Most of successful professionals use a series of information-based ads that build emotion and a call to action. These are much more effective than a standard company branding advertisements. The same principles that go into putting together a high impact (and, often, high priced) ad campaign can be adapted to fit your needs with similar results.
Here are some ways to put together and execute a professional, effective ad campaign:
- Put together a short report that’ll you’ll automatically send to prospects when they contact you. This should include a short description of your business and what you specialize in. Don’t forget to include case studies, samples or other proof of your success.
- Develop value-oriented yellow page ads.
- Consider newsletters as a way of educating and informing customers about your industry and services offered.
- Offer a free seminar, webinar or other lecture to build awareness of your business, but make sure you make the information pertinent to your target market and find speakers who are respected and known in the industry.
- Buy an existing business, introduce better marketing and grow this new business faster than a “from scratch” business.
- Always test different versions of your ads to find the most effective ones.
- Use direct mail marketing to grow your business.
- Put together a database of previous customers and send them new information.
- Offer incentives such as frequent purchasing benefits, loyalty programs, referral programs or others.
- Approach large firms who may need your services and negotiate a deal to be their exclusive expert in your field.
- Offer a 24-hour information line with a regularly updated recorded message. Make this available to all past and future customers/clients.
- Donate time or materials to local charities to show support in your area.
- Offer public clinics for the general public to come along and discuss what they need that’s free and approachable.
- Organize seminars your customers/clients can pay to attend by putting together a high-perception value package.
- Approach local newspaper by offering to write a weekly column about your area of expertise. Don’t ask for money, just a byline and bio.
- Develop a weekend or other destination seminar for customers/clients, not only does this give you an action-packed weekend with the most important people, it gives them a tax-deductible business adventure.
- Take a good seminar and turn it into written form as a home study, member site program, audio or video program.
- Approach large companies and offer to give seminars to their employees, investors or management.
- Be proactive with your marketing plan.
- Barter for your marketing. Offer products or services in lieu of payment.
- Be willing to bring in new clients, even if at an initial loss because it will likely pay off later.
- Regulate your marketing budget to maximize the potential income from them to hit the next year and try to push back advertising costs for the next year to offset your expenses.
- Make offers to target markets or target market businesses to pay them for referrals or shared databases.
- Offer loaner products to replace equipment that’s be repaired or refurbished.
- Give away something free to everyone who brings in a print version of your advertisement. This is a great way to see which ads are giving you the most bang for your buck.
- Continually consider what new products/services you can offer to current customers/clients.
- Develop a mail order division of your company.
- Offer a proposition to your competitors to trade customers/clients you were both unsuccessful in selling to.
- Use different marketing tactics as an excuse to attract new customers/clients with new offers and goodies.
- Offer a “you-choose-the-price” program. This is especially good for product you just can’t seem to sell.
So, there are 30 great ways to market to other professional and businesses. Some other great ways to get your name out there for little or no cost are:
- Get involved you in your community-volunteer, donate to local events, etc.
- Join your local Chamber of Commerce and attend the networking and other activities throughout the year.
- Join a local, state or regional professional associates for further networking opportunities.
- Become a board member of a local organization.
Advertising should never be your only method of marketing, there are a myriad of ways to get your name out there in a way that feels personal to potential customers/clients.
“Effective advertising…must be used to get your name out to the public. If your name is not familiar to people, they will not come to you.”
If you’re not sure where you start with your marketing plan or how to reach out to your local community, competitors, customers/clients and others who could influence your business in a highly positive way, LET’S CHAT to boost your business to the next level and beyond.
We all have conscious or subconscious ideas that can become limiting beliefs preventing us from achieving our goals. Many of these beliefs are instilled in us in childhood through our experiences and sometimes we even create them ourselves.
What I have found is that If you see yourself a certain way, it can be hard to change that view and let go of that limiting belief.
There are eight telling phrases that point to a limiting belief:
1. “It’s hopeless” – Anytime you use the word “never” is a clue that you’re focusing on a limiting belief. For example: “I’ll never have any money because you need money to make money.”
2. “I’m helpless” – When most people feel uneducated or helpless, they blame their circumstances instead of working to change them. “I can’t manage my money because I don’t know how” sounds insightful, but the part that’s missing is the feeling of helplessness when all you need to do is take a personal finance course or buy, read and practice the lessons in “Personal Finances for Dummies”.
3. “It’s useless” – The idea that nothing you do will make a difference is that you believe that any action you take won’t make a difference. “It doesn’t matter if I work out an hour a day, I won’t lose weight anyway.” How do you know? Have you tried to do anything for longer than a couple weeks?
4. “It’s the universe” – Sometimes a limiting belief has to do with the idea that outside forces that you can’t control are at work keeping you down. You can’t find a job or get clients because the economy sucks, where you live is depressed, you don’t have the right clothing and so forth, but you do nothing in your power to change it because it’s destiny. “Everything happens for a reason” type of thinking can be very limiting and make you feel powerless.
5. “I’m worthless” – The idea that you’re not smart enough or good enough to do what you really want can be a very strong limiting belief system and seems to affect women more than men. You feel you’re not pretty enough, smart enough, or good enough to have something, so you don’t take the steps to achieve it, because you don’t feel that you deserve it.
