There is nothing worse than chasing cold leads, trying to convince people to do business with you… or worse yet, not even having any prospects to call! You need to set up a system that allows your ideal buyers Know-Like-Trust-Try-Buy-Repeat-Refer.
The most skilled, knowledgeable, charismatic salesman can’t close a deal in a vacuum, and gambling on an advertising agency to bring hungry customers in the door is just that… a gamble.
What if you could have a simple, repeatable marketing system that repeatedly brought people in where you knew for every dollar invested, you’d get a dollar and ten cents back out? What if you could implement a hands-free marketing machine that allowed you to be an in-demand expert in your field without relying on sleazy, high-pressure sales tactics, networking with nitwits, or wasting time on tire-kickers?
Marketing is simply telling the story about your business in a way that makes it easy for your ideal customers to get started. Selling isn’t evil, especially when you’re giving someone something they absolutely need and will benefit them for a long time.
You need to setup a process for educating and motivating people because they will very rarely do business with you the first time they come into contact with you. It’s nothing personal.
You might be a great personal trainer… someone who’s got all the certifications to get someone to lose fat, feel amazing, and look great naked… but unless you figure out how to market your business, there will be people suffering of obesity and struggling to live a healthy life without you.
There is no more noble cause than to learn how to set up a marketing system, because ultimately nothing moves until something gets sold. Peter Drucker said the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.
Direct-response marketing is the only thing that makes sense for a small business, and until you master this system… Or else you’ll only have half a business.
Go on the fifth post in this series – Seven Deadly Sins To Avoid When Hiring A Copywriter