Seek and Ask, Marketing That Will Save You Money
By
Mark Hannah
2006-12-12
Seek and Ask, Marketing That Will Save You Money
The only way for a small business to market effectively is to target
market. The only way to be VERY effective in your marketing is to
bulls-eye market.
For example, a target market for a remodeling contractor that
specializes in remodeling basements may be home-owners. But that covers
a lot of ground, many of which have absolutely no interest. A better
target market would be homeowners that have lived in their home less
than 3 years. An even better target is people that have built a home
within the last 2 years. Better yet, a two-income household that built
a home within the last two years. But the bulls-eye may be a two-income
household that built a home within the last 2 years that has kids. They
need the extra room and they need it now!
If you are not sure of your bulls-eye market do some research. Search
the Internet, the library, do your own market survey. Determine what
your best customers have in common. What do they read? What problems do
they have? What problems did you solve? How did they find you? What is
the biggest benefit they receive from doing business with you? Just
ask; people love to talk about themselves! Be creative in finding your
bulls-eye market.
Ask For Permission To Advertise. Just because you have identified those
in your bulls-eye does not mean that they want you to advertise to
them, and the fact is you don't want to waste your time on someone that
is not interested in your product. So, ask for their permission and
when you get it advertise to them like crazy. How do you get their
permission? Use the 3-step approach.
By using this approach you can say goodbye to cold calling while
generating all of the qualified, permission based leads you can handle.
First, create one or more valuable reports, workshops, evaluations,
trial products, checklists, newsletters, courses, or tip sheets. Then,
give your report a title that is going to attract attention, peak
interest, and show value. For example, if you are a landscaper your
report might be titled, "How To Keep Your Lawn Looking Fantastic -
Guaranteed". If you are a candle distributor you may offer free scent
samples rather than a report. Tailor your offer to your business. The
object here is to get people to request your freebie, because once they
do they have shown interest in your product and you can put them on
your HOT lead sheet. Focus your advertising on these leads and you can
expect great returns!
Now that you have your value packed report, newsletter, trial product
or whatever you choose you need to let your bulls-eye market know that
it is available. You can do this with a well-written sales letter or
postcard. In the letter you must direct your prospect to obtain your
free offering by going to your website or calling. By doing this you
build your contact list.
Your sales letter or postcard must...
Have a headline that reaches off the paper and grabs the reader by the
throat. Without a good headline your letter will go straight in the
shredder. Need help with creating a headline? Contact Full Color
Resources we will be glad to help.
Clearly demonstrate how the reader will benefit from reading your letter and how they will benefit from your free offer.
A final tip about permission marketing; you have spent a lot of time
creating your free offer so mention it in all your advertising; Yellow
Pages, direct mail, back of your business card, letterhead, email
signature, web site, everywhere!
There you are, marketing ideas that work. They are simple and easy to
implement. They will cost you nothing but generate a flood of new
business. Use full color business cards and have them designed by a
professional in marketing and graphic design. You are already spending
money for business cards; invest that money in marketing that will
generate business.
Your customers are waiting.
Article Pages:
» Seek and Ask, Marketing That Will Save You Money
Related Articles:
» Affordable Focus Grouping Through Online Surveys
» 4 Tips for Understanding Your Target Market
» Diving Deep Into Market Research
» Marketing, Lead Generation, and Research: A 3-in-1 Solution
» Are You Ready To Research Your Market?
» Surveys and Interim Management
