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Will You Add? - How to Beat Your Biggest Competitor with Your Marketing
The emergence of the word "logo" can be traced back to ancient Greece. A logo essentially referred to a form of cipher consisting of the initials of a name designed for easy recognition among the viewers. Such ciphers/ logos were widely used as monograms of the rulers and their dynasties in the ancient Greek and Roman coins. During the thirteenth century, the concept of logo design developed from ordinary ciphers to distinct trademarks for various traders and organizations.The evolution of a logo as an indispensable branding strategy started of in the 1800’s. Th
You can overcome your prospects' indifference too by giving them the information they want in your marketing. When you do their interest and motivation will soar.
Use these six ways to overcome your prospects' indifference.
1. Don't just shout your name or your company's name; tell your prospects how you can help them.
Imagine this scene -- it's a quiet Tuesday afternoon at your office...Then, suddenly, the tranquility is shattered when a process server arrives. Of course, the receptionist doesn't really know what to do and doesn't want to be responsible for signing for something like this. So, over the loudspeaker she pages someone above her to come out front to sign for the service of process.In just a few minutes, everyone in the office is asking, "What is a service of process?" Once they figure it out, they all start guessing as to why your company is being sued."Everywhere I look I've got competitors, from the large companies to other independent financial advisors like myself. What can I do to beat the competition and get more clients?" Martha, Financial Services, San Diego CA
In 500 B.C. Sun Tzu had the answer; "Know thyself, know thy enemy. A thousand battles, a thousand victories."
In war or business the key to success is to know your competition and understand the obstacles you need to overcome. Do you know who your biggest competitor is? Do you know who or what is stealing your prospects' attention and keeping them from buying your products or services?
You may be surprised to learn that your biggest competitor isn't the other firm in your town or is it the large corporation that sells similar products and services. If you guessed these, you'd be right that they are competitors but they're not your biggest one.
Who then is your biggest competitor? Before I give you the answer, let me tell you a story.
During his first three years of high school, my son was not the student he could have been. All my explanations and entreaties about needing good grades to get into college fell on deaf ears. My spouse and I tried discussions, lectures and everything else we thought might work, but we just didn't have his attention. Sound familiar?
The same is true of your prospects. Your biggest competitor isn't one of the other companies that provide the same products or services.
Your biggest competitor and obstacle to growing you business is your prospects' indifference.
If your prospects aren't responding to your small business marketing, you're not capturing their -
- Attention
- Interest
- Time
- Trust
- Motivation to act
- Commitment
There are hundreds of thousands of people who could benefit from what you sell. Why aren't they flocking to your door? Why aren't you doubling your sales every year? Do you have the same problem with your prospects' that my spouse and I had with our son?
Halfway through his junior year, we took my son to see several colleges that were within his reach if he just applied himself. He liked what he saw and got excited about going to college (or was it just the idea of getting away from home?)
We got his attention by showing him the opportunities he could have if he improved his grades. We motivated him by giving him the information he needed to make the decision to work harder in school. The result? His grades went from mediocre to outstanding.
You can overcome your prospects' indifference too by giving them the information they want in your marketing. When you do their interest and motivation will soar.
Use these six ways to overcome your prospects' indifference.
1. Don't just shout your name or your company's name; tell your prospects how you can help them.
I AM AN ENTREPRENEUR! It sounds nice doesn’t it? However, the title of “entrepreneur” means nothing if you do not attach any significance to the word. We all see entrepreneurs on television (Donald Trump, Bill Gates, Oprah Winfrey, etc.), yet we never really grasp the concept of what being an entrepreneur means.Achieving the success of those entrepreneurs will happen to .0000001% of the population, if not less! It is great to have “lofty” goals; however, you have to know what drives you and what motivates you.To me, being an entrepreneur means free
You may be surprised to learn that your biggest competitor isn't the other firm in your town or is it the large corporation that sells similar products and services. If you guessed these, you'd be right that they are competitors but they're not your biggest one.
Who then is your biggest competitor? Before I give you the answer, let me tell you a story.
During his first three years of high school, my son was not the student he could have been. All my explanations and entreaties about needing good grades to get into college fell on deaf ears. My spouse and I tried discussions, lectures and everything else we thought might work, but we just didn't have his attention. Sound familiar?
The same is true of your prospects. Your biggest competitor isn't one of the other companies that provide the same products or services.
Your biggest competitor and obstacle to growing you business is your prospects' indifference.
If your prospects aren't responding to your small business marketing, you're not capturing their -
- Attention
- Interest
- Time
- Trust
- Motivation to act
- Commitment
There are hundreds of thousands of people who could benefit from what you sell. Why aren't they flocking to your door? Why aren't you doubling your sales every year? Do you have the same problem with your prospects' that my spouse and I had with our son?
Halfway through his junior year, we took my son to see several colleges that were within his reach if he just applied himself. He liked what he saw and got excited about going to college (or was it just the idea of getting away from home?)
We got his attention by showing him the opportunities he could have if he improved his grades. We motivated him by giving him the information he needed to make the decision to work harder in school. The result? His grades went from mediocre to outstanding.
