Learn Everything You Always Wanted to Know About Marketing!
Marketing is defined to be, “The Art of Selling”.
Marketing is a business card, an advertisement, a brochure, a press release, a website. And more recently, Marketing is Social Media like Facebook, Twitter, LinkedIn, Google Plus accounts, etc.
Marketing is that relationship that connects a business with a consumer. It’s about your business and what you have to offer in the form of a product or service to the needs of your buyers.
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” ~ Peter F. Drucker
Marketing is about understanding the deep psychology of your customer needs.
The main objective of marketing is to create customer value, but more importantly to your business success, make a profit.
Simplify your consumer’s life. Your Marketing headline needs to state that your product or service is going to simplifying their life, and be a solution to their problem. In your introduction grab their immediate attention and connect with their gut feelings.
According to Philip Kotler:
Marketing’s key processes are:
- Opportunity identification,
- New product development,
- Customer attraction,
- Customer retention and loyalty building,
- Order fulfillment.
A company that handles all of these processes well will normally enjoy success.
Let’s dig deeper into, What is Marketing?
People make decisions based on gut feeling, need, or emotion, and not through a logical thought process, that brain neuron spark takes place later. That’s why subtle benefits written in your introduction are the keys to persuasion. When you’re writing, you should ask yourself, “What is the emotional hot button here?” What problem or you going to help with. Is it saving the customer time, money, convenience, or a healthier way of life?
People are selfish. The word “selfish” means centered around the ego or self. We view the world in terms of how it relates to us personally. When your copy asks someone to do something and it should, with a call-to-action button or an opt-in email address. It must also answer the unspoken question, “What’s in it for me?” How is this going to benefit my life?
Value is relative to what you’re selling, how the prospect perceives the difference between your offer and your competitors. What the prospect is used to paying, and how badly the prospect wants what you are offering. You must demonstrate the value that seems to be equal to or greater than the asking price. You must demonstrate how your product or service outperforms your competition. You are unique, so are your products and service. Your prospects should know this, but you are going to have to tell them otherwise why chose you?
People connect with people. Scientists have shown that a human brain primary function is to socially communicate with other people. This is especially true with women. Your copy therefore should feature photos of happy people, refer to people by name, feature customer testimonials, and tell a story.
People love to Spend Money. People love to discover new products and experiences. What people don’t love is to be cheated or tricked into something. Instead of “selling” to people, offer to “help” them instead. Sell quality products, make appealing offers, and treat people fairly. That’s a guaranteed formula for success.
People are Naturally suspicious. A sucker is born every minute, but most people are moderately skeptical of any offer, usually because of a past bad experience. They seek to avoid risk. So it’s usually best to back up all claims or offers with evidence, such as testimonials, survey results, authoritative endorsements, test results, scientific data and a guarantee for the life of the product, if possible.
People are always looking for something. People are naturally dissatisfied and spend their lives searching for Love, Wealth, Glory, Comfort, and Safety. Writing good copy is a matter of explaining and demonstrating to people through videos and the written word, how your product, service, or nonprofit cause fulfills one or more of their needs. Emphasize the convenience and exclusivity of what it is that you sell, or have to offer.
People like to see it, hear it, touch it, taste it, or smell it before they buy it. There are three different brain types, Visual, Auditory and Kinesthetics, so some people never buy online because they can’t examine the merchandise. Some items, such as books and CDs, are tangible and familiar enough to sell online because there is little doubt about the physical quality and condition. Other items, such as clothing or food, may be harder to sell. Think about how people buy things in stores and ask yourself if there is some element of that sensory experience that is missing from your sales message to fit the kinesthetic mind, which accounts for approximately 30% of the population.
Social Media. We look to others for guidance, especially when we are uncertain about something. We ask, “What do others think about this? What do others feel? What do others say? What do others do about this?” Then we act accordingly. That is why testimonials, case studies and Social Media are so influential.
Small businesses need to become confident and adept enough at social media marketing to pick the specific platforms that make the most sense for their business. The reality is not all social media sources are perfectly suited to every industry. Businesses should decide which platforms are the most worthwhile places to reach their audience, thus hopefully seeing greater returns as a result.
Solver a Problem!
All good marketing is problem solving. To be effective, your text and videos need to be solution-oriented.
You’re going to need to highlight the problem your product solves, the need it fulfills, and why they need your product and not your competitors, etc… It’s very important that you clearly address it.
You don’t have to be doom and gloom, and you don’t need to over-hype the problem either…
Here’s a brief overview of the format:
- Identify the problem
- Aggravate the Problem
- Offer the Solution
- Call-to-Action #1
- Explain the Features
- Explain the Benefits
- Present your Credentials
- Offer a Life Time Guarantee, if possible.
- Call-to-Action #2
- Exemplify Why they must Take Action, Now! (Limited number, time sensitive, discount, etc.)
- Call-to-Action #3
Remember, you’re creating valuable content for people to read, that will cause them to take action to either buy your product, or submit their email address.
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