ComputerHunter.org |
|
|
|||
|
 |
How to Attract and Excite Your Prospects
The Power of Marketing When you hear the word "marketing" what comes to mind? More business or wasted money? If your experience with marketing or advertising has been less than positive your cynicism may be well founded. Yet, have you ever noticed a competitor with a mediocre product and a healthy business? The difference is often marketing. Some say they've never done marketing and don't need to because of good word- of-mouth. Positive word-of-mouth is great, but not enough if you're serious about growing your business. Others do invest in marketing yet treat it as a necessary evil. The problem with that mindset is that it's driving with the brakes on. Those people sabotage their efforts by making poor decisions, taking half-measures and often resisting anything innovative. When asked about the "one big key" to marketing success I reply that there's nothing more important than a "marketing mindset". A marketing mindset is an attitude, a way of thinking, that values and embraces the power of marketing. If you look at the companies and brands that are most successful -- Nike, Microsoft, Virgin, Trump, Saturn, Kenneth Cole, etc -- you'll find someone at the top with a marketing mindset. People like Trump, Cole, and Virgin's Richard Branson may have it instinctively. For most, however, it's a learned attribute. So, if you don't have a marketing mindset yet, keep reading and start to get one. Follis Fact #1 Attracting vs. Chasing A guy sees a beautiful woman in a bar, tracks down her name and number, calls her up and says, "Hi, my name is Joe and I'm great in bed." That's cold calling. Another guy sees a beautiful woman in a bar and gives her a napkin that says, "I'm Bill and I'm great in bed." That's direct marketing. A third guy sees a beautiful woman in a bar, has his ex-girlfriend go up to her and say, "See that cute guy over there? He's my ex, his name is Tom, and he's really great in bed." That's PR. Last guy walks into a bar, a beautiful woman approaches him and says, "Hi, my name is Courtney and I hear you're really great in bed." That's effective marketing. Attraction is the essence of marketing. When you create enough desire to get your prospect to come to you, they'll always be more predisposed to buying. That bares repeating. When you create enough desire to get your prospect to come to you, they'll always be more predisposed to buying. The challenge, of course, is that your prospect is elusive prey. So, imagine the first rabbit hunters. They'd exhaust themselves using spears and rocks until a more evolved Neanderthal got the idea of using carrots. Or, imagine the girl who desperately wants a date, but can't understand why she scares guys away when she chases them. Unfortunately, too many businesses act like that girl chasing for a date by putting lots into selling and nothing into marketing. Follis Fact #2 Expense vs Investment Those who don't understand marketing view it as an expense. Those with a marketing mindset know it's an investment. They know that, if done right, it can excite their prospects and produce a great return. "Done right" means well- researched, well-managed, and generally handled by someone who knows what they're doing. Regarding expense, being a small business is a bad excuse to do nothing. Start small, but do something. There are plenty of cost-effective, non- traditional ways to do a test. So, if you want to grow, you can't afford not to develop a marketing plan. Have a Great Product At the risk of stating the obvious, a big key for marketing success is having a great product. In his best-selling book, Purple Cow, marketing guru Seth Godin calls it, "being remarkable." It's about having a product or service that's exceptional. Though many non-remarkable products may seem to do well because of great marketing, no long-term success can be achieved without a great product. In fact, if a product is not great, great marketing will usually make it fail faster. People will buy it, not like it, and never buy it again. Case in point: Ever see an exciting teaser for an upcoming movie? It can make a lot of people run out and buy a ticket. The problem starts a couple of weeks later when folks see the movie, hate it, and then spread the word. Before you know it, the movie's gone. Here's another case. Remember New Coke? If not, you're not alone. It didn't last long. Despite the marketing muscle that Coke put behind it, the Coke- drinking public decided they were quite happy with the old Coke. Another case involves a new tropical hotel. Eager to jump-start his business the owner got tour directors and travel writers to check it out and hopefully generate some good buzz. Problem was, the hotel wasn't finished. Had he waited a couple more months he would've gotten great reviews. Now he'll be lucky if those tour directors and writers give him another shot. If businesses spent less energy trying to sell their product and more on improving it, they'd have more success in the long run. Follis Fact #3 Follis Fact #4 Excite vs. Inform A lot of marketing doesn't do the whole job. It informs, but doesn't excite. The fact is, it doesn't matter if you have the best product if you're not getting prospects excited. If you don't excite your prospect, you won't sell your product. So, how do you excite your prospect? Start by acknowledging that your prospect isn't just a prospect. She's a person with emotions who doesn't respond with just her head. She responds with her heart, soul, and funny bone. As a marketer, you must tap into the right emotional and psychological nerve that gets your prospect excited. For example, when Canon wants to sell its new camera to families, they'll tout its high-tech features, but that's not ultimately how they'll sell it. They'll sell it by associating those features with the things that we, as humans, care about ... a child's first steps, a great vacation, or a 90th birthday celebration. When