The 7th mistake of The 7 Marketing Mistakes Every Business Makes (from the book with that title by yours truly) is that we don't go far enough. We want to think that if we just find our target audience, identify our attraction factor, create a compelling offer and/or message, then communicate it enough times, the prospect will "buy." That's what I call your Above-the-Line strategy.

Problem is that most prospects don't do what we want them to do, when we want them to do it, just because we asked them  nicely or presented  convincing and compelling reasons to do so. Sorry. Unless you have a one-day-don't-delay discount or deadline-driven offer with a short fuse on it, most marketing boils down to this:  "Remember me when you need me."

Rats. Does that mean all those strategies, tools and activities you do to create awareness, visibility and response Above-the-Line are wasted if the person doesn't buy? Nope. You just have to go Below-the-Line.  

That means you have to have plenty of ways to stay involved with your prospects--without becoming a pest--so that when they are ready, or they know someone else who is, YOU are top of mind. You are remembered and referred.

Think of your Above-the-Line strategy as the way you get people to raise their virtual hands, to identify themselves as interested in you, your product or service. Maybe right now, as in a sale, which is great. Or, maybe later, which is also great...if you are prepared to go Below-the-Line.

When you go Below-the-Line, ask yourself this:  "Self, how am I going to stay in touch with all those people who 'raised their hands' Above-the-Line, so that I/my company/product/service is the one they remember when it's time to buy or refer?"  

Your answer to that question might include marketing communication tools such as an electronic newsletter, blog posts, direct mail, articles, Facebook, Twitter, a good old-fashioned phone call or combination thereof.

The 4 T's of going Below-the-Line

Whatever your answer is, it's going to require a database. Duh.  

Sounds obvious, I know, but I'm not just talking about a sortable dumping ground for data. Your database needs to enable you to implement Terri's 4T's of Below-the-Line Marketing: Tag, Target, Tailor, Tie. (Note that I am not one of the T's, albeit alliterative to think so.)

Tag. When the person raises that hand, what, specifically do you want to know about that person? Think of it as tagging the record so that you can go back and search for those specific tags. You won't be able to capture all the tags in one encounter, but you want your database to be ready to fill them in as needed and as you learn more about each person.

The more tags or fields, the better. For instance, in addition to knowing that someone heard me speak, I want to know that it was at the SMPS chapter meeting in wherever versus the national meeting the year before. Or the Possible Woman's conference, or the American Nurses Association, or ASAE Great Ideas versus ASAE Marketing & Membership.  

I also want to know which people downloaded the free 10 No-Cost, Low Cost Ways to Make Your Marketing Stand Out tip sheet and which ones downloaded the free Help Them Hire You tip sheet for making your new business pitch take you from short list to client list. Why? Because then I can . . . 

Target. Once you have the ability to go beyond basic contact info with your tags, you can now target or segment your database. I can target by any one or several of the tags I've been collecting. So?

Tailor. If you have your tags in place, you can segment your database and then tailor your message specifically to that group. When I launched my Help Them Hire You Marketing Retreat, the message I sent to the people who bought my book was different from the invitation I made to the people who downloaded one of the free tip sheets, which was different from my blog post, which was different from the mention in this Anything But Blah Email Blast. You get the idea.

Ties. When you tag your respondents, target them specifically and tailor your message in a way that shows you understand their world and how you, your product or service can make it better, you will build better ties. AKA you will build better relationships and enjoy better results than if you just send the same message to everyone on your list.

Tag, Target, Tailor, Tie:  Terri says Try it. Today? Taking the weekend off? Tuesday, Then.

Enough, already. 

If any of these statements ring true for you, or for someone you know, I invite you to click through and explore the event even more.   

• You're in an industry or category where prospects think there's little to no difference between you and the gazillion other people who do the voodoo you do or sell the service you provide. You know, as in, one freelancer is the same as another. Consultants are a dime a dozen. (Don't get me started on financial services, health care, speakers or coaches.)
• You feel bogged down or overwhelmed because providing the service you deliver and doing a great job on your current projects means you never have time to market or look for new business
• You've felt disappointed with the results of your marketing, frustrated by the random hit and miss of what you've tried.
• You worry now and then (or all the time) over the ups and downs and unpredictability of cash flow.

When I say it's a 24-hour retreat, of course I'm not talking about sleep deprivation, nor am I filming a marketing reality show. We meet from 3-6 p.m. on Day 1 and 9 am-3 pm on Day 2. Hence the 24-hour time frame.

I'll walk you through a step-by-step marketing and business development system that gives you more focus, clients, referrals and revenue--even if you think you don't have the time (or talent) for marketing.

It's the same system I used to grow my own businesses, including the ad agency and marketing firm that I grew from scratch and sold to a publicly traded Big Boy. It is NOT a bunch of MBA theory or rhetoric. Really.

Get the full scoop and read what others had to say about the experience at www.HelpThemHireYou.com.

If not for you, then perhaps for someone you know?