The Marketing Equation
Once you have a marketing plan in place I can guarantee it will include activities like social media posts, newsletters or simple sales tools such as rack cards, business cards or home printed flyers for community notice boards. These can be very effective marketing tools if used correctly. Remember that nice graphics do not always convert to good advertisement or sales copy. Graphics are an important part of developing sales tools because they support the marketing equation, but they do not replace it.
The marketing equation is a very effective equation. If you take the time to use this when you work on social media posts, newsletter campaigns and the design and development of flyers, you will find your response rate, click through ratios and sales conversions will yield a better return-on-investment.
The Marketing Equation is Interrupt + Engage + Educate + Offer = Results
The Interrupt:
To get qualified prospects to pay attention you need to identify and emphasize your key selling points, which you should have determined when you worked on your marketing strategy. Who are your clients and what are their hot buttons, needs and desires? A key selling point (KSP) or hot button is anything your prospect deems to be important and relevant. Good KSPs encourage target prospects to begin searching for more information.
Engage:
If the Interrupt is based on good hot buttons, prospects will want more information. Make it clear to that the information is coming. Ensure that once they are focused on your message that they are engaged to continue on reading.
Educate:
Identify the important and relevant issues of concern to your prospects. Feel their pain and listen to their concerns then provide them with the information they need to make their buying decision. The information has to be easily and quickly read and understood. The more educated a potential client is, the more services you will sell. Most marketing campaigns are aimed at making the sell now. These so called “now” buyers comprise the smallest percentage of consumers. We are looking to build long-term client relationships which represent the vast majority of consumers.
Offer:
Always minimize your potential clients' fear by providing them with a low risk way to sign up for your services. Give them all the information they need so they feel they are in control of their decision and are not being talked into anything. Your goal is to solve their problem, not sell them something they don’t need or want.
RESULT:
Establish leads that will convert to long-term clients who will become an active part of your business growth.