50 masterpieces of marketing

[1] Mission statement, central message, purpose, elevator speech:

Be sure to have a Mission Statement that should be 1 to 3 sentences and that clearly indicates what you do best to bring value and benefits to your Customers. Then, make sure you and your employees know it as well as your own name. Then, transmit it in each piece of your promotional and advertising material.

[2] Single Sale Proposal (USP):

This is different from your mission statement because you determine what distinguishes you from your competition. It could be your Guarantee, your reputation for giving back to your Industry or Community, how long you have maintained your Price while adding Value, your Free Shipping or your Replacement or Lifetime Warranty, etc. Again, transmit it to the World in every price of printed material and electronic communication.

[3] Provide an exceptional experience:

One of Disney’s great philosophies was to do what you do so well that everyone who experiences it will want to come back and bring a friend. If your sales and customer service for your prospects and customers have the same goal, your reputation will dominate your industry.

[4] Contact list:

Always look for ways to add leads and customers to your contact or mailing list. You should offer them something of value to subscribe, such as a free report, a free e-book and / or a series of weekly or monthly tips, etc.

[5] Communicate with your prospects and customers:

At least once a month, contact your Customers and Prospects, however, DO NOT constantly bombard them with purchase offers. Instead, include elements that will benefit or at least interest you, such as success stories or tips that you can use to build your business. This can be a phone call, email, fax, a flyer or a postcard or letter you send or even a personal visit. Many companies believe that consistent communications provide the best ROI (return on investment) possible.

[6] Thanks to the people who leave you:

When I get someone who wants to opt out of our mailing list, I send a confirmation email titled “Here are your goodbye gifts” and include several links to some valuable free interviews, articles and e-books. After receiving a Removal Request and sending our “Goodbye” email, this is what I recently received from a Subscriber;

“Thank you! Bright marketing! I have probably canceled 40 Lists I am traveling on. You are the ONLY one who does something like this. I will re-sign your Newsletter when I return to the United States.”

[7] One reason why:

There are many rules for writing a great ad, a marketing piece or a persuasive sales script; However, always give them a reason why they should make the decision to take action in some way. Always appreciate that your potential clients and / or clients want to know “What’s for me” and why you should do it now instead of putting it off.

[8] A summary of benefits is beneficial:

Every good presentation or story in a commercial or sales announcement or presentation should end with a summary of benefits. If someone spent 1 to 30 minutes reading, listening or viewing your Presentation, and you explained the characteristics and benefits, prices, comparisons with the competition, answered questions and handled your objections, etc., we thank you for your Prospectus or Customer You may be a little confused and / or overwhelmed. If you finish your presentations saying something like; “The conclusion is that there are 3 critical reasons to move forward today” and then list the main Benefits, you will direct your potential Customer or Client to the main reasons for placing your Order.

[9] A call to action:

At the end of each announcement, promotional piece, commercial presentation and / or sales, a call to action is essential. It is easier for most people to postpone than to make a decision. You should help them by telling them what to do next and you can also explain how easy it is and possibly add how good the end result will be after they make a positive decision.

[10] Free is great:

Recently I had a client who spent more than $ 500 a month to recruit ads on the Internet for vendors. He was surprised to learn that there are dozens of free recruitment sites available. Most likely, almost everything you may need is available free of charge somewhere on the Internet.

[11] Website:

Needless to say, this is the most important way to stay competitive and possibly even differentiate yourself from your competition. Domain names and hosting have become very cheap and you can use the WYSIWYG software (what you see is what you get) to at least build a single home page. Finally, there are many free sites to learn about SEO (search engine optimization) with suggestions on page design, page titles, meta tags, keywords, navigation, links and even search engine submissions, etc.

[12] Business Letters:

98% of all business cards are blank on one side, which is a total loss of usable space. Have something of value on the back of your Card that makes people want to keep their Card. It can be a calendar, a discount coupon or some positive sayings, etc.

[13] Press releases:

If you don’t play your horn … who will? When you have any valuable news, shout it to the world in a press release. Send it to local newspapers and magazines, radio and television talk shows and more than 100 websites that publish press releases. It is the most cost effective way to advertise and promote your Product or Service. Start with a creative and eye-catching headline. Write the publication in the third and make it interesting by adding some humor, an analogy and / or some industry statistics. Always include a picture and a brief biography with your contact information. If possible, include an offer for a free gift that readers or listeners can request to help track your results and build your email list. You must send a press release every month.

[14] Articles or tips:

Offer to provide articles or even better, a series of monthly Tips to the Associations and Organizations of your Industry to publish in your Newsletter, Ezine, Magazine and / or Website. Although they do not directly support you or your company, you have the impression of being an industry expert. Of course, ask them to include their biography or at least contact information at the end of each article or suggestion.

