Article courtesy of Joe Gracia with www.givetogetmarketing.com
Six Major Marketing Concepts You Need to Know (Part 1)
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:
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.