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Answer Upon - What Makes Marketing Work?
What is the biggest mistake people make with resumes?People write their resumes as a chronological summary of everything they’ve done in their professional lives. Employers only care about one thing: what you can do for them. If they can’t quickly get that answer out of your resume, it’ll get tossed in the garbage can. An effective resume draws their attention, clearly spells out why you are better than the other candidates, and lands you an interview.Should I use an experienced resume preparer?Yes. Get it done right the first time because once your resume starts circulating, you won’t get a chance to go back and clean it up. Frankly, when I work with people on their resumes, I am shocked at what they’re sending out. These days, employers keep resumes in their databases for months or even years. So if it is poorly done and unimpressive, you may have blown it. Don’t take any chances on this.How long does a really good resume take to prepare?At least several weeks. You can’t throw one together and expect it to be your best. That’s another reason to engage a preparer
Proven methods include building trust, what others say about you, what you stand for and say about yourself as a business owner. What contribution are you making to your own community? Which of your prospect's problems can you solve better than your competition? Why? Think about these questions and let them form the basis for your marketing plan for next year.
6. DELIVERING YOUR SERVICE WITH CARE
Once you have your prospects attention and interest, the next step is to build desire. First they have to trust you know what you're talking about. They have to believe you walk your walk and talk your talk, that your service and quality is as you say it is. Sometimes this requires showing a prospect with a free trial or testimonial from a satisfied customer.
It is often said that your reputation as a company is determined by the value of your lowest paid employee. If that employee has a positive attitude, loves coming to work every day, loves what he or she is doing, this enthusiasm will spread like wildfire through the plant, the front counter and on to customers. But if the employee is negative, has a chip on their shoulder, looks at their job as a necessary evil, you've got a "turkey" on your hands and need to think about next Thanksgiving, if you get my drift.
I recently heard a national speaker talk about great customer service. She said to a crowd of credit union
I've ummed and ahhed about the title for this topic, not wanting to cause offence. So if I do, I don't mean to - the term "Chiefs and Indians" is a metaphor, not a culture statement, so bear with me, it will become clear.You start at the top with the best paid and end up with the humble worker at the bottom end. In larger organisations this can be eight, ten or more deep!At the bottom you feel 'done to' at the top, you feel the 'doer' - a much more comfortable spot to be. Guess why!Yet it need not be this way. Of course there are always going to levels of authority, but wise organisations can soften this with a level of democracy which enables even those at the very bottom of the chain, the 'indians' in the metaphor, to feel like 'chiefs', in how they input into the organisation.You see, the distinction is almost all emotional. It's about control of your own circumstances - and those circumstances are controlled, not surprisingly, by the chiefs, especially in unenlightened organisations.And control is such an emotive place to be and so uncomfortable if you have little or non
In my marketing blueprint there are eight steps to successfully generating productive, response driven marketing results.
1. MINDSET
Marketing is a mindset. A mindset based on your own integrity and belief in your service. When someone asks you what you do for a living, instead of telling them your profession, begin to think in terms of being a “problem solver.” Say something like, “I help people who enjoy quality keep themselves looking terrific.” Or incorporate this problem solving mentality into your advertising messages.
Don’t use jargon or technical terms. Just speak in terms of solving your target market’s problems. Stress benefits, not features and show your customers you value results, not hype.
2. POSITIONING YOURSELF IN THE MARKETPLACE
You must finally decide, do you offer full service or are you a discounter. Either way your business, inside and out must reflect this decision. Your personnel, advertising and quality must reflect this positioning statement.
Here’s a 5 point checklist to help you decide if you’re reaching the right market. Ask yourself.
1. Do they have the money?
2. Will they’ll pay a premium for better service and quality if necessary?
3. Where is the competition weak in my trading area?
4. Which influential people or companies in my community can I service that will give me credibility and great references?
5. How can I make sure my prospects know they need what we offer?
3. BUILDING PERCEPTIONS
If you asked your best, most trusted customer, and I encourage you to do this.
“What is it that makes your company so good?”
“What do you value about the way your company gets the job done?”
“What do you value about the way your company treats you?”
What makes marketing work is perception. There is very little difference in most products and services. Companies claim they offer great service and deliver on their promises. To do marketing right you have to consistently build a perception in the mind of the consumer about what makes you different.
Is it that you’re more trustworthy than your competition? More knowledgeable about solving difficult problem situations? Does your plant have more modern resources or respond quicker to customer’s requests? What innovative marketing ideas have you implemented recently? Do you have the capacity to service larger corporate clients or the small business market?
