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Atricle Dump - Catapult Your Business-How to Get Customers to Chase You Instead of the Other Way Around
If you are selling a product or service on the internet or simply promoting your website, you may be advertising where your ads are shown next to ads from similar companies. If your ad does not stand out from the crowd, you have only the same chance of getting the visitors’ attention as all the other ads. Humour is a very effective way of getting a customer’s attention and standing out.If for example you are selling squeaky toys for pets you may create an ordinary ad like this one:The Squeaky Toy We sell toys for your dog Very good prices and durable productsBut who is going to notice that? If you instead opt for:New Toy For Your Bitch? We have one that’ll make her jump up an down with excitement- you are bound to get more attention and therefore more visitors.Here’s another ordinary one, for an optician.Nielsen’s Glasses and Lenses All known brands, good service and low prices. Buy todayAnd one that’ll get you the customer’s attention:If You Can Read This You are either too close to the screen and need our glasses
Now, the last column:
• Take both the Why buy the product?
• And Why Buy it from me?
• And turn them into measurable results.
Finding the right measurable result is where you’ll find your opportunity to stand out above the crowd, where you’ll find a statement that will make your company a magnet to customers.
I want you to step back and really look at all of those answers. Did you answer all of the questions based on what benefit the
Name badges – Having a More Effective Business Event If you’re planning an event – then you need to be recognized.It's not an event without name badges or lapel stickers. Name badges and lapel stickers are usually available on rolls or sheets. Name labels on rolls are great when you need to hand write names. Name badges on sheets are printed with custom design - you can add names by hand on matte stock. Lapel stickers look great printed on gloss stock. Using name badges and lapel stickers can be a very cost effective method in getting the personal exposure you need to succeed at business events.A Few Suggested Uses for Name Badges:Trade Shows Business Networking MeetingsSeminarsPresentationsWorkshopsBusiness ConferencesChamber of Commerce MeetingsSales Meetings Name Badge / Lapel Sticker Formats: RectangleCircleRollsLaser or Ink JetCombo Badges for use in a plastic holderSticker to be PrintedSticker to be wri
The Small Business Administration tells us that 80% of all small businesses will not make it more than 2 years, and by 5 years 90% will have gone out of business.
If that is the case, then why does every business out there try to be like the others? Most copy everything right down to the way everyone else in the same industry lays out their office.
The reasons I get from clients
Can we then assume that they are all wrong? Yes! At least 80% of them!
Finding How to Be Different Will Bring More Success Faster Than Trying to Be Like Everyone Else
For most companies there is someone just like you on literally every street corner in the world. Isn’t it a little hard to get noticed standing in a crowd that all look alike?
If you want to be noticed, don’t you have to look different, do something that would make you stand head and shoulders above that crowd?
I’m going to give you two points here that, if you decide to follow them, will make your business so visible that people are chasing you to buy from you instead of the other way around. It will make your business a magnet, pulling customers in.
Finding Your Unique Selling Proposition, That Thing that Makes you so visible above the crowd that they are chasing you
When I’m working with my executive business coaching clients I spend a significant amount of our time trying to find what would make my clients different. This one idea alone can make you super successful if you find your powerful unique selling proposition.
Let’s start a worksheet on a piece of paper. On the far left create a column called Products/Features/Services, and list all of your products, your features, your services down that column. List each on their own line down the left side.
Next to that create a column, label it, “Benefits, What would a client get from buying my product or service. This is an answer to “Why buy my product (service).”
Don’t worry about perfection here. This is a thought process that will get better the more you think about it, and until you start writing down your thoughts it isn’t going to get better. So start now. This is a process. You’ll find that your early answers will be rather weak and wishy washy. You might not think so when you first write them down, but I’ll guarantee that the more you review this each time you’ll look back and realize how far off target you’ve been when talking about your product before, and probably still are in the early phases of what we are doing right now.
Make sure that, as you write the answers in each column to the right, that they line up with a product or service on the same line of the first column. So, answer the same question for each product or service.