[15] Use Add Ons to generate value:

In today’s environment, many companies are offering discounts. Although this may create some immediate sales, it creates a challenge to increase its price later. Also, if you constantly offer great discounts, many customers will wait and buy later because they know they will probably offer it cheaper in the future. Instead, offer a complement to generate value and keep your prices strong.

[16] Swipe and unfold:

You do not have to reinvent the wheel. Instead, look for slogans, strategies, sales, themes, processes, campaigns and specials that are being used successfully in other industries, and then modify them to apply them to your product or service. Of course, be sure to avoid copyright infringement.

[17] Recognize, reward and retain:

Let your best customers (20% who buy 80%) know how much you appreciate them by offering them additional incentives or specials and most likely they will remain loyal for longer. Recognize them with a dinner, a gift certificate or simply by sending them a personal note or letter.

[18] Don’t be a pony with just one trick:

I saw “America’s Got Talent” one night and, although there was some creativity and some excellent acts, most of them were a single trick Pony. Most of the acts were voted in one or two rounds because they looked, sounded and performed exactly the same as their first round. Many vendors and so-called marketing experts are also a one-way pony. Although they work with Prospects with many different personalities, levels of education and a multitude of shopping habits, they speak or write in the same way for everyone.

[19] Subconscious computer:

We all have the best computer in the world, our subconscious mind. You can instruct him to do something and then allow him to do his magic. Have you ever tried to remember the name of a movie and the name comes to you in the middle of the night? You can tell him to present 5 new marketing headlines for next Saturday and then get out of his own way and allow him to do his own thing. Always appear with the answers you need.

[20] Do not forget the sales training:

Recently, a friend asked me to be his mentor, his daughter, who works for a major telecommunications company with dozens of call centers with thousands of sales representatives. I was surprised at how lost I was with respect to your sales skills and the sales process. They gave him 6 weeks of product knowledge and only 2 days of sales training. When I offered to criticize her Screenplay or Calling Guide, she admitted that they didn’t even have one. When I asked about ongoing training, she admitted that her manager was buried in reports and meetings and that she could not spend time with the representatives. It seems that most companies hire sales representatives and assume they already know how to sell. Don’t waste money on advertising and marketing if your people can’t close a spring storm door.

[21] Use such relatives:

Your prospects and customers are bombarded with hundreds of ads daily and your marketing needs to stand out from the crowd. Why not use a familiar saying that most people already know to get their attention? Remember the old adage; “When pigs fly”? Burger King has adapted it to present its new Bar-B-Q bites.

[22] Reward card or frequent buyer program:

Reward Customer loyalty with a Reward Card that is punched (or electronically tracked) with each Purchase and when your Customer purchases 5 or 10 or 20 items, you can get 1 for free. If that doesn’t fit your budget, you can give them a 20% discount on your next purchase when they buy a specific amount. Or you could give them a free accessory with the purchase of a larger item, etc.

[23] Social networks:

Facebook has more than 200 million members. You Tube visitors watch 13 billion videos a month. LinkedIn has 15 million networked business people. Twitter is growing at more than 40% per month. So what is your excuse for not using these free promotional tools to help build your credibility, your reputation, your prospect list and yes, even your sales? For those who believe that you are too small, this is how you become Great. For those who believe they cannot afford it, they cannot afford not to. For those who believe you just don’t need it, your competition will eat you for lunch.

[24] Piggy Back your press release:

Here is an excellent way to get more for your money with press releases. The original press release must provide information about the next event. Then, post a follow-up launch a few days, weeks or months later on the success of that event. Finally, send a good letter to the editor thanking them for their coverage both before and after. Of course, in that letter you can also plant the idea of ​​a possible interview for a story of human interest or an idea of ​​setting trends or a series of tips for your readers, etc.

[25] Sales offer:

An excellent way to dramatically increase your sales and profits is to always offer an upward sale at the time of purchase. Around 60% of its Customers will buy more if the Up Sale offered is less than 60% of the original purchase price. Don’t be afraid to offer a great discount on your Top Selling Offer, since your cost of doing business in that Sale has been significantly reduced.

[26] Use adjectives:

I urge you to use an adjective whenever you use a noun. Of course, the purpose is to add more information and / or affect the noun used. An example is that a dog is a dog, right? Yes, until you add Big, Scrawny, Scruffy, Scary, Cute, Wild, Lovable, etc. These descriptive words “paint pictures” in the mind of your client or potential client.

