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My Simple Secret Sauce to Marketing Your Business

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Define Your Target Market

 

Many businesses can’t answer the question: Who is your target market? They have often made the fatal assumption that everyone will want to purchase their product or service with the right marketing strategy.

A target market is simply the group of customers or clients who will purchase a specific product or service. These groups of people all have something in common, often age, gender, hobbies, or location.

Your target market, then, are the people who will buy your product or service. This includes both existing and potential customers, all of whom are motivated to do one of three things:

  • Fulfill a need
  • Solve a problem
  • Satisfy a desire

To build, maintain, and grow your business, you need to know who your customers are, what they do, what they like, and why they would buy your product or service. Getting this wrong – or not taking the time to get it right – will cost you time, money, and potentially the success of your business.

Never compete on PRICE only VALUE

 Most business owners compete on price and wonder why they are not making a profit at the end of the day. This is due to business owners not knowing the fundamentals of marketing –how –What-Where –Who – Most Business owners DON’T know the lead generation secrets I’m about to reveal to you. This information is so powerful and compelling; it will position you in the top 4% of all business owners that don’t compete on price today. This example will show you why every small business owner should acquire a step-by-step road map as they start to generate leads for their business.

Here’s what a true marketing professional will know… and help you implement into your marketing. It’s known as the “conversion equation.” This conversion equation will make sure you NEVER have to compete on price. Instead, you will start selling your product or service for what it’s really worth.

You’ll drive in more leads and increase your advertising response by 10 to more than 100 times. You will convert a higher percentage of those leads and dramatically increase your number of sales. You will get a bigger bang for your marketing buck. The bottom line is this… you will literally create a profit bucket that you will have TOTAL control over.

Interrupt

You must get your qualified prospect to pay attention to your lead generation marketing. Simple enough to say, but a lot more difficult to pull off in real life unless you understand what you’re about to learn here. The interrupt is done through your headline if your marketing is in print… or it’s the first thing you say if you’re marketing at a networking event.

Engage.

Once your prospect is interrupted, it’s critical we give your reader the promise that information is forthcoming that will help the prospect make the best buying decision possible. In other words, it must help facilitate their decision to pick you over anyone else. This is the job of our subhead line.

The interrupt is our headline that highlights a specific problem that your prospects are looking for a solution to… and the engage is our subhead line that promises them that you offer a solution to the problem we mentioned in our headline.

Educate.

Once we’ve interrupted and engaged your prospect, we have to give information that allows them to logically understand how and why you solve the problem they’re facing. This is accomplished by giving detailed, quantifiable, specific and revealing information.

This is typically done in the body copy of your ad. When we educate, we need to reveal to your prospects the important and relevant information they need to know when making a good decision, and that your business… and yours alone… provides it to them. The interrupt and engage hit the prospects emotional hot buttons.

Educate is the logic they need to justify picking up the phone and calling you.

 Offer.

Now that we’ve interrupted your prospect based on problems that are important to them… engaged by a promise of the solution… and they’ve examined the educational information that makes your solution real and believable… the last step we need to take is to give them a low risk way to take the next step in your sales process. We do this by offering a free marketing tool, such as a report, brochure, seminar, audio, video or something that will continue to educate them. Your offer will allow your prospect to feel in control of their final decision to call and buy from you.

So our conversion equation is Interrupt, Engage, Educate and Offer and together they equal market domination.

Strengthen Your Marketing Message

The strength of your marketing message lies in its ability to speak to the specific wants and desires of your target market, and tap into their emotional reactions, or hot buttons.

When you push those hot buttons, you motivate your audience to take action. The more people you can motivate to take action, the more leads you’ll have in store and on the other end of the phone line.

A marketing message is simply a statement or phrase that you use to communicate information about your business to others. A strong marketing message will do four things:

  • Speak to the reader’s needs, wants or problems (hot buttons)
  • Offer a solution, advantage or benefit
  • Describe a point of difference
  • Motivate the reader to take action

The key here is to motivate your target audience to do something after they read or hear the message. It needs to be strong enough to entice the audience to ask for more information, visit the website, pick up the phone or walk in the store.

You should put your marketing message on every piece of marketing material your business uses for lead generation, so it has to be powerful and consistent and speak to the group of people that you have identified as your ideal customers. Strengthening your marketing message has the potential to dramatically increase your lead generation before you even change your existing strategies.

