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Every successful marketing strategy
MUST pass through these 10 checkpoints
to avoid the most common & costly mistakes!
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marketing strategy checkpoint #1
ALWAYS begin with your focus on the prospect and their concerns.
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Who is most likely to be interested in what you are offering?
This is the single most important step to selling more of your products
or services.
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marketing strategy checkpoint #2
Focus on a specific prospect or group and speak to them directly.
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Don't try to sell to the whole world. You will sell more of your products and services to a smaller, more focused, number of prospects and save money in the process by cutting your cost-per-sale dramatically.
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marketing strategy checkpoint #3
What's Their Problem and how can your product or service solve it.
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Every qualified prospect has a problem that your product can easily solve. Your job is to show your prospect how buying what you are selling will solve their problem and make their life easier in some way. Simply ask yourself why someone should buy what you are selling. Those answers should be in your marketing communications. It's that simple.
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marketing strategy checkpoint #4
Focus on the Benefits not the Features.
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FEATURES are about the product: BENEFITS are about the prospect.
For example: Let's say are selling a Turbo Charged Vacuum Cleaner that picks up more dirt better and faster than the regular vacuum cleaner on the market.
The FEATURE is: "Turbo Charged"
The BENEFITS are:
- because it picks up more dirt, their house will be cleaner.
- because it's faster, they'll have more time to relax or do something else that they enjoy.
You will sell far more if you focus on what is important to the prospect,
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marketing strategy checkpoint #5
Use the first line of your document to attract attention.
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The first thing your prospect must see in order to gain their attention is a statement of the problem they have followed by the solution you have, backed up by the cost of not solving the problem immediately. You have to blatantly tell them what it is costing them for ignoring your message.
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marketing strategy checkpoint #6
Use testimonials in your marketing communications
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Convincing your prospect that others with similar problems HAVE truly benefited in a positive way from your product is the fastest and most effective way of gaining your prospect's confidence.
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marketing strategy checkpoint #7
Motivate your prospect to act immediately.
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You have to motivate your prospect to take immediate action, while they are still excited about your product. Give them a reason to act immediately before they forget all about what you can do for them. This can be done by using special offers, cash discounts, etc..
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marketing strategy checkpoint #8
Remove the obstacle of risk with a GUARANTEE
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The major reason why people don't buy something they want or need is that they don't want to take the chance of getting something different than they expect. You can eliminate this risk by guaranteeing satisfaction. Your guarantee has nothing to do with the product, but only with you, the marketer, and your forthright and honest way of doing business. If you sell products, offer a liberal money back guarantee. If you provide a service, offer to continue working without additional charge until the promised result is achieved.
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marketing strategy checkpoint #9
Simplify the purchasing process?
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All the marketing in the world is useless if purchasing your product is not made easy.
- If you are selling through the mail, provide a phone number, an order coupon to fill out, a "postage-paid" return envelope, etc...
- If you don't have a website you are missing out on a great tool. Now days almost everyone has access to the internet and are very comfortable purchasing on line.
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marketing strategy checkpoint #10
Qualify your prospects BEFORE you spend ANY money
marketing your products to them
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Think about the number of expensive mailings you receive for which you have no need. No matter how fancy the package you will NEVER buy anything from that company, so why don't THEY know that? Simple, they never took the time to qualify you as a potential prospect.
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Marketing requires a great deal of preparation. If you follow these
10 guidelines, you will immediately increase your response rates. The response rate you get depends on how well you've applied these concepts.
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