Back-to-Basics Marketing: The Proof Is in the Pudding
By: Ray Thomas, COO, ZANA Business Network
When was the last time you saw an ad on TV and believed all of its claims? Let’s face it. We’re slammed each day with so many marketing messages that we stop believing most of them.
It’s easy to become anesthetized to the onslaught of infomercials, email blasts, and radio spots from corporations and entrepreneurs alike. But, as a business owner, have you taken a close look at how you are presenting your wares to your target audience?
If you’re not providing proof that your product or service claims are true, your marketing efforts may be experiencing the same level of disbelief. The following back-to-basics tips can help you better analyze your goods to help you win the game.
Back-to-Basics Marketing Tip
So how do you make your marketing messages more believable? Start by taking a closer look at the benefits of your products or services.
Think of how you can prove those benefits exist by asking yourself the following:
- What are the strongest reasons for people to believe I’ll deliver on my promise?
- How much more specific can I be?
- What solid proof have I offered showing what I claim is true?
- How can I strengthen my guarantees?
- Is there a way to demonstrate my product/service in action?
- Can I get a celebrity endorsement?
Implement your answers to your marketing plan and you are well on your way to providing the proof that you can deliver the benefits people expect.
Back-to-Basics Bonus Tip: Say Thank You
Thousands of marketing experts say that it costs five to six times more to win a new client than it does to retain an existing one. Surprisingly, most companies spend a small portion of their sales and marketing budget on client relationship management.
What about your company? Is this true for you as well? Take a moment and think about how much more profit you could generate by deepening your existing client relationships?
Rather than finding ways for your sales people to make 20 unqualified appointments this week, think about the easiest ways for them to build stronger relationships with your existing customer base. Think of how your company can say thank you for the business relationships you enjoy with your customers.
Here are a few ways to get started:
- Send a hand-written thank you card or note.
- Drop off a small gift.
- Bring a flower to the gatekeeper or guard at your client’s place of business.
- Treat your client to a meal to discuss ways to improve next year’s profits.
- Hold a customer appreciation party.
- Have your CEO write a personal letter of appreciation.
By showing your appreciation, you’ll feel great while reducing your client attrition rate.
Don’t you think that getting back-to-basics is a must in today’s fast-paced world? With a little practice, the basics last forever. It’s as simple as the Golden Rule. Keep your eyes open for more Back-to-Basics Marketing Tips or visit http://www.zananetwork.com for more business ideas and resources and to market your products and services at no cost.