4. WRITING A WINNING MARKETING MESSAGE
When you sit down to craft a persuasive results oriented marketing message, keep your problem solving mindset and target market in mind and think about what is the reason people need you, specifically to solve your prospect’s problem. How do you know you’ve written the right message? When your prospect reads your message and says, “That’s Me!”
For example, if you were a dry cleaner, to position yourself as the “tough stain remover” a headline like this would command immediate attention, don’t you think? “Are you constantly switching dry cleaners because of hard to remove stains?” See the difference?
Use the benefit of your service from your client’s point of view. Ask yourself, what is the problem most of my customers face? How can my unique talents, resources, people and services best meet and solve these challenges?
This is why non-intrusive marketing vehicles like newsletters, e-zines and community based sponsorships are so persuasive and powerful. You can deliver this message in the form of articles, samples, case studies and educational materials in a way that your customers and prospects will appreciate.
As you craft your marketing message make sure to incorporate the winning AIDA formula. Get the attention with a problem solving headline that makes them say “That’s’ Me! Grab their interest next by telling them why you’re different and what your service can do that others cannot or will not. Sweeten the deal by attracting desire. Whet their appetitive with an offer so enticing they cannot possibly refuse. Then top it off with a sincere call to action. What should they do now to begin to build a loyal relationship with you? Subscribe to your ezine or newsletter, visit your store for a special in store offer, sign up for pick up and delivery.
5. SENDING OUT YOUR MESSAGES
Many small business think every person in their city or town is a prospect for their service. While this sounds like a great concept, it can be disastrous emotionally when you consider your expectations. If you expect 100% and only 5% become customers you may feel like you're not really accomplishing your goals.
So when you're sending out your messages, keep your target market in mind and hone in on those people who match your perfect customer profile. It is far better to send out a series of messages to fewer prospects than one message to everyone that falls on deaf ears.
The purpose of your marketing messages should be to grab the attention of the prospect. If your ad or direct mail pieces looks like every other small business in your area, you don't have a chance. If your store sign just says RETAILER or XYZ SERVICE without a name, logo, tag line, color scheme, or something to set you apart, you're just wasting your time and hard earned money.
Marketing should be a consistent message generator to a highly targeted audience that attracts attention and breeds familiarity. This marketing process should deliver value in terms of educating the public about your industry in general and about your service in particular. It should lead prospects by the hand, whet their appetites for more information and more contact with you and move them from a prospect to a customer.
Proven methods include building trust, what others say about you, what you stand for and say about yourself as a business owner. What contribution are you making to your own community? Which of your prospect's problems can you solve better than your competition? Why? Think about these questions and let them form the basis for your marketing plan for next year.
6. DELIVERING YOUR SERVICE WITH CARE
Once you have your prospects attention and interest, the next step is to build desire. First they have to trust you know what you're talking about. They have to believe you walk your walk and talk your talk, that your service and quality is as you say it is. Sometimes this requires showing a prospect with a free trial or testimonial from a satisfied customer.
It is often said that your reputation as a company is determined by the value of your lowest paid employee. If that employee has a positive attitude, loves coming to work every day, loves what he or she is doing, this enthusiasm will spread like wildfire through the plant, the front counter and on to customers. But if the employee is negative, has a chip on their shoulder, looks at their job as a necessary evil, you've got a "turkey" on your hands and need to think about next Thanksgiving, if you get my drift.
I recently heard a national speaker talk about great customer service. She said to a crowd of credit union c
Many of us are so wrapped up in our business that we don’t have a chance to step back and reflect for a moment, on who we are in our lives. This is a problem that all of us face at one time or another whether we are a corporate executive or a live at home parent. I can remember being a child growing up in middle class America wondering what it would be like to have all the material wealth in the world. While still in grade school, who I be was a kid whose only concerns were Saturday morning cartoons and what mom was cooking for diner. As time went on and I learned the “rules” of my parents house, as much as I just wanted to be, I created this story that I could no longer be, and had to do the things necessary to live in my fathers house, by following his rules.After I moved out of my parents house, I created this story that I was tired of doing the things that my parents made me do and saw all the things that I could have with my new found freedom. I began working and started having all these new material possessions. I also had to worry about what I had to do in order to pay the bills so I coul
5. How can I make sure my prospects know they need what we offer?
3. BUILDING PERCEPTIONS
If you asked your best, most trusted customer, and I encourage you to do this.
“What is it that makes your company so good?”
“What do you value about the way your company gets the job done?”
“What do you value about the way your company treats you?”
