MAM Marketing

Mastering the Art

of Marketing

‘Revealing the lost secrets of the

forgotten art of marketing’

How to Create Huge Success

In Your Marketing

How to become a Black Belt in Marketing?

With any art it takes years of dedication, learning and practicing to become a master of your art. Likewise, with marketing, you will need to be totally dedicated, focused and willing to listen and learn, BUT, it doesn’t have to take years for you to become a master.

I will show you how to 'Master the Art of Marketing'.

Oh boy, oh boy, oh boy, it’s so frustrating that the same old problem keeps showing its ugly head over, and over again and we don’t learn from it. Business owners from every industry all over the country, think they are doing its right way.

But the truth is that they are not, they are just copying others who have no idea either, so they invest their money in the wrong things, doing things in the wrong order and ending up wondering why their marketing isn’t working as it should be, so they become disillusioned with it all and even giving up altogether.

First Things First

The “secret” that successful business owners employ in their marketing isn’t a mystery reserved for a few elites at all.

It’s just that successful business owners go out of their way to learn and understand the basic fundamentals of marketing and put in place and implement not only a plan but a proper workable system to fit their business needs and most importantly follow it through and keep following it to the end and that’s it. It’s really that simple.

There is a lot of talks and promises about marketing and if we let ourselves listen to everyone we speak to about it, we will not only be completely confused, but we would also make ourselves sick to death with it all.

As there are lot of complex and confusing strategies and so much rubbish too out there, that does not work for everyone and could cost you your business a lot of money if you are not careful.

But it doesn’t have to be that way, once understood it is really a simply system that can easily be learnt and used in any business successfully.

So What Is Marketing?

Well, if you think of it this way it becomes easy to digest. There are two basic types, Large business, and small business marketing, but for most of us, we fit into the small business marketing category.

Unless you are doing hundreds of thousands or even millions of pounds each, and every year. Large business marketing has a completely different agenda for small business marketing. But in simple terms, marketing is marketing and is fundamentally part of the foundation of your business, in fact, any business large or small.

If you think of a simple car, you have a chassis and frame which keeps it all together, represents the Fundamentals of your business i.e.: accounts, Taxes & VAT, admin and wages, politics and law, Inc. employment law, etc. Then you have the body which represents What You Do, whether it is a service or selling a product, i.e.: Plumber, an accountant, hairdresser or run a cafe, etc.

Then you have your interior, i.e.: seats, steering wheel, switches, dashboard, wiring, lights, and electronics, etc. Which represents your Customer Service, but without one major component, you won’t be going anywhere. You need an ‘Engine’, and Marketing represents the engine of your business.

Without a good working engine that is kept well serviced and tuned, you will soon have problems with it. Just like marketing you need to keep it well-tuned and serviced for it to work for your business effectively. The oil, water, and fule you put into your car represent your time, effort and money.

But what type of engine would you like to have under your bonnet? Either; An old 50cc two-stroke engine? It could take forever to get you where you want to if it will get you there in the first place. Or a new supercharged V12 rocket?

Not only it will get you where you want to but it will get you there in no time at all?

Likewise, do you want an ad-hoc approach to your campaigns that may or may not work and cost you money or a fully operating successful system that guaranteed to work each every time with incredible results?

Golden Nugget: (Remember This)

Without a good working engine that is kept well serviced and tuned, you will soon have problems with it.

Q&A Exercise: (Write It Down!)

What two types of marketing are there?

And what is the difference?

What part of your business is considered as the engine? And why?

The Wheel. I like to think of Marketing as one of your wheels of a cart, without it, it would be extremely difficult to push it anywhere. So, without marketing, it would be extremely difficult to run a business. Why? Because if you don’t get any customers in and sell them anything, you won’t get any money, and that is the whole point of your business, is it not? Too many people set up in business without thinking this through properly.

It might sound obvious but so many business owners overlook the simplest concept of running their business. From the very beginning to the very end and everything else in the middle you must be thinking about your marketing. This is the number one biggest mistake of all businesses, they don’t focus on their marketing enough.

