Marketing is getting people who have a specific need or problem to know, like, and trust you.
Copycat Marketing, which is what so many do; simply reinforces that you are the same as everyone else they haven't heard of or don't trust.
Five keys of marketing to learn:
- Know
- Like
- Trust
- Contact
- Refer
In a healthy relationship, both parties have responsibilities, needs and goals. Helping each other get what they need is a given in a good relationship. Same goes for a business relationship. We must meet needs for them. They must meet needs for us.
Clients who don't respect the value you bring, don't pay on time and don't do their part will drag your marketing business down.
My comment: If we don't respect what they bring and need, we will drag them down.
Identify your ideal prospect. Let history guide you.
-Know their physical characteristics: Age, income, gender, occupation, education, time available, etc.
-Understand their Emotional Characteristics.
-The point of identifying your ideal prospect is to simply understand how your company can deliver the greatest value to everyone you work with.
-The buying decision will tip to the the business or person the client likes the most.
No matter what you think you are selling or providing, it is the customer who ultimately decides what you are selling. YOU DON'T SELL GOODS AND SERVICES, YOU SELL SOLUTIONS TO PROBLEMS.
So what is it we really sell?
-Peace of mind?
-Status?
-Comfort?
You cannot make a market around people who should need what you offer even if they do need what you offer. They have to know and want to satisfy that need.
When making a determination on whether you should narrow your focus to a given market niche, you must determine if this market values what you have to offer enough to pay a premium.
When you focus on a narrow target market, you will often encounter much less competition and hold a competitive edge over generalist who claim to also serve this market.
An example given of how to keep yourself rooted in what people are interested in, to see how they think and what they buy, look at something like People Magazine. It will help you get a feel for what Americans want to get, lose, gain, have or embrace.
Sometimes you may be after more than one segment or niche. You may need to create different strategies in reaching these people and solving their problems. I.e., reaching those who want to remodel vs. those who want to build a new home.
To locate hot market opportunities, think about problems and ways to solve them. In other words, look for people, industries, or companies that have a problem that no one is solving and target solving them.
What irritation in your industry does everyone else just live with? When have you heard your clients or even competitors say "That's just the way it is in this business?". When you do, start looking for a way to solve that problem.
What are the "That's just the way it is" items in our business?
-Never showing up on time.
-Not communicating.
-Leaving a place less clean as it was found.
-Going over budget.
-Not returning calls.
-Not warranting work.
-Others?
What are the "That's just the way it is" items in our business?
-Never showing up on time.
-Not communicating.
-Leaving a place less clean as it was found.
-Going over budget.
-Not returning calls.
-Not warranting work.
-Others?
To identify your market, consider:
1. Do they want what I have?
2. Do they value what I do?
3. Are they willing to pay a premium for what I do?
-ITS NOT all about beating someone on price.
Create an ideal prospect profile.
Idea: Send out a glossy postcard to a neighborhood we just completed a job in saying "We just completed this kitchen renovation in your neighborhood", with before and after pics.
We could even send a card when we start the job saying "We are beginning a remodel down the street, we'll do our best to keep the site clean and the noise down. If there is anything we can look at for you while in the neighborhood, please contact us..."
We could even send a card when we start the job saying "We are beginning a remodel down the street, we'll do our best to keep the site clean and the noise down. If there is anything we can look at for you while in the neighborhood, please contact us..."
My comment: We want people too busy for DIY.
Great Insight: What do you think it would mean to your marketing activity if you had just five hundred highly qualified prospects and your only job was to get them to know, like, trust, and contact you?
Doesn't that sound like a manageable task?
That's a problem many businesses suffer from: Many only need ten or twenty really good clients, but they focus attention on millions of people instead of using a laser focused, education-based marketing program delivered to just enough ideal prospects to get the job done effectively, automatically and easily.
This is exactly true with our business. We only need 5 customs a year! That's only 5 clients to find a year (example number).
This is exactly true with our business. We only need 5 customs a year! That's only 5 clients to find a year (example number).
Good Example Ad Given:
An ad was ran that said "Top 10 Things You Must Know Before You Buy X". Plug your product or service into X.
-Before you....
-Remodel
-Build a new home
-Put your home on the market
etc.
-Before you....
-Remodel
-Build a new home
-Put your home on the market
etc.
Chapter Action Steps:
1. Look for common characteristics such as age and gender among your best clients.
2. Uncover a common frustration among your target market.
3. Write a description of your ideal target market in terms that are easy to communicate.
4. Determine whether your ideal target market is large enough to support your business.