What makes marketing work is perception. There is very little difference in most products and services. Companies claim they offer great service and deliver on their promises. To do marketing right you have to consistently build a perception in the mind of the consumer about what makes you different.
Is it that you’re more trustworthy than your competition? More knowledgeable about solving difficult problem situations? Does your plant have more modern resources or respond quicker to customer’s requests? What innovative marketing ideas have you implemented recently? Do you have the capacity to service larger corporate clients or the small business market?
4. WRITING A WINNING MARKETING MESSAGE
When you sit down to craft a persuasive results oriented marketing message, keep your problem solving mindset and target market in mind and think about what is the reason people need you, specifically to solve your prospect’s problem. How do you know you’ve written the right message? When your prospect reads your message and says, “That’s Me!”
For example, if you were a dry cleaner, to position yourself as the “tough stain remover” a headline like this would command immediate attention, don’t you think? “Are you constantly switching dry cleaners because of hard to remove stains?” See the difference?
Use the benefit of your service from your client’s point of view. Ask yourself, what is the problem most of my customers face? How can my unique talents, resources, people and services best meet and solve these challenges?
This is why non-intrusive marketing vehicles like newsletters, e-zines and community based sponsorships are so persuasive and powerful. You can deliver this message in the form of articles, samples, case studies and educational materials in a way that your customers and prospects will appreciate.
As you craft your marketing message make sure to incorporate the winning AIDA formula. Get the attention with a problem solving headline that makes them say “That’s’ Me! Grab their interest next by telling them why you’re different and what your service can do that others cannot or will not. Sweeten the deal by attracting desire. Whet their appetitive with an offer so enticing they cannot possibly refuse. Then top it off with a sincere call to action. What should they do now to begin to build a loyal relationship with you? Subscribe to your ezine or newsletter, visit your store for a special in store offer, sign up for pick up and delivery.
5. SENDING OUT YOUR MESSAGES
Many small business think every person in their city or town is a prospect for their service. While this sounds like a great concept, it can be disastrous emotionally when you consider your expectations. If you expect 100% and only 5% become customers you may feel like you're not really accomplishing your goals.
So when you're sending out your messages, keep your target market in mind and hone in on those people who match your perfect customer profile. It is far better to send out a series of messages to fewer prospects than one message to everyone that falls on deaf ears.
The purpose of your marketing messages should be to grab the attention of the prospect. If your ad or direct mail pieces looks like every other small business in your area, you don't have a chance. If your store sign just says RETAILER or XYZ SERVICE without a name, logo, tag line, color scheme, or something to set you apart, you're just wasting your time and hard earned money.
Marketing should be a consistent message generator to a highly targeted audience that attracts attention and breeds familiarity. This marketing process should deliver value in terms of educating the public about your industry in general and about your service in particular. It should lead prospects by the hand, whet their appetites for more information and more contact with you and move them from a prospect to a customer.
Proven methods include building trust, what others say about you, what you stand for and say about yourself as a business owner. What contribution are you making to your own community? Which of your prospect's problems can you solve better than your competition? Why? Think about these questions and let them form the basis for your marketing plan for next year.
6. DELIVERING YOUR SERVICE WITH CARE
Once you have your prospects attention and interest, the next step is to build desire. First they have to trust you know what you're talking about. They have to believe you walk your walk and talk your talk, that your service and quality is as you say it is. Sometimes this requires showing a prospect with a free trial or testimonial from a satisfied customer.
It is often said that your reputation as a company is determined by the value of your lowest paid employee. If that employee has a positive attitude, loves coming to work every day, loves what he or she is doing, this enthusiasm will spread like wildfire through the plant, the front counter and on to customers. But if the employee is negative, has a chip on their shoulder, looks at their job as a necessary evil, you've got a "turkey" on your hands and need to think about next Thanksgiving, if you get my drift.
I recently heard a national speaker talk about great customer service. She said to a crowd of credit union
Integrity and honesty. Seems they're always in the news these days. If it's not the lobbyist-incited exposure of someone's political misbehaviors, it's authors "embellishing" on their autobiographies. Oh, and let's not forget the hardy crew of the HMS Embellishment: Marketing people.Hmmm. That's us.Surely each of us has at one time or another used a little white lie to avoid trouble, make a resume seem better than we think it is, or add some "interest" to a story told in praise of a personal exploit. Even the squeaky-cleanest of us has some such fib to reveal.But let's examine integrity as though there were a trend here, a trend toward consistent truth-bending. Have we become hardened by the lies we're told nearly every day, writing off those that seem harmless enough and shrieking in astonishment at others? That answer is for sociologists and psychologists to debate.What I want to know is this: Is it okay to alter the truth about a product or service? I'm not talking about putting your best foot forward here, showing your best side to the camera, or deciding not to expose minor pr
For example, if you were a dry cleaner, to position yourself as the “tough stain remover” a headline like this would command immediate attention, don’t you think? “Are you constantly switching dry cleaners because of hard to remove stains?” See the difference?
