by Adam Urbanski
the Marketing Mentor
Whether you are a professional in a
solo-practice or own a small business, chances are
you feel overwhelmed when it comes to marketing.
While you may be an expert in your field,
consistently attracting new clients probably isn’t
one of your strengths.
Here is just a short list of "marketing
culprits" that are likely keeping your business from
reaching its full potential:
-
Unclear
Target Market. It absolutely makes my
marketing blood boil when I hear "our service
can help everyone". How on Earth do you find
everyone?
-
Confusing, Self-Centered Marketing Message.
Since the early 1900 marketing geniuses like
Claude Hopkins have been telling us that
shouting "we are the best, come buy from us"
doesn't work - no matter how loud you scream!
Amazingly, over 90% of all marketing materials
out there are doing exactly that!
-
'Hop-And-Drop' Approach. Any worthwhile
skill takes practice. Yet most small business
owners abandon each marketing tactic after just
one try, without giving themselves a chance to
get good at it. It's like a running rabbit -
switching direction with every hop!
-
On and
off approach. Spending a lot of time and
effort on marketing when the business is slow,
but then giving up on almost all promotional
activities when business gains momentum!
-
Not
Preaching To The Choir. Most businesses make
the mistake of chasing new markets all the time
instead of maximizing profits using their
existing database of current and prospective
clients.
If you can put a "yes, guilty as
charged" checkmark next to any of those statements,
chances are you are not profiting from your business
as much as you could. To help unleash the extra
profits currently hidden in your business or
practice here is a simple Five Step Marketing
Model.
1. Create a
MAP!
You don’t need to kill a tree to create
an effective Marketing Action Plan. Simply describe
your target market, their problem, and
the benefits your service or product offers.
Identify five to ten ways in which you can get
visibility and generate new leads.
Finally, list all the action steps you need
to take daily, weekly and monthly and assign
specific deadlines and outcomes to each step.
2. Craft Your Magnetic Marketing
Message!
Potential clients don't give a hoot
about your titles, awards, and prestigious office
location! All they want to know is that you
understand their problem and have an effective
solution to it. Communicate those two things
clearly and new clients will flock to you like bees
to honey!
3. Develop Attraction Tools!
Forget about the self-focused
brochures! You need
promotional materials that intrigue interest and
generate response. Today’s technology allows
to easily and inexpensively assemble and distribute
information products - like special reports or CDs -
that illustrate your capabilities and effortlessly
promote your services.
4. Generate Leads. Getting all
the visibility in the world will not do any good if
you are not giving your potential client an
irresistible reason to contact you. Try and test
several marketing messages and media to see what
promotional strategies bring in the biggest bang for
the buck.
The key here is testing - tweak your
approach multiple times before you decide to
completely abandon it. What might have been a big
flop at first, with a bit of tweaking can turn into
a total goldmine!
5. Follow-up, follow-up, follow-up!
Studies show that over 80% of all sales
are made on or after five contacts with the
prospect. However, more than 80% of follow-up ends
after just three attempts! Creating and
automating a systematic follow-up process is a
must to maximizing your marketing ROI.
Develop a series of 12 to 24
meaningful communications each addressing
something of relevance to your prospects and find a
way to periodically distribute them to prospects and
clients.
6. Learn To Sell!
The thought of selling causes most
professionals to cringe. Fact is, effective selling
is not about memorizing hundreds of closings tactics
or becoming an attack dog that corners prospects
into saying “yes”. Instead, study a consultative
approach model and become a master of asking
powerful questions that compel others to action!
(c) 2006 Adam M. Urbanski
Find out more more about creating your own marketing
system that follows this five step model. |