This is why so many businesses fail, over 50% within their very first year, 85% within their first couple of years of starting up. 98% of the reason is that they don’t have enough customers to survive, otherwise they would still be in business. But why don’t they have enough customers? Because they haven’t focused enough on their marketing, the way they communicate with people and bring customers through their doors and sell to them.

This basic concept is so overlooked by most businesses. If you can understand that your business regardless of what you promote or sell, or what your skill is.

You are fundamentally running a sales and marketing business.

The whole concept about your business is to find prospective customers and sell them something so you can make a profit, and the more you do this the more money you could earn. So it is paramount that you understand the fundamentals of your business and become an expert of it, otherwise, you would be better off working for someone else.

Golden Nugget: (Remember This)

The whole concept about your business is to find prospective customers and sell them something

Q&A Exercise: (Write It Down!)

Why is marketing so important?

What is the number one reason for failure?

What Is Your Market? (Your market is the people looking for your type of service or product. They won’t know about you nor will they want to buy from you if they don’t know you or trust you.)

Marketing is the way to communicate with them to let them know who you are and to gain their trust and to sell to them.

The truth is, the only real reason you are in business in the first place is to make money, to earn a living or at least to earn a better living than working for someone else.

It’s not just about selling your time to someone just to pay the bills anymore. But you can only do this if you make money and you can only make money if you make a profit and you can only make a profit if you sell your goods or a service to someone.

Golden Nugget: (Remember This)

Marketing is the way to communicate

Q&A Exercise: (Write It Down!)

Why would they buy from you?

Research: Research is also a very important aspect of the marketing formula. In many cases people who start-up businesses don’t always consider the fact that their product or service is wanted or not. A lot of business start-ups go under very quickly because they think of an idea and think it’s the next best thing since ice-cream, and believe they will become the next Richard Branson without doing any research to find out if there is a market for it.

Think of it as running a burger stand within a vegetarian keep fit event, If no one is hungry for what you offer, you won’t get any business. You will need to do your research.

Business is just innovation and marketing, we need to be innovated and find the solutions to solve problems for people and then we find those people who has the same problems.

We first need to ask the right questions then come up with the correct answers.

Too many business start-ups fail due to lack of research, it is also true with established businesses, as marketing is a form of research.

We must be constantly researching not only ways to increase our business and performance, we need to be constantly keeping a look out for new ideas and innovations, and where the market is heading. As in today’s environment things change so rapidly, we could be a leader in our filed one day and trying to play catch up the very next.

We also need to understand what business are we really in?

Golden Nugget: (Remember This)

We first need to ask the right questions then come up with the correct answers.

Q&A Exercise: (Write It Down!)

Why is it so important to do your research before you start up?

What Business Are You Really In? Only your research will tell you.

Years ago some of the richest and most powerful men in the world were the owners of the railroads, they thought they were in the railroad business.

They didn’t understand what business they really were in, nor did they see the future rapidly changing, they didn’t do their research.

When Ford came along and started producing trucks, they scoffed at him, they didn’t move with the time if they understood that they were in the TRANSPORT BUSINESS and not in the railroad business and stopped being short-sighted.

They would not have failed to see that times were changing when they could have brought Ford out for a fraction of the cost. They instead became some of the poorest people in the world, leaving some of them and their families in poverty.

Soon after their business of running the railroads started to collapsed and after the truck empire grow and grow, the railroads were no longer a viable solution to transport goods anymore.

Your marketing will give you a very clear view of your market and whether or not your ideas will work or not.

Do not ask your friends and family for feedback.

Close relationships are not the best mix for true honest and sometimes brutal feedback, it is only clear if you approach your true market and ask them if your ideas are worth paying for.

Golden Nugget: (Remember This)

Your marketing will give you a very clear view of your market and whether or not your ideas will work or not

Q&A Exercise: (Write It Down!)

How do you know what business you are really in?

The Secret of Marketing. Here is a fantastic story about a pilot in the South Korean war, he had shot more planes than any other pilot in the war. After the war he was interviewed and asked about his courage and skill, he denied he had neither.

He told the interviewer that all he did was to pick off the enemy pilots at the back, the ones that had engine trouble or just having a really bad day.

