Many corporate clients have asked me over the years, “What do you think are important factors that influence how I should communicate to my prospects in print or when meeting with them face-to-face?
I tell them exactly what I’m going to share with you: It may be true that yes, people online an offline want to know more about your products and services, but there are some common denominators you want to blend into your marketing communications.
If you want to see yourself moving years ahead of other businesses, take note of the following and plug these insights in to your marketing plan:
1. The subconscious mind drives the majority of purchasing decisions; you must influence the prospect’s perception of you, your company and the services you offer.
2. To access the subconscious mind, repetition is crucial – the No. 1 rule in marketing. A marketing program that gives up too early translates into certain failure. As a rule of thumb, successful results occur after 4 to 7 repetitious, well planned attempts to communicating to prospects.
This number of attempts to communicate diminishes significant if you were referred by someone or already have a relationship with the prospect outside of business.
3. To influence a successful marketing plan, target both “left brain” and “right brain” people. Left-brain people make buying decisions using logic, while right-brain people purchase according to their emotions.
This division equates to approximately 50/50 of the population; therefore, aim your marketing approaches accordingly. Otherwise, by targeting only one segment of these two subconscious purchasing-decision directives, the effectiveness of your advertising budget will be halved.
You must go beyond a simple USP (Unique Selling Proposition); it is not enough in this day and age.
4. Research your market! Data collected on current and prospective customers goes a long way towards long-term marketing success. Tap into available resources through online/library research, your inner circle of trusted friends, or you can pay money for professional help from professionals who’s heads are screwed on correctly and pointing straight forward in the right direction.
5. Remember this: Due to a greater number of stay at home working mothers and children accessing radio, television and the Internet, children influence family buying decisions more than ever before. More on this incredible information in another article.
6. Know this: Consumers do not necessarily supply truthful or correct buying behavior information. Although they may indicate on a survey or questionnaire that they will do one thing, in reality, they may actually do another. Keep this in mind when interpreting data collected from multiple sources.
7. Connections that result in sales include referrals from trusted advisers, business connections and human connections. Doing business with a friend is much more appealing than with a faceless corporation or a stranger. So make yourself a friend to your potential and current customers. We have all heard the statement: “It’s all about who you know.”
8. Although people may be prospects or part of a demographic group, don’t treat them as such. Treat them as they wish to be treated – like human beings – know what core issues they are dealing with them through honest questions that get to the root of their being.
9. A sense of belonging is a basic human need. Invite them to belong to your club, business organization, etc. And then recognize those twenty percent of customers from whom eighty percent of your business comes from. Never forget Pareto’s principle – also known as the 80/20 Rule or the principle of factor sparsity.
10. Easy-to-say-yes questions for a prospect establish momentum when trying to gain trust or make a sale. Ask these types of questions first to make it easier for them to answer “yes” to an offer. Also, ask open-ended questions that force your prospects to explain their issues; hear them out!
11. Products and/or services are only a portion of what your clients/customers purchase when they deal with you. They are also purchasing your good name in the community as well as your status and personality.
12. Maintain carefulness throughout each and every step of your marketing plan. Although the most fascinating/entertaining/amusing parts of it are what people tend to remember, you need to ensure the actual product or service does not get lost in the shuffle.
Finally, if you have not already figured it out – what was just shared with you is GOLD! While this was posted in Marketing 101, know that this applied knowledge is a culmination of decades of professional experience. Again, see yourself applying these simply nuggets and you are years ahead of the competition. Call us form more details on how we can help you? Call Now 702-982-1228.
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