| |
| |
|
Marketing Information |
|
|
|
The 10 Cornerstone Principles of Marketing
There are four parts to a marketing system and they rest on ten cornerstones. Marketing results are only as powerful as your marketing systems. To build your marketing system you need to be able to do four things: attract, convert, leverage and retain. With these four accomplishments and the practice of the 10 Cornerstone Principles of Marketing, success will come. Here are the 10 Cornerstone Principles to Marketing Success 1. The Principle of Packaging. The way you package your product or service is a deal breaker. If you sell a product, it has everything to do with the packaging, the colors, the box, the container -- everything. If you sell a service and offer just one service, there still needs to be packaging. Just a different time. Packaging for a service provider resides in their offer. If you offer one solution which most independent professionals do, like an hourly or day rate, then you don't have a package. A package is a combination of items that create an offer that support the client in accomplishing their goal. 2. The Principle of Differentiation. You want to be the red crayon in the box of white crayons. You must know how you are different from your competitors and you must be able to convey that in all your messages in a way that your prospects pick it up simply. If you think you don't have any competitors, you do. If you know you are different and don't convey it, you lose. You must leverage your differences. 3. The Principle of Repeat Business. One-time buying is short-term revenue and requires ten times more work to find new clients. Keeping multiple, a lifelong paying client is your objective. If you offer a one-time event, you do not have a marketing process -- you have a single sale. A marketing process sells to clients over and over again. 4. The Principle of Frequency. The number two reason businesses fail is because they don't stay in touch with previous clients. Frequency builds trust and trust is a requirement for a sale. 5. The Principle of Multiple Streams. Having many ways for people to buy from you always provides the desired revenue results. This requires a combination of active sales (where you participate) and passive sales (that sells without your presence). 6. The Principle of Reciprocity. This principle, also considered an exchange, is about relationships and networks. If you want to be alone, then your battle is gong to be long, hard, and it will fail. Build your vendor team, your Research & Development team, your administrative team, your strategic alliances, your bartering team, and your attraction will multiple. This works on the principle: "you scratch my back and I will scratch yours." It is not just about relationships, it is about the value of those relationships. 7. The Principle of Likeability. If people don't know you, how can they like you? They need to like you before they will trust you and they must trust you before they buy from you. 8. The Principle of Communication. This is the most valuable asset you have. Communication is like your bank account: when you communicate correctly, you have a deposit, when you fail to communicate you will have a withdrawal. If, on balance they get "insufficient funds," that client is gone. Always ask, "Am I providing value that creates a deposit?" 9. The Principle of Perception. Your client's perception creates the sale. So many business owners think their service or product is absolutely great and they cannot understand why it is not selling. It is because they developed their product or service according to their perceptions and not their prospects' needs. Perception begins with what your employees think of their job, so start with their job responsibilities and titles. If your receptionist is the main point of contact for your company, change her perception of her position and your client's impression will alter. Call her the "Director of First Impressions." 10. The Principle of Emotion. Eighty-five percent of the buying decision is made from emotions and then justified with logic. This means you must first connect with their emotions and then give them the logic to justify what they bought. You cannot do one without the other. Copyright 2003-2004, Catherine Franz. Catherine Franz is a Marketing & Writing Coach, niches, product development, Internet marketing, nonfiction writing and training. Additional Articles: http://www.abundancecenter.com blog: http://abundance.blogs.com
MORE RESOURCES:
Marketing - Google News |
|
|
|
RELATED ARTICLES
A Successful Solution: 10 Things to Consider A provocation for the coming year, decade, century or millennium.By now, you've set a working direction for the year, established clear-cut objectives. How To Get Celebrities To Endorse YOUR Product How would you like celebrities to endorse your product?Perhaps that sounds crazy. Well, here's the info. How To Create Urgency So People Buy Now .. Let Your Survey Write Your Business Plan Most entrepreneurs first write their business plan and then develop their services or products. This causes them to generate and fulfill a marketing plan that requires them to swim upstream using the backstroke. Where to Look for New Donors for Your Fundraising Letter Appeals Have you ever studied your best donors and wished you could clone them all? Maybe you can, with a bit of creative thinking.1. Attracting Clients With Ease Whether you are already running your own business, or still thinking about starting your own business, I suspect that deep down you know you have gifts and talents that can really make a difference to others. In an ideal world, you'd spend the majority of time doing the work you love to do, with a steady stream of clients knocking at your door as and when you want them. Build a Dynamic Business - 10 Steps to Start You Off It's where your employees are in a 'special place' when they work together. And to get there, they have to be in a culture that is very special - and you can create it in your business too!Here are ten key points that will make a big, big difference:- Build Great RelationshipsTake the time to engage with your people. Small Business Marketing; Abstract Philosophical Discussion Our bodies work like our small businesses. They work best by word of mouth, networks, referrals, etc. Build Lifelong Networks With Your Own Barter Group I don't know if you have ever seriously considered bartering. If you haven't considered it, it's probably about time that you did. Attracting Clients With Incremental Marketing Do you ask prospective clients to go too far?Must your new clients take a "leap of faith" when they engage you?Or do you gradually draw them closer using a series of pre-planned contacts designed to address their concerns and build their trust in you.Too many service providers wait for potential clients to take that leap of faith. Be Prepared for Marketing For most businesses, making a sale is all important. However, despite the amount of effort and attention given to getting sales, there is often no attention given to developing and effectively implementing a systematic marketing process. How to Tie a Tie and How To Kiss - What Do They Have In Common? How to Tie a Tie and How To Kiss - What Do They Have In Common?Now before you decide I've gone totally bananas, there is a connection between these two subjects but it's not perhaps obvious straight away.For most - men anyway - they learn how to do one of these before the other. Pay for Performance Pricing Models for Search Engine Optimization I do think that it is entirely possible for an SEO and client to work out a pay for performance pricing structure that is fair to both. Logistically, though the tracking involved to this would add additional layers to the total process of ranking and reporting. Top 3 Reasons Why Your Headlines Fail Many professional copywriters estimate that the headline contributes to 80% or more of the success of any ad, article, or sales letter. One direct marketing expert goes so far as to credit the headline with 100% of the success or failure of any ad or sales letter, because if the headline fails to pull the reader into the main body of the ad or sales copy, then there is no chance of success! And they are both right! If your headline fails to perform its' function of getting the reader to read further into your copy, then the headline is fully responsible for the failure of the ad or sales letter. Have You Captured Me Today? There are many Web sites I visit every day and will probably never return to again. It's not that I didn't like the site, or that I wasn't interested in the topic, services, or products offered. How Testimonials Can Put You in the Spotlight If you need evidence that a testimonial or referral can help you, let me tell you a personal story:My friend Dave raved about his boss all the time. "She knows I'm still in school," he said, "so she always asks about my schedule. Mortgage Marketing - How to Write a Mortgage Marketing Sales Letter That Gets Results! Have you ever sat down to write a sales letter and been at a complete loss where to start? It happens to all of us.Sales letters are hard to write. Why Most Marketing Videos Dont Work Every now and then I will meet someone who has commissioned a marketing video that did not work for their company. It is a sad state of affairs and it is avoidable. Low-Cost Marketing With Postcards Here's a simple way you can generate lots of sales leads .. Referrals - How to Get Them Referrals are an extension of Networking. If people like you and like the sound of your product or service, then there's a good chance they'll tell other people about you.
|
| home | site map |
| © 2006 |
