The Law of Contraction
Marketing guru Al Ries says, “A brand becomes stronger when you narrow the focus. A powerful branding program always starts by contracting the category, not expanding it.”
Problem of Linking On-Line Use
With the rapid increase in smart phones and tablets, understanding on-line behavior has become more difficult. Piecing together a complete picture of activity requires the ability to identify users on every device. Without user identity, there is no way to connect events from one device to another.
Email Communication
When a client sends you an email, always acknowledge immediately. Even if you don’t know the answer, a simple “I’ll check and get back to you” confirms receipt of their message. That will keep them from wondering if you got their email.
Direct Mail Leads Cost Less than Email Leads
Direct Marketing Association’s “Response Rate Report” (2012) showed cost per order or lead for acquisition campaigns stood at $51.40 for direct mail, slightly less than for email which was $55.24.
How to Remember Names
- Repeat their name back to them
- Associate their name with something, like what they’re interested in
- Ask them to spell their name if it’s unique
- If you forget, ask them to remind you what their name is
4 Step Marketing Plan
- Focus on a niche market
- Create a free offer that will get prospects’ attention
- Add your free offer to your website
- “Drip” on those who request your free offer
Trust with a Twist
It’s okay to mention a minor limitation or a minor negative about you or your service. It may make you seem even more credible and likeable.
Three Components of Objections
Three components of objections:
- Trust
- Value
- Need
If you do not have a prospect’s trust, they will not see the value of what you are offering.
Three parts of any investment
The three parts of any investment are: Price, Service and Quality. Frame your sales approach like this: “What would you rather give up, the finest quality, excellent service, or a few pennies a day?”
Over-deliver
When you promise to provide prospects information, give them more than they’re expecting. Give them testimonials, a personal hand-written note, maybe an advertising specialty item, or personal biographically information. Over-delivering will help you stand out in your field.
Answer to the objection, “It Costs Too Much”
“Today, most things do. How much is too much?” The response will get you to an amount, which you can then justify or put in perspective.
Type styles
The standard type font has been Times New Roman for a long time. But many have started to use Helvetica because it is very middle-of-the-road. Some have called the type “professional and honest.”
Stage Presence Enhancers
- Keep your lower body motionless
- Use bullet points on note cards rather than a written speech
- Make eye contact with your audience
- Breathe deeply and stretch before presenting
How to give a great presentation
Quickly introduce the topic and explain why you care about it. Explain your ideas in story form with lots of details. Keep your ego out of your talk.
Regarding product or service
People want to own your product or service, but they don’t want to feel they’ve been sold. It’s important not to use sales jargon in a presentation. For example, always refer to the prospect as “owning,” not “buying.”