Dan Kennedy – Fix Your Follow-Up

August 7, 2008 · Filed Under Client Retention · Comment 

Dan Kennedy hasn’t spoken publically for 8 years. The planets aligned last Tuesday and I got to see Dan speak at the Anaheim Convention Center.

Dan’s opening statement was “We don’t have a bad economy. What we have is really bad follow-up.” That was the lead in to an hour and a half of clear, insightful examples of how businesses owners sabotage themselves and their bottom lines by simply ignoring the people who have already raised their hand.

There are four reasons a lead-generated prospect doesn’t take the next step.

1.) They didn’t pay attention

2.) It was a mismatch, they wanted ‘a’ and rejects your offer to get it

3.) Price or ability to pay

4.) Distrust – wants ‘a’, accepts your way of getting it, but doesn’t believe you.

Your follow-up program must be engineered to deal effectively with ALL FOUR reasons. Is it? Everybody shows up once. Show up more than once and you’ll be a star. Show up by mail, email, telephone. Do it, do it often and keep doing it. If yours is a long selling cycle, you can speed it up by creating more trust. More trust is created by more contacts. Dan recommends reading Chapter 13 of his book No BS Direct Marketing for an exquisite example of brilliant follow-up.

Follow up procedure must be done the same way each time. Why won’t it get done? Here are some reasons:

1.)    It’s work!

2.)    It’s complicated

3.)    It’s hard to do manually

Of course it’s complicated! No one will copy what you’re doing. Celebrate complexity because it sets you apart from everyone else trying to sell something.

There’s plenty more to report on this seminar. Please come back by to get more of Dan’s wisdom. See all of Dan’s books here.

I specialize in creating customized marketing solutions for small business. Contact me at georgann at catchphrasemarketing dot com, or call me at 888-494-8445 to discuss how you can get more clients and increase profitability without increasing marketing expenses. Yes, you really CAN have it all!


What’s Your Frequent Buyer Program?

August 1, 2008 · Filed Under Client Retention · Comment 

Despite your better judgment you may sometimes indulge in the belief that the world is a fair place and that you can offer the same deal to everyone, regardless of their size, interest, loyalty and buying power. But the realities of the market require you to customize your offerings to prospects and customers, offering great deals to some customers and mediocre ones to others. Frequent use cards make it easy to differentiate.

Customers know that the offers they receive will be based on their past loyalty and the size of their budget. This concept was first explored when airlines instituted frequent flyer programs to reward and encourage customer loyalty. Retailers soon jumped on the bandwagon, offering frequent use cards that reward customers with a free item after they buy a specified amount. It works for loaves of bread, pounds of coffee, video rentals, haircuts, and exercise classes to name a few products and services.

Let’s face it, profit margins are tight and there’s a limited amount of funds that customers designate for purchasing. It is only logical that you direct both marketing efforts and special deals to those customers who will yield the greatest return. Differentiation means that you abandon the Herculean task of trying to be all things to all people in favor of being some very specific things to certain people. Many Guerrilla salespeople and entrepreneurs have applied this technique and increased profits.

Differentiated marketing Read more


Ten Essential Questions to Ask Your Market, cont’d.

July 31, 2008 · Filed Under Client Acquisition · Comment 

Now for the conclusion of an article by guest author, Donna Gunter, which gives

insight on how to identify your target market.

6. Location. Where do they hang out in real time — at church, the local

coffee shop, the hardware store, civic groups or professional association

meetings? What about online in discussion groups, blogs, forums, online

networking sites? Do they attend conferences or trade shows regularly? Can you

open the yellow pages of your phone book and find several listings that would

encompass your target market?

7. Information Gathering. What magazines, newspapers, email newsletters,

blogs, and professional trade publications do they read? What television

programs do they regularly watch? What kind of movies do they see? What kind of

online videos do they view?

8. Connections. With whom do they do business on a regular basis? Where

do they network online and offline? Who are their “natural referral partners”,

or other businesses who cater to the same target market but offer a different

service? Whom do they trust and respect?

9. Communication. How do they prefer to interact — in person, by email,

by webconferencing? Are there buzzwords or industry-specific terms that they use

frequently? What gets their attention?

10. Problems and Solutions. What are the key issues/problems/concerns

keeping them awake at night? Are they in enough pain that they’re willing to pay

you to solve their problem? Where are they seeking assistance to help solve the

problem? What kinds of products and services might they purchase to help solve

this problem — books, magazines, coaching, consulting, etc.?

Once you’ve completed several interviews, then compile the information you have

received and create a profile of your target market. Based on the info in this

profile, then answer these three questions:

1. Are there enough of them to make them viable as a group?

2. Would I enjoy working with this target market?

3. Do you offer ready solutions that would help this target market solve their

problems?

If the answers to those questions are all “yes”, have this profile available to

you as you plan your marketing strategy, write your website copy, create

information products, write articles, blog, or compose your email newsletter.

When you fully understand your target market, you are able to streamline and

focus your marketing, and you’ll wonder why you ever waited this long to define

your target market!

