Programs & Books
Category Archives: Short Marketing Courses
For those of you who want small business marketing help, here’s a simple way to expand the size of your market of ready buyers, so more people are interested in buying your product or service.
When I do a market analysis for someone’s product or service, I like to begin my small business marketing help by looking at the low-hanging-fruit. Which people are easiest to sell? Then I look at the market size, meaning, are there enough of those people to make it worthwhile to go after them?
A women I was recently helping told me about her color business. A pseudo-interior designer, she is in the business of helping homeowners add color to their homes and offices. So, from a small business marketing help perspective, low-hanging-fruit for her is people who want to add color to their homes, not a very large market.
But if we go beyond the color aspect, and understand why people want color in the first place, we start to identify a much larger market to go after.
This lady begins her consultation with a client by taking them through a famous color test to determine their color preferences. Not the simple, “What’s your favorite color,” kinda stuff. But rather, “Which colors affect you favorably and which affect you negatively.”
For couples, she determines separately each person’s color preferences, then finds the common denominators so she is able to identify the best colors for their environment.
But for her small business marketing help, I want to dig deeper and ask, “Why do people care about color in the first place… Why not just have neutral walls.”
When I ask these questions, an interesting issue comes up Continue reading
To get marketing help without a lot of the complexity you get from a small business marketing course, I often get asked by people with existing small businesses, “When it comes to marketing for my business, where do I begin?” Here’s a simple process that will help.
-1- TARGET MARKET — Always start with your target customer and work backwards from there. So…
a. The best marketing help gets you to first, list EVERY type of customer for your product, service or small business. Be as specific as possible. Don’t just say “realtors,” say “commercial realtors,:” “residential realtors,” ‘retail specialists,” etc. List ALL that apply.
b. Identify low-hanging fruit from that list–people where you have the greatest chance to win them with the greatest profit and/or volume. This list should NOT have people who are not ready or convinced they have the problem or issue your product solves.
Instead, select target customers for your product or small business who recognize they have this need, but have not yet decided how to solve it. Then…
c. The best marketing help I can give you right here, something that most people do not consider, is… Select ONE group to target from that list of low hanging fruit and focus ALL your marketing efforts just on them.
-2- DEFINE YOUR MESSAGE— What do you want to say that will have them buying from you? Here’s a simple formula that will help:
IT / US / NOW, meaning… Continue reading
Short Marketing Course – Improve Sales By Better Defining Your Small Business or Product in Terms the Customer Can Understand
Preparing for today’s short marketing course, yesterday I was helping a financial planner with a tremendous service he had recently developed. Unfortunately, like many seeking small business help, he could not explain the service well enough that people could understand what it is that he’s offering and why they should buy.
This is not as strange as many of you in today’s short marketing course may think. I’m fascinated by how much difficulty so many people with large and small businesses have defining what they are selling, in terms their customers can understand.
Perhaps it’s because the kind of person who is technically savvy enough to go into business with a product or service that’s really great, is often the same person who lacks the communication skills to articulate that message in a user-friendly way.
A Small Business is Helped by the Power of a Simplified Explanation
So the lesson for today’s short marketing course is simple. When you are able to simplify the explanation of what you are selling, the marketing for your business or product will suddenly become much simpler and more people will buy.
This is not simply a problem for people taking today’s short marketing course. Look through the ads in a typical technical magazine and I think you’ll be amazed at how many small businesses do a really poor job of explaining what they’re selling or what makes it different from all the competitors.
Einstein used to explain his concepts to young children in a park across from his home. He believed that you should be able to simplify virtually any advanced concept enough that kids can understand it. Plus, something extraordinary happens when you reduce it down to such simplistic terms. You yourself become clearer about the concept.
If It Sounds Too Complicated, Maybe It Doesn’t Really Make Sense
Many of you taking today’s short marketing course may remember the collapse of the not-so-small business, Enron, a few years ago.
Funny enough, the Enron scandal in Texas, where a Fortune 500 booming company went bankrupt virtually overnight when it was discovered that their so-called sophisticated deals that nobody really understood were fraudulent figments of their imagination–reinforces the point that you should slow down all important concepts so just about everyone could understand them, especially before you proceed to try and market it.
As many small business owners may have heard me stress in previous episodes of our short marketing course, communication is one of the most critical elements to effective marketing. For all of you taking today’s short marketing course, you could have the greatest product or service on the planet. But if you cannot articulate that message to your potential customer, they will not buy it.
A Simple Formula for Today’s Short Marketing Course
Here’s a simple way to clarify your message so people can more easily understand it.
FIRST: Define who specifically you are selling to. I laugh to myself when people tell me, “Everyone is my potential client.”
I’m not laughing at them. Rather, I’m laughing because so many people seeking large and small business help start out saying this, when asked who they’re selling to. But… the more you can articulate what makes your BUYER different from everyone else, and the more you can define what your buyer is really like, the easier it becomes to get them to buy.
In the case of the financial advisor, he finally explained that his ideal client is over 50, with at least $200,000 of his money under management by some financial broker, where he or she is paying more than 1% commission.
SECOND: Now that you have defined WHO your ideal customer is, next is–why should they buy from you?
In this case, the advisor finally explained that for these people, he shows them a simple way to manage their own portfolio so they save at least $2,000 to $3,000 while keeping their money safer than when someone else manages it.
Once I got him to answer these two questions, suddenly, getting people to buy became dramatically easier. And here’s how.
From this point forward, he needs to make sure these very words are on his website, on his brochures and flyers, in his talks, perhaps even on his business card. Basically he can say something like:
Is this you (the definition of your ideal client)?