Work through the following questions to brainstorm and record the aspects of your business that you will communicate in your marketing message

  1. Use all the information you gathered about your target market to figure out what your customer’s hot buttons are.
  2. Describe the value or benefit that your product or service offers your customers.
  3. Think about the outcome of the value or solution that you provide.
  4. What is your company’s point of difference? Your U.S.P? What makes you stand out from the competition?
  5. Based on the notes you wrote in response to the above questions, summarize the information into a paragraph of 4 to 5 sentences.

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Paul Duncan
Marketing and Lead Generation Strategist
Author of “Dominate Your Market “
P: 0433440881
E: Paul@paulduncan.com.au
www.paulduncan.com.au  

WHAT THE….Good, Cheap, Fast 

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Good, Cheap, Fast – where Good represents quality products and services, Cheap represents a low price, and Fast represents quick delivery or service.

There is an old theory that out of these 3 desires – a business can only ever satisfy 2 of them at any one time for customers.  Basically, the theory goes if you are the customer, your choice is “Good, Cheap, Fast – pick 2!”  In other words:-

  • Good service Cheap won’t be Fast,
  • Good service Fast won’t be Cheap, and
  • Fast service Cheap won’t be Good.

cheap-fast-good

IMAGE: Sourced from the internet. I was unable to locate the original source of the photo to credit, but thank you someone!

On the face of it, this sounds logical, but can this really be true?

I will tell you what is possible.  Fast can be achieved with more efficient processes, which in turn can also reduces cost, and can also make the product or service better!

Continue down this path and we are on our way to the trifecta of Good, Cheap and Fast.  Add some other variables like scale and technology, and we’re getting even closer.

Think outside the box and find ways to continuously improve and to give  your customers a better deal in all these three areas.  Be complacent and believe you can neglect one, at your own peril – you may find your customers picking your competitors over you!

You can develop these quickly and easily through my CEC E-Learning Marketing Program and  Business Growth Coaching Program. In fact, I want to give you a taste of the expert content you receive from us as a member in this program.

To take a Test Drive on our system visit http://PaulDuncan.com.au/guidedtour

WANT A FREE COACHING SESSION ??? Then sign up at paulduncan.com.au/one-on-one-coaching 

BE QUICK AS WE CAN ONLY DO 6 x FREE SESSIONS -ONCE FULL -SORRY 😦

To your success,

Paul Duncan

P.S. I created the CEC E-Learning Marketing program with the perfect combination of online resources, tools and support to get you out of any financial distress you’re presently experiencing… help you get laser-focused on your highest income-producing activities… and help you develop and then apply the fundamentals that build multi million dollar businesses. click here to see for yourself.

Do You Know How To Turn Your Business Card Into A Lead Generating Machine?

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Your business card is the most often overlooked form of lead generation. In fact, most business owners never even consider the possibility that their business card should be driving prospects to them in droves.

And yet, it can be one of your most versatile lead generation tools for your business’s product or service.

What you need to know…

The key is to create a business card that gets your prospects to take a specific action rather than simply provide boring contact information.

There’s a formula to follow that will help you create powerful business cards that compel your prospects to take a specific action. That formula states that you must Interrupt your prospects (usually done with an attention grabbing headline), Engage them (by promising a solution to the problem the headline presented), Educate them (by providing compelling information that highlights the value you offer) and making them an irresistible Offer (a specific call to action).

The front of the card will look like a fairly typical business card. It contains your logo if you have one, your business’s name, your name and title, and at the bottom is your address with city, state and zip code. However, the last line on the card should be in red type and say… “see opposite side for special offer.” Who can possibly resist turning that card over to find out what that special offer is?

And since most business cards were received from the individual themselves, there is already a certain rapport, relationship or trust level established that increases the likelihood that they will respond to your offer.

Why you need to know this…

Your prospects are literally bombarded with marketing messages today. They basically tune them all out. The business card just described adds a “unique” flavor to the business owner who uses them. The card with the “offer” in red effectively Interrupts them. Then when they turn it over, they see another headline that Engages them by promising to solve a major problem, frustration or concern they tend to experience when doing business with a company like yours.

Since the business card itself isn’t large enough to effectively Educate them on what you do, the Offer must do double duty by educating them about your product or service as well as compelling the prospect to take a specific action. Both of these can be easily accomplished by making the offer an informational offer such as a report, a CD, a DVD, a teleconference call or possibly a webinar.

But consider one additional suggestion. What if a prospect COULD become educated from your business card? With the popularity and easy access to YouTube, try this. Video yourself being “interviewed” about your area of expertise. Just a short two to three minute clip is fine.

