Identifying prime prospects for your product, service or expertise can be like searching for a needle in a haystack. But that’s an easy challenge to overcome when you employ “Packaged information offers” in an effective manner, writes Robert Clay of Marketing Wizdom. Packaged information offers are one of my all-time favourite low-risk/high-return strategies for generating […]
A client who buys a hundred times is many times more valuable to you than someone who only ever buys from you once, writes Robert Clay of Marketing Wizdom. As obvious as this should be, in most cases when someone carries out a business transaction for the first time the businesses concerned just wait passively […]
Discounting can kill your business. Few business leaders or entrepreneurs realise that the biggest cost in their business can be something that doesn’t even show up in their accounts. When you’re doing a lot less business than you should be doing, it’s all too easy to push the panic button and offer discounts just to get more people through the door. In most cases these discounts make no difference to the number of people who come through the door. But even if they do, these, or any other form of discounting, can turn into a serious and very expensive mistake […]
Move upmarket if you want to become more successful. Not so long ago Tesco was regarded as a downmarket “Pile ’em high, sell ’em cheap?” outfit, writes Robert Clay of Marketing Wizdom. I know people who wouldn’t have been seen dead going into a Tesco supermarket. If they HAD to go into one they’d park […]
The concept of acquiring new customers at a breakeven or slight loss sounds crazy to some people, writes Robert Clay of Marketing Wizdom. Why would you even want to do it? After all, staying in business requires you to make a profit on every sale … or does it? Acquiring new customers at a breakeven […]
The time to innovate is now. It is widely understood that the current global economic downturn is one of the most severe of the past 100 years, writes Robert Clay of Marketing Wizdom. While some believe that people (and the media) talked the downturn into existence, the realities must still be acknowledged. Major banks and […]
Nearly one billion people use Google to search for an untold range of topics. No other advertising medium draws such a vast crowd. This article explains the benefits of sing paid search, and the basics of setting up Google AdWords campaigns.
Since Google AdWords was launched in 2002 the face of advertising has been changed almost beyond recognition, writes Robert Clay of Marketing Wizdom. Using AdWords it’s possible to achieve things today that could hardly be imagined just ten years ago. When Google was founded in 1997, the “big boys” in internet search like Yahoo, AltaVista […]
In the last few years we’ve experienced a world of rapid change brought about by the internet, writes Robert Clay of Marketing Wizdom. The internet has fundamentally changed what we do on a day to day basis, from the way we communicate and do business, to politics, entertainment, culture, health care and just about everything […]
Successful marketers tell a compelling story, and that story creates word-of-mouth. They don’t talk about features or even benefits. They tell a story that we intuitively embrace, buy into, then pass on to other people, writes Robert Clay of Marketing Wizdom. Companies go from start-up to market leadership through the correct use of stories. By articulating […]
You need to tell your unique story. So what are the key ingredients? Developing your “behind-the-scenes” story is one of the most powerful and valuable things you can do for your business or organisation, writes Robert Clay of Marketing Wizdom. If you don’t have a compelling story to tell, one that explicitly sets out everything […]
You have a story to tell in your business. And you need to tell it! If you really want people to buy into your product, service or expertise, it is incredibly important to fully and deeply educate your prospects and clients about what you do.
Isn’t it amazing how often you express interest in a product or service, but never hear from the person or company again? It happens all the time. Research shows, amazingly, that only 20% of sales leads are ever followed up … in other words 80% of potential opportunities are lost without trace simply due to lack of follow-up. Interestingly, only 2% of sales occur when two parties meet for the first time. And 80% of sales occur only after at least five continuous follow-ups. You therefore must follow-up at least five times.
The right mailing list can be worth a small fortune to you. The wrong list can cost you a fortune in the blink of an eye. Most people just pick up the phone and order a list. That’s a recipe for disaster. There is more to buying lists than most people realise. This article tells you how.
Here’s a fabulous story which illustrates the point that you can’t please everyone. It is adapted from Aesops’ fable “The Old Man, the Boy, and the Donkey.” I often quote it (thank you Michael Port) to illustrate the importance of focusing eveything you say and do only on the niche you’re trying to serve, and […]
Want to know what makes Apple CEO Steve Jobs tick? Here is a fascinating insight. It was an address he famously gave on June 12, 2005 to a graduating class at Stanford University. This talk greatly inspired me when I first came across it, and still does. At a time when so many businesses and individuals are […]