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Is Your Marketing Plan Ready for an Update?
With summer vacations over and schools back in session, marketing plan "season" is fast approaching. This is a time when you reflect on the effectiveness of your business marketing programs. You will be planning to improve performance of some...
KNOCK! KNOCK! aka: Internet Marketing Application for 'non-Internet' Businesses
My doorknocker is getting rusty! I don't know about your neighborhood but it seems only the occasional vacuum cleaner saleskid flashes free dishsoap through my screen door anymore. On the other hand, the phone sure rings a lot more and I'm sorry to...
Network Marketing Success- MLM Success Law of Resistance in MLM Recruiting
by Doug Firebaugh MLM Success Muscles. There is a Law of Success called the Law of Resistance. And it says that there is no success without resistance to build your "Success Muscles." Resistance is everything in fitness...
The 7 Sins of MarketingDuring my years in marketing and sales, I have studied the pros and cons of
During my years in marketing and sales, I have studied the pros and cons of many-a-marketing program. What I would like to do today is give you a check list of the 7 most common sins in marketing. What about you? How many of the following sins in...
Top 7 (or so) Questions to Ask Yourself When Building Your Marketing Plan!
Building a proper marketing plan will provide you with the foundation you need to succeed in your business. To build a successful marketing plan, you must ask and answer the right questions. I wrote this article to invoke thought, consideration and...
 
Telling Your Marketing Story In One Or Two Pages

So many times marketing and sales people want to get up and start telling
about their product, their company and their offering. The inexperienced
will to this without regard to the customer, his wants or needs. The more
experienced and seasoned marketer will do it more in response to a
customer.

Regardless, this technique is many times, one way, canned and not tailored
to a specific customer problem.

Many times a customer has a problem, needs a solution but is fearful of a
tele-sell sales approach. What works well is that 1-2 page summary sales
sheet that immediately captures the customer’s interest, identifies with
his problem and suggests a solution.

Understanding your clients/prospects problems is paramount to selling. If
there were no problem there would be no need for a solution. No need for a
solution and you’re out of business. Understanding the pain and restating
it in the form of “What is not ideal” is part one of the summary of
information, i.e. stating the problem.

For an extreme example, if you are marketing and selling light bulbs, your
problem identification part of the summary might start out, “Tired of
reading in the dark?”

Once you have the prospect identifying with you immediately, its time to
put them at ease and tell that, “There is good news. A solution is
available.” Discussing what it would be like if the identified problem was
solved now generates the true interest of the prospective client. Using
our light bulb example, “Research has shown that retention and
entertainment increases significantly when adequate light is available.”

Many times a prospective client understands these first two items of the
Marketing Summary and feels that the obvious is being stated. If this is
the case, the question on their mind, now becomes, “How come I haven’t
moved on this problem solving?” For the light bulb example, “Many people
find they don’t know where to get the best light bulbs for their reading
enjoyment and do not know what kind to get.” (Excuse the extreme example
but it really exemplifies the summary steps).

What the Marketing Summary is doing here is stating the obvious but leading
the client to the solution and the eventual call to action.

Next comes actually describing the steps required to solve the problem.
“Buying long lasting, high wattage, whit light bulbs will increase your
reading pleasure. Finding the right company


that has the best variety is
the key to solving your problem. You woe it to yourself to solve this
problem and be on your way to happy reading!” (Again, the extreme).

Finally, no marketing is complete without a call to action. Whether it is
a T.V. commercial or this 1-2 page summary, telling your prospective client
what to do is a must. “Brite Lites Inc. has been providing beams of light
to readers across the world for many years. Please give us a call, visit
our website and schedule a free consultation (in the light) to discuss how
we can help you with your lighting challenges.”

Obviously more than the few example sentence here are needed for a true
summary, but it is clear to see that providing your message in this manner
can be efficient and quite effective. In today’s world of information
overload, clients like summaries, lists and scannable information. This
1-2 page Marketing Summary alone can do more for marketing your business,
products and services than any other printed communication.

Alfred J. Lautenslager is an award-winning marketing and PR consultant,
direct-mail promotion specialist and entrepreneur. His businesses have
helped hundreds succeed in their own businesses.
Armed with an MBA, Al has successfully progressed through all facets of
business. He has an impressive record that includes effective financial and
sales planning, market development, a consistent growth in sales and
profits above industry standards, resource management, product development,
marketing management and overall general management.
He is the president and owner of The Ink Well, a commercial printing and
mailing company in Wheaton, Illinois. Al is also the principal of Marketing
Now, a marketing consulting firm that helps business grow their client base
and is a professional speaker in the areas of networking, PR and marketing.
He can be reached through the Web sites www.prforprofits.com,
www.marketforprofits.com and www.1-800-inkwell.com or by e-mail at
al@prforprofits.com.


About the Author

Alfred J. Lautenslager is an award winning marketing/PR
consultant, direct mail promotion specialist and entrepreneur.
His businesses have helped hundreds succeed in their own
businesses. In addition to the letterhead site at
http://www.letterhead4email.com/at.asp?a=162351 he can be reached
through the websites at
http://www.prforprofits.com and http://www.marketforprofits.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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