Archives for November 2011

11 Marketing Mistakes Most Businesses Make

Mistake #1:  Being An Advertising Victim

  • Ad Rep Story
  • Image Branding
  • Signs = Emptying Account, No Response, No Accountability, Run The Ad More or Spend More

Mistake #2:  Lack Of Diversification

  • Your Marketing Wagon Wheel

Mistake #3:  Lack Of An Iron Clad System For Data Collection

  • Current Customers Are The #1 Easiest Customer To Sell
  • 10x Easier To Get A Customer To Come Back
  • They Will Spend 2x as much!

Mistake #4:  Lack Of Referral System

  • #2 Easiest Customer To Sell Is A Referral
  • Reduced Price Resistance
  • Easier Sell

Mistake #5:  Lack Of A Lost Customer Reactivation Program

  • #3 Easiest Customer To Sell

Mistake #6:  Too Infrequent Contact With Present Customers

  • FALSE:  People think you can communicate with your list too often
  • Every month your chance of a previous client doing business with you drops by 10%
  • Top Of Mind Consciousness

Mistake #7:  Thinking You Are Your Customer

  • Go To Where They Live, See What They Are Doing

Mistake #8:   Working In Your Business Not On Your Business

Mistake #9:  Lack Of Shameless Self Promotion

Mistake #10:  Lack Of A Testimonial System

Mistake #11:  Marketing Incest

 

HOW MANY MISTAKES ARE YOU MAKING?

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Putting An Iron Cage Around Your Clients

Lifetime Customer Value

➢ What is LCV? We will talk more about this figure in an upcoming PEP.NET educational moment.

Why Do We Lose Clients?

➢ Mindset Moment = If you’ve made these mistakes don’t worry, I have too! You do not have customers, you have clients. What are the implications?

➢ You Are Not Your Clients = Do not impose your values on your clients.

➢ One Way vs. Cafeteria Thinking

➢ Teaching Too Much

➢ Cardinal Sin Of BEING BORING

➢ Overly Sophisticated

➢ Delivering Too Much Content

Client Retention Via The Happiness Factor

➢ Getting Lots Of Stuff / Taking Home Lots Of Stuff

➢ Surprise!

➢ Bundles & Packages

➢ New & Interesting Things To Do

➢ New Toys

➢ Treasure Hunts & Wild Goose Chases

➢ Activities That FEEL Like Accomplishment

➢ The Power Of FOOD

➢ Positive Feelings

How Do We Keep Clients?

➢ Gold Stars = Ego Stroking, Recognition, Opportunities To Show Off, Teachers Pet Status, Etc.

➢ Acceptance = Leader & Peer Support, Encouragement, A Creative Environment

➢ Membership Has It’s Privaledges = Insider Status, Superior Status, Status Symbols, Preferential Treatment, Knowing Things First, Confiding In Them, Knowing Secrets

➢ Womb To The Tomb = Security & Optimism, Group Triumph, STAND BY ME

➢ Futurism = The Quality Of ANTICI—-PATION, Unpredictability, What’s Next, BUILD A LADDER

➢ DEPENDANCY = Make Them Dependent On You

➢ FREQUENCY = You Are An Addiction; They Are The Addict

➢ MULTIPLE HATS = You Are An: Advisor, Confidante, Therapist

➢ FULLFILL EMOTIONAL NEEDS = Recognition, Validation, Ego, Self ESTEEM

➢ PAINFUL DISCONNECTS = It’s not tjust the value of the connection; it’s the loss too.

Project Gutenberg

➢ http://www.gutenberg.org

➢ Public Domain

➢ 36,000 free ebooks to download to your PC

➢ Content For FREE Reports

➢ FREE Widgets

➢ Choose between ePub, Kindle, HTML and simple text formats.

➢ Our ebooks are free in the United States because their copyright has expired. They may not be free of copyright in other countries. Readers outside of the United States must check the copyright laws of their countries before downloading or redistributing our ebooks.

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