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Marketing is a Contact Sport; Can You Throw a Knockout Punch?

By: Cheryl A. Clausen

Your best clients have lots of things to do every day, and lots of things that need their attention, and none of those things likely involve you. It can feel as though you’re invisible and your best prospects are walking around, over, or right through you without bothering to noticing YOU. The way you market you and your business is how you change that.
When your marketing is doing its job it’s a full contact sport. Your marketing communications have to reach out and interrupt your potential client’s thoughts, patterns, and actions. It has to do more than politely interrupt them and say, “Excuse me.”
Your marketing needs to stop them short. Not in the physical sense, but in the sense that you’re message is speaking to exactly what they’re thinking. It’s as though you know exactly what’s going through their mind. It should feel like you’ve opened a conversation as though you were invited.
Marketing that delivers a knockout punch doesn’t do it by being in-your-face or dishonest. You deliver a marketing punch by being dead on accurate in your understanding of what your best prospects need and want. When they receive your message they should literally think, “I think that’s exactly what I’ve been looking for.”
To make that thought happen you want to focus on three key elements: self-interest, relevancy, and curiosity. When you get it right rather than giving you a “that’s nice” response they’ll be asking, “How can I find out more about this?” It happens because you’ve engaged them, and interrupted their daily existence long enough for them to pay attention to you.
That won’t happen unless your message speaks to their self-interest. It must address what’s on their mind now or what they’re talking about. And it has to make them want to know more.
Wanting to know more is the only thing that will stimulate the motivation to act. Effective marketing is all about generating actions. You can measure actions. You can offer actions that move them closer to becoming a client. Sales won’t happen, and your marketing isn’t effective unless you produce actions.

Article Source: http://www.migdashboard.com

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