Advertising and marketing are areas where there is always confusion. The reason for the confusion is there is so much information available and much of it is conflicting.
It makes any small business owner wonder, “Who should I listen to and what should I do to promote my small business?”
Today we’ll look at how the “kings of industry” use adverting and marketing to wine, dine, and otherwise entice prospects.
Most successful small business professionals use a series of information-based promotions that build emotion and include a call to action.
This type of marketing is more effective than standard company branding.
The same principles that go into putting together a high impact (and, often, high priced) advertising and marketing campaign can be adapted to fit your promotional needs with similar results.
Here are 30-ideas on how to put together and execute a professional, effective advertising and marketing campaign:
- Put together a short report that’ll you’ll automatically send to prospects when they contact you. Your report should include a brief description of your business and your specialty. Don’t forget to include case studies, samples, or other proof of your success.
- Develop value-oriented yellow page ads.
- Consider weekly or monthly newsletters as a way of educating and informing customers about your industry and services offered.
- Offer a free seminar, webinar, or lecture to build awareness of your business. It’s important to ensure that sure you make the information pertinent to your target market and find speakers who are respected and known in the industry.
- Buy an existing business, introduce better marketing, and grow this new business faster than a “from scratch: business.
- Always test different versions of your ads and marketing materials to find the most effective ones.
- Use direct mail marketing to grow your business.
- Put together a database of previous customers and send them new information.
- Offer incentives such as frequent purchasing benefits, loyalty programs, or referral programs, for example.
- Approach large firms who may need your services. Then negotiate a deal to become their exclusive expert in your field.
- Offer a 24-hour information line with a regularly updated recorded message. Make this available to all past and future clients.
- Donate time or materials to local charities to show support in your area.
- Offer free “clinic” for the general public and discuss the questions that are likely on their mind related to your business.
- Organize seminars that your clients can pay to attend by putting together a high-perception value package.
- Approach local newspapers and offer to write a weekly column about your area of expertise. Don’t ask for money, just a byline and bio.
- Develop a weekend or destination seminar for clients. Not only does this give you an action-packed weekend with your valuable clients, but it also gives them a tax-deductible business adventure that they won’t soon forget.
- Take a seminar and turn it into written form as a home study course, membership site program, audio, or video training program.
- Approach large companies and offer to give seminars to their employees, investors, or management team.
- Be proactive with your marketing.
- Barter for your advertising. Offer products or services instead of payment.
- Be willing to bring in new clients at an initial loss. It will likely pay off later through the client’s lifetime value to your business.
- Regulate your marketing budget to maximize the potential income to hit the next year and try to push back advertising costs for the next year to offset your expenses.
- Make offers to target market or target market businesses to pay them for referrals or shared databases.
- Offer loaner products to replace equipment that’s been repaired or refurbished.
- Give away something free to everyone who brings in a print version of your advertisement. Free offers within ads are a great way to see which advertisements are giving you the most bang for your advertising buck.
- Continually consider what new products or services you can offer to current clients.
- Develop an online order division of your company.
- Offer a proposition to your competitors to trade prospects that you were both unsuccessful in securing as clients.
- Use different marketing tactics as an excuse to attract your clients with new offers and goodies.
- Offer a “you-choose-the-price” program. You-choose-the-price is especially suitable for products you can’t seem to sell.
So, there are 30 great ways to market to other professionals and businesses.
Some other great ways to get your name out there for little or no cost are:
- Get involved in your community. Volunteer your time, donate to local events, and become a contributor to the community.
- Join your local Chamber of Commerce and attend networking events and other activities throughout the year.
- Join local, state or regional professional associates for further your networking opportunities.
- Become a board member of a local organization.
Advertising should never be your only method of marketing; there is a myriad of ways to get your name out there in a way that feels personal to your potential clients.
“My definition of marketing is simple—it’s all about educating the marketplace that your business can solve problems, fill voids, or achieve opportunities and goals the way no other business can.”
~ Jay Abraham
If you’re not sure how to make your advertising and marketing and advertising powerful, effective and profitable our GUIDED TOUR can help.
Discover the tools and resources that can boost your business to the next level and beyond.
It’s essential to build relationships with your vendors. The vendors in your local market can bring in new customers/clients and increase awareness of your company branding. This can easily be done with a vendor incentive program.
The people you work directly with on your products and services are those with the most to gain from your growth and success.
By taking the time to get to know vendors, you’ll find a whole host of opportunities you didn’t realize were there.
When you create a number of ways to offer your vendors rewards for helping grow your business, everyone wins.
One of the ways you can do this is by offering performance-based incentives that are much larger than your vendor’s standard charges.
Here’s the step-by-step process for putting together a partnership with a vendor:
- Approach all the vendors you work with and offer an incentive-based on performance.
