January 2020

Recently I’ve been spending a lot of time fishing for new business.  Anyone who has ever been in charge of lead generation for new business knows it’s a job that takes time and patience.  Yesterday I had a prospect (a hotelier) tell me they don’t do much marketing because it doesn’t work. I was amazed by such frankness; in 40 years I am not sure I’ve actually had someone in such a competitive industry say they didn’t use marketing to push their business forward. Wow. 

My response to the gentlemen was “perhaps you haven’t approached marketing in the right way”, in which he responded, “what do you mean”?

I said, “marketing impact is all about the message. If your message doesn’t resonate with your audience, there will be no connection, and of course, no sale.” I told him that most people talk exclusively about their brand assets/amenities, but rarely make an emotional connection with the audience that lets them know how they will benefit from vacationing, for example, at this or that resort. That is how you attract prospects. 

When you tell people you are a real estate agent, that you sell travel incentives or that you’re an attorney, you're only talking about yourself, not what you can do for your clients. To get your prospects attention you need to translate your product and services into consumer solutions and benefits – what’s in it for them.

If you're selling oranges, which is most likely to get a sale:

a. 'The best oranges anywhere.'
b. 'Quench your thirst right away with this organic and satisfying source of vitamin C.'

You always need to give people a reason to contact you, whether you want them to email, call, click or come to your location. When they do, then you can go into more detail about “how the watch was made, if necessary.”  

How can you encourage a prospect to contact you?

First, if your business category is price sensitive, establish your pricing in terms of VALUE. Whether your product or service sells for nineteen dollars or nineteen thousand dollars, your customers will purchase when they have a clear understanding of how your product can help them and the value it provides. Use your marketing copy, images and video clips to help people understand how much better off they will be when they use your products and services. When prospects are confident that they will get what they want and expect, price becomes far less important.

Second, work on building your credibility. People buy from those they know and trust. How can you get prospects to know and trust you? Whether you have been in business for one month or one hundred years, endorsements from others are the most effective way to establish your credibility. Place testimonials prominently in your marketing materials; demonstrate to prospects that many that have come before them have found that you have consistently delivered on your promise. 

Third, start a conversation focused on creating opportunities. One of the key steps to helping prospects buy is to find out what they need and want. Once you know what their interests are, you can show them how you can deliver to them exactly what they are looking for. How can you get the conversation going even if you're not face-to-face with a prospect? Query them. Ask prospects what they need and want and give them a chance to tell you. Even if you're not face-to-face with a client you can use your web site or social media to generate a steady stream of dialogue and valuable prospect information. 

Fourth, instill a sense of urgency. Have you ever put off buying something that you needed or wanted? How can you get your prospects to avoid this black hole of procrastination? Give prospects clear directions. Tell them what to do, how and why. If you want them to fill in a form, tell them how and why. If you want them to buy your book, tell them how and why. If you want them to give you information about themselves, give them a reason why. If you want people to make a purchase right away, motivate them with an impending deadline.

Not every prospect will purchase your products or services today, but you can help them along. Use these marketing strategies to attract more prospects and you'll be more successful every day. A good marketing message helps prospects understand what you do and why they should contact you. Whether you are selling oranges, real estate, training or fitness memberships, write your marketing message from your prospects' perspective.

Yes, marketing done right does work!

Hopefully we’ve given you some information that you can use.  But let us know. We are always interested in a different perspective.

Joe Bouch
CEO, 78Madison

78Madison is a full-service marketing communications firm that’s ready to assist with strategy, branding, creative, media, public relations, digital, social, and everything in between. We are located in Orlando, Florida and work with clients all over the county.