Successful marketing can be done in many different ways, but for entrepreneurs, the most effective is the kind that uses unconventional methods to achieve conventional goals, primarily investing energy instead of money to move forward. I call it the “Top Gun Mentality,” and when put into effect, it becomes a business and sales philosophy for winners.
Because of the downsizing of American companies, easy access to technology and the entrepreneurial spirit, people around the world are moving to small business in huge numbers. It also seems that where ever you turn, everyone is a DJ these days. But not everyone is capable of operating a successful business. The failure of small business startups also keeps up a record pace. One of the top reasons for failure is the absence of effective marketing for those businesses.
Using an aggressive, efficient marketing approach to develop your DJ business is an action plan that can be easily understood and is undeniably inexpensive. Plus, it will give YOU a wonderfully unfair advantage on your competition. It will bring clarity in a cloudy world and a growing personal economy in a time when you need it the most. If you make the effort
to understand how it works, it will give you the power to be a leader in your market.
In the seminar, you will learn some tips and tricks that will help you move your business upward in your own market—and most of it will cost you nothing but some time and energy.
For example, when you are contacting prospects, it is important to differentiate yourself from your competition. One way you can do so is to utilize methods that are unlike what the others are doing. Most DJs and other event professionals send a HUGE amount of email and make phone calls responding to leads that they have obtained via bridal shows, online, and through other sources. Unfortunately, these prospective customers are being bombarded with large numbers of emails and many of them will be deleted without being read. A better way to reach them may be via regular postal mail, but with a twist. Use brightly colored envelopes that will grab their attention. Hand address and use unique postage stamps, and maybe a funny sticker sealing the flap. This is different and will be the first thing they open and read when they pick up their mail. You will find that this will double or triple your response rate.
The difference between winning and losing, that is, growing and leading your market or just being average, is decided by a very slim margin. While an average business invests 3% to 4% of their gross sales in marketing, a winning business will increase this to 7 to 10%. Although this seems as though you will be doubling your expenses, you will find that the resulting increase in business and profits will net you more on your bottom line.
Increasing your marketing is important, but honesty beyond scrutiny is paramount. Years ago, we would say that a happy customer tells three people and an unhappy customer tells 10. In today’s online world, an unhappy customer tells thousands—instantly.
Share bad news as well as good, and your credibility will be increased greatly. Don’t make promises you can’t keep; under-promise and overdeliver and you will be respected and appreciated. Use satisfied clients in your marketing materials, not just their quotes, but their names, dates and locations (always with permission) because a satisfied customer is 90% more believable than any claim you might make.
Work to be more efficient! In today’s world, it’s important to use today’s technology to increase your productivity. Learn to utilize web sites, video brochures, informational audio, e-mail, autoresponders, and tele-presentations to increase your reach and gain an edge over your competition. The biq question is, are you taking full advantage of available technology? You must know who you are selling to and be able to reach that specific demographic.
It is easier than you think. One of the best things about using modern technology for marketing, is that people tend to divide themselves into convenient discussion groups or other online communities by their interests, which you can identify and target. You must, of course, have a great web site that anyone can access, but if you’re not targeting specific mailing lists, discussion groups, or forums where your potential customers are most likely participating, those prospects may never learn about you or find your web site to get more information.
This seminar, which is a small preview of the Top Gun Level 2 Workshops, will guide you in the right direction—toward increased marketing success.
Filed Under: Issue #146, Issues from 2012, Sales & Marketing
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