One Hat At A
Time, Please!
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Your
customer, like you, only has one head. Learn why it's important
to acknowledge this in your marketing - and how to boost your
sales with this obvious but vital knowledge. |
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As small business owners, we wear
many hats. Some of them we wear happily; some we wear
grudgingly.
Chances are that you enjoy your core skill and tasks associated
with that.
But then you also have to get involved in book keeping, and
accounts, and admin, and (gasp) marketing, and sales.
Hey, all you wanted to do was run a café or whatever it is,
and now you’ve got all this other stuff to do!
So there you are, changing your proverbial hat many times a day.
(Even the best multi-takers have just one head, and therefore
one hat at a time… even if each hat is worn only for a short
moment.)
Seeing as you’re reading this, right now you’ve probably got
your marketing hat on. Right? So if I was wanting to sell you
stationery or accounting software or lawn mowing you probably
wouldn’t be interested. Correct?
Your
prospects and clients are just the same
It’s only possible to wear one hat at any given time.
So when you send them your carefully-crafted direct mail letter
about your special offer on widgets, they might not be wearing
their widget hat.
Sure, they might be interested in your widget, but just not
right now. And they have every intention of looking at your
letter later. But then the phone rings. And then they have to
collect the kids from school. And then they have to cook dinner.
And then it’s bedtime. And then it’s a whole new day, and your
letter has been forgotten, despite their best intentions.
So how are
you meant to sell your widgets?
Follow up, my friend! Follow up, and then follow up some more!
In fact, these days, when our lives are so busy and demanding,
don’t even think of running a marketing campaign unless you’re
planning the follow ups at the same time. Script the follow ups,
and diarise them.
Word the follow ups carefully and in a friendly manner, and no,
your prospect won’t feel like you’re bugging them. Just be sure
to add value to all your follow ups, so that they feel like
you’re doing something good for them.
Do have a call to action, or an offer, and do have a close-off
date. But be persistent with those follows up, to increase your
chances of getting to your prospect when they’re wearing the
appropriate hat.
It’s a bit
like Lotto
Usually in a lottery game you can pick 6 numbers. And your
chances of winning are very very slim.
Imagine if you were able to pick 7, 8, 9, 10, 11 or even 12
numbers. Now that would improve your odds!
Same thing applies with follow ups – and yes, your strike rate
should be far higher than winning lotto!
But do follow up.
See, I’m following up again, right now. And I think you’ve got
the message ;-) |
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Would you like to use this article?
Yes, you can use this article with your
clients, prospects, and your database. You can use it on your website,
on your blog, or in your newsletter... whatever you like! Just so long
as you leave it exactly as it is, and don't change it in any way. That
means including any hyperlinks, exactly as they are. You can omit the
photograph and caption, but no changes are permitted to the rest of the
text.
If you include any text, photographs or
links on the page on your own products or services, please do that
separately from the article itself. (Using a horizontal rule is a
convenient way to do that.) That way, your clients will be able to
clearly identify your services.
If you have any questions about any of these
requirements, please email me (cornelia@fxmarketing.co.nz),
I'll be happy to help.
Also, if you use the article, you must
include this text at the end - as it is here, word for word:
© FX Marketing Limited 2010. All Rights
Reserved.
Article written by Cornelia Luethi.
Would you like to read more free articles
and resources on marketing strategies, marketing measurement,
copywriting, sales techniques, sales conversion, website strategies and
online marketing? Check out
http://www.fxmarketing.co.nz for practical small business marketing
ideas that work - even with the smallest of marketing budgets.
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Unlock Your Website's
Potential |
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Website
Owner's Manual (ebook) |
Have you ever wondered if your website
could be working harder?
Great, you've got your website
up-and-running, but are you wondering if there's anything else you
should be doing with it?
But all those computer words and
technical jargon just put you right off doing anything more with it.
Does that sound familiar?
Then the Website
Owner's Manual is for you...
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