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1)The first step to a successful marketing campaign
involves planning. Know what you're going to do, when
you're going to do it, what your distinctive sales
message is, what your competitive advantages are (from
the customer's point of view), and how you're going to
combine different strategies. Possessing this knowledge
will put you in an infinitely stronger position than if
your marketing approach is in any way haphazard. Put
your plan on paper and refine it every day.
2)Important principle: Prospective customers generally
need to be exposed to your company name and marketing message
multiple times before they can be persuaded to do business
with you. Cautionary note: That does not mean it's advisable
to make a long-term commitment to an untested advertising campaign.
Reduce the risk and increase the likelihood of a successful
outcome by first experimenting with different headlines,
bulletted selling points, graphics, or themes to find an
advertising concept or combination of elements that produces
a solid response rate. Remember, though, that advertising
is only a small segment of your overall marketing strategy.
There are a myriad of other techniques -- many of which are
inexpensive -- that can be used to effectively promote your
business, increase your visibility, enhance your image,
and reinforce your marketing message in the minds of
your target audience.
3)Be prepared: Always have an up-to-date supply of
professional-looking business cards with you wherever
you go, and hand them out at every possible opportunity.
A second key element of being prepared involves knowing
exactly what you're going to say when someone asks you
what business you're in or what you do for a living.
Think of it as sort of a 20 second "conversational
commercial". You don't want it to sound like a sales
pitch, but you do want to radiate enthusiasm and put
your business in its most favorable light every time
you talk about it. A third important aspect of being
prepared is having a fresh supply of brochures at your
office, briefcase, and car. When someone expresses interest
in your services, that's a good opportunity to hand them
a brochure or write down their address and promise to send
them some information, including a well-written sales letter.
To stay motivated and goal-oriented, think of a qualified
lead as "a sale waiting to happen". While you can't convert
all prospects to customers, you can continually bring in
new business by acting on hidden (and obvious) marketing opportunities.
© 2004 Optimal Marketing Communications
