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Secrets to Success John-Paul Micek |
Does your marketing
‘speak’ to your clients?The basis for the successful application of proven marketing strategies is personal relationships. No matter what type of medium you're using to deliver your marketing message, what your message is or what kind of volume you're dealing with -- only one person at a time is receiving that message. In all your marketing, you are always speaking one-on-one with each of your prospective clients.
When you look at a sales letter, who is reading it? When you see an advertisement in a magazine, who decides whether it's relevant to you? When you receive a postcard announcing the newest release of your favorite product, to whom is it addressed? That's right, the answers are -- you, you and you.
The number one focus of any marketing you do should be building long-term relationships with your prospects and clients.
When your marketing is always focused on building long-term relationships, instead of generating immediate sales like many businesses mistakenly do, you are building what I call a "relationship-marketing funnel" or an RMF. It's a funnel that will channel an ongoing stream of new and repeat sales into your business.
The prerequisites
If you want your RMF to work successfully there are three prerequisites that you must first master:1. You must know specifically what your clients want/need and you must have a proven product or service that provides a solution to current challenges that exist for your clients.
2. Once you know exactly what your clients' needs are you must focus exclusively on those needs (not your own).
3. You must service your clients way beyond what any of your competitors are providing.
Advanced principles
Once you've fulfilled these three prerequisites, you'll be ready to start building your RMF by compiling messages that speak directly to your target audience.While it's true that each of us is as unique as a fingerprint, there are some observable similarities between human beings that you can leverage to accelerate the development of your RMF and the resulting growth in your business. Here are 14 simple distinctions that should be considered when composing any marketing message.
People fall into:
>> Four main behavioral styles: Driver, Influencer, Steady and Compliant.>> Six main motivational styles: Utilitarian, Theoretical, Individualistic, Social, Traditional and Aesthetic.
>> Four main learning modalities: Visual, Auditory, Kinesthetic and Digital.
The bottom line is, the more directly you can speak to the needs of your target market, and the more accurately you can communicate with each person within that niche in their own individual communication style -- the more effective your marketing will be.
See the Columnists section for some past articles.
John-Paul Micek is a small-business strategist
and chief operating officer at RPM Success Group.
Reach him at JPM@RPMsuccess.com
or toll-free at (888) 334-8151.
Deborah Cole Micek, chief executive officer
of RPM Success Group, is a business success coach
and life strategist. Reach her at DCM@RPMsuccess.com
or (888) 334-8151.
