Chris Ruisi The Coach - Monday Morning Wake-Up Call
Chris Ruisi The Coach

Making Your Marketing Work

Use These 10 Points to Make Your Marketing Work

 

Over the last 10 days I had the opportunity to address several groups of business leaders and entrepreneurs (including some not-for-profit groups) about what they need to do to Step Up and Play Big - to transform themselves and their businesses into exceptional performers. 

 

Without exception, at each of these meetings there was a significant amount of discussion and exchange of ideas about marketing. A few of the questions (concerns) I heard included: "who do you use for your marketing?"; "what marketing idea has worked best for you?"; "are you changing anything in your marketing for 2013?".  Based on these concerns, confusion, and the effect both good and bad marketing can have on any business, I wanted to offer the following 10 points to provide some direction and clarity.

 

1. Your marketing must be based on the achievement of specific goals: number of prospects or buyers; growth in revenue or market share; growth in your customer base; etc. Without specific goals you will waste time and money, and put your business in a position to fail.

 

2. Your must regularly measure your results as compared to your specific goals. There is an old expression that goes something like this: "if you don't measure it, you can't manage it."

 

3. Your marketing must accurately describe who you are, what you do, the value you offer, and the needs you address. If you cannot show real and measurable value, your marketing efforts will fall short of your expectations and may fail.

 

4. For your marketing to be effective, you must know who you want to attract - your "ideal buyer". You need to focus on where to find them; where they gather or network; what they read or watch; etc.  

 

5. When you talk about the real value you offer, you must be clear on what your product or service does for others.

 

6. A major goal of your marketing is to get your potential buyer to remember you and the right thing about your product or service - the "right thing" is what addresses their need.

 

7. Your marketing must answer your potential buyer's most important question: "what's in it for me?"

 

8. In addition to communicating your "value message", your marketing must also outline a way that people can buy from you - a path to conversion. Regardless of the media or tools you use, you must make sure that you make it clear what you want your potential buyer to do - give them a clear call to action.

 

9. To be effective, your marketing needs to be consistent so that your potential buyer sees and hears it correctly.

 

10. Your marketing must not reflect what you "think" your potential buyer wants; it must reflect what they actually want and need. Your potential buyer knows best!

 

As I have written previously, the bottom line is that your potential buyer must see you as the only one that provides the right solution to their need or problem.

 
 


  

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