Spending Money On Marketing is a Waste of Time
3810
Business
Mar 1, 2007
Peter Lawless
Spending Money On Marketing is a Waste of Time
rt--> Spending Money On Marketing is a Waste of Time You must attract your potential customer?s interest in less than seven seconds. If you don?t, you will have wasted every Euro spent. Yes, that is right, just 7 seconds for the headline and subtext, to hook your potential client.
To those of you that survived the above seven second test; this article will help ensure that all monies your marketing team spends are spent wisely. If you are not interested any more, then I have attracted the wrong reader thus far. This leads to the second key observation about your headline. You must ensure that those seven seconds are spent conveying the right message to the correct audience. If that message was wrong, since marketing is a one sided conversation, you don?t get a chance to correct your mistake.
Direct selling is actually much easier to get right. Conversely it is also much more expensive to get wrong! Sales people can actually help a customer see the value of what your products or solutions will bring them. While this may seem like an art, it is made a lot easier due to the fact that the sales person and the customer are engaged in an active dialogue. A good sales person will actually lead that dialogue by asking questions that help the customer visualize what your product will enable them to do. In marketing, the only way you can get feed back is by testing multiple versions of your message with small groups of your target market.
So now that you know what you need to do, and how to ensure that what you are doing is right, the million dollar question that remains, is how you create that message.
For this article, I will keep things at 10,000 feet and not go into specifics, suffice it to say, I will show you the key steps to creating that message. I will also assume that you have done all your market research and you know which markets you are targeting and what your competition is offering.
So the key steps are as follows;
Write down, for your target market, what problems or desires your product or service solves or fulfils.
Clearly articulate what solving those problems or fulfilling those desires would enable the people or companies within your target market to do.
Demonstrate how the decision maker within your target market would put a value on the ability to do what your product has enabled them to do.
Decide exactly what you want that decision maker to do, when they read your ad or marketing communication ? this is called a ?call to action?.
Now, what is that worth to you ? how much are you prepared to spend to get that phone ringing, email coming in or fax whirring?
The last question is very important, because the answer to this, fixes your marketing budget. Once you know your marketing budget, then you can decide which mediums, such as online, newsprint, classified ads, etc. that you should be utilizing.
Once that is agreed, you can write your headline, sub text and body copy including appropriate visuals, to get your leads rolling in. If you have done your homework well, the leads that do come in should be good strong qualified leads yield sales.
Business Owners who need more sales and better marketing advice, turn to Peter Lawless, of 3R Sales & Marketing ? www.3r.ie. For previous articles and interviews like this, visit our website and subscribe to Success. We also provide free Sales & Marketing Assessments for Business Owners with an Irish Connection.
To those of you that survived the above seven second test; this article will help ensure that all monies your marketing team spends are spent wisely. If you are not interested any more, then I have attracted the wrong reader thus far. This leads to the second key observation about your headline. You must ensure that those seven seconds are spent conveying the right message to the correct audience. If that message was wrong, since marketing is a one sided conversation, you don?t get a chance to correct your mistake.
Direct selling is actually much easier to get right. Conversely it is also much more expensive to get wrong! Sales people can actually help a customer see the value of what your products or solutions will bring them. While this may seem like an art, it is made a lot easier due to the fact that the sales person and the customer are engaged in an active dialogue. A good sales person will actually lead that dialogue by asking questions that help the customer visualize what your product will enable them to do. In marketing, the only way you can get feed back is by testing multiple versions of your message with small groups of your target market.
So now that you know what you need to do, and how to ensure that what you are doing is right, the million dollar question that remains, is how you create that message.
For this article, I will keep things at 10,000 feet and not go into specifics, suffice it to say, I will show you the key steps to creating that message. I will also assume that you have done all your market research and you know which markets you are targeting and what your competition is offering.
So the key steps are as follows;
Write down, for your target market, what problems or desires your product or service solves or fulfils.
Clearly articulate what solving those problems or fulfilling those desires would enable the people or companies within your target market to do.
Demonstrate how the decision maker within your target market would put a value on the ability to do what your product has enabled them to do.
Decide exactly what you want that decision maker to do, when they read your ad or marketing communication ? this is called a ?call to action?.
Now, what is that worth to you ? how much are you prepared to spend to get that phone ringing, email coming in or fax whirring?
The last question is very important, because the answer to this, fixes your marketing budget. Once you know your marketing budget, then you can decide which mediums, such as online, newsprint, classified ads, etc. that you should be utilizing.
Once that is agreed, you can write your headline, sub text and body copy including appropriate visuals, to get your leads rolling in. If you have done your homework well, the leads that do come in should be good strong qualified leads yield sales.
Business Owners who need more sales and better marketing advice, turn to Peter Lawless, of 3R Sales & Marketing ? www.3r.ie. For previous articles and interviews like this, visit our website and subscribe to Success. We also provide free Sales & Marketing Assessments for Business Owners with an Irish Connection.
Write a Review
Add to My Favorite
Refer it to Friend
Report Article
Other links owned by this user
rt--> An Insider?s Guide to Interviewing Sales People Successfully. Since the dawn of free trading only two things have ever mattered; producing a quality product or service and the ability to sell it successfully. By successfully, I mean ensuring that
Category:
rt--> Do you obey the 5 commandments of customer communication? Every time you interact with your customers or prospects, is a chance to enhance the image of your company, and thus be more profitable. In a world, where technology seems to be driving
Category:
r--> Spending Money On Markeing is a Wase of Time You mus arac your poenial cusomer?s ineres in less han seven seconds. If you don?, you will have wased every Euro spen. Yes, ha is righ, jus 7 seconds for he headline and subex,
Category:
rt--> Why Conducting a cutomer urvey could double your profit! Cutomer Survey are the mot inexpenive way of generating profit, which any buine could dream of. Companie like IBM ued to pay their ale people, a bonu, baed on the cutomer
Category:
rt--> Six Golden Questions, winning sales people always ask Have you ever met a sales person who has all the excuses? The reasons that the sale just didn?t happen; it?s never their fault is it! Many business owners make the same mistakes. This article
Category:
Other links at Business
Many business leaders think about what they offer in terms of how they use the offering, rather than how customers do. That's an expensive mistake in many cases. This article describes a better approach.
Category:
Binding documents with plastic combs really isn't that difficult. Simply, punch your document, open the comb binding, place the document on the comb and close the the binding. It is simple. However, whether you have just recently purchased your first bind
Category:
Are you trying to choose a team building event for your work team? This article will help guide you through the choices.
Category:
What exactly do you find in these free background check resources that people think exist? You find links to other companies providing background checks for a fee. If you are looking for a free background check on people, be advised that the only thing yo
Category:
Niche marketing is a great way to make money online. It's much easier to find success in a tight niche that has a hungry market and not too much competition. When done right, niche marketing can be very effective.
Category:
Site Sponsor
Directory Statistics
Articles: 68213
Categories: 501
Yahoo Entertainment
