The best articles published on my Business Coaching Blog in March 2013 are shown below.
Yellow Pages used to be the main place for people who wanted to buy to search for suppliers of the product or service.
Twenty years ago, even ten years ago, if someone asked the question...
The answer was usually Yes.
Of course the Yellow Pages sales person would confirm that but then sell you space in the wrong edition of yellow Pages with the wrong type of advertisement and the wrong size.
But I digress.
This is the second part of my summary of what's involved in marketing to the emotions of your customers and prospective customers.
If you must the first part, please click below:
It's said that customers decide to buy emotionally and then rationalise the decision logically.
Sending your direct mail letter to the right people is even more important than the quality of the copywriting and even the offer in the sales letter.
The wrong people don't want or need what you sell.
I believe direct mail is an important way for businesses to reach out to potential customers.
The big advantage is that it can be very carefully targeted to a tightly defined group of recipients with a tailored message.
However when people think of direct mail, they may not appreciate the different types of direct mail that can be used to:
I've written about buying business advice from the perspective of the business advice junkie or addict in the past.
These are the business owners who buy too much and never get around to implementing much in their own businesses. Unfortunately this has become particularly prevalent in the make money on the Internet niche. I've written an article, Protect Yourself From Guru Greed for these people.
Today I thought I'd look at it from the other perspective...
BBC2 has recently been showing the second series of Alex Polizzi, The Fixer. It shows how family businesses are struggling and how, with the help of an expert, can be turned around.
The name Alex Polizzi may sound familiar.
As well as being the business expert on this BBC2 series, she's also featured as The Hotel Inspector.
It's often been said...
"People buy emotionally and then justify logically"
I'm not entirely convinced although I do believe the buying decision is made in the unconscious mind and then transmitted to the conscious mind.
That suggests that the decision is made emotionally but the unconscious processes information at such lightning speed that you can never know what has been taken into consideration.
I believe that you need to build both emotional appeal and logical appeal into your marketing.
I wrote yesterday about elevator pitches (Why Your Elevator Pitch Is Important) and overnight I received an email promoting a webinar by Bill Baren and Lisa Cherney.
I had to smile.
First, I think "Juicy Introduction" is so much nicer a phrase than elevator pitch or elevator speech.
The webinar is titled:
"Pushing the Wrong Buttons: Chuck Your Elevator Pitch to the Basement and Attract Clients with Your Juicy Introduction Instead"
A friend emailed me yesterday about the issues involved with promoting your business by trying to increase the fear, uncertainty and doubt in the minds of your prospective customers.
"Frightening the horses" was the phrase he used.
So it is it a good idea about...
Using FUD (fear, uncertainty and doubt) has
to be carefully handled as it can push potential clients away as
easily as it can pull them towards you.
I think this is where ethics comes into marketing and selling.
It's very exciting to think (dream) about starting a business but you need to get down to practicalities very early on in the process if you're going to turn your dream into a successful reality.
It's a good idea to start a business diary to record your thoughts, feelings and beliefs as you begin the process.
Until a few years ago I thought elevator pitches were slick and sleazy and when I heard a corny expression, it immediately put me on my guard.
However at the same time, I recognised that introducing yourself with your business type has a nasty habit of making the other person turn you into a commodity supplier in their minds.
This week's free training video to help you grow your business from ProfitableGrowthStrategies.com is called...
Dominate Your Market By Making Your Business Mobile
You can watch it at
In this ten minute video, you will learn how to make your business "ultra-convenient" to help differentiate you from your competitors and to make it easy for your prospective customers to buy.
Too many services are a hassle for customers to buy, causing purchases to be delayed for as long as possible.
Making your business mobile will reduce this friction in the buying process and encourage people to buy now.
You should also introduce a neighbourhood referral system to make the most of the opportunity when you are at a particular location.
This is only a sample of the marketing strategies and tactics available.
If you need more customers, take the 30 Days To $10k test drive by becoming a member for just $1.
If you need to make quick improvements to your business - like 30 Days To $10k Extra Profit - then, I want to tell you about some new training.
What's even better is that access to this training isn't going to cost you $1,000.
Not even $100.
You can have it for an amazing $1.
I was interested to hear in the UK Budget for 2013, George Osbourne, the Chancellor Of The Exchequer say that the government intended to introduce legislation to cover general tax avoidance.
I've always thought that dodging tax payable on income and profits by artificial means is inappropriate and bad for the country.
I want to discuss the idea of the best marketing and business growth training with you today.
This is mainly for the owner-managers of small businesses but the ideas will also apply to results oriented marketing and business development managers in bigger organisations.
For the company, the big objective of training is to provide the skills necessary to:
For the individual being trained, the objectives are:
Entrepreneurs often suffer from having far too many business ideas rather than too few.
It's something that sets them apart from the rest of the world.
These people see a problem and their imagination fires up with clever solutions that could be big money makers.
These serial entrepreneurs need to carefully filter these ideas.
As the Labour minister wrote when he left office "There Is No Money" so while I watched the 2013 budget at lunchtime, I thought George Osbourne did a good job with the very limited room he had available.
Of course vested interests mean that the budget won't be presented as a triumph in the media. Those who rely on government spending refuse to accept the idea that you can't keep on spending money that you haven't got.
Deciding to start your own business is one of the most exciting decisions you will ever make in your life.
Suddenly you are responsible for everything and while that is thrilling, it can also be very challenging.
Especially when you're investing most of your life savings and money borrowed from your family, friends or a bank.
You need to find the right training for small business owners and entreopreneurs at the right price.
That's where Profitable Growth Strategies comes in.
I want you to find the information very helpful to growing your business and I hope that as your sales and profits increase, you’re happy to stay as a member.
However I accept that some people don’t like particular training styles and some people may not even like the content.
A bigger issue is whether you’re actually finding the time to consume the training and put it into action. If this is the case, you need to question how motivated and committed you are to taking action to change your business. In my experience people find the time to do the things they really want or need to do.
Let's look at the issue of how to create a vision for your business.
There's a saying that goes along the lines of...
"If you don't know where you're going, any road will do."
That's frightening when you stop and think about it because it means that you're vulnerable to each and every nice looking opportunity and you could find yourself chasing here, there and everywhere.
This week's free video available from Profitable Growth Strategies is an introduction to copywriting.
That's looking at what you say in your marketing and how you say it.
This gives you a chance to experience quality of the training included in Profitable Growth Strategies for yourself.
You'll see that it tells you what you need to know and helps to clarify rather than confuse you on marketing ideas.
And if you find this training helpful, imagine how good the training is within the Profitable Growth Strategies.
It's been developed from tried and tested techniques to help you to attract, convert and keep more customers, increasing your top line revenues and bottom line profits.
And you can try it for yourself for 30 days for just $1.
Click over to www.ProfitableGrowthStrategies.org
If you're looking for the most powerful and dynamic client attraction program ever created, you've come to the right place.
It is a small business membership website that has all the resources a small business owner needs to stop owning a small business and start owning a medium sized business.
It has an e-learning platform that gives you 24/7 access to the marketing training designed to help you to attract, convert and keep more customers and clients.
And the information is very well presented and gives you a chance to work through the training materials in different ways: