Achieving Marketing Fitness
OK, so you want to improve your overall marketing effectiveness. You want to attract more clients, make more money and have a bigger impact in the world. You just know that if you could find that one "miracle strategy," everything would be different.
Sorry, it doesn't work that way.
It's more like this: Imagine someone who is totally out of shape. They eat too much of the wrong things, don't get any exercise, work long hours and, to top it off, have a drinking problem.
Picture our hero coming to a personal trainer and saying: "I want to run a marathon next month. Can you give me the "ultimate strategy" to get into shape? And can you share it with me in just one session? After all I'm in a hurry!
Not gonna happen.
It's a lot like that with marketing. Before you can implement a marketing strategy that will get you positive attention and attract all the clients you need, you must put work into correcting some bad habits and getting back into shape.
And what are these bad habits?
Marketing is all about communication. When your marketing is out of shape, your communication is ineffective. Your potential clients are not getting your message. They don't see what's in it for them and they don't respond or buy.
Yes, you can communicate with more impact.
There are no miracle strategies. You won't be running a marathon in a week. As you work to become a better marketing communicator, you'll slowly but surely build your marketing fitness, flexibility and strength.
Below you'll find the "Seven Areas of Marketing Fitness." Put your mind on improving these and you'll build the foundation of a very strong marketer with plenty of endurance.
"Seven Areas of Marketing Fitness"
1. Your Marketing Message: Is it 100% clear exactly what you are selling, who it's for and what problem it's solving? Is what you offer providing real solutions to vital issues your prospects are struggling with?
"What is it you do again (and who do you do it for)?"
2. Your Web Site: Does it effectively communicate (not only the message but the essence of) what you and your business are about? Sketchy content and amateur design will have visitors clicking off your site in a heartbeat.
"Do you have a website (with information I can understand)?"
3. Your Value. Are you clearly articulating the value and benefits clients get when working with you? Can you express this in terms of an "Ultimate Outcome" that your clients get from you? Do prospects fully understand the impact of this?
"What can I really expect to get if I work with you?"
4. Your Differentiation: Do your services boldly stand out or do they look like what everyone else in your field is offering? What's a complaint no one else has addressed? What can you emphasize that all your competitors have missed?
"What is it that makes you different from everyone else?"
5. Your Packaging: Are you just selling a process (consulting, training), or instead are you providing services that will deliver an outstanding outcome every time? This one change can dramatically alter a prospects' perception of your value.
"What kind of long-term results can I expect?"
6. Your Credibility: Are you making a strong case for your services? Are you proving that you can get the job done? Have you built a portfolio of case studies and testimonials that prove you produce consistent results for your clients?
"Can you help a company like mine (and where's your proof)?"
7. Your Service: Is it easy to reach you? Do you respond quickly? Do you keep your word? Do you provide the information needed? Do you answer the hard questions? Are you pleasant and fun to deal with? Do you make the client a priority?
"Can I reach you when I need you (and will you treat me well)?"
Are you ready to start your marketing communication workout?
Pick one of the marketing communication areas above and create a simple plan to get it back into shape. Do some reading and studying. List some action steps; put it on your calendar and "JUST DO IT!"
Robert Middleton, the owner of Action Plan Marketing, has been helping Independent Professionals be better marketers since 1984. On his web site http://www.ActionPlan.com find valuable resources, products and programs for attracting more clients. Get a free copy of his Marketing Plan Sart-Up Kit.
Related Articles:
Portable Hair Salon Stations For Mobile Hairdressers
Portable hair salon stations are designed for the mobile hairdresser in mind. The mobile hairdresser is someone who is on the move, so he or she is need of special equipment that's lightweight and easy to carry. This is the case with portable hair salon stations.
Wagner Design Chosen by The Center for Women's Fitness
The Center for Womens Fitness, a growing Ann Arbor business, has selected Wagner Design Associates.
Three Easy Weight Loss or Fitness Strategies You Can Start Today
When you look at people like Bob Greene, Oprah Winfrey, Lance Armstrong, Tiger Woods and the like who are successful in weight loss or fitness, running, or cycling you'll notice that they leave clues for their success that are very important.