You can overcome your prospects' indifference too by giving them the information they want in your marketing. When you do their interest and motivation will soar.
Use these six ways to overcome your prospects' indifference.
1. Don't just shout your name or your company's name; tell your prospects how you can help them.
Traditionally small to mid sized businesses have been set up with what is called multi-tier pricing for their credit card processing. This system is usually set up with three tiers (qualified, mid-qualified, and non-qualifed.) Occassionally, if the business owner has negotiated well, there will be a fourth tier for qualified offline debit cards. While this system has worked well for many years, the increasing number of rewards and corporate cards being issued has made this type of pricing obsolete.Visa and Mastercard have many different interchange categories
The same is true of your prospects. Your biggest competitor isn't one of the other companies that provide the same products or services.
Your biggest competitor and obstacle to growing you business is your prospects' indifference.
If your prospects aren't responding to your small business marketing, you're not capturing their -
- Attention
- Interest
- Time
- Trust
- Motivation to act
- Commitment
There are hundreds of thousands of people who could benefit from what you sell. Why aren't they flocking to your door? Why aren't you doubling your sales every year? Do you have the same problem with your prospects' that my spouse and I had with our son?
Halfway through his junior year, we took my son to see several colleges that were within his reach if he just applied himself. He liked what he saw and got excited about going to college (or was it just the idea of getting away from home?)
We got his attention by showing him the opportunities he could have if he improved his grades. We motivated him by giving him the information he needed to make the decision to work harder in school. The result? His grades went from mediocre to outstanding.
You can overcome your prospects' indifference too by giving them the information they want in your marketing. When you do their interest and motivation will soar.
Use these six ways to overcome your prospects' indifference.
1. Don't just shout your name or your company's name; tell your prospects how you can help them.
If you're a manager then you've been told at least once that you have to "motivate your people." But how do you do that? Here's what you can do to get the job done.Change your mindset. Forget about "motivating" people. You can't see motivation. Motivation is inside another person's head and heart. You can't touch it. You can't measure it. And, therefore you can't manage it.Think about managing the things you can see and measure. Start concentrating on behavior and performance. The things people say and do are behavior. The results of their efforts r> - Motivation to act
- Commitment
There are hundreds of thousands of people who could benefit from what you sell. Why aren't they flocking to your door? Why aren't you doubling your sales every year? Do you have the same problem with your prospects' that my spouse and I had with our son?
Halfway through his junior year, we took my son to see several colleges that were within his reach if he just applied himself. He liked what he saw and got excited about going to college (or was it just the idea of getting away from home?)
We got his attention by showing him the opportunities he could have if he improved his grades. We motivated him by giving him the information he needed to make the decision to work harder in school. The result? His grades went from mediocre to outstanding.
You can overcome your prospects' indifference too by giving them the information they want in your marketing. When you do their interest and motivation will soar.
Use these six ways to overcome your prospects' indifference.
1. Don't just shout your name or your company's name; tell your prospects how you can help them.
A major problem impairing an executive's performance is his Emotional Blind Spots. Emotions, whether we like them or not, have a significant impact on one's decisions. An example is the Enron case where executives ran into severe ethical and legal consequences after falling prey to the destructive negative emotions of greed and self-interest. It is perplexing how many success driven executives, choose to fear addressing the impact of negative emotions on personal and organizational performance.Helping executives become aware of the Emotional Blind Spots that cau showing him the opportunities he could have if he improved his grades. We motivated him by giving him the information he needed to make the decision to work harder in school. The result? His grades went from mediocre to outstanding.
You can overcome your prospects' indifference too by giving them the information they want in your marketing. When you do their interest and motivation will soar.
Use these six ways to overcome your prospects' indifference.
1. Don't just shout your name or your company's name; tell your prospects how you can help them.
2. Before your prospects get distracted by another web site, another ad, or another task, grab their interest by making them curious about how much better off they'll be with your product or service. In language your prospect would use, map out their concerns and tempt them with the solution you provide.
3. Your prospects want a solution. Use your small business marketing to demonstrate you can solve their problem. Giving away tips, ideas or a test drive is one way to earn their loyalty and their business.
4. You want your prospects to trust you, so make sure they see and read great comments from your satisfied clients. Place testimonials throughout your marketing so your prospects can’t miss them.
5. Give your prospects a compelling reason to read or hear your marketing message, to contact you, and to buy from you today. If it's possible to put off a decision, most people will. Include something in your marketing that will motivate your prospects to act right away, whether it's an offer too good to refuse, or a time limit on an offer or both.
6. You wouldn't expect a stranger to entrust you with managing their family fortune the first time they’ve read your name. Use your marketing to prompt them to email you, to call you, to get to know you and to trust you. Then help them to make a commitment even if it is for a first meeting or an entry-level product or service.
Your biggest marketing battle is to overcome your prospects' indifference. Accomplish this, and you'll attract all the clients you want. Do this, and you'll be so far out in front you won't need to worry about the competition.
2006 © In Mind Communications, LLC. All rights reserved
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