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
You need a Marketing Mindset.
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
It's always better to attract than chase.
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
Great marketing will make a bad product fail faster.
Follis Fact #4
The better your product, the better your marketing can be.
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
If you want'em excited about your product, you'd better get'em excited about your marketing.
(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
PARLOT::Ebooks, Scripts,
Websites, and more... What is network marketing?Many of you might be asking yourself... Read More There is absolutely no doubt. Network marketing or multi level... Read More You're in consistent and persistent massive prospecting action. You are... Read More Do you look like a professional Network Marketer? Do You... Read More What stops most people in MLM and Network Marketing? After... Read More Wow! You've just signed up for the greatest prgram on... Read More Many people want to get into multi-level marketing without knowing... Read More It seems home based opportunities are a bit more common... Read More Whether you want to be your own boss or you... Read More Okay - you've decided to take the plunge and get... Read More If you are a representative for a home based business... Read More Here is my FORMULA for success coupled with (DPOA) DAILY... Read More We've all seen them before ? businesses that promise great... Read More The Power of MarketingWhen you hear the word "marketing" what... Read More Many people that bad mouth MLM industry use the pyramid... Read More The secret of success is following a proven system. As... Read More Do you routinely sign up thousands of direct referrals? Me... Read More In the 15+ years I've been involved with network marketing,... Read More As with any other start up, a new multi-level marketing... Read More Meaning And Functioning Of MLMMultilevel marketing (MLM), also known as... Read More There dozens of reasons why any one individual might not... Read More Network Marketing is the most POWERFUL business model on the... Read More The MLM business is so popular among people that some... Read More Some people are addicted to talking.A mere interjection, comment, the... Read More In recent years people are increasingly looking for extra source... Read More
Adsense
websites
Network Marketing - Lifetime Residual Income
New Style Network Marketing - Why Professionals are Rushing to Join!
Create a Personal Development Structure to Support Your Network Marketing Success
Are You A Network Marketing Professional? Or, Are You An Amateur?
Network Marketing Success- The Top 3 Secrets of Network Marketing Success
Your Magnificant Obsession
Steps That Spell Success in MLM
Home-based Business Opportunity, Anyone?
To MLM or Not to MLM
Finding The Right Business For You: The Right Product
Home Based Business Prospecting: How to Get 80% Of Prospects To Call You Back
Wanna See My Daily Plan Of Action?
MLM vs. Consumer Direct Marketing Business Opportunities
How To Attract, Excite, and Convert Your Prospects
MLM Pyramid Misunderstanding, Its Actually Inverted and Fair
Systems Dont Fail But People Do, Does Your Company Has All Necessary Systems In Place?
How To Get a Big Downline Without Being a SuperPromoter
The MLM Revolving Door Syndrome
MLM Genealogy Leads
Success In Online MLM Business
8 Reasons MLM Distributors Fail
The POWER Behind Network Marketing
Associated Myths in MLM
How to Stop Guru-Speak from Robbing Your Time
MLM Network Marketing - Why Failure Rate Is so High?
Affordable and Reliable Web Hosting Starting at $4.49/Month
MLM Leads- The 5 Traits of a Great MLM Lead
There are certain traits that you look for in a... Read More
Successful Network Marketing Depends Upon These Three Factors
Network marketing has many aspects, but promotion, persistence, and patience... Read More
The Risks and Benefits of Free MLM Leads
One of the main goals of a multi-level marketing (MLM)... Read More
To Be Successful in Network Marketing Requires One Thing, Success in Life!
Most people want to be successful in life. There are... Read More
Genealogy Leads: Pros and Cons
Working genealogy leads can be an effective method of building... Read More
Network Marketing Tips: Celebrate Your Failures - Every Failure Is A Step Closer To Success
Dear friend, have you been trying and failing in every... Read More
Starting A Home-Based Business: Some Ins and Outs
Would you like to earn money by starting your own... Read More
The Lurking Affiliate and MLM Junkies
Ever since the introduction of money making programs became available.... Read More
How to Avoid the Top 5 Time Wasting Activities in Your Internet MLM Home Business
Many people love to build their internet mlm business from... Read More
Why People Say There is No Money in Internet Marketing
Just finished check my email. Nothing new, three payment notification... Read More
The Value Of Networking With Other Moms
There are many moms that have made the decision to... Read More
How To Choose a Good MLM or Network Marketing Company?
You've heard many horror stories about MLM /network marketing programs.... Read More
Three Very Key Aspects Of Successful Network Marketing
Network marketing has many aspects, but promotion, persistence, and patience... Read More
How To Find Your Perfect MLM Sponsor In 3 Easy Steps - Without Going Completely Insane
If you've never had the experience you're very lucky....You just... Read More
The X Factor of MLM Mega Earners
Send this to your downline. It will give them a... Read More
Network Marketing, Multi Million Dollar Business or Just a Spam?
Network marketing or sometimes known as Multi Level Marketing (MLM)... Read More
Increase Sales through Store Consignment
Placing your products on consignment in a hair salon, clothing... Read More
OK; They Built My Downline. Now What?
I've seen a huge increase in ads relating to Network... Read More
How to Stop Guru-Speak from Robbing Your Time
Some people are addicted to talking.A mere interjection, comment, the... Read More
Five Steps That Will Help You Succeed in Niche Marketing
Niche marketing is a manifestation of how much internet marketing... Read More
How to Network Your Home Business
Finding ways to get your home business noticed has always... Read More
Opt-In MLM Leads Are Good Prospects To Grow Your Business
Opt-in MLM leads are one of the best ways to... Read More
The Secret to Why Network Marketing will ALWAYS work!
Some people believe that network marketing really doesn't work. To... Read More
Multi Level Marketing (mlm)... Is It Taboo?
So you are interested in working from home and of... Read More
50 Ways To Generate More Money In Network Marketing (Practicing The Obvious)
If the art of Network Marketing is your "pin-point" passion,... Read More
Network Marketing |