"Marketing: It's Just Like Dating! No, Really..."
In this issue:
- Educate to Earn More
- Expand Your Clientele
- Special Offer: Earn $65!
- Podcasting: Launch Your Own “Radio Show”
MARKETING COMMUNICATIONS: EDUCATE TO EARN MORE
In order for you to be successful at selling your services or products, people must know what they’re buying, and how it will help them. It’s your job to educate them, so they can decide if your offerings will work for them. Right off the bat, you need to answer these two critical questions:
- Is your service or product the best fit, price, and performer for their goals?
- What do you deliver that they may not even be aware they need?
I see this situation arising repeatedly and even have clients who sought me out because they had invaluable products and services, but they just weren’t meeting their desired revenue goals.
I work with immensely creative training firms that are transforming corporations through the universal language of music; supremely educated lawyers bringing vast value and experience to clients; coaches who can unleash potential their clients had no idea they possessed; physical therapists who have saved over 80 percent of their patients from having back surgery. Pretty impressive, right? Sure, these visionaries all offer enormous benefits to their clients, but like many professionals, they were struggling to sell their services at the level they are worth.
BREAK IT DOWN
Educating clients about a company’s value takes time. When looking for specific services, most consumers lack the extra hours needed to do their homework, and read every article, book, or website about a company whom they may wish to hire.
My own experience with this is noted below.
But as a business owner, it’s critical that you educate potential clients fully so they will grasp (and pay) for the full value of your products or services. It makes great business sense to break it down and educate potential clients a little at a time, on a continuous basis.
SIMILARITIES OF MARKETING AND DATING
When you think about it, marketing is a lot like dating. The first “date” is your brochure – your client or customer takes the proverbial walk on the beach, and gets to know you to see if your values or needs are a match in any way.
If so, your prospect may want a second date – to read your website or bio.
By the third date, your prospect has a pretty clear idea of how this relationship (your product or service) fits, and whether it’s right or wrong for them. And quite likely by this time, the prospect is ready to go deeper into the relationship (i.e., make a purchase). When you arrive at this point, closing the sale is akin to tying the knot—it’s the final act of commitment.
MY OWN EXPERIENCE
Recently, I needed to set up QuickBooks so my assistant could access it virtually – but she works on a Mac and I work on a PC. I emailed my bookkeeper, who referred a local service that could “house” QuickBooks on their server. Supposedly the solution would be fast and not too expensive, and the interface would work on both a Mac and PC. Great … except I had no idea about the server company’s reliability or value, its ability to help as issues might arise, or how the process would actually work.
To educate me (at this point in our courtship) the owner walked me through an online demo, and advised that she would be sending references I could check. With no effort on my part, we had already moved onto our second date.
Then I read through her entire marketing kit. I learned she has some excellent experience and big-picture abilities; this built my trust that she could handle any little problems that might arise using QuickBooks virtually.
Our third “date” will be for me to check her references; within a week, I expect that I will have hired this service. Why? Because the business owner made the education process so fast, simple, and enjoyable for me. Plus, I’m quickly getting educated about her qualifications, how responsive she is, and enjoy our interactions, which is allowing me to build trust with her company’s services.
HOW DOES THIS APPLY TO YOUR COMPANY?
If you’re not regularly getting the word out about the various levels of services/products you offer, you’re not educating your potential clients to use everything you bring to the table. If it only takes a bit of education to reach your goals, why sell yourself short? Why shouldn’t you get all the business you could ever want?
This is what marketing communications is all about.
I find there are so many reasons for lack of education or communication, and that often a simple solution can easily be found:
|Lack of time and resources
||Let us make it super-easy for you: We have writers, designers, web teams, search engine specialists, publicists, researchers, and affordable packages of service to help you create a plan, develop client-educational materials or communications.
|Discomfort writing about your services
|| Let us create a podcast for you, so you can educate people by talking about what you offer. We’ll set up interviews that feature you as the subject expert, sharing insights, tips, lessons, or even meditations that will help your clients. It’s like having your own online radio show, which your clients can access anytime, anywhere. To see how it works, take a look at our podcasting production package
|Sometimes business owners just don’t know what to say
||A marketing coaching and strategy session will get you on track, offer you guidance on how to earn more, clarify your key marketing messages, and help create your educational materials.
|Your website isn’t being found on Google
||Let us help optimize your website, using our SEO (search engine optimization) consultation to teach you many things you can fix yourself. Then our expert optimization team will analyze your keywords (no, it’s NOT a guessing game, but a rigorous analysis that will determine what will actually work for you), and get your site properly programmed. Our teams have achieved #1 rankings on Google and Yahoo!
|You believe your potential clients should already understand all of your abilities
||Ask them! Most likely, they won’t know even 40 percent of what you offer, how you’re unique or special, or when they could use your services. It’s an unfortunate fact of life: In the business world we have many things to consume our attention, and we’re extremely busy. So keep in touch regularly, briefly, and often. And if you made it through this non-brief “lesson,” congratulations!
When you get hordes of new clients as a result of this strategy, it will have been worth the read! After all, Knowledge is Bliss.
SPECIAL OFFER: EARN $65!
I value referrals from my clients and colleagues. I offer a half-hour of my time for free (or a check for the equivalent value of $65) to anyone who refers someone who becomes a client. I’ll take very good care of your referrals!
NEED A MARKETING CONSULTANT, AGENCY OR MARKETING COACH?
If you know how to properly market your company, you can achieve results, increase your income, and save time and money. We provide in-person or telephone consultations for critical decisions: when you're stuck, implementing a new marketing program, or just need a review/edit of materials you're developing. We offer proven strategies, techniques, resources, and tools for your industry. Why pay for mistakes, and waste years of time growing your clientele, when we can show you how to do it right (and do it faster) with Marketing Coaching? All prices are online.
For free marketing tips, and an interview with Allison on how a Marketing Coach will help your business, visit: http://www.allisonbliss.com/news.htm
WONDER WHAT IT’S LIKE?
“Allison Bliss is by far, the best marketing person I have ever had the pleasure of working with. And, if the truth be told, her talents go way beyond just marketing. She’s a copywriter, editor, teacher, coach and advisor all wrapped into one.”
“Her ability to laser in on what action plans are going to bring me the most business in the shortest amount of time is nothing less than brilliant. All the ideas are not only attainable but they’re fun to do and feed into the heart and soul of who I am and how I like to work.”
– Linda Salazar, Los Angeles, Life & Spirit Coach
If your company would like to communicate with your market as if you were hosting your own radio show, learn how our podcast production service works. You can see a sample here: http://abliss.libsyn.com/; we’d love to talk to you about tailoring a show for you. To listen to a podcast, click on this symbol:
For pricing and details, contact us at 510-864-8500.