I saved a recent unsolicited email I received because it perfectly illustrated a flaw that I believe is behind almost all failed marketing attempts. Let’s call it the “core flaw” — talking about products and services as if that is what their prospective clients want. Here are the contents of that email (with name and [...]
I talk a lot about having an effective and compelling message as the basis of your marketing. Without it, just about every aspect of your business will be frustrating — poor reaction to campaigns, prospects who “need to think about it,” sales people who complain that leads are poor quality, price pressure, and on and [...]
There’s one change you can make that has the potential to instantly improve the effectiveness of all your marketing — improve how relevant, targeted, and compelling a message you use. If you are a small business owner seeking more high-quality leads, this should be one of the first things you review.
When should I follow up? How often? What do I say? If you’ve ever been a business owner, in sales, or otherwise responsible for nurturing business relationships, you have grappled with this issue. How often is “just right?” Just like Goldilocks and Papa Bear’s porridge, you’ve probably been burned a few times when your follow-up [...]
In the last post we covered the first element of what it takes to capture more of the sales that you deserve – a mindset of delivering profits. Think like the prize patrol and you’ll feel a lot less self-conscious about the following up with your prospects. One more mindset comment before I move on [...]
First of all, if you are using an email marketing system already, you’re likely in great shape. From my perspective, 90% of the benefit comes from using one at all, so don’t worry that you suddenly have switch if you happen to be using a different solution. The 1/2 dozen or so that I am [...]
Often it is easy to assume that getting more of something requires spending more money. Luckily, that is not always true. When working with a company that would like to generate more leads, I start by reviewing what they are already doing. In almost every case, there are a number of improvements we can make [...]
People are busy. We’re all preoccupied with our own stuff. When trying to get the attention of our market, we first have to break them out of what they are currently thinking about. We can’t get them to listen to what we have to say if they (figuratively speaking) have their headphones on with the [...]
Not only can inspiring your customers to buy from you more often reward you with higher profits, it can also translate to more predictable income. Here are just a few tips for compelling your clients or customers to come back more frequently. A time-limited incentive — ever get a pizza delivered? What is attached to [...]
I have recently given a few free workshops (sponsored by the Contra Costa Small Business Development Center and the San Ramon Chamber of Commerce). In them I outlined how to increase profits without relying so heavily on generating new leads. Check out the 4 minute clip above for an overview of what else you need to [...]
