Think about the amount of times you chose a service provider — insurance salesman, realtor, lawyer, massage therapist, auto mechanic, plumber — based on the merest puff of a connection.
For the last 16 years, I have been the business partner of Roy H. Williams, aka The Wizard of Ads. Roy is like the wise big brother I never had. Today I am going to share some unsaid lessons. Some observations.
4 families in 5 use coupons, but not because the coupon instigated the purchase. Rather, they use the coupon because there was a coupon to be used.
In our combined 50-plus years of doing this, we’ve learned sales resistance and loss of repeat and referral customers comes from one of two places.
Right from Tony’s first entrepreneurial venture, he understood that long-term thinking was a strategic advantage.
Facts presented as facts — as standard “reason why” advertising — cause people to buy from a Consumer Reports mindset. They want bang for the buck.
When done right, THIS is the stuff that creates a distinct voice and personality. I’ve seen a few scores of them over the years, and 95% have been utterly worthless.
Businesses that grow BIG and profitable use the five-step Relational Systematic Marketing process. Bond. Guide. Satisfy. Nurture. Delight.
Most businesses practice Transactional Reactive Marketing to varying degrees. It’s why most marketing disappoints or fails.
Shared values and tribes are the life blood of bonding campaigns. And you can’t have attitude without a point of view.
As a Sales Operations Specialist, I am the first person to say that I am not a marketer. What I can say with 100% conviction is that a relational buyer is a way easier person to close.
Attract the kind of clients who will see your business as a blessing. Clients that prefer you to the point of willingly paying a premium for the privilege.
Look first to the narrow neck in your marketing process.
Are you really giving your customers a 5-star experience or are you just convincing them to prop you up like Bernie as a favor?
Most of the people going to Starbucks aren’t making a cost-benefit decision. They’re making an identity-based decision.