|
RISING WOMEN EXPERT
ADVICE...
The Profit You Deserve - Creating Marketing
Strategies That Work
A marketing strategy that works is all about Creating Maximum Impact,
Creating Powerful Relationships and Creating Powerful
Results.
So many of us have great products and services and yet we are, to coin a
phrase, “leaving too much money on the table”. Now is the time to evaluate
where you are going and create the stream of profit that comes from having a
great impact, great relationships and great results. Now is the time to
create the ongoing value for your clients so that your business grows
exponentially and with ease.
We leave money on the table when our clients are unaware of how many of our
services would benefit them best. We leave money on the table when they fail
to take advance of ongoing services (repeat business). We leave money on the
table when our services fail to attract referrals. Today’s marketing is any
process that engages your prospects and creates clients who pay, return and
refer.
First let’s look at Creating Maximum Impact. Your marketing
needs to be more than just a message or a story. Today your marketing
strategies need to impact your bottom line with one key result: increased
sales. Your marketing needs to get attention and have messages that stick.
To begin, you need to increase your clarity of the profile of your ideal
client, benefits of your products and services, effective pricing and ease
of purchase. Clarity creates focus and an edginess, which begins to generate
a buzz and an attraction factor, which in turn generates enthusiasm and
momentum. We are all seeking the edgy product or services that stand out
because of their excellence. Look at the comparison between Belgium
chocolate and chocolate bars found at the corner store. You need the clarity
so that others can spread the information and stories you share. This in
fact is an aspect of viral marketing.
You need to determine who is your best client and why. It is easier to
attract or find them if you know what you are looking for. Work at being
specific about what you are looking for. You have the capacity to attract
the clients that are a good fit for you. You will need to explore how to
prospect for these clients and where to find them. You need to know what
information they will need to know so that they will feel at ease when they
make their purchase decisions.
Are you intimate enough with the results and the outcomes you offer? Do your
customers know what you can do for them? Have you received enough feedback
from your success to know the benefits current clients are achieving?
Next, you need to be able to share all of this information with few words,
perhaps less than 10. You can lose the attention of a potential customer by
being too long winded. Note that a metaphor is worth a thousand pictures and
a picture is worth a thousand words. Less is more. People will talk about
you if the message is concise and impactful. This allows others to easily
share the word. Often when I am working with entrepreneurs they tend do a
“feature dump”. This is where they share way too much, too fast and
consequently turn the client in the opposite direction.
Remember this fact: A great client can become the greatest marketing
resource. How many times have you noticed that people buy services and
products because of someone’s insistence or suggestions? When great clients
boast about your services it is endearing but when you do, it can be a turn
off. You can save an amazing amount of time and resources when your super
clients refer you to other great clients.
Next, you need to be on top of your pricing. There is such a range of
potential prices. It is as easy to under sell as it is to over sell. When
your pricing is too low, the great client will be harder to find. The
challenge is to look in the mirror and own your own value. If your product
is priced too low, people become fearful of what is wrong. Remember, there
must be a compelling reason to offer a discount.
Lastly, is your product easy to purchase and is the experience pleasurable
and fun? People truly respond best when this aspect creates something
memorable. Recently, I had to get new glasses with bifocals by the following
day. I called four stores and only one was willing to be helpful. The
manager was willing to fax the order to the lab and I would be able to get
my glasses in 24 hours versus 4 to 10 days. WOW!
The second phase is Creating Powerful Relationships. One
powerful relationship can lead to countless referrals and many opportunities
for repeat business. In many ways, your clients are a reflection of who you
are and the type of business you have created. All too often one can forget
to focus on putting effort into continually building relationships. Ask
yourself a simple question whether you dislike or distrust your clients -
then why do you have them? Do your clients know you care? Building
relationships can be as simple as a friendly voice, a compliment or a small
gift item. The magic question is whether you are willing to care enough to
be fully present with your clients and truly understand their needs.
The third phase is Creating Powerful Results. How good is your
service or product? When do you move to excellence and stand out from the
crowd to create an even deeper buzz? There will always be clients who are
willing to pay well for excellence. Look at the luxury hotels, cars,
restaurants and clothing lines. The question becomes: Are you willing to
create excellence?
If you are willing to coordinate all three phases you will create a power
point for your business. You will create a force that is more that the
parts. This in turn will strongly impact your marketing efforts and create
the profits you deserve.
Natashia Halikowski is an Intuitive Coach, Trainer & Keynote Speaker.
Her company Intuitionworks offers seminars that help you to take charge of
your business health & create a WOW Factor. Contact Natashia at 403.238.5424
or visit
www.intuitionworks.com
|
