MIBW
Archives
April
2, 2004
Please
note that these are archives so many links to ads and
old pages may not work.
Of
course any contests or special sales you may read about
are obsolete so please don't email me about any
promotions, thank you.
Any
reference to my old domain My IBiz Helper.com will
redirect to Ezine Ad Helper.com, this includes any
email sent to myibizhelper.com
So
please do not send any mail to myibizhelper, it will be
treated as spam.
If you need to contact me, use the
contact
form here
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Welcome From Your Publisher...
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Hi, and welcome to the Classified edition of MIBW.
Don't forget to look over the classified ads, you never know
what you might find.
Great article today on marketing methods. Sometimes we have to
think small with our marketing methods in order to achieve high
results.
Have a great weekend
Your Publisher,
Donesia
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Get More Clients using Pull then Push Marketing
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Copyright 2003 © by Charlie Cook. All rights reserved
Marketing is like rowing. You pull hard on the oars to go
forward, then lift them out of the water and push them back to
finish the stroke and get ready for the next pull. Once you’ve
got the sequence of the stroke right, you and your boat slip
forward through the water and build speed and momentum. If you
push when you should be pulling, the boat goes backwards, or,
even worse, you lose your balance and fall into the bottom of
the boat.
One of the biggest mistakes people make in marketing their
services is to simply PUSH information about their services and
themselves out to prospects and hope that this will result in
attracting prospects. Unless you are already a household name
and in such demand that your phone is ringing off the hook,
this approach rarely attracts the numbers of new clients you
want. The result is that most marketing falls into the bottom
of the boat instead of propelling your business forward.
An alternative to the typical push and hope approach to
marketing is to PULL prospects in and then in the context of a
growing relationship, PUSH useful information out to them. If
you want prospects to remember your firm when they have a need
for your services, start by attracting their interest.
Generate interest by focusing on what your potential clients
want and the problems they need solved. Use this client
centered marketing strategy to pull prospects in so you can
push your expertise out to them. Give them ideas they can apply
instead of information about credentials, or past clients. Like
rowing your boat, you won’t move very far unless you repeat the
sequence again and again.
Are you pulling prospects in or just pushing your information
out? Review your marketing materials to see if you have the
sequence right. Take a look at your web site, brochures,
newsletters, correspondence and proposals.
PULL TACTICS – ‘Client’ Centered
Do your marketing materials
1. Begin with a clear identification of the niche market(s) you
work with?
2. Lead with client problems and concerns?
3. Use the two elements above to create a picture that your
target market can identify with?
4. Provide useful ideas that your target market can use and that
demonstrates your expertise?
PUSH TACTICS – ‘You’ centered
Do your marketing materials
1. Focus on you, your services and staff?
2. Focus on glowing testimonials and your client list?
Which works best? Both. The challenge is getting the emphasis
and order right. The pull then push marketing sequence that
works to move your business forward involves the following:
1. Create resources that pull prospects to you and your firm
2. Get prospects to give you their contact information (Most
firms let over 99% of the people who see their information go
away and never follow up)
3. Push useful information out to self-selected prospects on a
regular basis. (Remember the majority of buyers won't make a
purchase until they've had a minimum of 5-6 contacts with your
firm.)
When your prospects have a compelling need, they will turn to
the firm that they’ve had regular communication with, know and
trust. At some point prospects will want more details about
your services, credentials and testimonials. But this is often
the last information you need to provide.
Use the pull then push strategy to get your marketing moving.
You'll be amazed as you watch both your prospect and client
lists grow and your business gains momentum.
2004 © In Mind Communications, LLC. All rights reserved.
The author, Marketing Coach, Charlie Cook, helps independent
professionals and small business owners attract more clients
and grow their business with the 5 Principles of Highly
Effective Marketing. Sign up for the Free Marketing Guide and
the 'More Business' newsletter, full of practical marketing
tips at
http://www.charliecook.net
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