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The single most important activity you can do in your small
business is create a unique marketing strategy and plan. When
was the last time you saw a company marketing themselves in an
outrageous way? In this day and age it looks like everyone has
read the same book on marketing – and sorry to say – that book
doesn’t work!
What does work – is a little creativity, a little personality
and a lot of effort to make yourself so different from your
competition – that there is no real competition.
1. What crazy stunts could you do to get free media publicity?
What type of outrageous challenge could you post to the
public (ie give me 30 days and we will change your life,
your business, your appearance, etc.) Alternatively, go get
a Guinness Book Of Records... find something that is remotely
related to your business... and design a new record you are
going to create – the media will love you.
2. What’s your stadium pitch? Imagine this...you have been given
the chance to do a 60 second presentation to 50,000 people in
a stadium. Just as you walk out to start the presentation...
they announce that people don’t have to stay if they don't
want. What could you say in 15 seconds to get them to stay?
What could you say in 60 seconds to convince them that your
company is the only alternative and they’d be crazy not to
build a relationship with you?
3. Think about the lifetime value of your clients. When they are
first introduced to you they are buying into a relationship
with you... they are NOT buying a product. It is up to you
to nurture that relationship. Are you? If you treat them
right and make them feel like family... your clients will
come back... buy more... and buy more often. In today’s cold
impersonal business world, be the one that treats them like
family.
4. Find a way to build a recurring payment plan around your
business. If you have a one-time purchase of your product...
what could you offer to your clients to have them come back
more often? Could you do a tune-up or clean up or re-design
once a year? Rather than waiting for them to come in...
offer them a reminder service and a monthly enticement to
come back in. Bill them monthly, quarterly or yearly. Up to
50% (sometimes more) of your clients will take this option...
what would that add to your bottom line?
5. Create joint ventures with other related businesses... anyone
that deals with the same target market that you do. Explain
to them that you will send them extra business if they give
your clients an incentive to buy (coupons, discounts, bonuses
etc). Create a booklet that you will give out to your clients
with all these discounts. For every discount coupon they use
- that supplier is to pay you $xx dollars for the new client
you brought them
6. Send out a weekly (even bi-weekly) email newsletter with
some tips, some humor, some specials of the week. On the days
when it is going to rain - send out an urgent bulletin - rainy
day special! Offer them a deal to come down, brave the rain
and get a deal on lunch.
7. Make doing business with you more exclusive. Make it on a
referral-only basis. There is a dentist I know of that locks
his door. You are not allowed in unless one of his present
clients has recommended you... even then you need to pass
the approval process. And he has 3 times more profit (and
much happier clients) than any other dentist in his city.
8. Test all of your crazy ideas. No matter how crazy they sound
- try it out. Find out which ones work. Then optimize how
effective they are. Test all variations of that idea. Find
out which variation works best.
9. Use risk reversal in your offer. Make it so your clients come
out so far ahead by dealing with you they would be silly not
to. Even if they decide that your product is not for them and
they return it - they still come out of the deal with the
refund and many bonuses that they never had before dealing
with you. The stronger the risk reversal and the longer the
guarantee... the fewer number of returns and complaints –
it’s a fact.
Think differently, be different, make sure people notice you are
different - and you will be very profitable. To your success!
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Stand out from the crowds. Educate your prospects and they will turn to you for more knowledge. When they turn to you for more, they will visit your website. It is up to your website copy to sell your products, NOT your article. Provide great information and at your website, address how the prospect will benefit from what you are offering. Using these things in conjuction will help your cash register to ring.
