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  • Writer's pictureTerry Dockery


You know the rest of the maxim: "If a tree falls in the forest and no one is around hear it, does it make a sound?" Applied to marketing, it doesn't matter how good your products and services are if the folks who need them don't know about you.

It's been said that one of the primary differences between big companies and small businesses was percentage of revenue spent on marketing. The Small Business Administration recommends that you spend between 2% and 20% of your gross revenue on marketing depending on your stage of development and competitive environment.

Well, okay, but what makes spending that money produce the Return On Investment you want?

First it's important to clarify the difference between marketing and sales. Marketing's role is to get people to get in touch with you--I've heard it termed "marketing gravity" that draws prospects to you. Then you can offer to sell them your products and services.

So what constitutes an effective marketing plan that motivates your prospective customers to get in touch?

High-Performance Habits

  1. Both marketing and sales need to appeal to your prospects emotionally; they should excite or disturb them. People buy on emotion and rationalize their decision with facts. No one cares about your features and benefits until they decide whether they like and trust you. "I don't care what you know until I know that you care."

  2. Have a simple and clear message/story that you repeat consistently. Your prospects are busy, and they don't have time to read a dissertation on what you're offering.

  3. Know your target market and where they spend time, both in person and digitally. Who needs what you're selling? "If you want to stalk the big game, you need to know where their watering holes are."

  4. It's not about you; it's about your prospects. Focus your marketing message on their needs rather how great you are. Besides, it's more effective to let happy customers sing your praises through testimonials rather than blowing your own horn.

  5. Be consistent--it can take up to seven marketing "touches" before a legitimate prospect will contact you.

Copyright Terry "Doc" Dockery, Ph.D. All rights reserved.

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