The interviewer thought the hero was just being modest and playing it down, so the interview then asked him about the time he shoots twelve planes in one day, he asked, “surely they weren’t all having engine troubles?” “No, I came across an airfield by chance and I shoot them all before they could take off.”

So if we are going to make money by selling something for a profit, so why not do it the easy way, by shooting the planes on the ground, we must first find a market that wants something that we provide.

This is one of the secrets of marketing, we need to pick easy targets, we can’t afford the time or money re-educating people to buy what we are selling, we want to shoot the planes on the ground.

So we need to find the market who is already looking for our product and service, this all comes down to your research and marketing.

We need to move our burger stand directly in front of the hungry meat-eating crowd, it’s called; ‘supply and demand’, first, find what people are hungry for (ask the right questions) and then we can find the solutions to solve their problems (come up with the correct answers).

By picking the easy targets we will find it much easier to sell to. The other secret is... We’ll come back to that in a moment.

Golden Nugget: (Remember This)

We need to find a market who is already looking for our product and service.

We need to move our burger stand directly in front of the hungry meat-eating crowd.

Q&A Exercise: (Write It Down!)

Why should we be shooting plans on the ground (Picking easy targets)?

The Second Thing

One of the other big reasons for businesses to fail is, there State of Mind.

The reasons why people go into business for themselves are all different and varied, it could be the money, the freedom, out of desperation, hated their boss, or many other reasons. BUT THE TRUTH STILL REMAINS; business is still business.

The problem is never the type of business, the market or the economy. It’s ALWAYS with US!

It’s what’s inside our heads - our minds. If your mind is not set right, your confidence and courage are out, any plans or strategies you apply just won’t work at all, regardless of what you do. That’s the shift that makes all the difference.

But one thing must be clear otherwise their future of running a business will be short-lived.

When starting a business we must make a shift in our state of mind, we can’t continue with the mindset of an employee, must understand that everything we were taught in school goes out the window, we need to adjust to a completely different set of rules.

We need to re-educate ourselves. From learning to be more self-disciplined to making plans and setting goals, from learning new skills to breaking down psychological barriers.

We need to have perseverance, commitment, a strong belief in ourselves, passion and have integrity, without any or all these there would be no point in starting up a business.

Our state of mind plays a very big part of running our business, it controls our fears, influences our decisions and attitudes. We must first master our state of mind before we can master our business.

If we can have the mindset to understand and accept change, listen to reason and not to be stubborn and don’t be too set in one way, then we have a good chance of running a successful business.

Golden Nugget: (Remember This)

We need to re-educate ourselves - We need to have perseverance, commitment, a strong belief in ourselves.

Q&A Exercise: (Write It Down!)

If the problem is not the type of business or the market, what is it?

What Does Integrity And All That Have To Do With Marketing?

EVERYTHING!

Working hard and having passion is great in business but will not guarantee your success. You must also be honest, truthful, up-front, and genuine, be respectful, caring and have lots of integrity when running a genuine business.

AND you need to show it through all your marketing too.

You need to let people know and understand that if they do business with you, they won't be disappointed, your promises will be met and your word is binding. If not your reputation will be destroyed.

It doesn’t take much to ruin someone reputation. Your reputation is so important in business, it’s the difference between making a lot of money or struggling to find a sale. If people don’t believe you - you won’t be in business for long.

A good strong, honest and caring marketing strategy wins every time. People love it when you care for them when you are looking out for them, if you show them that you care and respect them as a customer, they will respect you and keep coming back time and time again.

You must have the correct mindset to deal with all types of customers, good or bad and still hold your head up high knowing that you have done your best to help and care for them, regardless of their attitude towards you.

How you treat people, how you talk to them, it’s all to do with your approach and impression that you make with them.

In today’s environment, you need to stand out and make an INCREDIBLE IMPRESSION for them to take any notice of you, and you need to make this very clear through your marketing.

Not just the first impression, BUT EVERY IMPRESSION IS IMPORTANT!

If you let your customers down, you are only letting yourself down.

It’s so important that you let people know through all your marketing that you are... Honest, truthful, up-front, genuine, respectful, caring and having lots of integrity, and they won’t be disappointed if they do business with you. We need to fully understand that our business, our marketing our impression and our income is one.

