Jay Conrad Levinson is the author of the wildly popular "Guerilla Marketing" series of books. He is a world-renowned trainer, speaker, and MARKETING consultant. This resource is excerpted from Executive Edge.
Q: WHICH ARE THE MOST SERIOUS MARKETING RULES?
A: One is what I call the "parable of PATIENCE" or "what the stone cutter knows." It reminds people to be farsighted, to have a plan and stick with it. Just like a sculptor working on a rough piece of rock, marketing may not produce anything pretty in the short term, but if you keep chipping away, PERSISTENCE will pay off. Do not seek or expect instant gratification.
Q: HOW CAN YOU DO MORE WITH LESS?
A: The key to marketing economically is not in saving money but in making every investment pay off handsomely. Determine the COST-EFFECTIVENESS of your marketing campaigns by results, not by costs.
Q: HOW DO YOU GET MORE BANK FOR THE BUCK?
A: Out of the hundred or so most effective marketing tools, half are FREE. These include product demonstrations and samples, informative seminars, articles in which you're identified as the expert. Then there's the free gift, advertising special or, in more common parlance, bribe. Let people know that they'll receive a free gift (and it can be a very inexpensive gift), if they request product information. Make your first offer easy to say yes to. This is the "SOFT STEP" rule: it is easier to get someone to take the hard step of buying, if they first take the soft step of requesting more data. Another way to stretch your marketing dollars is to spend more time with your current customers. It costs five times more to reach and convert prospects into customers than to serve those you already have.
Q: WHAT ARE THE BEST WAYS TO DO THAT?
A: In addition to having good service and good products, make it easy to do business with you. You also need to display customer REVERANCE. When someone purchases one of your products, follow-up -- find out if it meets all their needs. The more they hear from you the better. Sales transactions should not be viewed as single events, but as a start or continuation of a RELATIONSHIP. Send your customers occasional items (little gifts or articles) that will help them in their business or personal lives. These things should have nothing to do with your product. Show them that you appreciate and care about them as human beings, not just as customers.
Q: CAN YOU ELABORATE ON THE PERILS OF SHOWTIME?
A: Yes. Marketing is always more effective if it is looked upon as "SELLTIME" rather than "SHOWTIME." You've got to make sure the attention is focused on your product, not on the bells and whistles and jokes you use to make your pitch more exciting. It is important to entertain the customer, to capture their attention and hold their interest, don't go overboard. Your job is to make a sale. After a presentation, people will remember the wittiest and most interesting thing they heard. Make sure it's about your product and not the punch line of some joke.
Jay Conrad Levinson is a well-know marketing expert and the author of "Guerrilla Marketing". His series has continued on with a whole slew of books, including "Guerrilla Marketing Online", "Guerrilla Marketing With Technology", and "Guerrilla Marketing For The Home Based Business".
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