Let’s talk today about turning prospects into customers then retaining them so we can market to them again in the future! If your marketing is working you will be turning those prospects into customers. Nothing else will do. Here I’ll discuss the important ways we draw them into our sales funnel/pipeline to eventually seal the deal. You’ll need to be all these things:
The big fear of nearly all new buyers is the dreaded buyer’s remorse. We should want to avoid this entirely as that result is terrible for everyone – you and them both. Buyers remorse should be unlikely if you do indeed provide quality products and/or services that consistently deliver the claims you’ve made in your marketing.
But, such remorse can still happen. There are a couple of ways to handle this well:
- Offer a no-questions-asked refund.
- Offer that they can return the product but they get to keep any bonuses that came with the deal.
These two alone will also lower the chances of buyer’s remorse occuring because the buyer will tend to trust you more because you offered these things in the first place.
Here are some other ways to change your prospective client into a valued customer:
- Present a special price as a market testing opportunity.
- Present a lower price with a reason like you are pushing inventory to pay a tax bill, to cover your teenagers gap year expenses, or any other reasonable situation. Customers often like this a lot as it makes you appear so much more human to them.
- Offer them an incentive to refer potential prospects to you.
- It may work best to offer them a smaller, less expensive product earlier on to build the trust needed for them to stump up for your main offer.
- Offer bundled (package) deals. These can be powerful if the combination is well thought out to give the perception of massive value.
- Offer to reduce the price for the first purchase if they commit to becoming a repeat customer.
- Offer more incentives like longer-extended warranties. Perhaps additional bonuses if the order is completed by a certain date.
- Provide them with financing options if that suits your business model.
- Give them a bonus if they will make full payment right now.
- Provide special packaging or delivery options at no, or minimal, extra charge.
- You could offer a “name your own price” incentive.
- Do their product comparison/research work for them using comparative data or other appropriate tools. As long as you are presenting the data truthfully they’ll appreciate the time you’ve saved them.
- Ask them if they’d like to trade-up or upgrade something they already own.
- Offer extra educational information and some space and time to help them make the decision.
As you can see the options are about as endless as you want to make them. Use these together with other ideas to discover what works out best for your business, your particular products and/or services and your desired target market. Above all remember this gem…
“By making it more inviting, easier, informative, educational, inspiring, fun, and less threatening to do business with you, you’ll lift your enterprise way above your competition.” ~ Jay Abraham.
Did you know there are 5 major components to creating excellent advertising copy? Also, the order you present these in is essential to your success.
- You Must Command Attention
- Showcase the Benefits of your Products/Services
- Prove the Benefits Beyond Doubt
- Persuade Readers to Embrace the Benefits for Themselves
- Call Them to Take a Clear Action
Advertising is sales put into print form. You must consider the unique benefits your products/services offer and show these to prospects in the most persuasive way. Emphasize the results, never the features. Ultimately your customers only care about results delivered to them. Nothing else.
How about we take a moment to discuss each of these components:
- You Must Command Attention: This is done using a powerful headline. You need a real attention-grabber. One that makes prospects want to know more about you and your products and/or services. Top headlines portray the benefits and do so vividly. They show how their problems will be solved or avoided using your products and/or services. So, it sounds weird but the headline is actually the advert for your advert.
- Showcase the Benefits: You gotta quickly show readers the benefits to them and, more importantly, show how they will solve or prevent a real problem. They must see what’s in it for them in super simple terms. Include information that is useful, clear and factual to show exactly what benefits exist and how they will help your customer.
- Offer Real Proof: This is when you prove what your ad is offering. You need to create certainty that you have a proven method to deliver on your products promise. Employ any information that establishes your credibility and past ability to perform/deliver.
- Persuade Them To Embrace: Include compelling reasons why your potential clients should purchase from you instead of your competitors. Don’t be afraid to use a hard sell approach and create some level of scarcity. This makes your prospects feel like they must act quickly or lose the opportunity to solve their problem using your great solution. This leads straight into the final component required in your advertisement.
- Strong Call to Action: You must compel your prospects to DO some particular thing. To visit your website, sign on for your cool newsletter, buy your products, contact you re services…some direct action is called for AND YOU MAKE THAT CALL. Offer them a free report, a sample, a product demo, a bonus, an in-home or on-site consultation, perhaps a limited time offer…whatever you decide it must demand an action on their behalf. There are so many ways to get propects chomping on the bit ready to order. Help them feel like they are getting an amazing deal. Remember, people LOVE to BUY but HATE to be SOLD. The difference is all in how they feel about the decision.
Good ads include all five components and cannot be considered complete if any of them are missing. Sit down and carefully think through each of these components. Figure out how to best combine them for the best effect. We can help you with this. Click this sentence now to get a sneak peek inside our e-Learning system. You will be able to have a (limited) look around at the sort of content we can deliver to you – including much more on how to write advertising copy. Enjoy!
