In its essence, business direct marketing involves placing a targeted message directly in front of your ideal prospect, compelling them to take action. An action could include:
Before you can do this, you must first truly understand and appreciate your client base. It’s this establishment of high trust levels that will allow you to immediately set up and start working on a systematic and sequential flow from prospect to buyer. This should target the regular buyers of your product and service, by continually offering new products and/or services and by continually adding value (not your definition of value, your client’s definition of value). It is the essential driver for sustainable revenue opportunities within the business, perpetuating the continuation, scalability, systemization, and ultimately, the value of the business.
It is the conduit used to reach your ideal target market and how you communicate the exact message to market match. It must also have specifically crafted elements to it so you can, DIFFERENTIATE YOUR BUSINESS FROM YOUR COMPETITORS. By distinguishing yourself from your competitor with higher levels of value or innovation you’ll be able to:
In its simplest form, business direct marketing is answering their questions and solving their problems better than your competitors by:
Do this right, and you will dominate your market.
For small businesses, it is not just about trying to build your brand over a long period of time, as not everyone has the budget to perfrom brand building exercises. In these instances, building a brand is important, but cash flow is more important; you need a strong return on investment (ROI).
A marketing consultant is someone who understands how important having a constant and steady stream of ideal clients coming into your business is. This means the: right message and right market right media = a competitive advantage. If you can pull this off (which you can), 20% of your clients will be 80% of your revenue, so a marketing consultant and business coach will have the skill to develop uniquely crafted ways that will help you find more of the 20%.
This will help you get clear on your customers’ prospects, fears and frustrations, what keeps them awake at night how can you help them solve the most pressing problem.To utilise and understand all forms of relevant media to the business, utilise:
You can also develop sales systems and scripts and various methods that will take objections off the table.
To help you become their trusted expert industry advisor (the maven of your industry) and take your competitors off the table (quite literally), by;
Strategic marketing is important because it builds on empathy and leadership, and allows you to demonstrate the data from results on following through and backing up your big promises. It starts with the end in mind; the quantifiable result that you’re striving for, and reverse engineering it step-by-step to create a multipliable effect.
Each action has an impact and helps perpetuate the next step and the next one until a predictable result happens every single time; it takes into account wants versus needs. Wouldn’t most people want a new Ferrari? They can sell $300,000. No one on the planet needs one, but a lot of people want one.
Strategic marketing helps business owners overcome the potential pitfalls with standard forms of marketing (The Shot Gun Approach) by forcing you to get extremely clear on the outcome before starting to design a program or carelessly spending money.
It allows a small player to outmanoeuvre a large like a speed boat that can change direction in an instant.
Targeting specifically the clients that are going to give you the maximum return and cutting away all of the red tape to make everything easy and simple.
I can look at your circumstances with a fresh set of eyes, having worked with a large demographic of different business, there are certain elements in common. Everyone is unique, so I like to break down what you are doing and why it is and isn’t important. Find out the reality of the current situation at a finite level. Ask, is what you are doing producing results or not and what needs to be adjusted to improve.
Most business owners are not sure of the results they are getting from their marketing spend and efforts and as a result, don’t know what to continue with, stop or start doing as a result.
By looking at alternative products and competitors and other types of businesses that may not be directly related to yours, you can find new ways to do things, as well as your strengths and weaknesses and your understanding of the dynamics of each unique situation.
Assessing the sales team, sales systems, products and services to find the impact points and evaluate performance, strengths, and weaknesses. A good consultant can assess and recommend the appropriate adjustments and only then prescribe the right solutions.
When I work with clients, I have over 100 questions I get them to answer, firstly, to push them to go as deep as possible past the superficial answers to get to the real meat. This brings on revelations for the client and very much helps me with structuring a blueprint plan. I want to know as much as humanly possible about you and your clients to fully understand the right way to get you maximum leverage.
For me, it has been the most dominating factor in developing multi-million dollar business for myself and clients alike. I have grown three separate multi-million dollar brick-and-mortar businesses of my own, all using the strategies I teach.
I was able to grow one of my businesses up to 50 million in revenue and after getting hit by the perfect storm and losing 70% of my revenue almost overnight, I used direct response marketing to recover to get back on top again.
Every client I work with, in a wide range business specialities, I use direct response marketing to literally transform their business. Continually bringing in a steady stream of hungry, potential clients beating a path to your door. This will help you become the maven of your industry and quite literally take your competitors off the table.
I worked with one client who owned a sports supplement and personal training business. Using direct response marketing to build their database, and through giving extreme value via video training and high-quality information, free reports and offers also helped them develop their own unique audience of ideal clients that loved what they had to offer.
They would buy in larger quantities through bulk deals, the frequency of purchases doubled through continually nurturing their clients and providing heaps of value, and they would get daily referrals through dedicated programs. Loyalty rewards would also get their customers coming back for more value, open days with celebrity guests and free giveaways would also build their database and increase sales. Package deals with personal training and supplements increased the size of the sale.
From struggling and unhappy to dominating their market space, making more money, and having the freedom to take time off; direct response marketing is the first step in business success.