The Fitness Video that makes time for Parent Fitness, Fun and Children's Learning Fundamentals
Fit With Fun, LLC is pleased to announce the release of Parents Fit Kids Fun - the fitness video that makes time for parent Fitness, Fun and children's learning Fundamentals. In today's busy world, it is often difficult for parents to find time for exercise and quality parent-child time during a child's critical formative years. The fun exercises in Parents Fit Kids Fun benefit both the parent and the child - by providing time for both full-body fitness for the parent, and quality parent-child time.
Fitness Seekers On Notice: Outdoor Boot Camp Season Has Arrived
Fitness expert and Boot Camp Diva Andrea "Dre" Everett proclaims May as the start of outdoor fitness boot camp season. Everett explains how to prepare and what to expect from one of the most effective fitness programs available. She stresses that every fitness level can participate in outdoor boot camp.
A Trendy New Fitness Service Opens in West Michigan
Personal Trainer 4 You provides a very personal, result-oriented alternative for getting fit. The in-home fitness service offers a variety of programs including outdoor workouts for both the beginner and the advanced client.
Fitness From Relaxation and Stretching
No one, I think, would disagree with me when I say that the pace of modern life, especially in the big cities, is destructive. Why, but why is everyone intent on doing something all the time? Do they imagine they are missing something if they go to bed with a book, or sit and think, or just sit? Some people cannot tolerate being alone. Their own company is inexpressibly boring and depressing. But why? If only these unfortunates could catch even a solitary glimpse of the rich inner life of the spirit, and the awesome power of clear thought.
Top 6 Fitness Tips For Baby Boomers And Older Adults
The age of the baby boomer is upon us and this feisty group of retirees are more active than any other retired generation The key to keeping them active and happy is to offer fitness tips that are worth their time and fun to accomplish
Fitness: The Fundamentals
Physical fitness is a set of features a person has in regard to his ability to perform physical activities that require endurance, strength or flexibility and is determined by a combination of regular activity or exercise and genetically inherited ability. It also measures the ability to carry out daily tasks with vigor and without undue fatigue and with sufficient energy to engage in leisure-time pursuits and the vitality to perform at one?s fullest capacity.
Countdown To Summer Fitness Challenge! How To Get Fit And Lose Weight In 6 Weeks.
How about those fabulous bike rides in the park! What about grilling barbeque on the deck? Are you down for a little surfing and tanning on the beach? Summer will be upon us in less than six weeks. Not only do we want to enjoy the warm months that are rapidly approaching, we want to look like we are enjoying them.
Skincare Fitness: Why Exercise Should Be Part of a Skin Care Routine
Skincare-News.com discusses new research that shows how a regular exercise routine can actually improve the skin.
SPORTSMITH Publishes The Ultimate Guide to Fitness Equipment Maintenance and Personal Training Products
SPORTSMITH? President Brad Schupp is proud to announce the release of the 2008 SPORTSMITH? Summer Edition Catalog, featuring the industry's largest selection of Life Fitness equipment parts, strength and functional training products, with express same-day shipping.
Fitness and How to Succeed
If you have browsed through your favorite bookstore lately in search of help in succeeding in your quest to live a healthy lifestyle or where to start out on your fitness program, you probably walked out more confused then when you walked in. Looking to the internet in many cases is not much more help due to the massive amounts of data to sift through much of which is geared toward those that mother nature still favors. Lastly much of the information you find does nothing more than explain why we should be working out and staying active, something we have all heard and are well aware of at this stage in life.
Fitness For Golf Is A Must For Senior Golfers
Fitness for golf is a common term and senior golfers are getting the gist of it. The secret is out.
Get In The Swing With A Golf Fitness Program
Some golfers find that they really ache after a game; this is because the golf swing puts a lot of strain on your back and unless you are really fit the aching will get worse rather than better If you want to improve your swing, cut back on the aches and stay in the game then you really need a golf fitness program