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WEBSITE MARKETING

Knock, knock. Who’s There? Your Target Market, Are You Listening?
By: Developer Shed
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    2004-07-19

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    Knock, knock. Who’s There? Your Target Market, Are You Listening?
    by Catherine Franz

    Have you ever had a conversation with a person who wasn't
    listening to anything you said?

    This one-way communication experience is a big turn-off and
    many times frustrating to cope with at the time.

    Is this occurring in your marketing? Oops, no one wants to
    think of their business as turning a deaf ear to their
    market. Yet it can be easy to do since most of us have a
    jammed packed life already, with little time to spare let
    alone to listen to what our market is saying. Yet, we can't
    afford not to, or we lose our revenue. Relying even 40
    percent on push marketing turns off the sound to your
    market. Okay, Catherine, what is push marketing?

    Push marketing is when you use brochures, flyers and other
    material -- including your business card -- and you push
    them out into the market praying all the time you are doing
    it, hoping they read them and will take the action you want
    them to. This is an easy rhythm to get into because it
    allows you to hide and not feel any rejection. Yes, if you
    don't know who they are, they can't reject you.

    Materials are supporting documentation and should never be
    used to push what people need to buy from you. Yet,
    business owners, especially independent professionals and
    newbie’s (under 3 years in business) use push marketing to
    frequently to "feel" like they are marketing. Then when the
    response rate is nil or real small, which is always the
    case, they get disappointed, give up (major reason for
    dissolutions in the first 3 years of businesses), and begin
    to think they can't market, or marketing is "t-o-o" hard.

    Then they walk around pointing out why people aren't buying.
    Take a moment, do it now before you forget, and make a quick
    list of what you use to market your service -- brochures,
    business card, flyers, what else? Yes, most web sites are
    push marketing -- you need to push people to get them to
    visit. Of course, there are some exceptions.

    Now ask, "How much do I count on for these materials to
    market for me? Do you go to networking events and push your
    business card into everyone’s hand?" Oh, did you feel that
    whoosh of negative energy with that sentence? I sure did.
    Next time, keep those business cards in your pocket until
    asked for one and then still hesitate to give it out without
    some boundaries or criteria.

    Why, because a business card has all your contact
    information on it. U-know, name, phone number, and maybe a
    logo that took you a year or two to develop that your market
    could care less about.

    Your business card doesn't say how kind, understanding,
    caring or what you know or the value you bring to your
    clients. Its just flat energy.

    Well, then, Catherine, how can you do this differently?
    Thought you would never ask.

    Be creative. Think of a few things you would prefer to do
    to establish a relationship with your market. How about
    printing a copy of your ebook or latest article and
    discussing the topic instead of handing out a business card.
    Take one or two copies with you to give to qualified leads.

    If someone else sees you giving the ebook out, and you want
    them to, invite them to a free upcoming teleclass and say
    its part of the handouts (even if it isn't). Take out a
    small note sheet that has your name, web site, and phone
    number printed on them (here's a vendor I recommend if you
    don't have any of these already -- various sizes -- Day
    Timer http://www.daytime.com), and write down the name, date
    and time of the next teleclass and tell them they can
    register by visiting your web site.

    KEY: The moment you use ink and take the time to write it
    down it, you move from push marketing to relationship
    building marketing.

    Make it your goal to connect and begin building a
    relationship with your market. Look around and take
    measurement on how you are using with your material. Create
    a "measurement moment" and check in regularly. I do. Ask,
    "How can I do something different this week that builds
    connections?" Make a list of one or two you can do
    differently. Then test them. Be creative.

    Ask, "How can I learn about at least one of their
    challenges?" After you do, spend some quality time thinking
    how your product or service answers that challenge. If not,
    and it fits into your niche, then ask the universe to send
    you some options on how you can. This will open new doors
    of creative flow for you.

    Remember, this is a learning curve, behavioral change, and
    shift in mentality. So, adapt and adopt with patience and
    love.

    When you connect with others you double, even triple your
    attractiveness and money. Solo attracts solo.

    Questions to support your evolution

    Is your marketing communication two way?

    Is your push marketing percent too high?

    How can I ask prospects to share with me their biggest
    problems or challenges?

    How does that relate to what I am offering?

    How can I change this right now?

    Have I put my "measurement moment" on my
    regular agenda for next week, next month?

    What 3 questions can I have in my arsenal for my
    next point of contact (include e-mail in this as well)?

    ABOUT AUTHOR: Tired of trying to figure out a business
    or marketing plan that works? Now you can create a business,
    marketing, sales, service, and product plan in a few hours
    specific for your needs. Visit: http://www.abundancecenter.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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