Who do you want to sell to? Small business owners, pensioners, young people or somebody else? Be clear who your CENTRAL audience is and make your message pertinent to them. If you catch other people at the same time that is great, but be clear about whom you focus your activities on based on the numbers, interest in what you do and ability to pay.

For more information or to find out how marketing can work for you visit our site or contact us on 01858 44 55 43 or email alastair@idealmarketingcompany.com

 If you were asking what people really want from a marketing campaign, most people would say generating high quality leads. 2-step marketing is designed purely to generate high quality leads.

2-step marketing is a good way of establishing your authority. I’m a marketing consultant like 1,001 other marketing consultants that are around, but say, because I’ve written a special report on how to double the sales of photocopiers, if someone in the photocopy industry is particularly interested in that report, I come across as having some authority within that area. I am not just “another consultant” but a consultant who’s written something that is very specific and of interest to that particular business. It is a very good way of quickly, easily and inexpensively establishing authority by producing a reasonably authoritative work which will be of interest to people.

You must remember that this is not about selling straightaway, but about getting a foot in the door. It’s about people raising their hand and gathering the names of people who have said that they are potentially interested in finding out more about what it is you’re talking about. They are not ready to buy but, they are interested.

We offer a 1 hour FREE consultation, if you would like to see what we can do for your business contact us 01858 445 543 or email alastair@idealmarketingcompany.com

By Alastair Campbell. The Ideal Marketing Company

If you are serious about growing your business, this is a useful exercise to assist you in putting across the right message to prospective customers.  You can call it re-framing if you like, but I just think of it as a genuine way of trying to see things from the other persons point of view.

Most of us like to think that by offering the products or services that we do we are helping people.  So for example at the Ideal Marketing Company my main aim is to help my clients to win more business, convert more enquiries and keep their customers for longer – that’s what we do.  Our sole focus as a business therefore is to help our clients.

What are the benefits of thinking like this?  At every stage, including an initial meeting, it means our focus is on ‘what can we do to help?’.  We only work with people who we think we can help.  Our main outcome is to help business owners grow their business.  If we don’t do this then we have failed. Or we don’t accept the business in the first place.

When I meet up with a prospective client I don’t think about selling to them, I think about how I can help them. 

Let’s face it, most of us are looking for people to help us.  That is much more useful to us than being ‘sold to’.  Being ‘sold to’ implies that somebody ‘does something’ to us.  Selling can imply manipulation, deception and tricking people into buying something they don’t want and don’t need.  Contrast this with a focus on helping somebody.  The focus changes and becomes all about assisting them to achieve results.

My suggestion to you is to forget about selling to prospects and to start thinking about ways that you can help people. Now I am not pretending to be a saint, I want to grow my own business and make money too, but I want to do this on the back of helping people.  The great American Sales Trainer Zig Ziglar once said ‘You can get anything you want in life – if you help enough people achieve what they want in life” That’s a better philosophy than screwing the last penny out of everybody that you can and tricking them into buying things that they don’t want isn’t it?

So, to paraphrase, if you want to grow your business, focus not on what other people can do for you, but what you can do to help other people. 

Alastair Campbell is MD of The Ideal Marketing Company based in Leicestershire, England.  He offers marketing ideas and support to business owners and is author of the book The Marketing Launchpad available now on Amazon. 

 He also offers a free 60 minute no obligation marketing consultation – see www.idealmarketingcompany.com for more details.

Want to stand out from the crowd? Then don’t produce a marketing message that is the same as the crowd. A bold benefit led statement, strong visuals, consistent branding and a bright, simple graphic will help you be noticed and remembered above all the noise.

Do you need some free advice on your current marketing campaign? To find out more about our 1 hour  free consultation call us on 01858 44 55 43 or email alastair@idealmarketingcompany.com

2-Step marketing is designed purely to generate high quality leads. By that, I mean people who are in the market for buying the product or service that you have to offer. That is what two step marketing is all about. Even better than that, the leads tend to be quite warm.

Why does two step marketing work so well?

For those of you who haven’t read it, there is a fantastic book I would recommend called Influence: The Psychology of Persuasion by Robert Cialdini.  It talks about lots of different factors that influence people and help them make buying decisions. One of the key things that he talks about is something called the law of reciprocity.