[27] Promotional gifts:

Depending on the size of your company and the volume of business you do with certain vendors or suppliers, you may miss some really interesting things. Many companies have a promotional department and / or simply want to keep it as a happy camper. All you have to do is pick up the phone and start asking who you need to talk to to get gifts. Over the years I have negotiated everything from small things like mouse pads, toys, shirts or jackets, to tickets for professional football games, hospitality stores and NASCAR races. You can use them for the Owner, a valuable Employee or as a prize for a Sales Contest, etc. Don’t wait for them to offer, since I discovered that many times the Representative I was dealing with didn’t even know. These things were even available.

[28] Testimonials

If we say so, prospects can doubt us. If a Client or Client says so, then it must be true. Use the testimonials on your website, brochures, cover letters and descriptions of products or services. If possible, use the person’s picture. Of course, with the new FCC resolutions, always be sure to keep a copy of the original Testimony for your records.

[29] Killer Kopy writes:

Here are a couple of quick tips for writing a great promotional copy. Tell a story and give them all the reasons to buy and not just some. It includes a couple of testimonials. It includes answers to the most popular objections and / or questions. Include a strong call to action. Offer them a bonus for ordering now or possibly make a limited time Offer. Also remember that successful ads mention the most important part of the offer 3 times.

[30] Proof of long and short copy:

The short version would normally be the features and benefits, while the long version will make your potential client and your customers emotionally involved with you, your company and your offer. The long version can sell more than the short version by up to 40%.

[31] Promote vacations:

Depending on which counts, there are 10 or more holidays per year. Many companies prosper through them and most suffer for them. How many can you benefit from by starting a promotion with that particular topic? You may have to push the envelope a bit like the television ad I saw recently promoting a Pap test as “the perfect holiday gift for the lady you love.” That’s a little crazy even for me, however, it caught my attention.

[32] Are you selling or solving:

Instead of always promoting the Benefits or Characteristics of a Product or Service, try to appeal to the needs, wishes and wishes of your Prospectus or Client. With some exceptions, most people are motivated by fear or greed. Recognize your concerns in your Headline, show empathy in your Presentation, offer them a solution in your Summary and, of course, you must add the important Call to Action at the end. If you show a sincere desire to solve problems, you will enjoy a dramatic impact on your results.

[33] Certificates:

Add value to your customer’s experience with you or your company with certificates. There is an excellent perceived value when offering groceries worth $ 1,000 to complete a survey or a 3-day vacation to an exotic place for simply increasing the normal size of your order or $ 500 in food stamps for providing 5 references, etc. . These certificates are available in bulk for only pennies per dollar.

[34] A picture is worth a thousand words:

That may be true, however, what are those “words” that tell your perspectives? Instead of just displaying an image of your Product or Service, how about an Before and After example? You see, relevance is more important than ingenuity. Let’s say you have a machine that helps people make a purchase much faster. One Shot shows a long line of 15 dissatisfied customers waiting to pay and the secretary tearing off his hair. The second line has only 2 clients and they and the secretary are all smiling.

[35] Produce a video:

Video is an excellent way to promote both companies and individuals. Consider a corporate image video on your website, a short video to explain the benefits of a product or service, a video with brief testimonials from satisfied customers or a teaser video for a new promotion to email your customer list and prospects. In addition, there are more than 100 sites on the Web to publish those videos for worldwide exposure.

[36] To return something:

You can get great benefits for months and even years, returning something to your community. It could be as simple as volunteering to keep a mile of a road clean or plant some trees in a park. If your budget allows, consider sponsoring a Children’s Softball Team or paying to build a complete Baseball or Soccer Field with your Company’s name on everything. Why not have a survey among your employees and get their ideas on how you can get more involved in your community? At least do volunteer work and get excellent press coverage.

[37] Turn lemons into lemonade:

When my website was recently hacked, all search engines in the world immediately placed a “warning” in more than 80 references that “visiting this site could damage your computer.” Fortunately, my Web Host and Webmaster broke their asses to repair the site and search engines began removing all “warnings” in 24 hours. While this was happening, I sent a letter of apology to my subscriber list explaining everything and offering everyone a complementary copy of the manuscript to my autobiography. I received hundreds of requests from the USA. USA, Canada, the Caribbean, the United Kingdom, Norway, India, Africa and Japan, to name a few. I also received many pleasant words of encouragement and thanks for my more than 30 years helping people become the best they can become and I enjoyed a great increase in sales.