Golden Nugget: (Remember This)

It doesn’t take much to ruin someone reputation.

Every impression is important!

Q&A Exercise: (Write It Down!)

Why is it so important to have integrity?

What results come from being honest and upfront?

A Few Little Secrets You Should Know Before Starting Out.

Before we move on to the nit and gritty of putting together our marketing plans and strategies and wording it all out, there are a few more vitally important things you must need to realise and understand before you rushing out to sale your product and service to people.

Many marketing companies or business advisors don’t want you to know this as they feel that if you know and understand your market fully and how to achieve total success, you won’t be needing their services.

However, this is not true as it tense to go the other way, for companies that are open and share their insider's information tends to gain more customers and charge more.

Because, not only they are being honest and up-front about it, but it also shows the number of works involved and business owners prefers to let them deal with their requirements.

In fact, once they fully understand the amount of work that’s involved, they will pay more for someone else to do it.

It is so important that as a business owner that you are fully aware of the importance of proper marketing system is to your business and the future to your growth, i.e.: your income.

Do not hand over the reins completely. You must be in control for all your marketing, its good if you can outsource or pay someone to do a lot of the hard work, but ultimately you need to be personally overlooking all aspects of your marketing, as you need to be reasonable for your own marketing and business. Your marketing has a direct influence on your income, so it’s so important that you get it right and don’t leave it to chance or to someone else.

As you are responsible for the success of your business, you are also responsible for the failures of your marketing, as your marketing is fundamentally your business.

You should be part of the whole process, you should be overlooking and inputting your ideas and have the final say either working with or outsourcing it to professionals.

It’s your business, only you know everything about it and it's your income, only you will suffer if it goes wrong.

Golden Nugget: (Remember This)

Your marketing has a direct influence on your income!

Q&A Exercise: (Write It Down!)

How is ultimately responsible for your marketing? And how does it affect you personally?

What part of the process should you be responsible for?

Success Leaves Clues. On the other hand however you must also listen and take advice from others who know more about marketing than you do.

You should ask questions, lots of questions, take time out to learn about different strategies and learn how to create more compelling marketing materials for your business.

Success leaves clues, so find the clues and follow them to success, it sounds so obvious, but not everyone takes that advice, they think they should reinvent the wheel but usually with disastrous results.

Look at your competitors, the ones that are more successful then you that is, see what they are doing, ask other successful businesses what they are doing and how to look around and just ask.

Make it an important part of your business plan, cut out some time in your busy workflow to learn how to improve your marketing, it is vital that you become an expert at it, otherwise, your business and income will stay the same, it's your business and your income.

Golden Nugget: (Remember This)

Cut out sometime in your busy workflow to learn how to improve your marketing... become an expert at it

Q&A Exercise: (Write It Down!)

What should you be asking?

Don’t Follow The Crowd. Even though it’s important to follow successful people, don’t just follow anyone or everyone, just because they are all doing it or that’s what you have always been doing, don’t mean its correct.

The reason why the majority of businesses are struggling and going under should tell you that they don’t really know what they are doing or should be doing. So don’t get into the wrong habit of following the crown-like blind following the blind.

It is completely wrong to look at what all the other businesses are doing in your sector, and think well if that’s what they are doing then I should be doing it also. NO, it’s NOT!

That’s why 80% of businesses are failing or near bankrupt, don’t copy them.

Golden Nugget: (Remember This)

Don’t Follow the Crowd! - don’t just follow anyone or everyone

Q&A Exercise: (Write It Down!)

Why are many businesses struggling?

What should we be doing?

Why Not Just Ask?

Why is it so difficult for some business owners to just listen to their customers?

It is paramount that you listen to your customers, this is a vital part of your marketing, without asking and listening, you will not know what your customers really want! And that is bad business practice.

People don’t like dealing with businesses that don’t listen to them, they will just go next door to your competitors. Listening to your customers will reveal so much about them. Don’t do all the talking yourself, by telling them all about your product/service, your company or yourself, just listen to them to what they want and need, so you can fulfill their needs, they will appreciate it more.