Use the benefit of your service from your client’s point of view. Ask yourself, what is the problem most of my customers face? How can my unique talents, resources, people and services best meet and solve these challenges?
This is why non-intrusive marketing vehicles like newsletters, e-zines and community based sponsorships are so persuasive and powerful. You can deliver this message in the form of articles, samples, case studies and educational materials in a way that your customers and prospects will appreciate.
As you craft your marketing message make sure to incorporate the winning AIDA formula. Get the attention with a problem solving headline that makes them say “That’s’ Me! Grab their interest next by telling them why you’re different and what your service can do that others cannot or will not. Sweeten the deal by attracting desire. Whet their appetitive with an offer so enticing they cannot possibly refuse. Then top it off with a sincere call to action. What should they do now to begin to build a loyal relationship with you? Subscribe to your ezine or newsletter, visit your store for a special in store offer, sign up for pick up and delivery.
5. SENDING OUT YOUR MESSAGES
Many small business think every person in their city or town is a prospect for their service. While this sounds like a great concept, it can be disastrous emotionally when you consider your expectations. If you expect 100% and only 5% become customers you may feel like you're not really accomplishing your goals.
So when you're sending out your messages, keep your target market in mind and hone in on those people who match your perfect customer profile. It is far better to send out a series of messages to fewer prospects than one message to everyone that falls on deaf ears.
The purpose of your marketing messages should be to grab the attention of the prospect. If your ad or direct mail pieces looks like every other small business in your area, you don't have a chance. If your store sign just says RETAILER or XYZ SERVICE without a name, logo, tag line, color scheme, or something to set you apart, you're just wasting your time and hard earned money.
Marketing should be a consistent message generator to a highly targeted audience that attracts attention and breeds familiarity. This marketing process should deliver value in terms of educating the public about your industry in general and about your service in particular. It should lead prospects by the hand, whet their appetites for more information and more contact with you and move them from a prospect to a customer.
Proven methods include building trust, what others say about you, what you stand for and say about yourself as a business owner. What contribution are you making to your own community? Which of your prospect's problems can you solve better than your competition? Why? Think about these questions and let them form the basis for your marketing plan for next year.
6. DELIVERING YOUR SERVICE WITH CARE
Once you have your prospects attention and interest, the next step is to build desire. First they have to trust you know what you're talking about. They have to believe you walk your walk and talk your talk, that your service and quality is as you say it is. Sometimes this requires showing a prospect with a free trial or testimonial from a satisfied customer.
It is often said that your reputation as a company is determined by the value of your lowest paid employee. If that employee has a positive attitude, loves coming to work every day, loves what he or she is doing, this enthusiasm will spread like wildfire through the plant, the front counter and on to customers. But if the employee is negative, has a chip on their shoulder, looks at their job as a necessary evil, you've got a "turkey" on your hands and need to think about next Thanksgiving, if you get my drift.
I recently heard a national speaker talk about great customer service. She said to a crowd of credit union
Setting a career goal or objective is a personal challenge a person makes to himself or herself within a limited period by setting deadlines. The most successful people are usually ones that have set career goals for themselves. They know what they want to do, and work and plan towards achieving those results. It is never too early or too late to start setting career goals and working towards them.Difficulties in setting goalsOne of the most difficult issues in setting a career goal is recognizing exactly what a person wants. Even after they have a career goal chosen, often there are still doubts in their mind about the choices they make. Determining exactly what an individual wants is the most important decision they make in goal setting and career planning.Understand that it is very common when setting career goals to have times in their career path where people are not sure about the goals and choices they have selected. Even extremely successful individuals feel this way occasionally.These feelings often come and go. Sometimes, when an individual has to face a huge obstac
5. SENDING OUT YOUR MESSAGES
Many small business think every person in their city or town is a prospect for their service. While this sounds like a great concept, it can be disastrous emotionally when you consider your expectations. If you expect 100% and only 5% become customers you may feel like you're not really accomplishing your goals.
So when you're sending out your messages, keep your target market in mind and hone in on those people who match your perfect customer profile. It is far better to send out a series of messages to fewer prospects than one message to everyone that falls on deaf ears.
