In marketing as in science there are basic principles that govern the
movement of bodies in space, or prospects and clients. Just as people
instinctively know the law of gravity, they are aware of the fundamental
principles of marketing. Unlike the law of gravity which is hard to deny,
many small business owners often neglect to apply core marketing principles
to attract clients.
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Even if you've never been hit on the head by an apple, you wouldn't argue
that objects fall down instead of up. Of course Issac Newton's true genius
in describing the law of gravity was in realizing that the same force that
attracts apples to the earth is responsible for keeping objects in orbit
around other planets and moons.
Use the following marketing principles to pull in prospects the same way
gravity pulls planets into orbit around the sun. (Imagine yourself as the
sun, the driving force of the solar system.)
1. Start with Your Clients
Client goals and concerns are the reason you are in business. Clients buy
your products and services to meet their needs. You know this, but are you
applying it to your marketing?
Many service providers marketing materials are little more than a laundry
list of services. To attract prospects and clients, start with client
problems as the catalyst for writing your marketing "meme" and materials. If
you are a massage therapist you may provide "hot stone" or "deep tissue"
massage but to get your prospects' attention you'll need to talk about
relieving back pain or eliminating muscle spasms.
2. Target Your Market
There are a finite number of people who want and are willing to buy any
given product and service. Marketing to people who don't want what you
provide is a waste of time and money. You know this, but are you targeting
your marketing to those people who are most likely to buy your services and
products?
Learn (if you don't already know) who buys your products and services and
why. Develop a picture of your ideal buyer, their demographics, concerns and
motivates. Use this information to identify marketing tactics that will
attract them to you.
3. Demonstrate Value
Before a prospect becomes a client and a client becomes a repeat client,
they need to be convinced of the value of your products and services. They
need to feel confident that your products and services will do what they are
supposed to do. You know this, but is your marketing built around
demonstrating the value you provide?
Many independent professionals sell information and ideas. If you are a
web designer, you could provide a tutorial on how to plan a web site. If you
provide tangible services, you need to show people examples of your work and
provide testimonials from former clients.
4. Grow Your Network
Lead generation is the lifeblood of any small business. The more
qualified prospects contact, the more clients you'll have. Even if you don't
want a thousand clients, if you have lots of prospects you can have the
option of having just a few high paying clients. You knew this too, but do
you have a marketing strategy which helps you grow the number of qualified
prospects you market to each month?
One of your marketing goals should be to motivate qualified prospects to
give you their contact information so you can market to them. If you sell
information, publishing articles with a free teaser at the end is one way to
do this. If you sell products or tangible services, a raffle can attract
prospects.
5. Build Relationships
People like to buy from others they know and trust. And attracting new
clients takes ten times as much effort as selling to a repeat client. You
know this too, but do you have a marketing strategy which helps prospects
get to know and trust you?
You can assume that your prospects receive more information everyday than
they can remember. Even if they need and want what you have to offer, there
is a good chance they will forget an occasional radio ad or an annual
newsletter. To grow your business, find ways to regularly stay in touch,
educate them, and explain the ways you can help solve their problems.
You already know the law of gravity and these five core marketing
principles. Become a true genius like Issac Newton, and apply them to pull
prospects and clients into your orbit and grow your business.
About the Author:
Charlie Cook, helps independent professionals and small business owners
who are struggling to attract more clients and grow their businesses. To get
the free marketing guide, '7 Steps to Get More Clients and Grow Your
Business' visit www.charliecook.net
November 11, 2003
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