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Top Ten Marketing Tips
by Denise Michaels
1. Know Your Market
Many entrepreneurs have no clue who
their customers are and why they really buy their product. If you
say, “Everyone is my market,” that honestly means no one is your
market. The more specific you get about the kind of person who buys
your products or services – the more you can zero in on the perfect
message and venue for that message that will make those people stand
up and take notice.
2. Create Your Product or Service Around Their Needs
Some people come up with something
they believe is a great product but they never take the time to
determine what needs it fills and what problems their product solves.
They talk about features and gizmos no one really cares about. That’s
an expensive mistake. Find out what problems your customers have that
are in need of a solution. Not the other way around.
3. Offer Real Value
Ask yourself honestly, “Would you buy
it?” And, “Would you recommend it to your best friend?” Make it a
value that’s just too good to pass up. Don’t undercut yourself. You
deserve to cover your costs and make a fair profit. If people aren’t
biting, don’t assume the price is too high. Instead assume you’re not
doing an effective job of communicating the value. My 30-day Quick
Start teleclass can help you with that. Even if you’re not an Info-preneur,
you still have to market your real estate, your website or any other
business you may be involved in and this EMI teleclass can really help
you. It’s held every Tuesday at 4:00 pm, Pacific Time. Check your
class schedule for details.
4. Be Passionate
Your enthusiasm, positive energy and
problem-solving skills are sometimes exactly what it takes to save the
day and the deal. Also, chances are what you offer is something
you’ll be offering for a long time. Be passionate first about serving
the customer, not just from a customer service standpoint but also in
the marketing message that you build.
5. Love Your Customer Not Your Product
It’s easy to love your product.
Perhaps you even use it personally. Maybe you enjoy all the
features. However, cash flow doesn’t come from the product. Your
product can’t love you back. It also can’t reject you the way you
might feel a customer can, either. Learn everything you can about
customers and potential customers. Ask questions. Let that caring and
love reflect back to your customers in your marketing. They will “get
it” and want to do business with you.
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6. Don’t Rely on Word-of-Mouth Advertising
When I ask new entrepreneurs how they
plan to market their business they frequently reply, “word-of-mouth.”
Yes, it’s one of the strongest forms of “advertising”, but you could
starve waiting along the way. To me it means they have no marketing
budget and no clue. There are free and inexpensive options out
there. Create joint venture partnerships, network online, get
articles in ezines. Do something!
7. Build a Clear Marketing Message
A confused mind always says, “no.” As
you create your marketing message ask several people to read through
what you’ve written to see if it’s clear. Listen with an open mind.
If they have to ask you questions, your message is unclear. If you
must explain something, that’s information that should go in your
sales letter. If they’re ready to buy, you’ve got a winner.
8. Make Cause and Effect Links
Don’t just tell them a feature or
benefit about the product. Come full circle and tell them how that
feature or benefit will make their life better. People are busy and
stressed these days. They often don’t have time to make the
connection. If you don’t show them how your product or service will
improve their life in a real way, who will? Don’t expect them to sell
themselves.
9. Create Joint Venture Partners
Team up with people who have something
you want and you can offer value to them. For example, a person who
has an email list for a product or interest that’s complimentary is a
good friend to have. Write an email from the trusted list owner that
guides his or her opt-in list to your website or sends them to your
sales letter via autoresponder. They get a commission on each sale.
10. Test, Test, and Test some More
Find out in a small way if people will
nibble at your idea before you spend a lot of time or money on it.
Talk up your idea. Many people will give you surprisingly good
inputs. Gauge their reactions. Post clues about your idea on a
message board in an appropriate way with people who you think might be
your customers. Ask, ask, ask and then listen openly.
Denise Michaels,
is a trainer and coach for the EMI protégé program. She’s also the
author of “Testosterone-Free Marketing” and Founder of
www.MarketingForHer.com You can email her at
smartprotege@msn.com Denise is a marketing mentor with over two
decades solid experience in advertising, public relations, market
research, planning and sales.
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