The purpose of your marketing messages should be to grab the attention of the prospect. If your ad or direct mail pieces looks like every other small business in your area, you don't have a chance. If your store sign just says RETAILER or XYZ SERVICE without a name, logo, tag line, color scheme, or something to set you apart, you're just wasting your time and hard earned money.
Marketing should be a consistent message generator to a highly targeted audience that attracts attention and breeds familiarity. This marketing process should deliver value in terms of educating the public about your industry in general and about your service in particular. It should lead prospects by the hand, whet their appetites for more information and more contact with you and move them from a prospect to a customer.
Proven methods include building trust, what others say about you, what you stand for and say about yourself as a business owner. What contribution are you making to your own community? Which of your prospect's problems can you solve better than your competition? Why? Think about these questions and let them form the basis for your marketing plan for next year.
6. DELIVERING YOUR SERVICE WITH CARE
Once you have your prospects attention and interest, the next step is to build desire. First they have to trust you know what you're talking about. They have to believe you walk your walk and talk your talk, that your service and quality is as you say it is. Sometimes this requires showing a prospect with a free trial or testimonial from a satisfied customer.
It is often said that your reputation as a company is determined by the value of your lowest paid employee. If that employee has a positive attitude, loves coming to work every day, loves what he or she is doing, this enthusiasm will spread like wildfire through the plant, the front counter and on to customers. But if the employee is negative, has a chip on their shoulder, looks at their job as a necessary evil, you've got a "turkey" on your hands and need to think about next Thanksgiving, if you get my drift.
I recently heard a national speaker talk about great customer service. She said to a crowd of credit union
After identifying the sources of manpower, searching for prospective employees and stimulating them to apply for jobs in an organization, management’s next task is the selection of the right employees at the right time. The guiding policy in general is the intention to choose the best-qualified and most suitable candidate for each unfilled spot, and to avoid commitments to those who will not work well. The objective of the selection decision is to choose the individual who can most successfully perform the job from the pool of qualified candidates.The selection procedure is the system of functions and devices adopted in a given company to ascertain whether the candidate’s specifications are matched with the job specifications and requirements or not. There is no standard selection process that can be followed by all the companies. Companies may follow different selection techniques or methods depending upon the size and nature of the business.The selection procedure employs several methods of collecting information about the candidate’s qualifications, experience, physical and mental ability, na
Proven methods include building trust, what others say about you, what you stand for and say about yourself as a business owner. What contribution are you making to your own community? Which of your prospect's problems can you solve better than your competition? Why? Think about these questions and let them form the basis for your marketing plan for next year.
6. DELIVERING YOUR SERVICE WITH CARE
Once you have your prospects attention and interest, the next step is to build desire. First they have to trust you know what you're talking about. They have to believe you walk your walk and talk your talk, that your service and quality is as you say it is. Sometimes this requires showing a prospect with a free trial or testimonial from a satisfied customer.
It is often said that your reputation as a company is determined by the value of your lowest paid employee. If that employee has a positive attitude, loves coming to work every day, loves what he or she is doing, this enthusiasm will spread like wildfire through the plant, the front counter and on to customers. But if the employee is negative, has a chip on their shoulder, looks at their job as a necessary evil, you've got a "turkey" on your hands and need to think about next Thanksgiving, if you get my drift.
I recently heard a national speaker talk about great customer service. She said to a crowd of credit union customer service people, "Don't be just employed, be employable." This is an attitude you, as the owner of your business need to foster in your people and they in turn will foster goodwill and positive word of mouth to your customers.
7. INFORMATION - FEEDING THE RELATIONSHIP
We live in a world of information overload, yet people crave relationships, even with businesses. You have an opportunity with a new customer to deepen your relationship by providing a constant stream of informational resources. Use newsletters, emails, online newsletters, your website, brochures, articles, flyers and presentations to inform customers. Tell them about the environment, your equipment, your employees, how to solve a problem related to your business. Take advantage of the newsletter services in the industry and use them to your advantage - - outsmarting… not outspending the competition.
8. SYSTEMIZING YOUR MARKETING AND YOUR LIFE
Finally, putting all of these elements together. Begin to formalize the approach you take to marketing. If you wait until a slowdown it may be too late. With a system and plan of action that works consistently for you, not against you, you’ll be ahead of the game.
Systemizing your marketing is merely putting a series of auto-pilot marketing tactics in place that work for you on a consistent basis in attracting new customers and building relationships with current ones. In the meantime your workers and front line staff have to be ready, willing and able to deliver your message of friendly enthusiastic service that is infectious and builds loyalty.
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