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This Morning You Learned a Lot About Running an Effective Business & Making Sales…. So Where Does Marketin g Fit in? What is the Purpose Marketing?. The Purpose of Marketing…. The Purpose of Marketing is…. The Purpose of Marketing…. The Purpose of Marketing is… - PowerPoint PPT Presentation
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This Morning You
Learned a Lot
About Running an
Effective Business
& Making Sales…
This Morning You
Learned a Lot
About Running an
Effective Business
& Making Sales…
So Where Does
Marketing Fit in?
What is the
Purpose
Marketing?
So Where Does
Marketing Fit in?
What is the
Purpose
Marketing?
The Purpose of Marketing…
The Purpose of Marketing is…
•
•
•
•
The Purpose of Marketing…
The Purpose of Marketing is…
• To cause a prospect to be willing to listen
• To set up conditions for a sale
• To create a readiness to act
• But it isn’t really the act of buying
Recognizing the Importance of Your Clients
& Prospects…
Level 1 Prospect… Experiencing a need with a high sense of urgency. A “now” buyer
Level 2 Prospect… Experiencing a need with no (or little) sense of urgency
Level 3 Prospect… Experiencing no need with no sense of urgency
Will this Ad Attract the “Now” Buyer?
Apologies to Discount Movers…
Look Like Yours?
And this One?
Don’t Most Look Like this One?
How does your ad look to you now?
Isn’t it a Lot Like everyone else’s?
Recognizing the Importance of Your Clients
& Prospects… Consumers Experience a Confidence GapConfidence Gap When When
Looking at Most Advertising.
They Don’t Want to Know How Great You Are…
Rather, What’s in it for Them Doing Business With
You?
So Again,
What’s the Purpose
Marketing?
So Again,
What’s the Purpose
Marketing?
Dominate or Monopolize Your Markets With the Marketing
Equation…
1. Interrupt… Getting qualified prospects to pay attention (headlines)
2. Engage… Getting those who do pay attention to remain interested (sub-headlines)
3. Educate… Giving enough information to make the prospect feel like he/she can make the best decision (body copy / text / evidence)
4. Offer… Getting the prospect to take an action based on information given (offer or call-to-action)
Building a Lawyer’s Case
You’ve got to build a case just like a
lawyer would…•Your PROSPECTS are the JURY.
•Your PRODUCT or SERVICE is the DEFENDANT.
•YOU are the LAWYER in charge. And it’s like a life or death issue…to you…isn’t it?
Is This One Better?
“Hot Buttons”
The Activators…
• must be based on something that gives your prospects an “emotional charge”
• need to identify what problems, frustrations, annoyances, confusion, hidden troubles people have or feel when buying what you sell
• need to establish specific, relatable scenarios that will illustrate these frustrations
We call these HOT BUTTONS…
Platitudes Won’t Work
• Largest selection of…Largest selection of…• Professionalism…Professionalism…• Quality & serviceQuality & service• Biggest in the ProvinceBiggest in the Province• Honesty & integrity…Honesty & integrity…• In business since 1431 In business since 1431
B.C.B.C.
• Fastest…Fastest…• Most convenient…Most convenient…• Lowest prices…Lowest prices…• Specializing in…Specializing in…• The experts in…The experts in…• Remember Remember
Granixl…Granixl…
Platitudes and generalities will not sufficiently educate your prospects. So, be sure not to say things like…
However, these things can form the However, these things can form the premisepremise of of youryour
case…but you’ve got to get specific and case…but you’ve got to get specific and quantify…quantify…
Before & After
Even Small Ads Can Follow the Marketing Equation…
97 % of Small Businesses Make 1 of These 5 Killer Computing Mistakes…
Learn How You Can Avoid Them All…
“And…What About Your Web Site?”
What’s the Difference Between the Yellow Pages and a Website?
•
•
•
•
“And…What About Your Web Site?”
The Same Rules Apply
• Interrupt
•Engage
•Educate
•Call to Action or an Offer
Web Marketing Mistakes
Hot Off the Presses…
“The 141 Web Marketing Mistakes Movers Make…”
&
“The Straight Goods on Search Engine Optimization and the Pay-
per-Click World…”
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