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HOW TO

Clear Away the Fog to Achieve Sales & Marketing Success
By: Developer Shed
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    2004-02-26

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    Clear Away the Fog to Achieve Sales & Marketing Success
    by Joel Sussman


    2004 Optimal Marketing Communications

    Confusion, in the minds of your prospective customers,
    can be the biggest obstacle to increasing your profits
    in 2004. Not only do they need to know exactly how your
    product or service will make their life better, and how
    it's superior to what the competition offers, but
    they also must fully understand how, when, and where to
    respond to your offer.

    You would be surprised at how many direct mail pieces, sales
    letters, brochures, newspaper ads, and commercials do not
    spell out what people need to do next to take advantage of
    a marketing promotion or to get more information. The sequence
    of events that must take place to produce a sale may not
    happen if you don't give them a phone number to call, a street
    address to go to (with directions or a map, if necessary), a
    deadline to meet, a website to visit, an email address to write
    to, or a compelling reason to respond quickly. And if the
    potential client feels even a little unsure about whether
    you're reliable, honest, experienced, or trustworthy, then
    there's virtually no chance that you'll gain their confidence
    and business. That's why it's vitally important to build trust
    and remove sales barriers by offering guarantees of satisfaction
    (when possible), emphasizing your many years of experience
    (if you have it), using glowing testimonials of satisfied
    customers in your marketing materials (which you've gotten
    permission to use), having current references available to
    prospects who request them, and becoming a member of the Better
    Business Bureau, Chamber of Commerce, and appropriate trade and
    professional organizations (and making that known on business
    cards, brochures, plaques in your office, your web site, and
    anywhere else you you can think of). That's one way to
    demonstrate that you're not a fly-by-night operation and that
    you have high professional standards.

    If you're starting to realize that your marketing messages and
    strategy are not as crystal clear to your intended audience as
    you might hope, or if YOU'RE not exactly sure who your target
    audience is, then you've identified a major, but easily
    solvable, problem: You need to create a marketing plan!

    Your chances for sales success in 2004 will increase
    dramatically if you do a so-called "SWOT" analysis, which takes
    an in-depth look at your Strengths, Weaknesses, Opportunities,
    and Threats. You'll find that your marketing messages will be
    much more effective and "on target" if you have an
    understanding of your goals, what your action plan is to
    accomplish them, who your customers are and what they want,
    what trends are taking place in the marketplace that could
    impact your business in the future, and what your strategy is
    to make your product or service stand out and be noticed.

    By doing a little research and spending some time analyzing
    your customers, the competition, and yourself, you'll in a
    much stronger competitive position for achieving greater
    profits and more success in 2004!


    About the Author:

    Joel Sussman, president of Optimal Marketing, has created an online
    resource for small business owners called "Marketing Survival Kit".
    In addition to featuring informative articles on web marketing,
    salemanship, advertising, and public relations, the site offers a
    variety of professional templates, manuals, and software for sale.
    Visit http://www.marketingsurvivalkit.com

    DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware.

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