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Tuesday, May 24, 2011

Stamp Out Fickle Marketing | SALES AND MARKETING

Bill DoerrSales and Marketing with Bill Doerr

15 Second Speed Read

Are you susceptible to 'flavor of the moment' marketing? Do you read about a marketing idea and immediately try to put it into play? Are you always ready to try a new idea or way of promoting your business? Do you find yourself starting more marketing efforts than you seem to finish? If so, you may be a temperament marketer and causing yourself to lose focus, efficiency and effectiveness.

Good Vision, Fuzzy Path
If you have a vision for your marketing, you're measuring your marketing by a solid metric -- increased sales. But more people know WHAT they want (sales) than HOW to generate them (tactics).

This leads some people to see any marketing tactic as being just as good as any other. Not true. There are differences. And advantages. But if you can't see them, you can't use or benefit from them.

"All roads may lead to Rome" . . . and all marketing tactics may work. But some roads are more direct and some tactics are more effective. But how do you choose?

Simple. Use a 'System'.

The 7 Step System
The renowned small business marketing organization: Duct Tape Marketing has a systematic approach it advocates that includes 7 keys or steps:
  1. Strategy Before Tactics

  2. Use an Hourglass

  3. Content Rules!

  4. Leverage The Internet

  5. Use a Lead Gen Trio

  6. Cultivate to Convert

  7. Live by The Calendar

Step 1: Strategy Before Tactics
Before you choose and use any marketing tactic, get clear about your strategy. With that locked down, the best tactics will become clear to you very, very quickly.There are three factors to consider here:

Ideal Client . . .Who do you want?

This isn't about who's your biggest client. It's truly about defining the kind of client that you look forward to serving. Life's tough enough. Why work with people who don't make you feel excited to do so? Also defining who your Ideal Client is helps others to help you meet more people like that. After all, if you can't tell me who you want as a client, how would I know if I know someone who fits your profile? I wouldn't. But get this right and people can help you connect with people who are more of what you want and less of what you don't.

Value . . . What do you offer?You won't exist in business for long without providing meaningful value to your clients. But what is your value? How does your Ideal Client perceive and define it? You must learn this or you'll fail to attract the attention and sales you want from the people who can best understand, value and afford the value you provide.

Position . . . What will you take?

You want to be noticed by your Ideal Client, of course. That's a given. But how? At one time, being 'unique' was allegedly really important. But being seen as having relevance and value -- as your Ideal Client defines it -- is far more useful to you. In fact, being relevant and valuable is more attractive than anything. Do you know what your value is? Do you have a good way to describe it to attract your Ideal Client? If not, you'd best get working on it!

Next Month . . . we'll look at the remaining steps in this Duct Tape Marketing approach to marketing your business, products and services . . . by design, not accident.

Bill Doerr, Partner / Markitect at SellMore Marketing, LLC helps professionals and other service providers to market their problem-solving expertise simply, effectively and affordability. You can reach him online at SellMore Marketing, or by phone at 860-798-6964.

For more information, please visit Bill's TNNWC Bio.

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