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Informative Articles

Emerging Marketing Trends
Emerging Marketing Trends Copyright [C] 2003 Shahnaz Rauf www.snzeport.com Net Marketers Beware! Change is in the air. As you all know, on the net change is the golden rule. The all supreme law that spells success of all shapes and sizes. If you...
My Dumbest Marketing Blunder And How You Can Avoid It
When I started submitting Ezine articles, I never realized their true power. I was just happy to see the articles being published. I expected to get some traffic and hopefully some sales. I would have laughed if you told me those early words...
Pay-Per-Click Marketing - How to Waste Your Advertising Budget
A well-oiled pay-per-click search engine campaign can land hundreds of highly targeted visitors on practically any website within a matter of days. That isn't new information. Most experienced online business owners already know it. But...
The 7 Deadly Marketing Sins
Gather round everybody! Today is Judgment Day. Let’s bring out those old scoundrels, the Seven Deadly Marketing Sins, and see what they have to say about our lives as marketers. What do you have to say, Pride? I am Pride. I fall in love with my...
What Is Affiliate Marketing?
Affiliate marketing has many descriptions, yet all have the same meaning. Affiliate marketing is a huge business piece on the Internet. It is a cooperative effort between merchants and an affiliate's website. For many years now, affiliate...
 
Are You Marketing and Selling What People Buy?

Do you ever wonder if you’re speaking a different language than
your prospects? You may have recently launched a business,
designed an innovative process or purchased state of the art
equipment that leaves the competition in the dust, but no matter
what you say or do, you aren't attracting as many prospects as
you need.

Lauren called me from Michigan with just such a concern. She and
another friend had opened a fitness salon about a year ago.
After a careful analysis of the local chain's facilities, they
had invested in next-generation equipment that provided many
added features. Yet, a year after opening, and doing every
marketing activity they could think of, they still weren't
attracting enough clients to pay the rent.

The problem wasn't lack of effort. The problem was that
prospects didn't understand the benefits or higher value of
Lauren's fitness facility.

Remember the best selling book "Men Are From Mars, Women Are
from Venus"? A key point of the book is that men and women see
many things differently, and express themselves differently.

If you have children, you know that the same is true of parents
and teenagers. What's important to you is often unimportant to
your seventeen-year-old, and vice-a versa.
Sometimes you wonder if the two of you are speaking the same
language. You've probably learned to get your child's attention
by talking about their needs and interests. These may include
sports, movies and access to the family car.

Prospects and business owners have different perspectives as
well. You may be focused on the costly and state-of-the-art
equipment that enables your enterprise to function. Your
prospects primary concern, on the other hand, is that you solve
their problem or get the job done, and your equipment and
processes are of secondary interest.

Lauren's marketing focused to a high degree on the higher
quality equipment


her salon provided. She was talking hydraulics
and variable resistance. This approach wasn't pulling in new
clients.

Due to shoulder surgery, my exercising has been recently
relegated to a local fitness salon. My objective is to stay as
fit possible so when my shoulder heals I’ll be able to get back
to the sports activities I enjoy.

Do I relish exercising on a recumbent bike or treadmill? Of
course not. When I mentioned this to Lauren she replied,
"Everyone hates the machines."

People work out regularly because they want to achieve a
particular goal. They want to get fit or lose those extra
pounds. People go to a fitness center like Lauren's because they
want to look and feel better. If you own a fitness salon, don't
talk equipment, talk about what it does. Talk about calories
burned, weight lost, muscle tone, strength, feeling healthy,
improving at tennis or on the ski slope, looks and self-image.

If you want to attract more clients to your business, whether
it's a fitness salon or your accounting practice, make sure
you're speaking the same language as your prospects. Your
concerns in getting the work done may be different than your
prospects' and clients'. They are concerned with the problem you
solve for them.

Whether it's in your ads, your marketing brochure, your web site
or in your sales conversations, speak in your prospects'
language. Speak in terms of their concerns, problems and goals.
When you communicate to prospects in terms of their priorities,
you'll get their attention and their business.

