Marketing Secret 3 – Is your business based on a statement or fact?

Did you know that what others say about you, your products or services holds more standing than anything you could ever say on your behalf? Think about it for a moment – when your close friend tells you about a great restaurant they tried over the weekend, doesn’t that make you want to go out and try it for yourself? When you make a declaration about yourself, business or product, it’s a claim. When satisfied customers/clients make the same statement about you, it’s a fact.

One very easy and effective way of proving your worth through facts, according to your clients/customers is through the simple use of testimonials! The number one marketing blunder that I see recurring over and over again by clients is the underuse or absence of testimonials. Using many very high-quality testimonials will give you a vigorous advantage. This will place you one step ahead of your competitors.

What makes a high quality testimonial?

The beauty of testimonials is that they can be in a couple of different forms, such as video or imagery testimonials. You don’t have to stop at a couple of paragraphs. For example, before and after weightless images generate huge credibility and validity that the product or service works. The ‘before’ image creates a picture of the problem (obesity, health implications etc) and the ‘after’ image is the outcome solution (health, vitality, attractiveness). What could be said about these visuals is: – “Before my friend got me onto ABC I was overweight, unhappy and on the verge of diabetes. Then through ABC I regained my vitality, energy and  lost 30KG in xx months.  I feel unbelievable.”

Remember that when using a number of testimonials, you really want to cover as many claim-benefit, demographics and objections as possible. If you are covering B2B, you may want to cover small, medium and large companies.

Celebrity endorsements…me?

Think of products such as pro-active, weight watchers and Sub-Way. All of these companies use celebrities to endorse the capabilities and results of using their products/services. Who is to say you can’t do the same?

Who are some celebrities or well-known people you could approach? Even people who aren’t instantly recognizable visually or my name, can still lend celebrity value & credibility to a marketing message. All you have to do is explain who they are.

It’s not as difficult as you think to get hold of a celebrity. The best way to make contact is via their PA, perhaps by email. You will find that some will not give you the time of day, while others will welcome you with open arms (this has happened to me on many occasions). Keep going after celebrities you respect and who genuinely show interest in your causes.

In today’s competitive world, we need to do what is necessary to prove our credibility, expertise and leadership within our niche. In all situations you are better served letting your customers do the talking for you (as long as you give them exceptional service!) A clever marketer uses testimonials, client lists, graphic evidence, fulfilled customers, celebrity endorsements, every ounce of social proof they can pull together to prove your point. As a result of doing this diligently, you will eventually eliminate the need for endorsements. This is because by then, so many people will be talking about you. How is that for word of mouth?

To your success

Ange

Finding your starving crowd

Every product, business or service either appeals or has potential to appeal within a substantial market. It appeals powerfully to a certain defined/specified group of individuals – rather than to all people.

Here are 3 preliminary points to find your starving crowd

1. Geographic targeting

Geographical targeting, referred to as geo-targeting, lets you focus your campaign on specific regions within your market. You can set up your campaign that target customers who are located in specific regions that you select, as well as to prospective customers who include the name of that specific region in their search term. Sometimes it helps to physically go out there and have a look at businesses/perspective clients within your selected area. This will assist you to physically see the following:

• What sort of business do they have?
• What is the quality of their product/services?
• Are they are good match for what you offer?
• Do they have children?
• Are they married or single?
• What income does the business/client make?
• How many employees do they have?
• Does their website lack exposure/information on what they offer?
• Are they technologically savvy or do they not even have an email address?

If you can see for yourself by doing a bit of research exactly type of people they are and what businesses they run, you can then modify your advertising themes, body copy and offers to suit. It’s very important to identify your market as thoroughly as possible so that you are not shooting arrows in the wind. You will have more luck selling them what they want and need, rather than basing it on a hunch.

2. Dominate your market: Strive to be known as the best

Become the most well known and talked about person in your industry. Introduce yourself to prospective customers and businesses, send them direct mail & email pieces, newsletters, greeting and birthday cards. Introduce yourself within the community by sponsoring different events. Take it one step further and add all those businesses and clients to your social media connections. Doing this proactively is time consuming but well worth the effort. People always like to put a face to a name or company. Build connections and relationships. I think I’ve said it before, that people buy from people they like and are like.

If you are looking for another way to generate lists of prospects for direct marketing campaigns, you can find a list broker (search through goggle for one in your area). Using a list broker can be quite costly, although it’s more economical than sending direct mail to just about any business. Below are some tips you can use to narrow down your particular business search.

• Income of business/organization
• Payment options of business/orgaisation (master card/visa/online banking etc)
• What type of business do you want to target (practices/law firms, retail outlets)

3. Targeting by getting in front of crowds

Go out of your way to become known by an association or affinity. Build relationships with members in these associations by sharing your knowledge and content freely as well as educating and assisting them in ways to enhance their results in business.  Some crowds you can get in front of are:

• Toastmasters
• Chamber of commerce
• Networking events (where you are required to speak for about 1 minute about what you do)
• Guest speaker at local events
• PTA’s
• Community events

Imagine the larger scope of people you can target by speaking to a whole room, rather than target individual people? When you begin to build relationships with the people involved in these groups, they will eventually recommend you and your services to people they know.

Always tailor your message to the particular market your speaking to. If they are not technologically equipped, don’t talk about social media and the latest gadgets available today.

Crucial USP

A USP is a way of explaining your position against your competition. It also highlights the chief benefit of the business product or service being marketed. Your USP may articulate the “theme” of your business, product or service. Become attentive of the distinctive USP’s of other business around you. Learn from their examples when assessing about your own. Have a look at the following examples:

Coca Cola: Live on the Coke side of life

Coles: It all counts

Woolworths: The fresh food people

Myer: Is my store

Subway: Eat Fresh

So, what is your business USP? Never even thought about it before? To really hone in on what yours could be, you need to become very conscious of USP’s and ask yourself the following questions about every day business, products and services.

1. Does this business have a USP?
2. If not, what can I come up with for the company?
3. If they do have one, can I make up a better one?
4. Is there a small fragment of the USP I can use for my own?

USP’s that answer questions

Having a USP set’s you apart from your competitor’s big time! Does your USP have the ability to answer your niches question? Why should prospects choose your business/product or service when there is another ‘you’ around the corner with so many other options available?

Ask yourself, “What could appeal to your prospective niche market?”

HOT offers that boost your USP rankings

What discounts, bonuses or added extras could you offer to your prospects? What is hot in the marketplace right now that will draw people to you? Here are 3 brilliant ideas to get you thinking in terms of your business: -

1. Using the likes of industry experts for products, such as interviews, special products or even bonus ‘webinars’ where prospects can ask the ‘expert’ questions. This also builds your ‘credibility’ in the marketplace for knowing the right people.
2. Free reports or e books are very popular and a simple way of offering value. Everyone wants value and freebies. Bonus gifts are often the driving force of the sale.
3. A free initial trial of your product or service. Try before you commit to buy, risk free and easy. Let them try out the benefits of your membership site, for instance, and add in the scarcity snippet. This means that your service is free for 30 day’s only (then after the trial offer ends, you will be charged). Scarcity urges people to take action because no one wants to miss out on a special offer!!

Look out for my top secret marketing bullet secret number 2!! Coming your way shortly!