The next column to the right is “Why buy it from me?” In other words, if someone has already decided to buy the product based on the benefit you just wrote in the 2nd column, and IF there really is someone just like me on every street corner, then give a reason why they should buy from you, or even better, why should you be noticed above that crowd on every street corner. A quick suggestion: Before you go where everyone else goes—your answer shouldn’t have anything to do with being less expensive. If you go there you’ll lose. Everybody else is already there. You’ll just be looking like everybody else anyway. Take your best shot at this, we’ll come back and get it better later.
Now, the last column:
• Take both the Why buy the product?
• And Why Buy it from me?
• And turn them into measurable results.
Finding the right measurable result is where you’ll find your opportunity to stand out above the crowd, where you’ll find a statement that will make your company a magnet to customers.
I want you to step back and really look at all of those answers. Did you answer all of the questions based on what benefit the c
As a scrapbook marketing specialist, I am often asked if new companies should attend one of the craft trade shows as a vendor/exhibitor.My initial thought is that it's expensive. You often have to be a member of the sponsoring trade association, THEN you have to also pay for booth space, shipping and drayage, and any necessary travel. It's literally thousands of dollars. Before you sign the booth contract, make sure you're going to see a serious return on that investment.Decide first on your goals for attending. Do you want/expect retailers to place orders to stock your product(s)? I'd contact as many retailers as you can first, and ask them how they would be likely to learn about a new product line at the show, and place an opening order. If they have never heard of you or your company, odds are against it, statistically. If you actually want to reach end-consumers, a trade show isn't really going to help you with that. Get a booth at a consumer event, where your target market (the end user) will be doing the buying.If you want to simply increase awareness that your product exists and is availabl
If you want to be noticed, don’t you have to look different, do something that would make you stand head and shoulders above that crowd?
I’m going to give you two points here that, if you decide to follow them, will make your business so visible that people are chasing you to buy from you instead of the other way around. It will make your business a magnet, pulling customers in.
Finding Your Unique Selling Proposition, That Thing that Makes you so visible above the crowd that they are chasing you
When I’m working with my executive business coaching clients I spend a significant amount of our time trying to find what would make my clients different. This one idea alone can make you super successful if you find your powerful unique selling proposition.
Let’s start a worksheet on a piece of paper. On the far left create a column called Products/Features/Services, and list all of your products, your features, your services down that column. List each on their own line down the left side.
Next to that create a column, label it, “Benefits, What would a client get from buying my product or service. This is an answer to “Why buy my product (service).”
Don’t worry about perfection here. This is a thought process that will get better the more you think about it, and until you start writing down your thoughts it isn’t going to get better. So start now. This is a process. You’ll find that your early answers will be rather weak and wishy washy. You might not think so when you first write them down, but I’ll guarantee that the more you review this each time you’ll look back and realize how far off target you’ve been when talking about your product before, and probably still are in the early phases of what we are doing right now.
Make sure that, as you write the answers in each column to the right, that they line up with a product or service on the same line of the first column. So, answer the same question for each product or service.
The next column to the right is “Why buy it from me?” In other words, if someone has already decided to buy the product based on the benefit you just wrote in the 2nd column, and IF there really is someone just like me on every street corner, then give a reason why they should buy from you, or even better, why should you be noticed above that crowd on every street corner. A quick suggestion: Before you go where everyone else goes—your answer shouldn’t have anything to do with being less expensive. If you go there you’ll lose. Everybody else is already there. You’ll just be looking like everybody else anyway. Take your best shot at this, we’ll come back and get it better later.
Now, the last column:
• Take both the Why buy the product?
• And Why Buy it from me?
• And turn them into measurable results.
Finding the right measurable result is where you’ll find your opportunity to stand out above the crowd, where you’ll find a statement that will make your company a magnet to customers.