About the Author

2004 © In Mind Communications, LLC. All rights reserved.
-
The author, Charlie Cook, helps service professionals and small
business owners attract more clients and be more successful.
Sign up for the Free Marketing Plan eBook,
'7 Steps to get more clients and grow your business'
at http://www.marketingforsuccess.com

 

KnowThis: For Marketing, Market Research, Internet Marketing ...
KnowThis.com offers a wealth of information, forums, and resources for professionals, academics and students in traditional and internet marketing, ...
www.knowthis.com
 
Marketing - Wikipedia, the free encyclopedia
Marketers depend on marketing research, both formal and informal, ... The next big thing is a concept in marketing that refers to a product or idea that ...
en.wikipedia.org
 
Marketing - Marketing Strategy - Marketing Plan - Marketing ...
Learn about marketing careers, the stages of developing a marketing plan, how to begin marketing research, create a marketing strategy, and how to market ...
marketing.about.com
 
Marketing.org - Home of the Business Marketing Association
Serves the professional, educational and career development needs of business-to-business marketers.
www.marketing.org
 
Welcome - American Marketing Association - www.marketingpower.com
Dedicated to serving the educational and professional needs of marketing executives.
www.marketingpower.com
 
Advertising, Marketing, Media and PR News - Brand Republic
Find the latest Advertising, Marketing, Media and PR news from Brand Republic, the online resource for up to the minute advertising and marketing news and ...
www.brandrepublic.com
 
Marketing Magazine - Marketing News - Brand Republic
Marketing Magazine - Marketing News - Brand Republic.
www.brandrepublic.com
 
Marketing (Canada)
Offers a Canadian source of news and articles on marketing, advertising and media.
www.marketingmag.ca
 
BidVertiser - Pay Per Click Advertising On Sites Of Your Choice.
Pay per click advertising - online advertising directly on sites of your choice, internet marketing solution for online advertisers.
www.bidvertiser.com
 
Online Behavioral Contextual Advertising and Marketing.
Promote your business with today's most effective online advertising technology, contextual advertising at a cost effective metric of CPC, PPC, CPM or CPV.
www.clicksor.com
 
Sales Jobs / Marketing Jobs / Advertising Jobs - MarketingJobs.com
Employment site for marketing and sales professionals.
www.marketingjobs.com
 
The Chartered Institute of Marketing
The Chartered Institute of Marketing is the world's largest international marketing professional body and helps with career support and information ...
www.cim.co.uk
 
Marketing: See what people are saying right now on Technorati
See all blog posts tagged with marketing on Technorati.
www.technorati.com
 
Marketing Profs - Marketing Concepts and Strategies: Expert ...
Marketing knowhow from professionals. Newsletter, articles and how-to's.
www.marketingprofs.com
 
Guerrilla Marketing Online - The Official Site
Guerrilla Marketing Online is anonline magazine for small business, entrepreneurs, sales people and marketers of all kinds.
www.gmarketing.com
 
Business Marketing - Small Business Marketing
Business marketing - Read everything your need to know about small business marketing.
www.entrepreneur.com
 
All About Marketing
Adapted from Field Guide to Nonprofit Program Design, Marketing and Evaluation ... Inbound Marketing Includes Market Research to Find Out: ...
www.managementhelp.org
 
Pages tagged with "marketing" on del.icio.us
USA Network Announces a NASHVILLE STAR Marketing Partnership With ... - Yahoo! ... Direct Marketing Association: Telephone, Mail & Internet Marketing ...
del.icio.us
 
ClickZ Internet Marketing Solutions for Marketers
Includes columns with commentary and analysis on a wide variety of internet marketing subjects ranging from B2B marketing to search engine marketing.
www.clickz.com
 
Direct Marketing Association: Telephone, Mail & Internet Marketing
Trade association for users and suppliers in the direct, database and interactive marketing fields, offering seminars and resources, and lobbying for ...
www.the-dma.org
 
 

 
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