| |
| |
|
Network Marketing Information |
|
|
|
How to Attract and Excite Your Prospects
The Power of Marketing When you hear the word "marketing" what comes to mind? More business or wasted money? If your experience with marketing or advertising has been less than positive your cynicism may be well founded. Yet, have you ever noticed a competitor with a mediocre product and a healthy business? The difference is often marketing. Some say they've never done marketing and don't need to because of good word- of-mouth. Positive word-of-mouth is great, but not enough if you're serious about growing your business. Others do invest in marketing yet treat it as a necessary evil. The problem with that mindset is that it's driving with the brakes on. Those people sabotage their efforts by making poor decisions, taking half-measures and often resisting anything innovative. When asked about the "one big key" to marketing success I reply that there's nothing more important than a "marketing mindset". A marketing mindset is an attitude, a way of thinking, that values and embraces the power of marketing. If you look at the companies and brands that are most successful -- Nike, Microsoft, Virgin, Trump, Saturn, Kenneth Cole, etc -- you'll find someone at the top with a marketing mindset. People like Trump, Cole, and Virgin's Richard Branson may have it instinctively. For most, however, it's a learned attribute. So, if you don't have a marketing mindset yet, keep reading and start to get one. Follis Fact #1 Attracting vs. Chasing A guy sees a beautiful woman in a bar, tracks down her name and number, calls her up and says, "Hi, my name is Joe and I'm great in bed." That's cold calling. Another guy sees a beautiful woman in a bar and gives her a napkin that says, "I'm Bill and I'm great in bed." That's direct marketing. A third guy sees a beautiful woman in a bar, has his ex-girlfriend go up to her and say, "See that cute guy over there? He's my ex, his name is Tom, and he's really great in bed." That's PR. Last guy walks into a bar, a beautiful woman approaches him and says, "Hi, my name is Courtney and I hear you're really great in bed." That's effective marketing. Attraction is the essence of marketing. When you create enough desire to get your prospect to come to you, they'll always be more predisposed to buying. That bares repeating. When you create enough desire to get your prospect to come to you, they'll always be more predisposed to buying. The challenge, of course, is that your prospect is elusive prey. So, imagine the first rabbit hunters. They'd exhaust themselves using spears and rocks until a more evolved Neanderthal got the idea of using carrots. Or, imagine the girl who desperately wants a date, but can't understand why she scares guys away when she chases them. Unfortunately, too many businesses act like that girl chasing for a date by putting lots into selling and nothing into marketing. Follis Fact #2 Expense vs Investment Those who don't understand marketing view it as an expense. Those with a marketing mindset know it's an investment. They know that, if done right, it can excite their prospects and produce a great return. "Done right" means well- researched, well-managed, and generally handled by someone who knows what they're doing. Regarding expense, being a small business is a bad excuse to do nothing. Start small, but do something. There are plenty of cost-effective, non- traditional ways to do a test. So, if you want to grow, you can't afford not to develop a marketing plan. Have a Great Product At the risk of stating the obvious, a big key for marketing success is having a great product. In his best-selling book, Purple Cow, marketing guru Seth Godin calls it, "being remarkable." It's about having a product or service that's exceptional. Though many non-remarkable products may seem to do well because of great marketing, no long-term success can be achieved without a great product. In fact, if a product is not great, great marketing will usually make it fail faster. People will buy it, not like it, and never buy it again. Case in point: Ever see an exciting teaser for an upcoming movie? It can make a lot of people run out and buy a ticket. The problem starts a couple of weeks later when folks see the movie, hate it, and then spread the word. Before you know it, the movie's gone. Here's another case. Remember New Coke? If not, you're not alone. It didn't last long. Despite the marketing muscle that Coke put behind it, the Coke- drinking public decided they were quite happy with the old Coke. Another case involves a new tropical hotel. Eager to jump-start his business the owner got tour directors and travel writers to check it out and hopefully generate some good buzz. Problem was, the hotel wasn't finished. Had he waited a couple more months he would've gotten great reviews. Now he'll be lucky if those tour directors and writers give him another shot. If businesses spent less energy trying to sell their product and more on improving it, they'd have more success in the long run. Follis Fact #3 Follis Fact #4 Excite vs. Inform A lot of marketing doesn't do the whole job. It informs, but doesn't excite. The fact is, it doesn't matter if you have the best product if you're not getting prospects excited. If you don't excite your prospect, you won't sell your product. So, how do you excite your prospect? Start by acknowledging that your prospect isn't just a prospect. She's a person with emotions who doesn't respond with just her head. She responds with her heart, soul, and funny bone. As a marketer, you must tap into the right emotional and psychological nerve that gets your prospect excited. For example, when Canon wants to sell its new camera to families, they'll tout its high-tech features, but that's not ultimately how they'll sell it. They'll sell it by associating those features with the things that we, as humans, care about ... a child's first steps, a great vacation, or a 90th birthday celebration. When Chrysler targets NFL-watching guys with a spot for its new sports car, there's a reason they use quick cuts, heavy-metal music, and mention it goes 150 mph. Will you drive 150 mph? Doubtful. Does that still excite the macho male libido? Absolutely. Follis Fact #5 (For more "Follis Facts" and marketing secrets, see booklet info below.) © 2005 John Follis. All rights reserved. John Follis is one of the 12 "Best Advertising Minds of New York" as voted by The New York Ad Club. His campaigns are in 3 college textbooks, he has written for ADWEEK, and he has taught at 3 New York universities. Currently, John works on select projects, consults, and speaks. He may be reached at john@follisinc.com For John's booklet: How to Attract and Excite Your Prospects: A Guide for Getting the Best Marketing Results, visit: http://www.follisinc.com/booklet.htm For consulting info, visit: Marketing Therapy: http://www.follisinc.com/therapy.htm For speaking info, visit: Follis Speaking: http://www.follisinc.com/speaking.htm
