Marketing Secrets Your Competition Doesn’t Want You to Know
By Peggy Brockman – Business Success Coach
I have been an entrepreneur since the age of 23. My first business was a home based business – I was the Tupperware Lady….and I found very quickly I had the knack for knowing how to connect with people and get the word out about my business. In fact, I made manager and earned the Tupperware Station Wagon within my first five months. At the age of 25, I bought my first brick and mortar business, a personal and professional development school and modeling and acting school. I grew that business to over 200 students a year. All because I knew how to market my business effectively and then take care of my clients once they were with me.
When I moved to Florida, I went in to media – first working in radio and then in cable TV sales. Many times a prospect would tell me “Radio doesn’t work” or “TV doesn’t work”. I would always say, “Hmmm, that’s interesting. Tell me, have you ever heard about an event on radio/TV and then attended it?” Them: “Well, yes.” Me: “And radio doesn’t work?” They would then most always say “well it doesn’t work for me.” At that point I always knew that their message was wrong. Those mediums “work” just like print media works….IF you have the right message. I generated great success for my clients and for myself by knowing how to help them craft the right message.
As a business and marketing expert, I teach my business coaching clients how to create the right message and how to create a market dominating position (which will be another article) that puts them ahead of all their competition….one that makes them stand out.
So I want to share one of those secrets with you. I call it the Four Step Formula – The Conversion Equation. Here it is:
- Interrupt – Your headline. It must interrupt their thought process and enter the conversation taking place in the head of your prospect. Get their attention.
- Engage – Your sub-headline. It must give the prospect the promise that information is forthcoming that will help them with the best buying decision possible.
- Educate – The body copy. It must give information that allows your prospect to logically understand how and why YOU can solve the problem they’re facing. NOT give them a list of how long you have been in business, what great service you provide, how you are the best, etc. REAL MEAT of what they need to know when making a good decision and that you alone can provide that.
- Offer – Free tool such as a report, seminar, audio/video. Your offer will allow your prospect to feel in control of their final decision to call and buy from you. It is a low risk way to take the next step in your sales process. Only 1% of buyers are “NOW buyers” so you need to stay connected to them for when they ARE ready to buy.
Most marketing today only contains two of these components – interrupt and offer. They leave out engage and educate and marketing seldom succeeds when that happens. If you would like to learn more about marketing your business successfully, I have several videos and training pieces on my Business Coaching website www.SuccessToolsForYou.com. Go check it out and take advantage of the teaching tools available to you there! Until next month…
Peggy Brockman is “The Lady with a Plan”. She is a member of the John Maxwell Team speaking, training and coaching team, the Author of “10 Feet from the Edge: Stuck in the Comfort Zone” and soon to be released, “Secrets of a Business and Marketing Genius”. Peggy provides an E-learning system for her business coaching clients to help them create great success with their marketing and lead generation. She is also an expert in personality and behavior styles with a success system for hiring and managing your employees. You can contact her by email at [email protected] or by phone 850-259-8356.