[38] Kill your auto answer assistant:

Prospects and clients call him to speak with a real person. If they didn’t want that personal attention, they would have sent an email or used their website. I am surprised by the companies that try to save on the salary of a “live” assistant or an answering service and end up creating bad will. Everyone agrees that there is no second chance for a first impression, however, we insist on greeting people with a machine that creates negative feelings and often frustrates our callers overwhelming with a dozen other options.

[39] Our knowledge is a leaking cube:

In other words, we must continue replenishing it with new skills, ideas, concepts and techniques. A recent week I studied Brian Tracy, Frank Kern, Brendon Burchard, John Carlton, Justin Blake, Harvey MacKay, John Assaraf and Bob Proctor for at least an hour each. In addition, I flipped through more than 150 newsletters and electronic publications and 300 promotional emails. Can you imagine that I could have learned some marketing gems?

[40] Become a world expert:

One of the best tips my mentor taught me was how easy it is to become a world expert. He said that knowledge is power and that if you invest one hour a day to study any subject, within 5 years you would be a world expert in that particular subject. It may be the industry in which you already work, a favorite hobby or even an interest you had many years ago and from which you moved away. Just imagine what that knowledge will be worth to you in the future. You can earn money with articles, books, audio or videos and even as a speaker, coach or consultant and take full control of your financial destiny. PS: You can accelerate that process by investing 5 hours a day and become that expert in just 1 year.

[41] The characters produce cash:

Consider a Spokesperson (real or animated) to “present” your Product, Service or Company. This could be an animation like Geco from Geico Insurance, a sports figure known nationally as Dale Earnhart Jr. for Wrangler or possibly a voiceover like Gene Hackman for Lowes. These images or at least the voice really require your attention. You can always start small with someone who is known in your area of ​​the country for much less money.

[42] Split test:

An excellent way to determine the success of any promotional Product, Service or Campaign is to conduct a Test divided into different parts of your Prospectus and / or Customer List. Try Long Copy versus Short Copy, try different Price Points, Headlines and even Colors before launching the full Promotion.

[43] Surveys:

Surveys give you a great idea of ​​what your prospects and customers think. What are your likes and dislikes? What do you want in terms of prices, packaging, special offers, terms and guarantees? How do they compare you to the competition? What do you need this year that you didn’t have last year? It also really shows that you are interested in their opinions, feelings and comments.

[44] Raffles:

Most people love the opportunity to get something of value at no cost, so you can consider this once a year or so. Your Customers can obtain an Entry for each Order or an Entry for each dollar amount they spend. You can give one of your Products or Services or better yet, get a Supplier or Supplier to donate something of value at a low or no cost.

[45] Joint Ventures:

A joint venture is any combination of companies in which one company promotes the other company’s product or service to its customer lists and / or prospects or possibly both companies co-promote the product or service of both parties on both lists. The benefits include reduced advertising costs, additional credibility of the testimony of the other company plus all the new business found.

[46] Know your numbers:

There is a great saying that says: “If you don’t know where you’re going, you’ll probably end up somewhere else.” Let me paraphrase that by saying “If you don’t know their numbers, you probably won’t go anywhere.” With any type of advertising, you should know your response percentage, the cost per potential customer and the conversion rate, etc. Once you have accurate statistics, it’s easy to know what needs to be adjusted to improve. When I do consulting, many times’ we discover that we only need to improve certain numbers or percentages by 5 or 10%, which results in a dramatic overall positive impact of 50 to 200% on the final result.

[47] Gift cards:

These add Pure Profit to your final balance. First they add revenue before you need to complete the orders. Second, they generate brand loyalty. Third, they are a convenience for your customers. Fourth, they can bring you new customers. Lastly and most importantly, between 30 and 50% of all gift cards are NEVER redeemed.

[48] 2 quick tips for direct response ads:

First, when you tell prospects to call a toll-free number, explain that they will only hear a recorded message and will not speak with a “live” person. This reassures them, since they may be afraid that a “living” person will try to sell them. Second, ask them to leave their email address for additional details instead of their phone number. This also disarms prospects who are worried about being bombarded with phone calls.

[49] Media interviews:

The best advertising is the one you get for free. Hundreds of newspapers, television and radio talk shows, magazines and newsletters are always looking for a good story. They may be your Products or Services, a Donation made, a Community Service made, an expansion of the Company, acquisition or additional planned location, etc.

[50] A motto for the brand:

Any Marketing Guru knows the value of creating a slogan for brand purposes. Consider not leaving home without him, the best show on earth, just do it, let your fingers walk, it’s real, they’re great, imagination at work, I can’t believe I ate everything, do it your way , put a tiger in your tank, so easy that a caveman can do it or The King of Beers and most likely you will immediately think about the company or the product behind the motto. What comes to your mind?

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