On the front of your business card, just below your contact information, insert this wording… “Check out my expertise for yourself!” Then add the video URL for them to enter into their browser. This video should be someone interviewing you “Larry King” style and automatically positions you as an “industry expert.”

But don’t stop there. Create a second video of approximately the same length, and just below the previous wording, insert this phrase… “Here’s how I can help you now!” Add the video URL for this video, and it should be you looking directly into the camera and offering them a compelling reason to take a specific action.

The cost to you if you fail to act…

When your clients can receive compelling information about what you do in a non-threatening way, they are much more likely to respond to your offer and eventually become a client.

So are you using your business card to generate leads?

Do you know how to structure the message on the card so it generates results?

Are you aware that every marketing piece, including your business cards, should always contain what is referred to as “persuasion architecture?”

Do you have the knowledge and skills to effectively create all of this?

All of these suggestions can turn your business card into a lead generation machine.

To take a Test Drive on our system visit http://paulduncan.com.au/guidedtour

To your success,

Paul Duncan

P.S. Please remember that at any time you feel ready and qualified to move forward and acquire the professional help that can enable you to build the business of your dreams, just click here and check out our CEC E-Learning Marketing System. It’s helping small business owners just like you get the answers and the help they need to build the business they have always wanted.

We created the CEC E-Learning Marketing System with the perfect combination of online resources, tools and support to get you out of any financial distress you’re presently experiencing… help you get laser-focused on your highest income-producing activities… and help you develop and then apply the fundamentals that build multi million dollar businesses. click here to see for yourself.

Do You Have A Website That Makes Your Business Money?

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Photo by PhotoMIX Ltd. on Pexels.com

Business owners today are spending a fortune to build a company website with all the bells and whistles. They’re operating under the mistaken belief that “more is better.” In reality, nothing could be further from the truth. Websites don’t sell… relationships sell.

Your prospects must feel that they can trust you and that you have their best interests at heart. They want to feel that they’re dealing with “the expert.” Your website should be designed to establish these vital components in order to increase the bottom line for your business.

What you need to know…

Prospects today won’t give you their time willingly. You MUST earn it, and that means you must give your prospects something compelling to make them want to stick around your website so they can see exactly what value you offer them.

Your website must convince your prospects that your product or service offers “extraordinary value.” And it must resonate with them emotionally. Most websites simply state the features of what you sell, and then expect your prospects to buy it. Prospects today want value. You MUST educate them as to why you’re the one business in your industry that provides them with the most value.

The way you accomplish this is to use what we refer to as “The Marketing Equation.” We’ve discussed this in earlier emails. The Marketing Equation consists of 4 major components… Interrupt (hot button based headline), Engage (subheadline that promises a solution to the headline), Educate (body copy that conveys your extraordinary value) and a compelling Offer (a specific call to action).

Why you need to know this…

To consistently attract more clients to your business… and to effectively convert prospects into clients, it’s critical that you develop a compelling website that offers extraordinary value to your prospects and compels them to instantly want to know more information about your product or service. Your website must focus on the benefits and on the value your business provides that your competition doesn’t.

Your website should offer free access to information… information that quickly and clearly articulates what you do and the benefits and value you offer. A free informational report may compel interested prospects to seek you out once they understand the extraordinary value that you… and you alone provide.

The cost to you if you fail to act…

A well-crafted and well-developed website can generate a tremendous number of new leads for your business. Your “offer” is the key to generating these leads. Offer valuable information, free trials of your product or service or whatever else may be important to your prospects.

When you do a little quirk in human behavior sets in. It’s called “reciprocity.” When you give freely and willingly to help others, they feel compelled to return that generosity through reciprocity. The key is to know and understand specifically what it is your prospects truly “want,” and then give it to them. That earns you the right to ask them to do business with you.

Let us know how we can assist you in growing your business and To take a Test Drive on our system visit http://paulduncan.com.au/guidedtour

To your success,

Paul Duncan

P.S. Please remember that at any time you feel ready and qualified to move forward and acquire the professional help that can enable you to build the business of your dreams, just click here and check out our E-Learning Marketing System™. It’s helping small business owners just like you get the answers and the help they need to build the business they have always wanted.

We created the E-Learning Marketing System™ with the perfect combination of online resources, tools and support to get you out of any financial distress you’re presently experiencing… help you get laser-focused on your highest income-producing activities… and help you develop and then apply the fundamentals that build multimillion dollar businesses. click here to see for yourself.

Can Just Changing The Way You Think Really Help Grow Your Business?

