Need a marketing strategy that can get results fast? Here is a practical and uncomplicated 1-page marketing plan that you can complete today and increase your return on investment.
This book by Allan Dib provides a framework that clearly defines your marketing strategy and how to get, keep, and realize value from customers. Discover why you need to pursue an even-tighter market niche, how to get inside prospects' heads, and why you should raise prices. Learn how to be perceived as a welcomed guest rather than a marketing pest. Finally, create your tribe of loyal customers and receive successful referrals.
Summary:-
Here is a summary that will help you create a simple marketing strategy for any small or medium-sized business. Learn the three main phases of marketing and why you shouldn’t imitate large companies using brand awareness tactics. Identify your target market, develop the message you’ll use in ads and offers, and select your advertising medium. Then, understand the best way to convert leads into paying customers, including why snail mail can be a good approach. Finally, consider tactics to keep past customers close at hand to maximize the lifetime value of these relationships and get endless referrals.
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Key Takeaways:-
Accelerate growth with a focus on what generates the most value for your company. A 10% improvement in marketing will pay off exponentially in the near term.
Take the 80/20 rule one step further. The 64/4 rule demonstrates that 64% of effects come from 4% of causes. When applied to business, this means to eliminate or drastically decrease 94% of your business activities.
The quickest way to marketing failure is to imitate the mass marketing tactics of major corporations. Anyone other than Nike, Coca-Cola, and the like should use direct response marketing instead.
A narrower niche allows price to be irrelevant and positions you as a specialist rather than a generalist. This will not only increase your perceived value but also lower your competitions.
Use the “PVP” framework to easily identify your ideal customer: Personal Fulfillment, Value to the Marketplace, and Profitability. Think about what type of work gives you the most personal fulfillment, is most appreciated and needed among potential customers, and leads to the highest profits?
One of the most frequent mistakes to differentiate a company is to highlight its superior quality or service, because such qualities are expected and foundational, and not something to brag about.
Your largest competitor is not another company but “inertia.” The prospect’s option to do nothing is often the key factor in lost businesses. You can overcome this with a marketing copy that sends the right message. It should first and foremost convince that there is a need to buy, and then that you have the best offer.
Confusion is the enemy of conversion. “When you confuse them, you lose them” because the vast majority of customers will walk away rather than seek clarification. This means that all marketing copies should be extremely clear, from the name of the company and website language to paid advertisements and offer descriptions.
Use this tried and tested formula for your elevator sales pitch: “You know [problem]? Well, what we do is [solution]. In fact, [proof].” This sounds natural, approachable, and far from pushy.
Avoid marketing copy that is overly professional and stuffy. Instead, your copy should be like a “car accident” – no matter how much you don’t want to, you can’t help but look.
Research shows that people buy based on emotion and justify purchases with logic. One of the most significant emotions is fear, particularly the fear of loss. Use this in your marketing and sales strategy with a clear definition of what your customers might lose out on if they don't buy from you.
Consider "snail mail" as a core part of your marketing strategy. In recent years, marketing via physical mail has become less cluttered as compared to email marketing. Additionally, people are wired to have more of an emotional response to physical objects than to digital media.
To convert leads into customers, follow-up three times at a minimum. 50% of salespeople throw in the towel after the initial interaction, 65% after two communications, and a full 79.8% after three unsuccessful attempts. Persist and be the last one standing to make the sale.
Human nature programs us to be interested in unique, unexpected objects. Use this to your advantage. Follow-up with leads with a “lumpy package” – a piece of mail with a small 3D object like a magnet or stickers along with a handwritten note. This will make an impression in a market that’s now saturated with email marketing.
Processes that automate marketing activity after “trigger events” lead to effortless conversions. For example, if someone contacts you for a quote or more information, you should follow a series of preordained steps: enter their contact information into your system, send a “lumpy package,” and then follow up by phone within two days.
Don’t think “sales”, think “education.” When you educate your potential customers, you build trust, ease the fear of risk, and position yourself as a knowledgeable thought leader, rather than a salesperson, in your field.
Understand that 10% of your customer base would pay 10x as much as they do now for your product or service. In addition, 1% of your customers would even pay 100x more for a related offering. Make an ultra-high-ticket item available for such customers, or you'll leave money on the table.
Always consider your exit strategy, even if it's in the distant future. Make sure you have a business instead of be the business. No one will pay you top dollar for a company that implodes once you leave. Set up systems and processes so it can run without you.
Never overlook former customers for future sales. They are 21x more likely to make a purchase from you than from someone they’ve never worked with before.
Don’t try to sell directly from an ad. Only 3% of your target market is ever highly motivated and ready to buy immediately. There is another 37% of those who see your ad and may be interested now or in the future, so it’s better not to turn them off with an overt pitch
Free 1 page marketing plan canvas from successwise.com
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