You will hear what other problems they need solving, giving you the chance to sale them other things to them to solve their other problems. You will also get to see where your market is and where it is heading, so you can keep up with your customers fulfilling their needs, and not trying to play catch up all the time,

which most businesses seem to be doing most of the time.

Business is just problem solving, a customer has a problem or a need and the business supply a product or service to fulfills that need, and that business makes a profit in the process.

We need to find out what our customers want and needs are and supply them with it, supply and demand remember.

Golden Nugget: (Remember This)

Without asking and listening, you will not know what your customers really want!

Q&A Exercise: (Write It Down!)

Why don’t people like to deal with some businesses? And what can we do about this?

Tune In To WIIFM. (Your Most Personal And Local Station)

You have probably heard this many time before, but it is so important to grasp and fully understand how people think when running a business.

The most important thing to tune into when running a business and especially when working on your marketing is what people are thinking.

‘What’s In It For Me’

We are all selfish people, not being nasty but it’s just our human nature, we are all selfish beings, and we are always thinking about one person, OURSELVES!

'Is anyone looking at me?'

'Do they like what I’m wearing?'

'Can they see that spot on my face?'

'Will they think I am too fat or too skinny?'

'Do they think I am a show-off?'

or 'too smart?'

'Will I be excepted and liked?'

Next time you are around someone listen and hear what their conversation is about, it’s most likely to be about them.

We are constantly having a running commentary through our heads about whether others will except us nor not or what they are thinking about us. This is just human nature and we need to know how to work with it to be successful, and if we know how to work with it, we can become very successful.

Golden Nugget: (Remember This)

we are all selfish beings, and we are always thinking about one person - OURSELVES!

Q&A Exercise: (Write It Down!)

What does WIIFM really mean, and how does it affects you??

WIIFM = What’s In It For Me! This is the first thing you should always be asking yourself when preparing any type of marketing what-so-ever, whether it be a letter, a website, a brochure or just a business card.

Think for a moment that you are the customer, or even better, ask someone else, ask your existing customers about your products and what BENEFITS will appeal to them.

Remember benefits not features, as features will help sell a product but it won’t sell it on its own, but a good strong benefit will sell it time and time again. You need to show them what’s in it for them. We will go through benefits in more detail a little later.

B Is Before F

The B-word is always far better than the F-word when it comes to your marketing, so remember Benefits over Features.

Make Sure All Your Copy Is Just; FAB!

The Feature is the facts
The Advantage is what makes the feature so superior
The Benefit is what makes the reader’s life so much better for having it.

Two examples of this are;

F = This phone comes with a wireless charging pack

A = No need for cables

B = Freedom

F = This phone has a waterproof casing

A = Makes it 100% waterproof

B = Peace of mind, not worrying about getting it wet when using it in bad weather or when pushed into the swimming pool by your friend, while you still have your phone in your pocket.

See the difference, if you just tell people it’s just waterproof, or that it has a wireless charger, they might not see any benefits to them, but if you tell them what thought’s benefits are, and how it can improve their lives, or improve their experience with it, then they will be able to relate to it much better, by tapping into their emotion, the benefits become the reason why they need it and buy it.

A great exercise to get you thinking is to pick an object and write down its features, and then translate them into benefits.

Golden Nugget: (Remember This)

The Feature is the facts.

The Benefit, is what makes the reader’s life so much better for having it?

Q&A Exercise: (Write It Down!)

What is the difference between features and benefits? And which emotion makes benefits so important?

Emotions. Before you start preparing your marketing, you must first find out who your customers are - what they want - how they feel - the way they think and how hungry they are for your product?

There are three key basic philological emotional reasons why people buy;

To move away from something to avoid pain and suffering,
To move towards something to solve a problem.
To avoid loss from losing or missing out of something.

There are many other less deep emotional triggers to buy but still very important, such as; Basic Needs (food, drink, and shelter). To feel secure - To make us happy - To impress others - Convenience - Replacement - Prestige - Pride - Love - Emotional - Recognition - Compulsory Purchase - Peer Pressure - Guilt - Empathy - Addiction - Fear - Indulgence - Greed - Or to fill an Emotional Vacuum.

