Marketing 101

I need to vent.

You know, more than a couple of times over the past years, and even recently, I have heard clients and new members of our local chapter say, “I tried what you told me to do and it didn’t work!” or “This stuff doesn’t work. I quit.”

Wanna know a secret?  I’m not surprised! Let me tell you why…

They’re trying to find a Magic Pill, and it doesn’t exist. This stuff takes time, and it definitely takes work.

They don’t understand that in marketing we call any success or failure a “Test.”

Sometimes a strategy works right away… and sometimes it needs to be tried again at another time (or not at all!).

I don’t know where you are when it comes to direct response marketing in your business, but let me tell you this: The magic comes from NOT one little “pill”, if you will, but from of diversity of strategies implemented simultaneously.

One trial member contacted me last week and said she was canceling membership because something she tried didn’t work. Quite frankly, there could have been any number of reasons why a strategy didn’t work. But, gees! You don’t give up because something didn’t work the first time you tried it!

“For crying out loud!”

What will she do now without continuous support, money-making ideas, and proven examples of how these strategies are being used in her industry – and others?

I equate this to the person who says they want to lose weight. They go to the gym for a day, don’t lose 10lbs, then say “The gym didn’t work.”

Or, they “try” being in a meaningful relationship and it doesn’t work out. They say, “See. relationship don’t work!”

It all works some of the time, but not all of the time. You have to keep on “keepin’ on!”  You don’t give up because it didn’t work. You try something else!

I tell you, I’m frustrated!

Please allow me to share with you a few fundamentals I’ve learned from Dan that critical to success in your business.

There are four factors specific to marketing, governing your death, mere survival, or prosperity during this recession:

1. WHO you sell to
2. WHAT you sell
3. HOW you sell
4. HOW you follow up

WHO you market to is critically important, because quite frankly, it’s impossible to sell to an unreceptive or unresponsive audience. You must find a WHO for whom what you sell is of prime and passionate interest and who has the ability to buy now.

The tougher the economy, the less you can afford selling to anybody, but such a qualified WHO.

WHAT you sell is also important… and the stubborn, stupid insistence that you are stuck selling whatever you currently sell as it is…MUST be changed.

As Dan says,

“You have to look at what you sell as Play-Dough™ that can be balled up, stretched out, kneaded, molded, in different colors and sizes and shapes… in order to appeal to the chose WHO.”

Stop trying to sell what you’ve been selling for the past “however long it’s been” and start creating new and exciting experiences. Be different. Be entertaining. Be relevant.

It’s not that people can’t or won’t spend or buy. It’s that they require something more and different and more interesting; and different people require different experiences of interest to them.

I’ll focus on the “HOW you sell” and “HOW you follow up” next week. But until then, a couple of things I want you to understand:

• Marketing is not a one-time event. You are not going to solve all your financial problems with one strategy, one time. Calendar out the few (or many) things you will do on a regular basis to attract new customers or clients… and what you will do to garner more from your current and past customers or clients.
• RE: Making ‘Irresistible Offers’… We discussed this topic at one of recent Chapter meetings. Your Irresistible Offers must be RELEVANT to what your target market wants – Not what you think they want. I can sell you a truck load of poop for $1.00 (What a bargain!), but if you don’t want it, it ain’t an irresistible offer!

A good way to determine what people want is, find out what they are “passionately irrational” about. Ask, “What is the BIGGEST problem my ideal prospect faces right now that they will they pay anything to solve it?”  Now, create and provide a unique solution to that problem and create an irresistible offer that they can’t say No to.

Simple.

Listen, I am here for your success. If you don’t believe me, ask a few members, like:  Nina Price, Ruth Failer, Jonathan Mitchell, Dr. Brian Bergh, Heather Morrow, Ted Moreno, “Carlos-the-Intern”, Dr. Dennis Buckley,… just to name a few, that I’ve given my time and expertise to over the course of their membership to help them through their marketing challenges.

I want you to be a success story over and over again. No doubt about it.

So, use me IF you’re serious about doing the work to be successful. If you are truly trying to implement something and having challenges with it, call me and I will guide you in the right direction.

Ok. I feel a little better now that I’ve vented.

Remember, the key to success now and in any economy is diversity of marketing strategies working together simultaneously. Do multiple things and create positive (or even exponential) results!

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If you own or manage an entrepreneurial business or practice in Southern California and you have a challenging marketing problem that needs solving, at times Craig may be available for Strategic Marketing Advisory or Consultation.  Just give Craig a call at (626) 507-8228 or send an email to Craig@GlendalePasadenaGKIC.com
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That’s it for today.

Make today your BEST day yet!

Dedicated to helping you multiply your income in 2010 (and beyond!),

“No BS” Craig

Craig Valine, Marketing Performance Strategist/Local Chapter Director
Glazer-Kennedy Insider’s Circle
Glendale/Pasadena Local Chapter

Craig@GlendalePasadenaGKIC.com
(626) 507-8228