I want you to step back and really look at all of those answers. Did you answer all of the questions based on what benefit the
Savvy small business owners know the importance of saving money. There are definitely times when going cheap spells disaster (you’ve seen those Hefty commercials, haven’t you?); but this isn’t one of them. Welcome to the wonderful world of PR - public relations; or, as we like to call it, free advertising – an essential part of any effective marketing strategy.Are you making effective use of this important strategy for reaching your target market, or do you shy away from PR because you feel it is:Too expensive Too time-consuming Too scary Too expensiveYep. I said that one, twice. Truth is; the issue of price holds most small business owners back from using this very powerful and successful means for getting attention for their business. Don’t fret. PR doesn’t have to be that hard. Here are some ways that you can take baby steps toward a full-on PR campaign.Write a press release. What is a press release? Technically, it is an announcement that an organization or group issues to the news media, and other specific publications or outlets, with the goal of informing
Let’s start a worksheet on a piece of paper. On the far left create a column called Products/Features/Services, and list all of your products, your features, your services down that column. List each on their own line down the left side.
Next to that create a column, label it, “Benefits, What would a client get from buying my product or service. This is an answer to “Why buy my product (service).”
Don’t worry about perfection here. This is a thought process that will get better the more you think about it, and until you start writing down your thoughts it isn’t going to get better. So start now. This is a process. You’ll find that your early answers will be rather weak and wishy washy. You might not think so when you first write them down, but I’ll guarantee that the more you review this each time you’ll look back and realize how far off target you’ve been when talking about your product before, and probably still are in the early phases of what we are doing right now.
Make sure that, as you write the answers in each column to the right, that they line up with a product or service on the same line of the first column. So, answer the same question for each product or service.
The next column to the right is “Why buy it from me?” In other words, if someone has already decided to buy the product based on the benefit you just wrote in the 2nd column, and IF there really is someone just like me on every street corner, then give a reason why they should buy from you, or even better, why should you be noticed above that crowd on every street corner. A quick suggestion: Before you go where everyone else goes—your answer shouldn’t have anything to do with being less expensive. If you go there you’ll lose. Everybody else is already there. You’ll just be looking like everybody else anyway. Take your best shot at this, we’ll come back and get it better later.
Now, the last column:
• Take both the Why buy the product?
• And Why Buy it from me?
• And turn them into measurable results.
Finding the right measurable result is where you’ll find your opportunity to stand out above the crowd, where you’ll find a statement that will make your company a magnet to customers.
I want you to step back and really look at all of those answers. Did you answer all of the questions based on what benefit the
Sales Trainers and their sales managers need to make sure that their sales force and their sales people understand the selling process. All too often sales trainers and managers of companies will have sales goals and deadlines for their sales force. Sometimes these sales deadlines are brought forth by upper executive management in the company to further foster shareholder's growth in quarterly income to the company.Unfortunately, this sometimes adds problems when sales managers push salespeople too hard and the salespeople who are very competitive work extremely hard to close deals which are not to ready to be closed and in the wrong stage of the sales process. In doing so the sales person will often ask for the order prior to properly handling all the objections of the customer.Sales managers need to train their salespeople in order to prevent these things from happening and watch very closely to the dynamics of the sales process with each and every customer and salesperson on their force. All too often the salesperson will upset a prospect or potential customer by asking for the order too early. The
Make sure that, as you write the answers in each column to the right, that they line up with a product or service on the same line of the first column. So, answer the same question for each product or service.
The next column to the right is “Why buy it from me?” In other words, if someone has already decided to buy the product based on the benefit you just wrote in the 2nd column, and IF there really is someone just like me on every street corner, then give a reason why they should buy from you, or even better, why should you be noticed above that crowd on every street corner. A quick suggestion: Before you go where everyone else goes—your answer shouldn’t have anything to do with being less expensive. If you go there you’ll lose. Everybody else is already there. You’ll just be looking like everybody else anyway. Take your best shot at this, we’ll come back and get it better later.
Now, the last column:
• Take both the Why buy the product?