Online Business Resource Queen (TM) and Business Coach Donna Gunter helps service professionals learn how to automate their businesses, leverage their expertise on the Internet, and get more clients online. To sign up for more FREE tips like these and claim your FREE gift, TurboCharge Your Online Marketing Toolkit, visit her site at OnlineBizU.com. Ask Donna an Internet marketing question at AskDonnaGunter.com.

I specialize in creating customized marketing solutions for small business. Contact me at georgann at catchphrasemarketing dot com, or call me at 888-494-8445 to discuss how you can get more clients and increase profitability without increasing marketing expenses. Yes, you really CAN have it all!


10 Essential Questions to Ask Your Target Market

July 23, 2008 · Filed Under Client Acquisition · Comment 

Article by guest author, Donna Gunter. This article will be published in

two parts.

“My target market is everybody.” Is this statement true for your business?

If so, how is that working for you? My guess would be that it’s not working

at all. I shudder when a client tells me that their target market is everyone.

When you target everyone, it’s too hard to focus on anyone and you attract

no one.

One of the most terrifying decisions an online business owner makes is the

decision to refine and define their target market. Why? Generally because

they’re scared of excluding people. However, the more focused you are in your

marketing efforts and the better you understand and can define your target

market, the easier your marketing becomes. Really! And, what’s even more

astonishing is that you’ll soon begin to hear, “Well, I know you only work with

<xyz market> and have seen how successful they have been in working with you,

but I’m <abc market>. Will you work with me, too, and help me succeed?”

What’s the easiest way to uncover the characteristics of your target market?

Conduct informational interviews with those who belong to that target market.

Despite the fact that most informational interviews are used by people seeking a

job in a particular market, you can apply this concept to help you create a full

description of your target market. If you have no idea who that might be,

interview some of your favorite clients or friends/colleagues that you think

would make an ideal client for you. Go through your contact database Read more


More on Lead Nurturing

June 10, 2008 · Filed Under Client Acquisition · Comment 

The definition of ‘nurture’ is to foster, help develop or grow. Lead nurturing is not about following up in a few months to see if a prospect is ready to buy. It is about developing long-term, trust-filled relationships. Provide your prospects with consistent, meaningful communication, regardless of their timing to buy.

Be sure your potential clients have answers to the following questions:

  • How will your service or product help them?
  • Why should they buy from you instead of a competitor?
  • Does your solution really work? Can you prove it?

What other questions might your prospects have? Take some time to find out. Once they have the answers they will be much more likely to buy from you when they’re ready.

Too often our emphasis is on lead generation. But, getting tons of leads does not necessarily mean getting tons of sales. When it comes to leads, more is not better unless you are prepared to nurture the people who raised their hand, asking for more information.

Start a lead nurturing program as soon as possible. It matters less what you do than the fact that you do it. As part of your program decide how often you will contact your potential clients and stick to it. Whether it’s once a week or once a month, they will become comfortable with hearing from you. And your reliability will be noticed. If you are reliable before the sale, they’ll know it’s more likely they can rely on you after the sale.

I specialize in creating customized marketing solutions for small business. Contact me at georgann at catchphrasemarketing dot com, or call me at 888-494-8445 to discuss how you can get more clients and increase profitability without increasing marketing expenses. Yes, you really CAN have it all!

Georgann McCrosson


Nurturing Leads

June 3, 2008 · Filed Under Client Acquisition · Comment 

No matter what communication medium you utilize, it’s rare that a single approach will be effective in sparking interest in the majority of your audience.

Once you’ve sparked some interest in the prospect with your message, the next step is getting them to let you know it, to raise their hand, identify themselves and progress to the next step.

Unfortunately, that can take several attempts as well. Being busy and distracted, requiring motivation, education, awareness, etc., contribute to your prospect’s attention span. A single contact – even among people who have already expressed an interest in your service – is rarely enough to carry them to the next level of interaction.

Most leads are long-term relationships. According to marketing research about 75% of proactively generated leads do not have an immediate need for your service. They have identified themselves as interested in hearing what you have to say, but they’re not ready yet to make an investment.

And, according to the Yankee Group, 40% to 80% of new business leads are lost or not followed up on due there being no process in place to maintain contact with a lead that is in the pipeline but not ready to buy.

Lead nurturing is an important, but frequently overlooked, part of the whole lead generation process for service providers. As a business professional, you can’t know exactly what message, in what format, will be the one to spur the desired action in your prospect.

Direct marketing, via mail, email or phone calls, is regarded in terms of “campaigns”. Unfortunately they are rarely long enough or intensive enough to extract all the value possible.

Ongoing communications with your target audience, long after the campaign is over, will boost your lead rates and improve the quality of the leads you generate.

Contact me at georgann@catchphrasemarketing.com, or call me at 888-494-8445, with any questions you may have about electronic marketing (email, newsletters, ezines) or to discuss how using these marketing methods can quickly improve your business’ profitability. I can show you how to do it, or I can do it all for you.

Also, you can go to www.catchphrasemarketing.com to get even more information on the benefits of using email marketing in your business