How To Create A Roaring Trade With Attraction Marketing
Guest Post by Clare Mann from www.communicate31.com - A successful business is a function of effective communication. You have to consistently communicate exactly how your product or service meets your clients’ specific needs and problems. Your marketing message must not only ‘speak’ to the client’s needs; it must consistent with every message coming from your company.
Today as business owners, we must change our promotional methods. Our clients have access to millions of people who claim to solve their problems. How does your company stand out from others who claim to offer the same or more? For example, imagine you want to sell your house and look to list it with a real estate agent. How do you choose from five agents if their promises of exposure, speed of sale, price and their commission, are similar? Now imagine one of them has written a book entitled ‘How to get the best price for your house within 30 days of listing it’. This book with testimonials and endorsements from satisfied clients provides evidence of their claims. The probability is that you would choose them.
Regardless of what your business offers, you have to find a way to differentiate yourself in your market. Most businesses differentiate on price or speed of product delivery. But that is not the only way and not necessarily the most important criteria against which a client will choose you. By creatively aligning every communication from your business with the client’s desired experience, you immediately become different from 97% of small businesses who use outdated marketing methods to reach their markets.
As a psychologist and communications expert, I am interested in what makes business owners and employers both successful and people others want to be around. Recently I interviewed 28 CEOs or senior board members from a range of industries on the importance of communication in their dealings with their staff and clients. The overriding message from successful businesses – regardless of size – was ‘congruence in their communication’. That’s what makes them employers of choice and differentiates them from their competition. For the Directors or solopreneurs I interviewed, the message was the same – just because they didn’t have employees, their associates, colleagues and clients all responded differently when their message was congruent. Ie. They delivered what they promised and reaped the benefits of increased sales, referrals and business growth. Each of us has to think about what we can do to convey the values of our business and consistently communicate to the potential customer about the whole experience they will have with us.
So often I see small businesses doing random acts of marketing – most business owners are too busy working in their business to stand back, see a bigger vision and think outside the parameters of what we know, or believe we know, about what will make our business successful.
One crucial thing for the success of any business is ensuring you have the support, direction and challenge of a successful mentor. If I knew 5 years ago what my mentor told me a year ago, I would be doing things very differently. By opening my mind and creating an integrated marketing strategy based on the client’s actively seeking me rather than responding to ‘me trying to get them’, my business has quadrupled its profits in one year. I am now sponsoring my mentor Gerry Robert to visit Australia to teach small businesses how to get the results they believe they are truly capable of.
If there was a way for you to double your sales and triple your profits, would you be open to investing 3 hours of your time to get those results?
Gerry Robert, author of The Millionaire Mindset, is running a 3 hour Rapid Results Marketing seminar at the Hilton Hotel, Sydney on Tuesday 31st January. Tickets are $299 but as lead sponsor I have a number of complimentary tickets to give away. You can claim your free ticket by clicking on www.communicate31.com/gerryrobert and entering the promo code ROAR. Limited tickets are available so act quickly if you want to attend this inspiring and content-rich seminar which will teach immediate marketing strategies that will positively enhance your results.
Clare Mann
www.communicate31.com
0422 516 566