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Most business owners today aren’t happy with the amount of revenue their business is generating. They’re working longer hours, applying greater effort, spending more for marketing and receiving lower revenue. So what’s going on?

What you need to know…

If you’re not happy with your business’s current results, it’s important to remember that those results are in direct proportion to the actions you’ve been taking? If you want different results, then you MUST take different actions.

So if that’s all that’s required, why don’t business owners just do that? The answer may shock you. They can’t stop repeating their past patterns of behavior. Their past patterns have become ingrained into their subconscious mind and have established themselves as habits.

Have you ever listened to art experts accurately identify a recently discovered painting as belonging to a specific artist such as Rembrandt? How can they tell who painted that picture? Patterns… that’s how. Even though the painting may look completely different than all the others that artist painted, his or her patterns, sometimes referred to as their “style,” continuously comes through with each and every painting.

Why you need to know this…

The exact same thing happens to business owners as well. All of us have been mentally conditioned to perform our daily activities in a certain way. These activities have become habits through constant and daily repetition. The problem is that the majority of these habits… more than 80% of them… are non-productive.

Imagine what would happen to your revenue if you could reduce that 80% down to 60%. Do you realize that you would DOUBLE your income? Do you know how easy it is to reduce that 80% down to 60%… or even down to 40%… which doubles revenue again? Exciting, isn’t it?

How can you learn to do all of this?

You can develop these skills quickly and easily through the E-Learning Marketing System™. We show business owners every day a proven and tested “goal setting” process that conditions them to focus only on their highest income-producing activities.

To take a Test Drive on our system visit http://paulduncan.com.au/guidedtour

To your success,

Paul Duncan

P.S. Please remember that at any time you feel ready and qualified to move forward and acquire the professional help that can enable you to build the business of your dreams, just click here and check out our E-Learning Marketing System™. It’s helping small business owners just like you get the answers and the help they need to build the business they have always wanted.

We created the E-Learning Marketing System™ with the perfect combination of online resources, tools and support to get you out of any financial distress you’re presently experiencing… help you get laser-focused on your highest income-producing activities… and help you develop and then apply the fundamentals that build multimillion dollar businesses. click here to see for yourself.

Can changing your mindset really improve your business bottom line?

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Most business owners start their own business based on their passion for what it is they do. Unfortunately, it takes much more than passion to build a successful business. You must have a specific vision for what it is you want your business to accomplish and the direction you want to take to produce the results you expect your business to achieve.

Thought is the most powerful force in the universe. Our thoughts are the controlling factor in what we manifest and create in our lives. Use your thoughts to create a specific vision for your business and then apply the right strategies and tactics to grow and develop that business.

What you need to know…

Creating a millionaires mindset requires action on your part. You must create a mindset that’s focused on performing your highest impact and highest income-producing activities on a daily basis.

If you’re not happy with your business’s current results, then ask yourself a question and be brutally honest as you answer it. WHY are you getting such poor results? WHY are you failing to attract clients? WHY are you attracting the wrong clients? WHY are you failing to generate the revenue and profits you expect from your business?

One of the things that we have found over the years is that people who are broke, struggling or just getting by – don’t think the same way as people who are financially abundant. They don’t believe the same things as financially challenged people do, and therefore they don’t behave the same way. In short, they take different actions.

Why you need to know this…

Small business owners have been mentally conditioned to behave a certain way. They have specific beliefs… such as “in order to make more money, I have to work harder.” “Money is the root of all evil.” “No pain, no gain.” “Money doesn’t grow on trees.” “If I don’t do it myself, it will never get done.”

These beliefs lead to specific actions such as working more hours and putting forth more effort in a vain attempt to increase revenue and profits. That leads to specific results such as feelings of being overwhelmed, anxiety, and frustration… and a deep-seated belief that more and more effort is required, even though results seldom if ever appear.

Do you know what your current beliefs may be costing your business today? For example…

Do you succumb to mental barriers that may be sabotaging your success?

Are you laser-focused on your highest income-producing activities?

Are you hiring, assigning, delegating or bartering all of your non income-producing and less productive tasks?

Do you know the specific steps you can take to immediately create a “millionaires mindset?”

Would you like to know how you can learn to develop these critical skills?

Our E-Learning Marketing System™ does all of this… and much, much more. But don’t take our word for it. Let me show you right now how a business owner can change the way they think about their business… and do so in such a way that it creates a dramatic increase in effectiveness and revenue visit http://paulduncan.com.au/guidedtour for a Test Drive.

