Do NOT Agree To ANY New Marketing Until You Read This…

Attention Ambitious Townsville Business Owners

Stop Wasting Your Money On Getting New Leads Until You Read These Instructions…

Are you ready?  Ok.

First we are going to simplify exactly what you are doing.  There are two components to your marketing:

  1. Strategic  – which is the content of your message.  What you say and how you say it.  It includes the concepts you focus on, the images and words to communicate those concepts, and the “tone” with which it is delivered.
  2. Tactical – this kind of marketing is to do with the execution of the strategy.   Eg placing ads, websites, going to tradeshows, scripts.

When I ask Townsville business owners about their marketing plan – the answer is always about tactical marketing – “doing” websites, sending mail or email, running radio ads, all that stuff.  (often depending on which media sales rep visited).

Here is your first COMMANDMENT:  Master Strategic Marketing FIRST!

What you say in your marketing and how you say it – is usually far more important than the medium where you say it.   And when your campaign BOMBS – there is a tendency to blame the tactical part of the plan eg media (radio, press, web, FB) rather than the strategy behind the marketing piece.

Once you get your marketing strategy planning skills out of the storage cupboard that is way down the back, past the perilous swamp, over the scary swinging rope bridge behind the door with the “Beware of the Leopard” sign – your business revenue will rocket.

There are some fundamentals that EVERY business can use to fire up a scramjet on their profits.

Profit Scramjet

Courtesy Uni Qld

I was going to fully describe exactly what you need to know in detail, but I decided that unless you give this your full attention, and be fully committed to finding out how to stop wasting at least 90% of your marketing budget (if you even have one calculated) – you are just wasting your time.  Go to Facebook and look at cats if that is what you are doing now.  Don’t pretend you are “working” – unless you fully intend to apply this business revolution creating knowledge.  Is that fair?

What I am going to give you here is a summary of points to get your brain out of neutral and into “turbo-profit mode”.

  1.  All prospects want the same things.  To feel confident their money has been well spent – and that their decision was a good one.  They want the best DEAL, not the best price.  The Best Deal in terms of overall value.  They don’t want to feel like they made a bad decision.
  2. Your marketing strategy has to know what is important to your prospects, then educate them as to what “best deal” means for them.  Then show quantifiable evidence that you provide the best deal in terms of price and value.
  3. Communicate this in a way they pay attention to, believe in, and then take action on.  Then the prospect gets what they really want from you – complete confidence they have the best value deal possible and have made the best decision possible.

Your marketing errors:

  1.  Using your marketing to spread your self-serving jargon that is just a sneaky way to say “buy from me because I want you to give me your money.  Give it to me, not my competitor.”

That is why people are so jaded with marketing, and resist it.  Prospective buyers want and need to be educated so they can feel confident when making their purchase decision, and rarely do they receive this education.

The good news is that the first marketers to deliver this WINS very profitable customers.

When Your Marketing Is Done Wrong…

The end result is predictable – you start to feel INTENSE pricing pressure from your prospects and leads – and you usually have to cave, drop your prices, destroy your margins and make much less money.  You get to spend more time at work.  Yay…

2.  If you are competing on price – it is your own fault.  It means your lack of marketing strategy has given your prospects no other criteria to separate you from your competition.  You have not educated, or guided with knowledge or info.

(Luckily I know how to fix this. I have a step-by-step system that will innovate and then strategically market your business.  You become the obvious choice for your prospects to smile and say YES to.)

3.  Even if you provide Super, Duper, Hooper-level service that unmatched in your market, and your customers smile widely every time they think of you – THAT DOES NOT MATTER TO YOUR PROSPECTS IF:

A.  They do not know you exist as an option or

B.  If they do see your marketing and advertising – your ability to market your business is so inept – that THEIR perception is that you are no different, no better, no worse than your competitors.

I believe that over 9 out of 10 businesses are in this “inept” marketers category created by the tidal wave of ignorance of the fundamentals.  Dan Kennedy shares the idea of “Do the opposite” based on this statistic.  If 90% of the operators in YOUR marketplace are ignorantly inept marketing – then just by NOT doing what they do you are in a better lane on the business highway.

If you can learn the process to make your marking strategic – you get to create a pipeline that delivers eager, qualified prospects into your funnel.

More Bad News…

Right now is the time to change your marketing thinking – the internet has made your marketing ignorance even worse.  Everyone is focusing on wasting their time and money going nuts for online marketing.  Splashing money around on adwords and social marketing?

And this makes decent sense because prospects these days usually begin their buying process by researching online.

And thousands of Townsville businesses are “investing” to get leads from Adwords or FB to come to their websites.  And when they get to these sites – they see the same rubbish marketing they used to see in brochures before the interweb existed.  “Service, Quality, Price”,  “Commercial, Industrial, Domestic”.  And your new lead just goes back to the Google Search and picks the next choice…  (This is called “bounce rate” – it is people who visit and then just bounce away.  Google knows your bounce rate – and charges you more per click if it is high.)  So you lose the lead, AND pay more.

And if you even look at your bounce rate – it is likely you look at tactical ways to get more “qualified” visitors.  Rather than notice it is your low converting “Lame” website that is the real problem.

The internet for most is simply another medium to stuff up their marketing with bland messages.  If you are going to fix your website – the only way to do fix your strategic messaging that we spoke about above.

That is enough for today, but with one last little drill to tighten your thinking.

If you now take your website, and the website of your closest competitor – and you changed the business names on the pages – would a new prospect know who was who?

Note:  I have an educational program that you can use become a strategic marketer and learn how to rake in the gigantic piles of cash that you used to dream about…


About the Author Business Coach James Hooper

Townsville based James Hooper: The term "rainmaker" is becoming regularly used in business context as someone whose role is to 'make rain' or 'create growth' in your business. In some senses the term 'business coach' is limiting as it is primarily about optimizing the effectiveness of the owner/operator. Sometimes the leverage is in the business systems rather than in the operator - and focus on that produces the preferred outcomes. Business is a game, a puzzle, a tool to get you what you want in life. Call me for a second opinion (other than yours) on how to make your business give you what you want it to.

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