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3 Keys To An Effective Marketing Campaign
Marketing and advertising genius, Dan Kennedy, is known for
saying that for our marketing to be successful, it needs to
take us from “annoying pest to welcome guest.”
We must move from being “just another advertiser” to being
seen as someone who really has something of value to offer.
That sounds simple enough.
But HOW do we do this?
Enter a few fundamental marketing principles.
I realize that in today’s point, click and make money
environment that preaches fast cash and instant Rock Star
status, suggesting that there are certain principles that
we must KNOW and ADHERE TO in order to have a lasting,
solid business is not a popular position for me to take.
But that doesn’t change the fact that it’s true.
If you want to be more than a flash in the pan, there are
CRITICAL concepts that you need to learn.
The good news?
They’re not difficult and they’re pretty much based on good
old fashioned “horse sense,” as my Uncle Henry used to say.
I recently attended one of Dan’s webinars where I was reminded
that there are only three key components to concern ourselves
with…What we have to say, Who we want to say it to and How/where
we’re going to say it.
What We Have To Say
This is sometimes referred to as our USP, or Unique Selling
Proposition.
It’s something very specific that we put out there that points
to a benefit (or two) for our customers and/or clients.
We say exactly what it is we have to offer and list the benefits
that appeal to our customers. For example, here’s one from one of
Magnetic Sponsoring’s capture pages:
“Free videos show you how you can literally have an
endless new stream of distributors knocking down your
door, credit card in hand, ready to join…Absolutely Free”
It’s specific. They’re offering training videos.
It’s appealing to network marketers who want to recruit more people.
The videos are free. You can learn how to recruit easily. You
can enroll more reps on your team. These prospects are ready to
join. Oh! And did we mention the videos are absolutely free?
As good as this is, it woouldn’t be effective everywhere. Obviously,
it’s aimed at those of us in this industry, Which brings us to our
next component…
Who We Want To Say It To
Doesn’t matter what you call it, target market, niche, customer
avatar, ideal prospect…if we don’t take the time to identify WHO
we’re talking to, we won’t know what to say, how to say it, or
where to say it to them.
There’s a TON of stuff written about this one concept…and for
very good reason.
It’s CRITICAL!!
In the interest of saving time, check out my article “If You Don’t Know
Where Your Target Is You Won’t Hit The Bulls Eye…” for more on
identifying your target market.
Suffice it to say that effective marketing hinges on knowing as
much about your prospect as possible BEFOREHAND. Because we can
have the most amazing USP on the planet, but if we don’t know who
we’re talking to, we won’t know…
How/where We’re Going To Say It
Put simply, we must use a communication method that our prospect
is likely to both use and understand.
Do they use computers?
Do they read newspapers?
Are they listening to the radio?
Maybe they shop at a local store that has a bulletin board.
For our message to reach them, we must use THEIR preferred method
of communication, not ours.
Like I said at the start, it’s common sense. If your target market
NEVER reads the newspaper, putting an ad in the classifieds would be
futile, regardless of how well written it was.
It’s NOISY Out There!
Remember, with more than FOUR THOUSAND advertising messages
coming at your target prospect every day, we must make the effort to
rise above the noise.
Keeping these 3 Keys in mind while we put our marketing campaigns
together can increase the chance that our message will be heard by
those we’re trying to reach.
When it does…and our well thought-out UPS hits home with our
ideal prospect…we’ll become the “welcome guest” and our business
will thrive as a result.
I’d love to hear your thoughts, so leave a comment, call
me or shoot me an email. And to get the cool stuff I
send to my subscribers, get on my list while you’re here.
P.S. If You’re Struggling in Your Business…If You Don’t
Have a Step-By-Step Blueprint For Success…You May Want To
Look At The System I Use… Click Here For Instant Access
P.P.S. Are you a Network Marketer? Did you know that the
Internet could actually be KILLING your business? Go HERE
to find out how.
