people put in their name and their email address – should be right at the top of your page.
For example, if you are giving away a free CD or a free report, you should insert the opt-in box above the fold.
In the past, people would scroll down pages on a website looking for information, but it's a fact that the attention span online is getting shorter and shorter. Fewer people scroll through pages anymore. If you click on a page and don't immediately see what you're looking for, how long would you stay on that page?
Everything relevant should appear at the top so people don't need to scroll down.
Make certain that all of your most powerful and motivating information, your most compelling headline, your best bullet, your best offer, and your best call to action appear above the fold wherever possible. Catch people's attention right away and make them want to buy what you're offering.
Bernadette Doyle is a marketing specialist who helps entrepreneurs become client magnets and attract a steady stream of their ideal clients. If you’d like to receive invaluable tips and advice on how to attract clients with ease, register at http://www.clientmagnets.comTweet