So many business owners are wasting their marketing
dollars because they just don’t know what works. Their ads
don’t get read because there is nothing of value to offer
their prospects beyond price discounts.
On average, 80% of marketing dollars spent are just being
flushed down the toilet!
Owners think that putting their company name on an ad with
the name of their product and possibly a price will get the job
done. If you are doing this you are missing out on 95% of
your potential. (By the way, the vast majority of businesses
make this mistake, so think of your opportunity if you do
things a little differently)
Let me explain.
Your target market has prospects that are at various stages
of the buying cycle. Some have no idea yet about their
possible need to buy your product or service. At the other
end of the spectrum are prospects that have done all the
research, know what they want and are ready to call you with
money in hand. In between you have every variation of
‘ready to buy’ there is.
At any given time only 5% are ready to buy today. If your
ads are targeted at those people only, you are missing out
on the opportunity to develop a relationship with the other
95%. So, when that majority finally is ready to buy, you will
have to go through the whole process of educating them on
why they should buy your product.
What if you could help educate them earlier in the buying
cycle so that when they are ready to buy, they immediately
buy from you? They do so, because you have already
developed a relationship with them. And, they aren’t so
concerned about price because you have helped them
understand the real value of your product or service.
You want your marketing to catch the interest of as many
people as possible even if they aren’t ready to buy today.
So, how do you do that?
Through a strategy called ‘Education Based Marketing’. Give
them high value by providing better information!
This marketing strategy provides increasingly more
information to your target market about your products &
services, how your customers should be purchasing them
and why they should be buying them from you.
If you think about it, what do customers want these days?
They want to feel that their purchase was a great decision.
They want to be confident that they bought the best
combination of product, price and customer service that they
could afford. And how will they know that?
By you educating them on what’s really important!
And the best news is that you accomplish this through a well
thought out marketing campaign, that targets people before
they are ready to buy, right through to the after sale stage of
the cycle.
By the time they are ready to buy, they will be seeking you
out, rather than you finding them.
Why has Crest Toothpaste been so successful over the
years? Because they have educated people consistently
over the years on:
the benefits of good oral hygiene
the fact that reports show many dentists recommend their
product
the unique benefits of their product
They have done so through the ‘education’ design of their
ads. They provided lots of free information for people letting
them know what is really important. (Price never comes into
it) Their success in ‘education based marketing’ placed them
as a top brand in their marketplace. You can do the same!
The easiest place to start is to give your prospects the right
questions to think about when making a buying decision. Do
this right in your ad. For example a Web Design company
ran this ad with tremendous success:
---------------------------------------------------------------------------
5 Questions you should ASK before Hiring a Web Design
company.
1. Will you give me all of my money back if I don’t like
your web design? – Yes
2. Will you guarantee to keep my website at the top of
the search engines? – Yes
3. Will you take responsibility for driving traffic to my
website? – Yes
4. Will you write high quality web content for me? - Yes
5. How long have you been in business? - Since 1997
Call Now for your free Website Analysis
& Internet Consultation
----------------------------------------------------------------------------
Start thinking about what makes you unique and how to
educate your marketplace on that basis. I guarantee it will
make you stand and be noticed!
===============================================
Jim Gragtmans and Sandy Kemp are Action International
Business Coaches helping business owners grow their
business & do more with less effort.
Why are some businesses able to stand out from the crowd
and sell lots of product, very profitably? Because they have
a Unique Selling Proposition (USP).
Click here to learn more
www.actionbusinessdevelopment.com/products.html
================================================
**Attn: eZine editors and Site Owners**
Feel free to post this article in it’s entirety in your ezine or on
your site as long as you leave all links in place and include
our resource box as listed above.
If you need additional articles, check out our Article Archive
for fresh new content you can use on your website for FREE!
www.actionbusinessdevelopment.com/Tools.html
If you do use our articles, please let us know so that we can
have a look. Thanks
Jim & Sandy
mailto:jimgragtmans@action-international.com
mailto:sandykemp@action-international.com
dollars because they just don’t know what works. Their ads
don’t get read because there is nothing of value to offer
their prospects beyond price discounts.
On average, 80% of marketing dollars spent are just being
flushed down the toilet!
Owners think that putting their company name on an ad with
the name of their product and possibly a price will get the job
done. If you are doing this you are missing out on 95% of
your potential. (By the way, the vast majority of businesses
make this mistake, so think of your opportunity if you do
things a little differently)
Let me explain.
Your target market has prospects that are at various stages
of the buying cycle. Some have no idea yet about their
possible need to buy your product or service. At the other
end of the spectrum are prospects that have done all the
research, know what they want and are ready to call you with
money in hand. In between you have every variation of
‘ready to buy’ there is.
At any given time only 5% are ready to buy today. If your
ads are targeted at those people only, you are missing out
on the opportunity to develop a relationship with the other
95%. So, when that majority finally is ready to buy, you will
have to go through the whole process of educating them on
why they should buy your product.
What if you could help educate them earlier in the buying
cycle so that when they are ready to buy, they immediately
buy from you? They do so, because you have already
developed a relationship with them. And, they aren’t so
concerned about price because you have helped them
understand the real value of your product or service.
You want your marketing to catch the interest of as many
people as possible even if they aren’t ready to buy today.
So, how do you do that?
Through a strategy called ‘Education Based Marketing’. Give
them high value by providing better information!
This marketing strategy provides increasingly more
information to your target market about your products &
services, how your customers should be purchasing them
and why they should be buying them from you.
If you think about it, what do customers want these days?
They want to feel that their purchase was a great decision.
They want to be confident that they bought the best
combination of product, price and customer service that they
could afford. And how will they know that?
By you educating them on what’s really important!
And the best news is that you accomplish this through a well
thought out marketing campaign, that targets people before
they are ready to buy, right through to the after sale stage of
the cycle.
By the time they are ready to buy, they will be seeking you
out, rather than you finding them.
Why has Crest Toothpaste been so successful over the
years? Because they have educated people consistently
over the years on:
the benefits of good oral hygiene
the fact that reports show many dentists recommend their
product
the unique benefits of their product
They have done so through the ‘education’ design of their
ads. They provided lots of free information for people letting
them know what is really important. (Price never comes into
it) Their success in ‘education based marketing’ placed them
as a top brand in their marketplace. You can do the same!
The easiest place to start is to give your prospects the right
questions to think about when making a buying decision. Do
this right in your ad. For example a Web Design company
ran this ad with tremendous success:
---------------------------------------------------------------------------
5 Questions you should ASK before Hiring a Web Design
company.
1. Will you give me all of my money back if I don’t like
your web design? – Yes
2. Will you guarantee to keep my website at the top of
the search engines? – Yes
3. Will you take responsibility for driving traffic to my
website? – Yes
4. Will you write high quality web content for me? - Yes
5. How long have you been in business? - Since 1997
Call Now for your free Website Analysis
& Internet Consultation
----------------------------------------------------------------------------
Start thinking about what makes you unique and how to
educate your marketplace on that basis. I guarantee it will
make you stand and be noticed!
===============================================
Jim Gragtmans and Sandy Kemp are Action International
Business Coaches helping business owners grow their
business & do more with less effort.
Why are some businesses able to stand out from the crowd
and sell lots of product, very profitably? Because they have
a Unique Selling Proposition (USP).
Click here to learn more
www.actionbusinessdevelopment.com/products.html
================================================
**Attn: eZine editors and Site Owners**
Feel free to post this article in it’s entirety in your ezine or on
your site as long as you leave all links in place and include
our resource box as listed above.
If you need additional articles, check out our Article Archive
for fresh new content you can use on your website for FREE!
www.actionbusinessdevelopment.com/Tools.html
If you do use our articles, please let us know so that we can
have a look. Thanks
Jim & Sandy
mailto:jimgragtmans@action-international.com
mailto:sandykemp@action-international.com
‘Education Based’ marketing is 20 times more effective
than most marketing
than most marketing
| Feel free to use this article |
**Attn: eZine editors
and Site Owners**
Feel free to post this
article in it's entirety in
your ezine or on your
site as long as you
leave all links in place
and include our
resource box as listed.
If you do use our
articles, please let us
know so that we can
have a look.
Thanks
Jim & Sandy
and Site Owners**
Feel free to post this
article in it's entirety in
your ezine or on your
site as long as you
leave all links in place
and include our
resource box as listed.
If you do use our
articles, please let us
know so that we can
have a look.
Thanks
Jim & Sandy