- Put a generous incentive plan together from their perspective, even take suggestions.
- Develop a clear, concise, and easy to track incentive plan; this will increase competition between vendors and, therefore create higher performance levels.
- Encourage subsequent sales instead of focusing only on the initial sale. By doing this, you can give away more of the profit from the initial transaction to your vendors and make higher profits off the back end products.
- Future sales
- Upsell better and more profitable products/services
- Cross-sell to additional products
Create an incentive plan that’s irresistible to your vendors by offering generous, exclusive compensation.
Think of all the vendors you work with and creative ways you can put together a vendor incentive plan that entices them to be part of your business. Use their talents, capabilities, and connections; you’ll both be winners.
Putting together an incentive plan doesn’t have to be a complicated process.
In this article, we’ll look at how to turn prospects into clients and provide you with 14 ideas you can use today to kick-start your business development program.
Your marketing is doing its job when you have a new prospect. Now let’s look at how to turn prospects into clients.
There are a few essential methods that draw prospects in and seal the deal.
Strive to be:
- Personable — engaging
Before we get too deep into drawing prospects in, it’s vital to understand the significant fear prospects grapple with as they look at purchasing from you.
The biggest fear of most new prospects is the anticipated dread of buyer’s remorse.
It’s vital to avoid buyer’s remorse at all costs. You will ease doubt by providing a quality product or service that delivers on the marketing promises you’ve made. However, buyer’s remorse can still occur.
There are two ways to deal with it:
- Offer to refund the money with no questions asked (for service-based businesses).
- Offer a bonus they can keep even if they return the product (for product-based businesses).
Making these offers upfront will alleviate buyer’s remorse because your prospect will trust you more due to having made the offer.
“Like it or we’ll give you your money back” is a powerful guarantee. In business development, this is called “risk reversal” and ensures prospects are comfortable buying from you.
Now let’s take the next step and provide 14 ideas on how to turn prospects into clients
Consider these ideas:
- Offer a special price as an opportunity for you to test the market.
- Offer a lower price for a reason like overstocked inventory, to pay a tax bill, for your kid’s’ braces, or another tangible reason. Clients love this because it makes you feel more human.
- Offer a referral incentive.
- Offer a smaller, inexpensive product first to build trust.
- Offer package deals.
- Offer to charge less for their first purchase if they become a repeat customer.
- Offer extra incentives such as; longer warranties or free bonuses if ordered by a set date.
- Offer financing options, if applicable.
- Offer a bonus if they pay in full.
- Offer special packaging or delivery.
- Offer “name your own price” incentives.
- Offer comparative data or other comparison tools.
- Offer a trade-up or upgrade on something they already have.
- Offer additional, educational information to help them make the decision.
The options are limitless. You can use these ideas or find other ways to engage your prospects. Your goal is to try different ideas until you discover what works the best for your business, products or services, and target market.
Remember the wise words of a marketing legend.
“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.”Jay Abraham
Do you need help to figure out the best strategy for converting prospects into long-term clients?
Our GUIDED TOUR gives you exclusive access to a mountain of resources and tools, along with information from some of the greatest marketing minds available.
I’d enjoy hearing your thoughts and ideas on this article. Feel free to leave a comment.
Direct response marketing is marketing that demands a direct response from your potential customers. This type of marketing is used to answer questions, present your branding, products, and the reason you do what you do.
Customers love this, as they are offered the opportunity to respond, whether that be in the way of signing up for a newsletter, posting a comment on your site or blog, or purchasing a product from you.
So, how does direct response marketing look? Well, it comes in many forms, including:
- Direct mail
- Print ads
- Radio and TV ads
- Coupons or other incentives
Some of the advantages of direct marketing include:
- A great way to use free time during lulls in business
- A productive way to communicate and empower you to create more relationships
- Great way to up-sell and cross-sell to current customers
- A low-cost way to rustle up new business
- Used as leverage to turn small sales into large sales
- Supplement your current marketing program
- A cost-effective way to reach target markets
- Offers measurable results
- Reach outside your local area for new business
- Increase the effectiveness of your sales force
These are all great things that can come from just taking a few simple steps to putting together a direct response marketing plan and executing it.
“I honestly don’t think you’ll ever find a safer, lower-risk, higher-profit method of increasing your business or profession than direct-response marketing.” Jay Abraham.
Direct response marketing is one of the best ways to launch your business on a large scale and reach out to everyone in your target market, whether they are in your local area or not.
I’d love to hear YOUR thoughts, questions, and experiences with direct response marketing. Feel free to comment below.
Our GUIDED TOUR can help you put together a great direct response marketing plan and get you on your way to heightened success.