I’m sure that you can think of others, but the point is you need to know from where in their emotional state that someone is coming from, so you can help avoid their pain and suffering.

Golden Nugget: (Remember This)

Find out who your customers are - what they want - how they feel - the way they think and how hungry they are for your product?

Q&A Exercise: (Write It Down!)

What are the three key emotional reasons why people buy?

Why is emotion so important when it comes to selling?

Cocooning. People today are less secure and more afraid of the frightening and cruel realities of the world outside their doors.

So to protect themselves, people are staying at home a lot more, this trend is called cocooning. The business owner you must learn to penetrate this cocoon state.

At the same time, today's buyers, on the other hand, are much more aware and sophisticated when it comes to marketing and advertising. Constantly being bombarded by advertising all day long, through papers and magazines, junk mail, TV and Radio, posters and flyers, it just doesn’t stop.

With everyone else also trying to stand out from the crowd, what makes your product or service more important? So, it is even more PARAMOUNT that you learn to distinguish yourself even more from everyone else. You don’t just want to stand out from the crowned confusion of other products and services, you must find a way to...

JUMP OUT AND STAND AWAY FROM THE CROWD,

Your Market Is Much More Sophisticated Than You Think. Buyers are much more sophisticated nowadays, they're very benefit conscious and price-sensitive, they want value and quality.

No longer do they accept or want the cheapest product with poor quality. Buyers compare more than ever, with the aid of consumer magazines and consumer websites helping us to be more aware, people are much more savvy about most products today.

A name used to mean something, but not anymore. Even Volkswagon is not as we once knew them. Many things we buy today isn’t the same as before, we don’t even know where it is made or what it is made from, even our meat!

What about our call centers, British doesn’t mean British anymore. Buyers are not stupid, in fact, they are much cleverer than you think, with the aid of the internet and social media we can’t try to bluff our way through a sale.

People no longer tolerate being misled or conned. With the help of Consumer Groups, Trading Standards, DEO, and many Social Media sites, buyers will not stand for it anymore.

Golden Nugget: (Remember This)

Buyers are much more sophisticated nowadays, they're very benefit conscious and price-sensitive, they want value and quality.

Q&A Exercise: (Write It Down!)

What do consumers do before they buy?

Why is it so important not to just stand out anymore?

And Finally

Once you start to understand the fundamental concepts of marketing you can move on and start looking to put together your basic marketing strategy within your system. But first, understand how a marketing system relates to your business.

A fundamental and crucial mistake that a lot of business owners or want-to-be business owners do when starting out, is that they have no idea of how a marketing system relates to their business. So study the marketing system before starting out on your strategies.

Strategies. Within your marketing system, there are many strategies you can work on, but it is in your best interest that you don’t put all your eggs in just one or two baskets.

Using a wide variety of strategies will not only assure you with success, by doing them correctly, but you will also see what works best and what doesn’t, so you can change and improve things without wasting too much money.

This is why you should always TEST everything first.

If something is not working, don’t just throw it in the bin and go back to what you have always done, if you do that, you will go back to getting what you have always got.

Just tweak it a little and try.

Become An Authority.

It’s just not enough to try to stand out anymore, we need to stand away from the crown so we are seen different from the rest. The best way is to become a type of celebrity authority within your field, a go-to-expert, that everyone looks to for advice and knowledge.

This can be done via a number of marketing avenues very effectively with very little cost but does require some commitment and consistency, and a little confidence will help too.

Selling.

This is what business is all about and without it, you have no business.

Sales is 80% mind-set, 20% tactics, technique, and strategies.

Nowadays we need to give people more credit, as they are much smarter today, as they know what they want.

People want to buy, they are looking for something and it’s our job to help them understand what it is they are looking for, with all the confusion of everything else around them trying to get them to buy, you need to help clear solid and easy path for them to buy from you.

Selling isn’t hard if you know how! If you guess at it, guess what? You will be guessing at it for a long time, and even if you do sell something you won’t really know why or how you sold it because you were guessing.

How Do We Become Good At Selling? First, we must understand our product, then we must know our target audience, who we are selling to, and only then we can sell.

