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03/26/09
By Adam Urbanski
 "But this won't work" said Steve. "I've tried it in the
past and had no response." Does this sound familiar?
My newer clients often resist implementing certain strategies based on past experiences. However, I
usually find out that it wasn't the strategy itself -- but how it was implemented that caused the
dismal results.
So whether you are designing a simple flier or developing a plan for a strategic partnership, you
can increase your chances for success by following these five tips.
1. Develop Your Marketing for Your Potential Clients -- Not Yourself.
What looks good to you may not necessarily be appealing to your audience. It's OK to ask your
friends and associates for feedback -- but their comments are only relevant if they are members of
your target market. Also -- just because everyone else advertises in a certain way is not proof
that it works.
2. Provide Answers to These Three Critical Marketing Questions:
* QUESTION 1: What's this about? Check that your materials
immediately and clearly communicate what you offer, who it's for and what's the next step you are
asking them to take.
* QUESTION 2: What's in it for me? Don't make your audience guess about what's in it for them
by leaving this information out or hiding it in the small print at the bottom.
Use clear language free of industry jargon. Describe your offering not from the perspective of what
you do but in terms of what the clients will receive and how they will be better off as a result of
it.
* QUESTION 3: Why should I listen to you?
How will you establish credibility with your audience? Include your photo and prominently display
your contact info. Present case studies, statistics, endorsements, and testimonies from satisfied
clients. If people don't believe you they will not respond to your offer.
3. Always Follow the Proven A.I.D.A. Format.
* ATTENTION - Use a powerful headline that grabs attention. Don't try to be cute; don't expect that
your prospects will take the time to look for a deeper meaning in your clever slogans -- they
won't. So be as direct and to the point as you possibly can. If you can boil the essence of the
benefits you are offering to just one short sentence, what would it be? That's your
headline!
* INTEREST - Now that you have their attention you must quickly build your prospect's interest. Use
subtitles, questions and short stories to illustrate and communicate how well you understand their
needs. This is a good place to allow your audience to connect with the pain their problems are
causing them.
* DESIRE - Technical descriptions and numbers provide information but don't incite action. Your
marketing must arouse in your prospects the emotion of desire. Show your audience how a solution is
available and achievable to them through doing business with you. Offer powerful performance
promise and eliminate the risk of giving you a "try" by a strong guarantee.
* ACTION - Without this part your marketing is like a salesman who gives a great presentation but
forgets to ask for the order. Give your prospects a compelling reason to take action. Make your
offer so incredibly irresistible they simply cannot refuse!
4. Follow Up, Follow Up, Follow Up...
Over 80% of all sales are made after the prospect has heard from you at least seven times. Yet a
typical business person gives up after just one or two follow-up contacts. Plan your follow-up
steps in advance. Use a combination of mail, email, telephone and personal visits as your follow-up
strategy. At each opportunity provide your potential clients with value -- this way they will
forgive you the intrusion.
5. Develop a System.
Most entrepreneurs and professionals waste their time and money on one-shot, fragmented promotional
tactics. They practice "hit and miss" marketing systems; they try a strategy and abandon it before
it has a chance to produce any results.
Instead of developing new marketing strategies, look for ways to improve the ones you are currently
using. When you find a promotional strategy that works for you, build a system around it so that
you can consistently implement it over and over again.
Following these tips will make all the difference in the world between struggling to get clients
and becoming wildly successfully in marketing your services. They are worth investing your best
efforts and getting the support you need to implement them effectively.
adam@themarketingmentors.com
The author, Adam Urbanski, teaches service professionals and business owners how to develop
better marketing strategies to increase sales and profits. His website offers more how-to articles
and free tips to create a winning marketing action plan at http://www.themarketingmentors.com. Once a year, in
December, Adam hosts Attract Clients Like Crazy Boot Camp designed specifically to teach
entrepreneurs effective marketing strategies. www.attractlientslikecrazy.com
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Be
assured;
