Boom Your Business
By Craig Arthur
The first step in the Relational Marketing process is Bonding.
You can Bond with customers in your advertising, your sales presentations, your website and in your shop.
Creating positive emotional connections with customers is what can turn a small business into a BIG business.
So always remember, “People may forget what you say. They may forget what you did, but people will never forget how you made them feel.”
Make sure you make them feel good.
Your advertising fills the top bulb with potential customers.
Next, these potential customers with money in hand flow through the narrow neck. This is where they meet your Gatekeepers.
The Gatekeepers in a service business are the people who,
answer the phone,
greet customers, and
do the quote.
For a business owner, advertising can be a confusing place to play. So, before we meet your options, let’s define what advertising is.
Marketing is everything that touches a customer.
Advertising is a sub-category of marketing.
Advertising is when you pay to have your message delivered to potential buyers.
It's said that a wise person learns from his mistakes. A wiser one learns from others' mistakes. But the wisest person of all learns from other's successes.” ― John C. Maxwell
Warren Buffett is not cool or sexy, but if you are seeking wise advice he is the go to man.
According to Wikipedia, "He (Warren Buffett) is considered one of the most successful investors in the world and has a net worth of US$82.5 billion as of March 9, 2019, making him the third-wealthiest person in the world.”
"If Columbus had an advisory committee he would probably still be at the dock." - Arthur Goldberg
A committee in small business can be a group of employees or a loose bunch of well-meaning family and friends.
I don't work with committees.
I only ever advise the owner of a business or the one person in the company who has the ultimate authority to say YES.
It's all about doing something TO the customer.
The process is like a Venus Flytrap.
You want your website visitors to contact you or sign up for your newsletter or fill in a form or buy from you. So you ask them for information and then at the bottom you place a big bold button with the word "SUBMIT."
Submit, is a word with heavy baggage, negative emotions and negative mental images.
If your message is relevant, memorable and delivered frequently, customers will come. And the better your message and media strategy, the more and more customers will come.
On the other hand,
if your message is blah blah blah like most ads and,
you dilute your media plan by trying to be everywhere or,
you continually turn your ads and off and on again,
don't expect much return at all.
"Unrelenting action is what turns starry-eyed daydreams into steely-eyed objectives. You say you have a goal. Let me look into your eyes. Now tell me what you did today." — Roy H. Williams, The Wizard of Ads
"Be not afraid of going slowly; be afraid only of standing still." - Chinese Proverb
"A brand isn’t what you say about yourself, Sunshine. Your brand is built on your actions. Your performance. And the performance of your products." - Poobah, Be Like Amazon, Even a Lemonade Stand Can Do It
I was talking to my mate Trent Yesberg about the importance of values in business. How your business is a reflection of you.
I explained to Trent, how as a marketing strategist you spend much of your time studying people. The things they do. The things they don't do. They way they treat other people. What they say. What they don't say.
You learn much about a businesses by observation.
"We believe the duck billed platypus is proof that God has a sense of humor." - Ryan Deiss
My good mates and business partners, the brothers Eisenberg, Jeffrey and Bryan and Roy H. Williams, have written a new book; Brand Like Amazon: Even a Lemonade Stand Can Do it.
“Marketing strategy is choosing what to do & what to leave out. Marketing fails when you pour your resources into activities that create busy. Busy looks impressive. But, busy is not the highest and best use of your resources. Instead, focus resources on what will have the greatest impact on growth.”
