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Saturday, November 3, 2007
Achieving Marketing Fitness
OK, so you want to improve your overall marketing effectiveness. You want to attract more clients, make more money and have a bigger impact in the world. You just know that if you could find that one "miracle strategy," everything would be different.Sorry, it doesn't work that way.
It's more like this: Imagine someone who is totally out of shape. They eat too much of the wrong things, don't get any exercise, work long hours and, to top it off, have a drinking problem.
Picture our hero coming to a personal trainer and saying: "I want to run a marathon next month. Can you give me the "ultimate strategy" to get into shape? And can you share it with me in just one session? After all I'm in a hurry!
Not gonna happen.
It's a lot like that with marketing. Before you can implement a marketing strategy that will get you positive attention and attract all the clients you need, you must put work into correcting some bad habits and getting back into shape.
And what are these bad habits?
Marketing is all about communication. When your marketing is out of shape, your communication is ineffective. Your potential clients are not getting your message. They don't see what's in it for them and they don't respond or buy.
Yes, you can communicate with more impact.
There are no miracle strategies. You won't be running a marathon in a week. As you work to become a better marketing communicator, you'll slowly but surely build your marketing fitness, flexibility and strength.
Below you'll find the "Seven Areas of Marketing Fitness." Put your mind on improving these and you'll build the foundation of a very strong marketer with plenty of endurance.
"Seven Areas of Marketing Fitness"
1. Your Marketing Message: Is it 100% clear exactly what you are selling, who it's for and what problem it's solving? Is what you offer providing real solutions to vital issues your prospects are struggling with?
"What is it you do again (and who do you do it for)?"
2. Your Web Site: Does it effectively communicate (not only the message but the essence of) what you and your business are about? Sketchy content and amateur design will have visitors clicking off your site in a heartbeat.
"Do you have a website (with information I can understand)?"
3. Your Value. Are you clearly articulating the value and benefits clients get when working with you? Can you express this in terms of an "Ultimate Outcome" that your clients get from you? Do prospects fully understand the impact of this?
"What can I really expect to get if I work with you?"
4. Your Differentiation: Do your services boldly stand out or do they look like what everyone else in your field is offering? What's a complaint no one else has addressed? What can you emphasize that all your competitors have missed?
"What is it that makes you different from everyone else?"
5. Your Packaging: Are you just selling a process (consulting, training), or instead are you providing services that will deliver an outstanding outcome every time? This one change can dramatically alter a prospects' perception of your value.
"What kind of long-term results can I expect?"
6. Your Credibility: Are you making a strong case for your services? Are you proving that you can get the job done? Have you built a portfolio of case studies and testimonials that prove you produce consistent results for your clients?
"Can you help a company like mine (and where's your proof)?"
7. Your Service: Is it easy to reach you? Do you respond quickly? Do you keep your word? Do you provide the information needed? Do you answer the hard questions? Are you pleasant and fun to deal with? Do you make the client a priority?
"Can I reach you when I need you (and will you treat me well)?"
Are you ready to start your marketing communication workout?
Pick one of the marketing communication areas above and create a simple plan to get it back into shape. Do some reading and studying. List some action steps; put it on your calendar and "JUST DO IT!"
Robert Middleton, the owner of Action Plan Marketing, has been helping Independent Professionals be better marketers since 1984. On his web site http://www.ActionPlan.com find valuable resources, products and programs for attracting more clients. Get a free copy of his Marketing Plan Sart-Up Kit.Prizes Games Target Com
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