My Favourite Marketing Tactic

“It was the best of times, it was the worst of times..” could Dickens have foreseen our current economic plight writing in 1859?

Now, it may not quite the currently feel like the best of times, but I suggest it is the best of times to try something new and low-risk in your marketing.

Let me introduce you to my most favourite 'bestest' marketing tactic, namely speaking to groups of clients and prospects from your ideal market.

Now, you may be thinking that I have gone off my rocker, after all speaking is so difficult, isn't it. Let me tell you that's a load of old bull. Speaking in front of groups is easy.

Repeat after me 'Speaking in front of groups is easy'

You can do it. If I can do it, you can do it. It's not blinkin' bungee jumping or flying a helicopter.

Why do I like it and think it's useful.

Well:

1.It differentiates you from your competition
2.You are in control
3.It's fun.
4.It's as cheap as chips to do.
5.It's fun
6.It positions you as an expert, meaning people won't moan about your fees, in fact they'll expect more to hire you.
7.Did I say it's fun?

Forget all that stuff, about how difficult it is, visit your local ToastMasters International Club and start improving your speaking skills.

Time to Develop Your Core Marketing Message

What is the purpose of your marketing?

You might say it's to start the phone ringing, get people to want to hire you and your business or to make selling easier. All good objectives but tough ones, too. How about something simpler and easier?

How about the purpose of your marketing is to expose your core marketing message to prospects in your target market. You know the sorts of people you want to do business with.

So what is a core message, it's simply 8-10 words that uniquely conveys what you and your services do for your clients. Slogans and taglines may change. When you finish crafting your core message , stick with it baby. Sound easy? Well let me tell you that this is your homework for the rest of your business life.

What's my core message it's “No-Bull Marketing that catapults your business to the next level.”

Time to start working on yours?

What's your Marketing Strategy?

Tony, a friend of mine asked me the other day “Rod, What is your internet strategy?” I didn’t know whether to smile at Tony or slap him. Tony didn’t understand the difference between a marketing strategy and a marketing tactic. And you know that for many years, neither did I.

So let me explain the difference. Both of these words are military terms.

Can Julius Caesar really help you in your business in 2007? I dunno.

Naturally, these terms have been adopted by MBA’s.

But today I want to give you my version, the No Bull version, the version that you can use in your business.

Let’s start with your marketing strategy?

Your marketing strategy answers the following simple question.

What is the most important position you want in the mind of your buyer/client? The ultimate perception! The ultimate place!

Can you answer that question? Because if you can’t then your client probably can and it may not be the position you want.

I find a good word to add to strategy is position. So what’s my strategic position?

“I want to be known, liked, trusted, hired and referred as the UK’s most practical, small business marketing expert.”

Just 19 words. Can you document yours?

So where do tactics come in? Well tactics are what you do to help your client think of you in your strategic position.

So is this note helping be more known, liked, trusted, hired and referred as the UK’s most practical, small business marketing expert?

When I speak to groups of business owners do I become known, liked, trusted, hired and referred as the UK’s most practical, small business marketing expert by my target market? Get it?

So what are tactics? Simply think of tactics as actions that will help you get closer to your strategic positioning in your client’s mind.

Networking, speaking, blogging, messing about on the internet...sorry I mean internet marketing, direct mail these are all tactics.

Simple isn’t it?

So first work on your strategic positioning then plan your tactics.

Of course I smiled at Tony. I would never have hit him; he’s bigger than me that was my tactic.

Develop a simple client philosophy

You've probably never heard of Michael Mayson.

I hadn't. But we both should have.

Michael is the general manager of the Crowne Plaza Hotel in Birmingham.

He also has a simple philosophy which is listen to the customer and give them what they want.

“I still use that approach today and it has never let me down,” he says.

My client philosophy statement is:

"Give customers what they want, not what you want"

What yours?

How to Respond in Uncertain Times.

I don't know about you, but this week the words of that dour Scot from Dad's Army, Private Fraser have been ringing in my head "We doooomed!"

The media love to tell us how bad things are, how the party's over and we will soon all be working by candlelight.

Well, for one, I say they're wrong.

You and I run our own small business.
The banks are not in control
The politicians are not in control.

You and your clients are in control.

Come on, I think it's time to get back to basics especially with your marketing.

It's time to discard all your old prejudices and fears.

Time to consider what really works.

What really works for example is direct mail.
For every £1 spend on direct mail, expect a £4 response.

Don't take my word for it, pop over to the Direct Mail Information Service http://www.dmis.co.uk/ and download their free report.

Friends, it's time to get serious about your marketing

Why has your Marketing Material got such a Crappy Headline?

Currently in the middle of receiving marketing pieces from business owners as part of the 2008 Olympic Marketing Challenge (see below for details).

So why do so many of us use lame headlines in our marketing or even worse no headline at all?

Writing headlines is the fun and easy part in marketing.

We all need to work a little harder and test a lot more.

Headline I liked today that I saw was

"Bonus Whores Offers Once-in-a-Lifetime Opportunity to Lucky Member"

Even if you're shocked you'll want to read more. Job Done

The Famous Bob Monkhouse Tube Ad

This is the famous Bob Monkhouse London Tube advert.

It won awards, but I think it has one flaw.

Can you spot it?