Give to Get Marketing PowerTips Newsletter
Today's PowerTips Article:
Six Major Marketing Concepts
You Need to Know
Part 1
by Joe Gracia
www.givetogetmarketing.com
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Hello {!firstname_fix}
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These are major -- and you really do need to know them, so
let's dig in.
1. Focus on Helping, Instead of Selling
This is the foundation of the Give to Get Marketing
philosophy.
If you were to ask us what is the most important concept
that we share, it would be this one.
Dedicate yourself to applying this one concept throughout
your business and your marketing efforts and your business
will thrive.
Remember this...People hate being sold, but they love
being helped.
Many small business owners find it difficult and
frustrating to attract new customers because they view
marketing and selling as a manipulative and distasteful
process.
That's because they are focusing on getting the sale--what
'they' want--and not on helping their prospect solve his
or her problem--what the 'prospect or customer' wants.
Marketing and selling should always be viewed by you as a
process to help people solve their problems.
For a perfect example, just take a close look at our
Get Organized Now! Web site, run by my wife, Maria:
http://www.getorganizednow.com
Her entire site is focused on offering helpful advice
to people who want to get better organized.
90% of that advice is in the form of free articles, tips,
slide shows, a newsletter and a discussion forum, etc.
She focuses on helping, not selling. And her results
are phenomenal.
By using our 'Give to Get Marketing' approach, in a
relatively short time, Maria's Web site has become one of
the most popular sites for getting organized on the web.
We attract well over a million visitors a year, and several
hundred thousand people have signed up to receive her
Get Organized Now! newsletter.
Prospective customers can't resist such a 'Give to Get'
approach.
The same approach is used on our Give to Get Marketing
Web site.
You can attract all the customers you want, by just
dedicating yourself to this 'Give to Get' philosophy.
2. Two Emotions -- Feeling Good and Feeling Bad
When it comes to marketing to your prospects and
customers, there are only two emotions -- feeling good
and feeling bad.
People buy products and services to increase their
good feelings and reduce or eliminate their bad feelings.
Think about everything you buy--food, gas, clothing,
videos, CDs, car wash, etc.--and you'll see that
this simple concept applies to everything.
Another way to think of the good and bad feelings, is
to think in terms of problem (bad feeling) and the
solution (good feeling).
Your prospects and customers have a problem and your
product or service should be the solution.
My wife, Maria wrote her Finally Organized, Finally Free, book series as a solution to the problem of chaos and
clutter. People who have that problem and are feeling bad
about it, are searching for a solution--they want to feel
good. Maria's book provides them with that solution.
What problem does your product or service solve?
3. The Power is in the Offer
Unless an offer is made, nothing happens.
If you simply place an ad or hand out a flyer that
talks about your company and your services, people won't
respond, because there is no offer being made. There is
no decision for your prospect to make.
But the minute you make an offer, your prospect will have
to stop for a second and make a decision, 'Should I act
on this offer, or should I pass for now?'
Imagine if you attended a dinner party and your host
walked up to you and just started talking to you about
the weather and other small talk. In that situation,
you would not take any action because there was no
offer.
Now imagine the same host walking up to you and saying,
'Can I get you something to drink?'
Now the situation has changed. An offer has been made
and you now must make a decision. You may decide to say
yes, or you may decide to say no, but either way you must
make a decision.
It's the same with your marketing. If you want to sell
more, you must make more offers to your prospects and
customers.
Most small business owners don't understand the power
of the offer, and they rarely make offers to their
prospects or customers.
Lucille, a small business owner, was making a classic
mistake in her marketing materials--and it was losing her
thousands of dollars in missed sales.
She was creating ads and flyers that had the name of her
business at the top. She should have been using a simple
headline that made an offer her prospective customers
couldn't refuse.
We helped Lucille understand what would grab the interest
of her prospects and customers--it certainly wasn't the
name of her business. It was an enticing and compelling
offer.
Once Lucille started to make clear and interesting offers
in her marketing pieces, her prospects and customers began
to respond immediately.
When you understand how to create simple offers that get
action, attracting growing numbers of customers gets a lot
easier.
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We'll continue Part 2 in our next issue.
If you have any comments you'd like to share about this
article, just hit reply and send me an email.
Until next time, we wish you the very best marketing
success.
Joe Gracia
Give to Get Marketing
http://www.givetogetmarketing.com
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About the Author:
Copyright 2000-2008 Joe Gracia. All rights reserved.
Joe Gracia is small business marketing expert with over
30-years of hands-on experience. You can get hundreds of
marketing tips at his
www.givetogetmarketing.com web site, or
sign up for this Give to Get PowerTips Newsletter at
www.givetogetmarketing.com/free-ezine.html
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