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Achieve Truly Spectacular Success! Be An Internet Marketing Cockroach!
As human beings and Internet marketers, we can learn some important life and business lessons from nature's creatures. Imparticularly, the cockroach. Without question, cockroaches are truly one of nature's most amazing and enduring creatures. How...
Big Marketing Ideas Without The Big Spending!
This is the final Newsletter of the year. I do hope you had a great year. Many of you probably wish things could have been better. May be you could have made better judgments in some occasion. I am sure that if you could see the future, you would...
Inner Directed Marketing - A New Way to Prosper in Tough Times
One day many years ago I asked a man how he got new business. He replied, "Angels hand out my business cards." Yes, that's really what he said. I thought he was pretty strange, too, so I didn't pursue the matter with him. But I did notice that he...
Is Network Marketing Easy??
I personally believe we do a dis-service to the industry and ourselves if we openly state...or even allude...that NWM is easy. It's not. Nor is any business....WAH or brick & mortar. Anyone who does say different is not being wholly truthful. I...
Is Your Marketing Working...
That is the question, you should be asking yourself. Many feel that it is I'm sure. But is it really! Which scenario is better or best for your business, marketing and advertising everyday spending more than you marketing budget allows each month....
 
What Are You Really Marketing? It's Not What You Think

You market your own business or you direct marketing for your company. You know what you are marketing – it's obvious. Or is it?

If you're a financial advisor, you probably think you're marketing financial advice. If you're a sales consultant, you may think you are marketing sales training. If you are a realtor, you may assume you market homes or commercial properties. If you market big screen TVs you may think you're selling the latest technology.

In each case, you'd be right in terms of your deliverables, but you'd be wrong about what your prospects are buying.

Over the years, I've worked with service providers ranging from plumbers to financial advisors, to data management firms as well as numerous marketing consultants. Despite the diversity of services they provide, they all face the same hurdle to increasing their sales. Each and every one has the product or service they deliver confused with what they are marketing.

What you're marketing and what you actually deliver are two different things. The key to increasing your sales is to realize that what you are really marketing is hope – your clients' hope of achieving their goals.

You're marketing to your prospects' hopes that they'll be happier, more successful, more attractive, smarter, richer, more comfortable, more secure, etc. Target your marketing to the real reasons people buy, and you'll be much more successful in motivating them to make a purchase from you.

Focus your marketing by identifying what your prospects want. Make a list that describes their hopes. Following are some samples to give you the idea:

- What Your Prospects Really Want -
Residential Realtors' Prospects
- I hope I can find a home I can afford
- I hope I can find a home to accommodate our growing family
- I hope I get the best possible price for our current home

Sales Trainers' Prospects
- I hope I can generate more leads
- I hope more people understand how I can help them
- I hope I can sell more of my products and services

Plumbers' Prospects
- I hope I can get the leak stopped as soon as possible
- I hope I can get a plumber to show up
- I hope it doesn't cost me an arm and a leg

Financial Advisors'


Prospects
- I hope I have enough money to pay my childrens' college tuition
- I hope I have enough to afford to retire comfortably
- I hope my money is secure no matter what the stock market does

Online Data Management Firms' Prospects
- I hope more people find my site
- I hope more prospects understand how they can benefit from using our services
- I hope more prospects contact us and buy from use

What are your prospects hoping for when they buy your products or services?

Why Marketing to Hope Works
Much as you'd like to think your prospects make logical, well reasoned purchasing decisions, in most cases logic plays a secondary role to emotions. If you've made the rounds with a son or daughter looking at colleges, you've experienced this first hand. You talk the whole thing over thoroughly with your child and make a decision to visit a college that appears to be a great fit.

You drive up to the campus and they won't even get out of the car. What's going on? They’re making a decision based on some unspoken set of criteria that defies parental logic. Find out what those criteria are, and you can move forward. The same goes for your prospects.

Your prospects may bring logic to bear when researching service providers but their ultimate selection will be based on emotions. Market directly to what they hope and want and tap into these emotions to help them pick your product or service.

No matter what business you're in, your objective is to help your clients be more successful and to achieve their hopes and dreams, both small and large. Appeal to their motives and you'll increase your sales.

Remember HOPE stands for:
Help
Our
Prospects
Excel

Use hope to market your products and services and you'll capture your prospects' attention, their hearts and more of their business.
-

About the Author

2005 © In Mind Communications, LLC. All rights reserved.
-
The author, Charlie Cook, helps service professionals, small business owners and marketing professionals attract more clients and be more successful. Sign up to receive the Free Marketing Strategy 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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