Direct response marketing is advertising that demands a pre-determined (by you the marketer) response from potential customers. This type of marketing is used to answer questions, present your branding or products and speak to the reason you do what you do. Customers enjoy this interaction because it’s not just a one-way communication. They get to choose to respond, whether by signing up for a newsletter, posting a comment on your blog, or through purchasing one or more of your products.
Generic brand awareness advertising may be popular but it is NOT direct response marketing and NEVER returns as good an ROI as well-targeted direct response marketing will.
What does direct response marketing look like in practice? Well, there are many forms of it, including:
Pay Per Click e.g. Google Adwords
Radio and TV ads
Coupons or other incentives
Telemarketing – usually experienced as, you know, those pesky calls at dinner time!
Some advantages of direct marketing are:
It can be a great way to use your time during any lulls in business activity
Productive way to communicate and empower you to create more relationships
Great way to up- and cross-sell to current customers
Low cost way to rustle up new business
Use it as leverage to turn small sales into large sales
Supplement your current marketing program
Cost-effective way to reach your target markets
Offers measurable results
Reach outside your local area for new business
Increase the effectiveness of your sales force
A huge advantage of direct response compared to awareness marketing is that the responses asked from the recipients can be measured. This means you can quickly know the effectiveness, or otherwise, of your marketing. So you can tweak copy or make other adjustments to improve desired response metrics or even cull advertisements if you find that your targeting/messaging was off.
Today I’d like to teach you about the three most important start up marketing tools you need to get and keep new customers.
- In person: It’s essential you meet with customers/clients in person whenever possible. This shows you respect them and take the time to work with your clients to give personal attention to each of them.
- Follow up letter: Always take a moment to send a follow up letter about what you talked about, new agreements or partnerships made and to thank them for taking the time to meet with you. Likewise, you should always send thank you letters or small gifts to partners you find success with.
- Phone call: Use a telephone call to follow up with them to talk again about the matters you talked about in your meeting and offer any assistance you can to help their business run smoothly and more successfully.
None of these will work if you don’t have a quality product/service to back you up!
Here are the key steps for putting together your start-up marketing tools:
- Research potential customers, buyers, competitors and their preferred methods of distribution.
- Talk to potential customers. Take a hard look at your product from a customer’s perspective and see what it needs to be successful.
- Follow up with your 3-step process from above.
- Develop systems for contact follow through, quality control standards and customer service.
- Develop a post-sale follow up system to keep lines of communication open with customers and build on your current relationship which increases future purchases.
“Marketing and innovation produce results; all the rest are costs” ~Peter Drucker, management consultant
Here’s another one I love from a famous business icon:
“If there is any one secret of success, it lies in the ability to get the other person’s point of view and see things from that person’s angle as well as from your own.” Henry Ford, Founder of Ford Motor Company.
I must agree with Ford because my own work experience managing businesses, then founding and owning a business, my later training and experience as a counselor, and finally my current work as a self-employed marketing coach, absolutely bear out the truth of his statement.
This lesson has offered you the tools to put together a start-up marketing plan that can be used over and over again to help your customer base and business grow in a manageable way. Check out the tools inside Score More Business Academy because we offer you these very same things.
Ok, let’s learn how you find a target market of prospects so you aren’t tempted into wasting your precious resources doing blitz, also called “awareness”, marketing. Ask yourself these two questions:
- What do my potential customers actually want to buy?
- What are the products they are already purchasing that are related?
When you know this you’ll know who is more likely to buy your products/services. Then, find other businesses having the same type of customer base that you can share clients with. Cook up a good incentive and work establishing a great joint venture arrangement that will encourage your combined customer base to shop at both of your businesses.
The underlying concept is:
Find existing businesses having the same customer profile you are looking for so you can market your products and/or services to them.
Strike up a relationship with these business people and together work out an incentive for prospects to purchase from both businesses.
Do this and you’ll have an additional audience to pitch to and your JV partner/s also generate an added value from their current base.
So, how do you work out the numbers? Here’s a great method by Jay Abraham:
LV = (P x F) x N – MC
What it means:
- LV = the customers lifetime value
- P = the average profit margin per sale
- F = the amount of times a customer purchases per year
- N = how many years customers buy from you
- MC = the cost of marketing each customer (total expense divided by the number of buyers)
When you’ve calculated how much you spend to attract every new customer, you’ll know what size of an incentive you can offer to another business to help attract new customers from their customer pool.
Here is your process set out step-by-step:
- Search out other businesses already having the customer base you want to tap into.
- Figure out then negotiate an incentive that will have them keen to share their customers with you.
- Focus your marketing efforts and resources on this group of already targeted consumers.
Go get ’em! Remember, if you want guidance working your way through the above process we’re only a few clicks away.