An example that he gives is this: there is a temporary member of staff that goes into an office. He works quite hard, goes out to lunch, comes back from lunch, and says to the people who work in office “By the way, I’m running a marathon for charity, would you sponsor me?” He gets some interest from some of the people in the office, but not very much. Another temporary member of staff goes and works in the morning, goes out to lunch, and when he comes back from lunch he buys a bottle of Coke for everybody in the office. He says “It’s very hot outside so I just thought everyone would enjoy a Coke.”  Then an hour later he asks people if they would mind sponsoring him. The results are incredible.

If you give somebody something for nothing, they feel a moral obligation to return the favour in some ways. So it works on the basis of that. If you give somebody something for nothing that is of value and helps them, they feel obliged to return the favour in some way. That might be by passing on a lead to someone else, by writing a testimonial, or it might be by buying something extra from you.

 To find out more about the ideal marketing company, and what we can do for your business contact us on 01858 445 543 or email alastair@idealmarketingcompnay.com

 1.  Marketing message is too complicated

It is better to have one strong message that you put across in a direct mail letter, poster or press release rather than half a dozen weaker ones. People are more likely to remember and act upon one strong point as it is more likely to penetrate their busy.

If you have any questions about marketing and would like some free advice conact us for a free 1 hour consultation on 01858 44 55 43 or e-mail alastair@idealmarketingcompany.com or visit here  

This is probably one of my favourite marketing subjects because it gets to the absolute core of what people look for marketing to achieve. If you were asking what people really want from a marketing campaign, most people would say generating high quality leads. They want leads from a person who are potentially interested in buying from the company and that is exactly what two step marketing is all about.

Why does two step marketing work so well?

 It focuses on the right people. If you send out a direct mail campaign to a hundred people, which of those people are you going to follow up on?  By using 2-step marketing, if ten of them have replied to you using the reply mechanism that you’ve included and asked for their free offer, free report or CD then those are the ones to follow up. They are the ones that are clearly interested. Those who have not responded are probably less interested. If you’ve done everything right, you’re first going to follow up with the ones who have already raised their hands. Imagine you were talking to a room full of people and you ask the question “Who in this room owns a Mercedes?” The people who put their hands up are the ones that are interested in what you’re selling and that is exactly what two step marketing does. You ask people to raise their hands: they are not saying they want to buy a Mercedes, but they are interested in finding out more. Those are the ones that you focus on.

For more advice on PR & Marketing contact us on 01858 445 543 or email alastair@idealmarketingcompnay.com

Twitter, Facebook, LinkedIn, e-mail marketing and blogging are becoming an ever important part of the marketing mix. Are you ready to embrace them in 2012? Have you got multiple marketing channels working in your favour to make it easy for customers and prospects to find you? Find out how to make the most of new technology whilst keeping’traditional’ marketing that work for you at this free seminar taking place on November 29th at the brand new ‘Arc Business Centre’ in Market Harborough.

Discover how to:

• Drive customers to your website
• Develop a new level of trust with prospects
• Focus your marketing into the most cost effective areas
• Why branding and benifits will never go out of business

When? 5pm – 7pm on November 29th

How much? No charge if you book in advance

What does it cover? How to make the most of the latest social media marketing technlogy by learning from traditional marketing principles

Who is it for? Small business owners, Marketing Managers and anybody with an interestet in winning new business for their company or start up business.

What else? There will be free drinks and nibbles upon arival and a chance to catch up with other business owners at the start and end of the seminar

Where is it? The prestigious new ‘Arc Business Centre‘ located on Lubenham Hill, Market Harborough, LE16 9SZ (the former site of the Welland Lodge)

Visit www.businessarc.co.uk for more details. Please note: We are expecting around 40 business owners to attend and the event is likely to be over subscribed so we advise that you book early. Just e-mail alastair@idealmarketingcompany.com or call 01858 44 55 43 to book a free place.

What do you want your advert to do? Is it to sell ‘off the page’ or is it to generate leads? Be clear what the central aim of your advert is and make your advert work to that goal

You probably have some idea how many people you will need to have enquire before you make a sale. For some industries it is one in 10 – for others it might be almost one in one. Your price per enquiry is the number of enquiries you receive for every pound you spend on advertising. So a £500 advert that produces 10 enquiries means that each lead costs you £50. How profitable the advert is depends entirely on how much your service costs and how many of those 10 you are able to convert.

This is one of the ideas covered in the book – “the Marketing Launchpad” by Alastair Campbell available now from Amazon – order your copy today.

This is one of the ideas covered in the book – “the Marketing Launchpad” by Alastair Campbell available now from Amazon – order your copy today.