Chrysler targets NFL-watching guys with a spot for its new sports car, there's a reason they use quick cuts, heavy-metal music, and mention it goes 150 mph. Will you drive 150 mph? Doubtful. Does that still excite the macho male libido? Absolutely. Follis Fact #5 (For more "Follis Facts" and marketing secrets, see booklet info below.) © 2005 John Follis. All rights reserved. John Follis is one of the 12 "Best Advertising Minds of New York" as voted by The New York Ad Club. His campaigns are in 3 college textbooks, he has written for ADWEEK, and he has taught at 3 New York universities. Currently, John works on select projects, consults, and speaks. He may be reached at john@follisinc.com For John's booklet: How to Attract and Excite Your Prospects: A Guide for Getting the Best Marketing Results, visit: http://www.follisinc.com/booklet.htm For consulting info, visit: Marketing Therapy: http://www.follisinc.com/therapy.htm For speaking info, visit: Follis Speaking: http://www.follisinc.com/speaking.htm
Google News - Top Stories
|
|
|
|
RELATED ARTICLES
MLM Recruiting - The 5 Types of Network Marketing Recruiters in MLM It is amazing. Network Marketing, Multi Million Dollar Business or Just a Spam? Network marketing or sometimes known as Multi Level Marketing (MLM) is actually a good business. The market for this business is so big and the prospect is good. One thing that we have to keep in mind is that not all of the MLM company will be successful. Finding The Right Business For You: Low Admin Is Essential Simply put, in network marketing as in many more traditional businesses, the only activities which will make you money are selling and recruiting. If you're not doing one or other of those then you're not making money and you're involved in administration. MLM Network Marketing Training - Are You Thinking Yourself Out of MLM Success? After nearly 20 years in this MLM industry, I have seen a lot of things that for whatever reason, have helped people, and have stopped people. And there are those things that destroy people as well... MLM Success - You MUST Become Success Flammable in Network Marketing You MUST Ignite a FIRE in your Network Marketing business! A BLAZING Fire that will burn through ALL obstacles. Network Marketing Success - The ULTIMATE Success Understanding in MLM There is a question that determines probably 80% of your Ultimate MLM Success. And whether you understand it or not, may determine a lot of what happens to your business in the future as well as how your prospects respond to you. Profiles Of Three Successful MLM Companies Looking at MLM companies, you will find some of the largest and most successful companies in America. The following is a sample of the largest MLM companies and a brief description of their history. If you are considering starting your own MLM business, one of these companies might be the one you are looking at closely. MLM Success Training- Money in MLM - The Three Things It Magnifies Money is a magnifier. Tips For Finding A Work At Home MLM Business Opportunity If you wish to start a work at home MLM business opportunity, you might consider starting out on a part time basis. The jump into self-employment can be tricky, especially if you have been working at the same job for a number of years. Make sure your new venture can provide adequate income to meet your household needs. Also, by keeping your current ties in the business world, you can attract them as customers to your new endeavor. Big Changes In Recruiting Practices For Network Marketers... Three conditions now exist which will change the way we solicit and recruit new MLM downlines forever... How To Attract, Excite, and Convert Your Prospects The Power of Marketing Building Your Network Marketing Business Network marketing is experiencing tremendous growth in the business arena today. Many more companies are benefiting from the networking systems used to get product to the consumer. In fact, individuals are reaping the rewards in this business drawing greater attention to the amazing income potential and lifestyle rewards in running a network marketing business. The 5 Critical Elements of A Successful MLM System Take it or leave it but all big MLM earners follow a marketing system. They find a system that works and stick to it. MLM Recruiting Success- The 2 Types of People You Will Talk to in MLM There are only two types of people you will run across in MLM. Explore MLM And Network Marketing Opportunities When looking at MLM and network marketing opportunities, don't consider one just on your initial reaction. Take time to all the elements involved and see how the company operates. Purchasing into a MLM opportunity is like buying a house. You have to live with your choice a long time and it you don't like it, you might lose money when you move. Also, if you choose an MLM company that has been in business a short time, you might make a bad choice. The MLM industry is full of opportunities, so make your choice wisely. MLM Recruiting Success: The Ultimate Objective in Network Marketing Recruiting If you've been in this business for any length of time, I bet you have heard a lot of recruiting trainings, and there are some incredible MLM teachers and Network Marketing trainers out there to help out. Wanna See My Daily Plan Of Action? Here is my FORMULA for success coupled with (DPOA) DAILY PLAN OF ACTION! Home Based Business Prospecting: How to Get 80% Of Prospects To Call You Back If you are a representative for a home based business opportunity, and you'd like to learn how I get 80% of my prospects to call me back, read on. How To Succeed In Network Marketing (Part 2) So, you've found a company that you truly believe in. You've researched it and learned the business plan. Network Marketing Tip: Do You Re-invent the Wheel or Just Drive the Car? There are those in the Network Marketing industry who would have you believe that their way is the only way for a booming business to be built.
|
|
|
|
|