6. “It’s genetic” – While there are certainly some instances where genetics play a huge role in a person’s life, the truth is that almost everything that is genetic can be fixed with the right mindset, training, exercise, and outlook. You’re not stuck with your genetics, but if you think you are, you may not try any of the things to pull yourself out of the rut you’re stuck in.
7. “I’ll fail” – The truth is the fear of failure is something most people have as a limiting belief. “I’m a bad public speaker so if I do it, I’ll be judged, and I’ll fail anyway so why try” is a common refrain. But, how can you set that belief in stone if you’ve not tried?
8. “I’m different” – The limiting belief about being different is that different is necessarily bad. You don’t want to be who you are because you’re different and you’ll be looked at as different by other people. You’re afraid to be who you are, and because of that you don’t even know who you are, and you’re too scared to find out due to fear of rejection and ending up alone.
If you ever hear any of these phrases go through your head, try to disconnect from them, and turn them around to “why not me” instead of “why me.” Always ask “why not me” because the truth is, you’re not feeling anything different from anyone else who has made goals and achieved them. The difference is in the doing, not the intelligence or talent.
One of the secrets to great marketing is to show your personality! It is so important to be:
In other words, be yourself! Share your heart, share your gifts
There are number of other ways to turn a prospect into a customer:
- Offer a special price as an opportunity for you to test the market.
- Offer a lower price with the reason of pushing inventory to pay a tax bill, for your kid’s’ braces, or another tangible reason. Customers love that this makes you feel so much more human.
- Offer a referral incentive.
- Offer a smaller, more inexpensive product first to build trust.
- Offer package deals.
- Offer to charge less for their first purchase if they become a repeat customer.
- Offer extra incentives-longer warranties, free bonuses if ordered by a set date.
- Offer financing options, if applicable.
- Offer a bonus if they pay in full.
- Offer special packaging or delivery.
- Offer “name your own price” incentives.
- Offer comparative data or other comparison tools.
- Offer a trade-up or upgrade to something they already have.
- Offer additional, educational information to help them make the decision.
The options really are as limitless as you make it. You can use these or other ideas to find what works the best for your business, products/service and target market. Remember this…
“By making it inviting, easy, informative, non-threatening, educational, inspiring and fun to do business with you, you’ll loft your company above the competition.” Jay Abraham
Need help with figuring out the best strategy for converting prospects into customers? Our GUIDED TOUR gives you exclusive access to the mountain of resources and tools, along with information from some of the greatest marketing minds on Earth.
You can be the best writer in the entire world however if you don’t know how to implement these essential components (in the order below) no one is going to read what you write.
- Command Attention
- Showcase the Results of Your Services
- Show Proof
- Encourage People to Embrace the Benefits
- Call to Action
Let’s take a minute to review each of these components:
- Command Attention: This is usually accomplished with the headline. You need an attention-getter that makes people want to know more about your products/services. The best headlines address the problem folks have but don’t want.
- Showcase Results: You have to showcase the results of your products and services and, more importantly, show how they will solve or prevent a problem. Prospects need to know what’s in it for them. Include useful, factual and clear information to show precisely what the results are and how they will benefit your prospect.
- Show Proof: This is where you share prove of what you are offering. You need to establish you have a method to deliver. If you have testimonials share them! Toot your own horn!
- Encourage: You need to add compelling reasons for your potential customers to purchase your products/services. 99 % of buyers are not “now” buyers. They need to be courted along the buyers decision-making journey.
- Call to Action: You need to compel your potential customers to DO something. They need to check out your site, sign up for your newsletter, purchase your products, contact you about services…something. Offer a freebie-a booklet, sample, product, bonus, demo, consult, limited time price…the list goes on. There are lots of ways to get potential customers excited about ordering and help them feel like they are getting an amazing deal.
Good marketing include all of these components and are not complete without any of them. You can sit down and think through any one of these components, then figure out how to best place them together for the most effectiveness. We can help you with this too. Try our GUIDED TOUR to learn how to put together great advertisements from some of the best in the business.
If so, give direct response marketing a go. It is exactly what you think – marketing that commands a direct response from your potential customers. Sounds simple right? But most folks don’t even think about it.
You can use direct response to get questions answered, present your branding, share your products and ask for feedback on things you are trying out. Customers love this, as they are offered the opportunity to respond, whether that be in the way of signing up for a newsletter, posting a comment on your site or blog, or purchasing a product from you.
So, what does direct response marketing look like? Well, it comes in many forms:
- Direct mail (yes, people still actually use direct mail)
- Print ads
- Email campaigns (my favorite)
- Radio and TV ads
- Coupons or other incentives
Some of the advantages of direct response marketing are:
- A great way to use free time during lulls in business
- Productive way to communicate and empower you to create more relationships
- Great way to up- and cross-sell to current customers
- Low cost way to rustle up new business
- Used as leverage to turn small sales into large sales
- Supplement your current marketing program
- Cost-effective way to reach target markets
- Offers measurable results
- Reach outside your local area for new business
- Increase the effectiveness of your sales force
These are all great things that can come from just taking a few simple steps to putting together a direct response marketing plan and executing it.
“I honestly don’t think you’ll ever find a safer, lower-risk, higher-profit method of increasing your business or profession than direct-response marketing.” Jay Abraham
Direct response marketing is one of the best ways to launch your business on a large scale and reach out to everyone in your target market whether they are in your local area or not. Our GUIDED TOUR can help you put together a great direct response marketing plan and get you on your way to heightened success.