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Do It Like the Big Dawgs!

Photo by Campaign Creators on Unsplash

Today we’ll take a look at how the kings of industry wine, dine and otherwise cajole prospects. 

Most of successful professionals use a series of information based ads that build emotion and a call to action. These are much more effective than a standard company branding advertisements. The same principles that go into putting together a high impact (and, often, high priced) ad campaign can be adapted to fit your needs with similar results.

Here are some ways to put together and execute a professional, effective ad campaign: 

  1. Put together a short report that’ll you’ll automatically send to prospects when they contact you. This should include a short description of your business and what you specialize in. Don’t forget to include case studies, samples or other proof of your success.
  2. Consider newsletters as a way of educating and informing customers about your industry and services offered.
  3. Offer a free seminar, webinar or other lecture to build awareness of your business, but make sure you make the information pertinent to your target market and find speakers who are respected and known in the industry.
  4. Buy an existing business, introduce better marketing and grow this new business faster than a “from scratch” business.
  5. Always test different versions of your ads to find the most effective ones.
  6. Use direct mail marketing to grow your business.
  7. Put together a database of previous customers and send them new information.
  8. Offer incentives such as frequent purchasing benefits, loyalty programs, referral programs or others.
  9. Approach large firms who may need your services and negotiate a deal to be their exclusive expert in your field.
  10. Donate time or materials to local charities to show support in your area.
  11. Offer public clinics for the general public to come along and discuss what they need that’s free and approachable.
  12. Organize seminars your customers/clients can pay to attend by putting together a high-perception value package.
  13. Approach local newspaper by offering to write a weekly column  about your area of expertise. Don’t ask for money, just a byline and bio.
  14. Develop a weekend or other destination seminar for customers/clients, not only does this give you an action-packed weekend with the most important people, it gives them a tax-deductible business adventure.
  15. Take a good seminar and turn it into written form as a home study, member site program, audio or video program.
  16. Approach large companies and offer to give seminars to their employees, investors or management.
  17. Be proactive with your marketing plan.
  18. Barter for your marketing. Offer products or services in lieu of payment.
  19. Be willing to bring in new clients, even if at an initial loss because it will likely pay off later.
  20. Regulate your marketing budget to maximize the potential income from them to hit the next year and try to push back advertising costs for the next year to offset your expenses.
  21. Make offers to target markets or target market businesses to pay them for referrals or shared databases.
  22. Offer loaner products to replace equipment that’s be repaired or refurbished.
  23. Give away something free to everyone who brings in a print version of your advertisement. This is a great way to see which ads are giving you the most bang for your buck.
  24. Continually consider what new products/services you can offer to current customers/clients. 
  25. Develop a mail order division of your company.
  26. Offer a proposition to your competitors to trade customers/clients you were both unsuccessful in selling to.
  27. Use different marketing tactics as an excuse to attract new customers/clients with new offers and goodies.
  28. Offer a “you-choose-the-price” program. This is especially good for product you just can’t seem to sell.

So, there are 28 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, donate to local events, etc. 
  • Join your local Chamber of Commerce and attend the networking and other activities throughout the year.
  • Join a local, state or regional professional associates for further networking opportunities.
  • Become a board member of a local organization.

Advertising should never be your only method of marketing, there are a myriad of ways to get your name out there in a way that feels personal to potential customers/clients. 

“Effective advertising…must be used to get your name out to the public. If your name is not familiar to people, they will not come to you.” Jay Abraham

If you’re not sure where to start with your marketing plan or how to reach out to your local community, competitors, customers/clients and others who could influence your business in a highly positive way, try our GUIDED TOUR to experience the tools and resources we have to boost your business to the next level and beyond.

How to Turn Prospects into Customers… Overnight!

Photo by Bernard Hermant

Today I’d like to talk about how to turn prospects into customers and retain them for future marketing. While, your marketing is doing its job, you must be working on turning those prospects into customers. There are a few key ways to draw them in and seal the deal.

You must be:

  • Inviting
  • Informative
  • Enjoyable

Most new customers fear the dreaded buyer’s remorse. You want to avoid this at all costs! Mitigate this by providing a quality product/service that delivers on the marketing claims you’ve made.

Even with the proper intention and information, it can can still occur. There are two ways to deal with this:

  • Offer to refund money-no questions asked
  • Offer a bonus they can keep even if they return the product

When making these types of offers, you build increased trust while mitigating buyer’s remorse with your customer.

There are number of other ways to turn a prospect into a customer:

  1. Offer a special price as an opportunity for you to test the market
  2. Offer a lower price with a reason and you don’t have to lie: pushing inventory to pay a tax bill, for your kid’s’ braces, or another tangible reason. Customers love when you are vulnerable and show that you are actually human.
  3. Offer a referral incentive
  4. Offer a smaller, more inexpensive product first to build trust
  5. Offer package deals
  6. Offer to charge less for their first purchase if they become a repeat customer
  7. Offer extra incentives-longer warranties, free bonuses if ordered by a set date
  8. Offer financing options, if applicable
  9. Offer a bonus if they pay in full
  10. Offer special packaging or delivery
  11. Offer “name your own price” incentives
  12. Offer comparative data or other comparison tools
  13. Offer a trade-up or upgrade to something they already have
  14. Offer additional, educational information to help them make the decision

The options are really as limitless as you make them. You can use these or other ideas to find what works the best for your business, products/service and target market. Remember this…

“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

Need help with figuring out the best strategy for converting prospects into customers? Our GUIDED TOUR gives you exclusive access to the mountain of resources and tools, along with information from some of the greatest marketing minds on Earth.