• And Why Buy it from me?
• And turn them into measurable results.
Finding the right measurable result is where you’ll find your opportunity to stand out above the crowd, where you’ll find a statement that will make your company a magnet to customers.
I want you to step back and really look at all of those answers. Did you answer all of the questions based on what benefit the
Many believe that in order to improve our marketing that we must completely consider how we wish to sell our products and services and train our customers how to do business with us. Well, some of that makes sense, yet you can sure spend a lot of money training your customers how to do business with you only to find out they won’t. Therefore it often makes more sense to observe the customer’s buying behavior and how they wish to do business rather than contemplating how you wish them to do business with you.Some marketing consultants say that unless one defines their business operations in a lengthy business plan, that their marketing more often then not will in fact end up using the wrong marketing options in the incorrect ways. Indeed this could end up costing quite a bit of unnecessary funds and since cash flow is king that can be problematic. If these marketing consultants are correct and that their approach to the situation is divine, then we are led to believe that we must choose our advertising, brochures, signage and marketing tools based on how we wish to do business irregardless of the customer.
Now, the last column:
• Take both the Why buy the product?
• And Why Buy it from me?
• And turn them into measurable results.
Finding the right measurable result is where you’ll find your opportunity to stand out above the crowd, where you’ll find a statement that will make your company a magnet to customers.
I want you to step back and really look at all of those answers. Did you answer all of the questions based on what benefit the customer really receives? Or was it still about the product/service, was it kind of iffy, wishy washy, weak?.
I’ll use one of my client’s businesses. He is a business coach as well. I coach the coaches, a business advisor to business advisors. His product is business coaching, training, sales training.
Now for the benefit a customer might receive: It’s almost too easy to say education, better skills, but that’s not digging deep enough.
Benefits:
Increased business, increased bottom line, easier to run business. In my opinion that is still a little weak. But let’s move on so that you get the idea. And I suggest you do the same. Get the ideas down at first. Then, after completing all of the other columns come back and look at it with the new ideas that will have been generated.
Why buy it from me?
It’s a little too easy to say that he gives them training, or does it at a better price than others. If he digs deep enough, he gives them results instead of training. Where most companies provide training for a day, he’ll ask the client what he wants and dig for that deeper answer, and then focus on delivering results, not just training. Still not where I want it. It’s still weak.
For the measurements:
Small business clients that act on the ideas they generate together double their business in 3-4 weeks, and he’ll guarantee a 2:1 ROI on his fee.
Now if I go back to Why buy it from me, and add, “giving results (and how much, make it measurable, do you double a business? A really good coach can.), and doing it in 3-4 weeks” instead of just some time we’re starting to reach that really powerful statement.
Using what you find in the measurable part in your marketing, in your elevator speech, you’ll find people noticing you for a change. You’ll start to see marketing results go up 5-10 times. When you use this in a networking event you’ll have the room coming over to find out more.
Most of my clients really balk when we start talking about “make it measurable.” They are usually afraid to have to commit to something. And many have never even thought about what kinds of results could be measured.
I’ll get answers like “How can I put a measurement on it? I have so many different products. They are so different I can’t give you ONE answer.” Or, gee I don’t feel comfortable committing that I can do that.
I’ll not let them get away with that. Pick an average, pick the best you’ve ever done, the worst you’ve ever done. This is a thought process. And then let’s put something down on paper that you are willing to commit to. Let’s write down something that says, “most of our clients will get this…..” “the typical client will get this….”, and “I will absolutely guarantee that a client will get this…”
At first, many of my clients will feel that they are having to commit to something they don’t want to commit to. Well, guess what? That’s what will make you different. Pay close attention. These are the KEYs to catapulting your business forward.
Everyone else is selling generic stuff on every street corner. Just make sure that your statement is true and deliverable.
Believe me it works. I have people running over to me after chamber introductions to hear more. Or sometimes to say, “You can’t really do that….can you?”
Back to my coaching client example: Sales w
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