Lovingly Nurture Your Prospects

December 12, 2008 · Filed Under Business Tips · Comment 

If more prospects were converted to clients, your cost per acquisition would improve and your profits would increase. It’s as simple as that. Here are some surprising statistics:

  • 97% of salesmen make no attempt to sell the prospect after the third attempt.
  • It is also a fact that most prospects do not buy until after the sixth month from initial contact.
  • One third of all buyers buy only after 18 months of the buying process.
  • 20% of buyers amazingly buy 24 or more months after the initial contact.

People who have contacted you but didn’t buy did so for one of three reasons:

  1. They don’t want what you have to offer.
  2. They don’t like you.
  3. They aren’t ready to buy.

The vast majority falls Read more


Marketing To The Affluent

August 19, 2008 · Filed Under Client Acquisition · Comment 

Today I received Direct magazine for August. The cover article is titled “Mad Money… The wealthy are still spending on luxury goods and services”. Does Dan Kennedy have his finger on the pulse of the economy, or what? (see yesterday’s post for more info on Dan’s take).

Click on the link to Direct magazine, then click on the August issue cover and you’ll be taken straight to the article. In the online issue there’s even a link in a sidebar to a related article: “Luxury Lists, How to Find High-End Buyers.”

According to Dan, the affluent class is expanding rapidly. He predicts that soon we’ll see demographics of the wealthy making up 1/3 of the population. The middle class will start to shift into the two categories. It doesn’t end there. Ultimately, 2/3 of the population will be affluent, there will be no middle class, 1/3 of the population will be poor.

I’m not an economist. Dan’s not an economist either. But, he’s a helluva marketer and when it comes to buying trends I’d put my money on a seasoned marketer any day of the week.

Thanks for taking time to read my blog today. I appreciate you spending some of your valuable time with me.

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!


Dan Kennedy – Fix Your Follow-Up, part 4

August 18, 2008 · Filed Under Client Acquisition · 1 Comment 

Dan Kennedy’s most recent book is titled No B.S. Marketing to the Affluent: The No Holds Barred, Kick Butt, Take No Prisoners Guide to Getting Really Rich. So it comes as no surprise that his second Recession Prescription is to sell to affluent buyers. A few of the top reasons for this prescription are:

1. Buying decisions are rarely made by price. Only 10% of people make buying decisions based on price. In a ‘real’ recession, that increases to 30%. However, at all times 40% of people NEVER buy based on price.

2. The affluent are the least and the last affected by a sluggish economy.

3. The greatest population growth is in the affluent. More people are becoming affluent than are becoming poor.

4. Because the affluent population is the greatest growth sector, their buying capacity is growing exponentially.

When selling to the affluent, Read more


Dan Kennedy – Fix Your Follow Up, part 3

August 13, 2008 · Filed Under Client Retention · Comment 

Recession Immunization

Following are areas of your business that need to be scrutinized to optimize profitability.

1. Who you sell to – this matters more than anything else.

2. What you sell

3. How you sell

4. How you follow up

To attract the best-qualified customers, all others must be driven away. This takes courage; courage to stand firm in the belief that not considering everyone as your customer is in your best interest.

Dan’s Recession Prescription #1: Sell to a buyer. This is not as obvious as it may seem. Read more


5 Ways to Increase Profits NOW

August 12, 2008 · Filed Under Client Retention · Comment 

Here are more recommendations from Dan Kennedy.

1. Always offer 3 choices… good, better, best

2. Raise prices – the weak will fall away, and the stronger will commit

3. Target better customers. This doesn’t mean only targeting people with more money. It also means to sell to people who want what you have.

4. Offer IMMEDIATE upsells – the best time to sell something to someone is right after they have just bought something. Make more money by having more stuff to sell (good, better, best stuff).

5. Multiply customer purchases with post-purchase follow-up. Send a thank you note, congratulations on your purchase, provide information about what was purchased, “buy this, too”.

Remember, always offer good, better, best.

Thanks for taking time to read my blog. Your time is precious and I appreciate you having spent some of it with me.

Contact me at georgann at catchphrasemarketing.com, or call me at 877-434-9019, 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 my web site www.catchphrasemarketing.com to get more information on the benefits of using email marketing in your business.

Georgann McCrosson


Dan Kennedy’s Fix Your Follow-Up, 2

August 8, 2008 · Filed Under Client Acquisition · Comment 

Buckle up and get ready for more of Dan’s wisdom…

Dan’s 3-step formula for finding highly qualified prospects:

1) Run an ad or do a mailer that asks the reader to call you.

2) When they call, do not set an appointment. Get their name and physical address to send them more information. Read more


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!


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


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