To your success,

Paul Duncan

P.S. Please remember that at any time you feel ready and qualified to move forward and acquire the professional help that can enable you to build the business of your dreams, just click here and check out our CEC  E-Learning Marketing System It’s helping small business owners just like you get the answers and the help they need to build the business they have always wanted.

We created the CEC  E-Learning Marketing System with the perfect combination of online resources, tools, and support to get you out of any financial distress you’re presently experiencing… help you get laser-focused on your highest income-producing activities… and help you develop and then apply the fundamentals that build multimillion dollar businesses. click here to see for yourself.

How to Manage Time to Make More Money

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Time is far more precious than money. There are a finite number of days that you will spend on this earth, while money is something you can usually get more of.

If you are 35 years old with a life expectancy of 75… you have already spent 12,775 days on Earth and have 480 months left to fulfill your life destiny. If you plan to retire at the age of 50 you have 180 months to make enough money to retire (a million dollars doesn’t put a dent in retirement nowadays…) and in those months 1,440 days are weekends… so you have 3600 workdays to make it all happen. What are you waiting for… time to stop confusing being busy with being successful!

The fact is that many business owners – like yourself – actually manage their money as though it is more precious than their time. They started the business to choose their own hours, spend more time with their family, and be their own boss. But, somewhere along the way, the only goals that mattered became the financial ones. Or, the only item worth measuring and managing was money.

Your time will never be managed for you – you have to make a decision to choose to spend your time wisely. To take ownership of your own schedule, and use the power you have to change what isn’t working.

Your time has a price tag, and sometimes it’s much lower than you think.

Here’s a really simple exercise to determine what your time is worth based on your annual income and the number of working hours in a year.

Target annual income A.
Working days in a year B. 235
Working hours in a day C. 7.5
Working hours in a year D. 1,645
A / D = YOUR HOURLY WORTH E.

It’s also unrealistic to assume that each of the 1,645 hours in a year is a productive one. Various studies have put actual productivity at anywhere between 25 minutes and four hours per day. That’s a lot of room for improvement!

Now, this calculation doesn’t factor in overtime hours, taxes, or expenses. If you work as a consultant for an hourly rate, it doesn’t factor in the cost for you to provide your services. The point is, this is your hourly worth in the best-case scenario.

When you start thinking about time management, the goal is to get more done in less time, and thus increase your hourly worth (among other benefits, of course!).

There are five major things that drain your time. But don’t worry, it’s really easy to fix the leaks.

Email
Your email is a consistent distraction. With the mail program running all the time, emails can distract you as they arrive. Or, you’ll find yourself checking for new messages every 15, 10 or five minutes. Writing, reading and responding to emails can easily monopolize your time because they seem like an ever urgent and important task.

Cell Phone or PDA
Your blackberry and cell phone have likely given you increased freedom from your workplace, but they seem to have also taken away your freedom to choose when you work. You can work outside of the office, but this often means you also work evenings and weekends when spending time with your family and friends.

Open Door Policies
While you want to be open and accessible to your staff, sometimes you can make yourself too accessible. Open door policies have the potential to create a daily mass of employees lined up at your door seeking immediate answers for non-emergency issues.

Meetings
Unstructured, unnecessary, run-on meetings can gobble up hours for no reason at all. Especially as a business owner, your presence may be requested at a variety of meetings, but it’s not always required. Days spent in back to back meeting often mean that your workday starts at five instead of nine.

You
Since effective time management is a choice, everyone is guilty of letting themselves sabotage their ability to work productively and efficiently at all times. It’s easy for business owners to avoid separating business hours from leisure time and let the two run together. We all have distractions that we fall into from time to time.

“It takes the human mind 15 minutes to properly focus… if you get interrupted every 7 minutes… you have a huge problem!”
Karl Bryan, CEO, Author, International Speaker

To take a Test Drive on our system visit http://paulduncan.com.au/guidedtour

To your success,

Paul Duncan

P.S. Please remember that at any time you feel ready and qualified to move forward and acquire the professional help that can enable you to build the business of your dreams, just click here and check out our CEC  E-Learning Marketing System It’s helping small business owners just like you get the answers and the help they need to build the business they have always wanted.

We created the CEC  E-Learning Marketing System with the perfect combination of online resources, tools, and support to get you out of any financial distress you’re presently experiencing… help you get laser-focused on your highest income-producing activities… and help you develop and then apply the fundamentals that build multimillion dollar businesses. click here to see for yourself.