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
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
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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