MORE RESOURCES:
Google News |
|
|
|
RELATED ARTICLES
Internet and Network Marketing Works Internet and network marketing are inseparably related today. The phenomenal growth of the Internet has been a great boost for those trying to establish a network marketing business of their own. Ten Tips for Success in MLM, Network Marketing MLM, Network marketing is the ordinary person's best opportunity to make extraordinary income. Well known author, Robert Kiyosaki, says that most ethical MLM, network marketing businesses are like business schools. What Network Marketing is NOT There are so many misconceptions flying around out there about what network marketing is or is not. Let's take a few seconds to review what network marketing is NOT. Why Register a Domain when Promoting an Internet Home Business Many internet home business owners are lost when they first start out building their internet home business and spend time purchasing bulk popunder traffic that does not really work for them. This article will highlight 3 simple steps that any internet home business owner can take to effectively promote any internet home business. Network Marketing Decisions: Ask Mr. Kipling I kept six honest serving men, They taught me all I knew. Their names are What and Why and When And How and Where and Who. MLM Success Secrets- MLM Success in the FAST Lane I had an upline once tell me, who by the way, has done 6 BILLION in this industry, that you need to work your business fast, not slow, and rapidly, not timidly. And if you did this one thing, your Network Marketing business would become more successful and the business would become easier. Which MLM Opportunity? So, you have become an MLM Opportunity Seeker and you have made the decision that you want to change your life. Perhaps you have been introduced to an MLM/Network Marketing Opportunity through a family or friend, or even friend of a friend. Diversification on the Internet I have been on the Internet observing many new and exciting things over the past 5 years.There are a lot of good opportunies out there but there are also some get rich quick schemes which aren't so good. WebToors Guide To Success There are over 700 million computers in use in the world at any given time. Earning income on the internet is the future for anyone who owns a computer and is willing to learn in the comfort of their own home on part/full time basis. Let Them See It To Sell It You know that problem of having a fantastic offer that you tell people about, but they don't get it, or don't believe it, and therefore don't buy it? Well know there maybe is a way of improving your chances.You see the problem is, your prospective customers or business partners can't see it, your product, your service, or you! The good news is that you can now let them see you and your offer through Video Email, and video on demand. MLM Success- The MLM Leadership Secret of Heart Touched Leadership There are three Rules of Network Marketing Leadership for MLM Leaders:.1) You must touch people first before you can ever change their life. Dream Stealers "Honey, I tried to tell you this wouldn't work.""Why did you get involved in this, anyway?"Odds are someone close (spouse, parent or sibling) has spoken those very words to you. Why One Should Chose A Network Marketing Home Based Business There are many advantages for having one's own business but I believe a network marketing home business has to be the crème de la crème. Network marketing above any other online business will continue creating the most online entrepreneurs. Network Marketing Success - How to Create a Massive Success ThinkSHIFT for MLM Success It is time you started shifting your MLM Success into Success OVERDRIVE.Would not you agree?Are your thoughts pushing you out of Success? GREAT question, as many do this day in and day out. Profitable Network Marketing Systems and Products Profitable and effective network marketing systems and productsAfter 20 years of network marketing I'll share a few thoughts with you. Trial and error is very expensive as we all know. MLM Training- The Secret of the Daily Success Actions of the MLM Millionaire Millionaire.Has a nice ring to it, doesn't it? We interviewed a lot of them for this Network Marketing research project, and found some interesting stats on how they perceive, and work "the numbers" in MLM. MLM Success Secrets- The Two Unchanging Laws in Network Marketing There are two unchanging laws in Network Marketing that most folks for whatever reason do not seem to teach, and I may catch some heat over this, but I would rather tell you the truth than not.These two laws can create many things in MLM, including some things you don't want:Frustration. How To Start A MLM Business When considering whether to start a MLM business, begin with a good look at yourself. You must determine your needs and motivations to see if running a MLM business is right for you. Are You A Network Marketing Professional? Or, Are You An Amateur? Do you look like a professional Network Marketer? Do You Talk like a professional Network Marketer? Do you write like a professional Network Marketer?Do your marketing results show you to be a Network Marketing professional? And, most importantly, does your team see you as a professional? Or, are you viewed by them as an amateur?You know, when I went to school they never taught us about professionalism. And, from what I hear, it is no different today. The Two Main Factors For Success In A Network Marketing Home Based Business People are a strange lot. People that are successful are often the biggest encouragers of others to help them also be successful.
|
| home | site map |
| © 2006 |
