1. Begin with the customer in mind.
Remember, everything begins and ends with your customers. Try to
imagine being them. Mentally take a stroll with them, talk to them and
share their wants and frustrations. Try to feel whatís going on in
2. Now, craft a solution in the form of benefits that will satisfy those
Now that youíve entered your potential customersí minds, can you see
those wants? Can you feel how satisfying it would be if the perfect
set of benefits were to be offered at the right price. Now write down
3. Create or offer existing products or services that match those benefits.
Once youíve found potential customers and determine their wants and
how to satisfy them, itís time to create a product or service or find an
existing product or service that will satisfy those wants. I remember
my first time out, years ago, when I created a product before doing
any market analysis. It was a disaster. It was too expensive to reach
the market and worse of all, the price the market was willing to pay
would have reduced my profit margin to near zero. I cancelled the
whole project after almost a year of working on it. The lesson learned
is to always begin with the customer in mind.
4. Create the sales medium and message using those benefits.
Put together a convincing message that incorporates the benefits of
your product or service. Those benefits should extinguish your
customers have. You donít have to oversell. There are times when
customers are not aware of their wants so in those cases the
marketing message should identify those wants and state that you
have the solution to them. When those prospects come in contact
with your sales message you could restate those wants and explain
the benefits you offer.
5. Craft your marketing message and design the campaign literature.
Marketing is all about informing the market about your solution to their
wants. Itís not about selling; itís about providing information- useful
information. The message should be the same whether you use an
article, an e-book or other devices as a vehicle.
6. Alert your target audience.
There are several approaches to alerting your market but one of the
most potent is to write a set of articles then contact publishers who
reach the target market. If youíll be relying on online publishers itís
more efficient to use an article distribution service such as
www.articlemarketer.com, www.articledashboard.com and
www.goarticles.com. Once youíve published a series of article you
may want to publish an e-book or begin using paid promotion.
7. Capture your prospects contact information using incentives.
Your prospects have become excited and interested in your offer,
because you did a good job with your marketing message. Though
they might be interested in your offer not everyone will commit to a
purchase right away. Some people like to delay, others want to build
a relationship first (just like a date) and some will be so excited by
your solution theyíll commit immediately. For those who wonít commit
on first contact with your sales letter, provide them with an
incentive in exchange for their contact information via a free gift or
8. Test whether the solution to your customers wants met or
You might craft what you perceive to be the best solution- whether
in the form of a product or service - for your prospective customers.
But you can only be certain if you ask them. So once you get
a representative sample of customers, send out a message with a
series of questions asking whether your product or service satisfied
their needs. One of your questions should be: if a respected friend
of yours could use this product or service would you recommend it
to him or her? This is an important question since a positive response
means youíve given your customers what they were looking for and
9. Treat your customers just as well or better than how you treat
your prospects and they will take care of you.
Many marketers donít care much for their customers. Once the sale
is made the only time they contact those customers on their list is
when they have another item to sell them. You know those offers:
Something like, since you bought xyz product Iím giving you a 50%
discount, but you have only 48 hours to act before the offer expires.
But do you know if these people even like your first product enough
to trust your word again. Have you stayed in contact with them since
the first sale? Do they even remember who you are? A few questions
10. Repeat the process to grow your company.
The second time around you should be much better at this process.
Make the necessary adjustments and improvements then repeat the
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Windsor Pennicott created the free ebooklet Power Sales And Marketing Innovations That Automatically Convert More Prospects. Get your copy at UsefulBizTips.com
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