Many people ask me what my number one tip for business success is. My answer is always the same: Get really good at marketing.
However you do it is up to you. Whether it is by working with me, by reading the material in the further resources section, by doing a degree in it even. Just pick a way that suits you and DO IT!
Good marketeers are not specialists in some black art, lets dispell that myth straight away. They are normally people who just try a few simple things then carry on with the winners whilst trying something else.
Let me show you why it is so effective. In a model business, a catalogue gets sent out once a year to 1,000 people. The company measures how many respond during the year and how many ultimately buy. (Note: think about how you can break down and measure your marketing successes - it is the key to getting this right).
Their results are as follows:
This makes them a profit and all seems well.
Now lets imagine that they got great at marketing and spotted a few simple things they could do:
1, Because they know how the brochure already fares it is likely that by sending it to more people who fit their market profile, they would get similar figures. They decide to try an extra 500 brochures.
2, Why send it just once a year if it works? They try twice a year.
3, Because it is now more seasonal they can put the things that sell over the winter / summer into the respective brochures.
By combining these issues, see what happens:
Firstly because the method was already tested the company knew that adding half as many customers to the mailing list would likely add half as many responses.
However they have done better than get twice the enquiries by sending it out twice. The seasonality has increased responses from 10% to 12%.
At his stage they are only closing the same percentage of enquires but that still leaves them with a closing ratio which has gone from has gone from 5% to 6% which is a jump of 20% mathematically.
Most satisfying of all is that with precious little extra effort, and without resorting to discounts, sales have gone from 50 units to 180. A 360% increase!
A great start. They keep going with what they're doing here and look at how they can close more enquiries. Another small percentage would again make a big difference to sales.
That's why marketing always makes the amazing difference.
Remember:
There is no silver bullet. No one way that will transform you business overnight. Rather there are lots of little things that when tried, tested and added together will transform your business on an ever increasingly rapid scale.
However you do it is up to you. Whether it is by working with me, by reading the material in the further resources section, by doing a degree in it even. Just pick a way that suits you and DO IT!
Good marketeers are not specialists in some black art, lets dispell that myth straight away. They are normally people who just try a few simple things then carry on with the winners whilst trying something else.
Let me show you why it is so effective. In a model business, a catalogue gets sent out once a year to 1,000 people. The company measures how many respond during the year and how many ultimately buy. (Note: think about how you can break down and measure your marketing successes - it is the key to getting this right).
Their results are as follows:
This makes them a profit and all seems well.
Now lets imagine that they got great at marketing and spotted a few simple things they could do:
1, Because they know how the brochure already fares it is likely that by sending it to more people who fit their market profile, they would get similar figures. They decide to try an extra 500 brochures.
2, Why send it just once a year if it works? They try twice a year.
3, Because it is now more seasonal they can put the things that sell over the winter / summer into the respective brochures.
By combining these issues, see what happens:
Firstly because the method was already tested the company knew that adding half as many customers to the mailing list would likely add half as many responses.
However they have done better than get twice the enquiries by sending it out twice. The seasonality has increased responses from 10% to 12%.
At his stage they are only closing the same percentage of enquires but that still leaves them with a closing ratio which has gone from has gone from 5% to 6% which is a jump of 20% mathematically.
Most satisfying of all is that with precious little extra effort, and without resorting to discounts, sales have gone from 50 units to 180. A 360% increase!
A great start. They keep going with what they're doing here and look at how they can close more enquiries. Another small percentage would again make a big difference to sales.
That's why marketing always makes the amazing difference.
Remember:
There is no silver bullet. No one way that will transform you business overnight. Rather there are lots of little things that when tried, tested and added together will transform your business on an ever increasingly rapid scale.
Links To Further Information On This Subject:
* Testing & Measuring
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* Virtual Marketing Director
* Top Tips on Selling
* Further Resources
* Testing & Measuring
* Subscribe to FREE Email Updates
* Virtual Marketing Director
* Top Tips on Selling
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|
Results
|
Numbers
|
Percentage
|
|
Brochures
|
1000
|
100%
|
|
Enquiries
|
100
|
10%
|
|
Sales
|
50
|
5 %
|
|
Results
|
Numbers
|
Percentage
|
|
Brochures
|
3000
|
100%
|
|
Enquiries
|
360
|
12%
|
|
Sales
|
180
|
6 %
|
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About Jon
Subscribe to Email Updates
Get More From Jon
Selling
First Impressions
Contractual Sales
Closing
Influence
Top Tips
Objections
Marketing
The Amazing Difference
The Traps
The Power of Attraction
Advertising
Testing & Measuring
The Internet
Pay Per Click
Direct Mail
Public Relations (PR)
Telemarketing
Customer Service
Word of Mouth
Mindset
Who Are You?
What Do You Do?
Invest In Yourself
Wealth & Success
Your Friends & Family
Serendipity
NLP
Hints and Tips
Simplicity
The Key to Success
Potholes
Business Success Group
Further Resources
Contact Us
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