BUSINESS DEVELOPMENT FOR SMES
Marketing Define Your “Reasons”!
SIMPLISTICALLY PUT, “MARKETING” IS THE PROCESS OF PROMOTING AN OFFERING THAT HAS VALUE FOR CUSTOMERS TO SECURE SALES. SOUNDS SIMPLE DOESN’T IT, BUT LIKE MOST
THINGS IN BUSINESS, IT’S FAR FROM THAT. It’s a massive subject that I couldn’t possibly do justice to in this short article, so let’s focus on what’s for me is the key aspect of it all – marketing is about creating compelling and emotive REASONS for customers to buy. Your own “REASONS” will vary depending on your company, your products/services and your routes to market and you might like to define them in your promotional messages as below:
PROMOTIONAL MESSAGES
• Rarity – your offer needs to have a certain rarity about it. If you can make it unique, then even better
• Empathy & Ego – you need to show that you empathise with and understand your customers’ situation pain and/or appeal somewhat to their ego
• Authority – demonstrating that you are some form of authority on your subject and within your sector will resonate massively with your customer who will automatically elevate you in levels of trust over your competitors
• Social Pressure – if you can articulate some form of social pressure to buy your product or service then this will sub-consciously steer him to making a form of commitment much earlier than he may do otherwise. We’re all susceptible to social pressure much more than we realise
• Obligation – this goes hand in hand with social pressure and you need to use sensitivity in each of these aspects to avoid sounding patronising or condescending to your audience. Imply it rather than make it explicit.
• Nervousness – we all make decisions to buy things if we are nervous of the consequences of doing nothing. This can be very powerful – the “cost of inaction”!
• Special Offer – last but not least, we all love to think we’re getting a special deal. There’s nothing like it and time based special offers are best for getting high response. Make the offer compelling and ideally at little cost to you be of maximum value to the customer
IT IS NOT ABOUT YOU AND YOUR COMPANY... IT IS ABOUT YOUR CUSTOMER
Your marketing messages should be written with your customer in mind – he’s not really that interested in you and your company, just what’s in it for him. That’s why if there is not a derivative of the word “you” in the first 6 words of your opening message, I’d invite you to start again!
If you get an aspect of each and every one of the above REASONS into your promotional messages, you’re on to a winner, so why not start now with your next marketing campaign to smash your revenue and response targets
Paul Luen Martek Marine Ltd
www.martek-marine.com
www.windenergynetwork.co.uk
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