Archive for February, 2009
The “New” Word of Mouth
Ask a business owner what the best source for new business is and you’ll always get “word of mouth” as the answer. Nothing is more powerful than the referrals you get from your customers. Customers are your free sales force!
In today’s e-commerce marketplace, the question that begs to be asked is this: “Is blogging the new word of mouth?”
And, if the answer is “yes”, what can you do to get blogs and bloggers to drive business to you?
First, be sure you understand Read more »
Marketing Fear
As a marketing novice 35 years ago, I learned about the “seven great motivators” — the seven emotions that are most effective at moving people to action.
Number one on the list is greed. Number two is fear. In today’s marketplace, I am certain that fear has now moved to the number one position. Although greed is what brought the current economic tsunami to our shores, it is fear that keeps waves of destruction washing over the entire global marketplace.
In his radio address after the bombing of Pearl Harbor, President Franklin Roosevelt spoke these memorable words: “The only thing we have to fear is fear itself.” They are wise words and it would be wise for those of us in business to remember them.
When business owners allow fear to drive their decisions, they create Read more »
How You Can Cash In with Direct Mail
In his first book, Confessions of an Advertising Man, David Ogilvy wrote that the principles for his success came from watching what was being done by direct mail advertisers.
Since that time direct mail has gone through many changes. High-powered ad agencies that once wouldn’t be caught dead doing direct mail started buying up small direct marketing agencies and opened “direct” shops. Businesses of all kinds, from self-employed consultants to Fortune 500 companies started “doing direct.”
Problems came, however, when results didn’t. Direct mail often didn’t work because too many thought of it as a delivery system rather than a marketing technique and sent out mail without doing it right. But when done right, direct mail is the most profitable Read more »
Turning Prospects into Customers
A show called “The Bachelor” has been airing on ABC for several years. While the premise of the show is about romance and finding a soul mate, it is worth watching for some very good lessons about the basics of multi-step marketing and turning a prospect into a customer.
That’s because the 25 contestants vying to be chosen as “the one” by the bachelor must continuously market themselves through a series of contacts during which the bachelor, as the buyer, keeps narrowing the decision until the “sale” is made.
And this is why the four-steps of courtship are a good way to define the marketing steps in customer conversion and retention. The stages of development in Read more »
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