We must follow a process or sequence to achieve our ultimate goal. Most people who try to sell are repeaters or showers of information, they are not really selling.

To be good at selling, you need to educate your customers and enlighten them.

You need to provide insight to our customers, the ability to provided information beyond the obvious.

Selling is not to pressure someone into buying from you, whether they want it or not, selling is just sharing information, news, and details about one's product in a way that your prospect wants what you are sharing.

If your product is good and is of good quality and value, then you don’t ever need to pressure them into a sale. The best sales technique is the ability to share good information.

The most important part of a sale is the closing of the sale.

So How Do We Close A Sale?

Our job is to reduce the resistance to buy, there are usually 5 reasons why people don’t buy:

No Money
No Time
No Need
No Urgency
No Trust!

(1) No Money - If you can show them the VALUE of what you are selling (their ROI -Return On Investment) then people most often will buy.

(2) No Time - If you can show them that they can save time, or save and make more money or it will improve their life somehow with what you are selling, then they will make the time

(3) No Need - It’s our job to make them aware that they need it, want it, desire it, long for it and can’t live without it.

But just because they need it doesn’t mean they will buy it! So now we need to make them understand the URGENCY of buying it.

(4) No Urgency - We need to make a seance of urgency, why they should do it NOW!

Sell them the gain and the pain, they need to feel that senses of urgency, by selling them the gain, the benefits of buying but also the pain of missing out.

Once you have them knowing they Need It, then they need to feel the Urgency and know that they need to take action now!

(5) No Trust - You need to win their TRUST! Do they believe you and/or believe in you?

You need to build a report with them, you need them to trust you to buy from you. You must ask yourself, “how do I build and develop more credibility?” “How do I gain their trust?”

Accountability.

Business owners expect measurable results and get to a return on their investment Yes? (ie: If they invest in inventory, they expect to sell it. - If they employ a worker on an hourly basis, they expect them to work for a full hour. - If they employ a sales rep, they expect them to make sales). Yes of course, obviously.

But why for some mysterious unknown reason, most business owners are willing to let their advertising and marketing off the hook?

Every aspect of your business including your marketing should be accountable for all of its actions. It should be accountable for every penny it spends, resulting in producing tangible results for your business each and every time.

Result Based Marketing is about sales and generating new business that resulted directly from your marketing spend. That’s it. Your marketing should be about results, plain and simple.

It is where you try to provoke a result (response) directly from a single marketing item/action (i.e.: flyer, PR, Ad, Web presence, etc.) whether it is to attract a lead or a customer, this is also called ‘Direct Marketing’.

Direct Marketing.

Now we get back to the other ‘Secret of Marketing’, and that’s Direct Marketing.

As we’ve found out earlier that there are two types of marketing, one is for large businesses whose agenda are completely different from the small business’s agenda.

Small businesses agenda has only one agenda, and that’s to find customers and to sell to them and that’s it, no other agenda!

Once you get a little bigger, then your marketing agenda will change slightly, and we’ll have a look at that once you get to that level. But in the meantime, your marketing agenda is just to find customers and to sell to them straight of the bat!!

The problem today in the world of small businesses, as we have learned, that a large majority of business owners don’t fully understand the difference between small or large business marketing, so they tend to look at the larger and more successful companies and try to imitate and duplicate what they are doing, thinking that if they are so successful they should copy what they are doing, right? Wrong!

What they are doing now is completely different from what they did when they were a small growing company.

If you could go back in time to when these hugely successful corporations where small, you would see a different story of what they used to do back in their start-up and growing years than they are doing now.

Their marketing as a young company was designed around growing and developing and not designed around staying at the top, they are two different types of marketing systems for different types of agendas.

That’s why the majority of small businesses marketing fails, because they are following the wrong crowd, as we seen earlier it is not a good idea to follow everyone else as they don’t know what they are doing either.

The good news however, even though small businesses don’t fully understand the underlining concept of marketing in relation to their business.

They do know a lot about their product or service, they have a good expert knowledge about it, which makes it so much easier for business owners to adapt to direct marketing, as direct marketing is not about the normal style of advertising you see everywhere, it is simply a means of selling in print.