If yes, here’s something that may be interesting to you. It’s a way to (achieve the result your product or service achieves for them).
In the financial planner’s case, here’s what he could say:
Are you over 50 and paying someone to manage more than $200,000 of your money? If yes, I have a simple way you can save $2,000 to $3,000 a year while making you money safer, all at the same time. Are you interested?
See how that works?
Try it yourself. Answer the two questions above in a way that even a child could understand it, and you’ll start to find it much easier to get people to buy from you.
Any short marketing course must include the 4-Decisions on how to get better results from your ads, emails, websites, talks, trade shows, presentations, networking or just about anything else you do to attract and win more customers for your product or business. Mastering the 4-Decisions will help you generate higher income from better customers, while reducing the risks involved with trying to build your business.
In our short marketing course today, let’s take a few minutes to understand the 4-Decisions and how you’ll want to use them to Continue reading
In today’s short marketing course, I’m surprised how many people don’t use their business card as much more than a place to put their name, address, phone number and email address, when it could also be doing heavier lifting in helping win more customers.
Here are three ways to use your business card that are often overlooked Continue reading
In our short marketing course today, here’s a quick look at one of the most important marketing tools for most businesses, demonstration video. For many of you watching this short marketing course today, creating and using a powerful demonstration, especially if you can post it on a YouTube video, could really boost Continue reading
In our short marketing course today, here’s a quick look at how to uncover amazing ways to grow your business by listening to your customers. Mastering the simple ideas in today’s short marketing course will help you sleep better at night because you’ll suddenly know Continue reading
In our short marketing course today, here’s a quick look at how certain key directories could be valuable in helping you generate a flow of customers for your product or business. Understanding and using these directories effectively could help you Continue reading
In our short marketing course today, here’s a quick look at one of the most important marketing tools for professionals and small businesses—becoming a specialist expert is a very specific niche. Becoming a specialist expert will help you sleep easier at night because you’ll suddenly have an edge over competitors that makes bringing in new customers and clients much easier. For today’s short marketing course, especially if you’re a professional, I’d like to show you how building your customer base is Continue reading
In our short marketing course today, here’s a quick look at simple ways you could use creativity to greatly boost the marketing results for your product or business. Adding creative twists to your marketing could quickly jump-start your number of paying customers while reducing the risks involved with growing your business.
Preparing for today’s short marketing course on creativity, I was reading about a company called Grasshopper Group that sent out chocolate covered grasshoppers to local Continue reading
In our short marketing course today, here’s a quick look at one of the most powerful marketing tools for creating a continuing flow of customers to consider your product or business—offering something FREE!
Everyone from sellers of corporate jets to consultants to you name it, can use what we’re covering in our short marketing course today, to get more people noticing, trying and buying from you while reducing the fear that you have a great product but no one knows about it.
So let’s begin our short marketing course today with a simple fact…
By far, the most powerful word in marketing is Continue reading
In our short marketing course today, here’s a quick look at one of the most powerful marketing tools you can use – market research. Now don’t get scared off. This is much easier than most people realize. I’m covering it in today’s short marketing course because mastering market research can be one of the most valuable ways to uncover Continue reading
Short Marketing Course –Part 2- The Top 16 Internet Marketing Methods to Bring Traffic for Your Website
In today’s short marketing course, we’ve been going over the second half of the top 16 Internet marketing techniques for bringing high quality visitors to your website. Mastering the Internet marketing techniques listed in this short marketing course will boost the number of Internet visitors who could actually buy from you, helping you generate the kinds of results you want from your business.
The list includes: Continue reading
In our short marketing course today, here’s a quick look at the top 16 Internet marketing techniques for bringing high quality visitors to your website. Mastering the web marketing techniques in today’s short marketing course will jump-start the number of people who could actually buy from you while reducing the risks involved with growing your business.
When it comes to the Internet, for most marketers there are two primary goals Continue reading
In our short marketing course today, here’s a quick look at how creating and using video could dramatically boost the selling power of your presentations, your website, your emails and much more. And as you’ll see in this short marketing course, it’s much easier and more affordable today than ever before. Mastering video marketing will help you win more customers and close more sales while helping you sleep better knowing your message is being properly told to enough people.
I’ve created today’s short marketing course because so many people don’t realize how much video can Continue reading
In our short marketing course today, here’s 7 ways to convert prospects and visitors to buyers, so you really boost your marketing results. Mastering the effective conversion of your prospects and visitors will help you jump-start your income, reduce the risks involved with growing your business and make your life easier and more fun.
The first rule in today’s short marketing course is Continue reading
In our short marketing course today, here’s a quick look at 8 simple ways to boost the persuasive power of your marketing. Mastering this will help you increase the number of people who actually buy from you or become your clients, while reducing the risks and stress of a growing your business.
As most of us taking today’s short marketing course know, generally people don’t buy from you simply because you ask them to. Usually, certain emotional triggers must be fired for someone to make the actual decision to spend money or try something or someone new.
In today’s short marketing course I’ll show you 8 marketing triggers that build credibility for products and services.
They are Continue reading
In our short marketing course today, here’s a quick look at a strategy to help you overcome the three types of resistance many of your buyers have, that could really boost your marketing results. Mastering this with the help of today’s short marketing course will help you get more people to actually decide to go ahead and buy from you while reducing the resistance that prevents your business from growing faster.
Whether you realize it or not, when it comes to getting people to actually buy from you, many of you Continue reading
In our short marketing course today, here’s a quick look at how better focusing of your ads, your talks and other marketing will attract better customers faster and easier than how most people do it. Mastering this simple approach can dramatically boost your income while reducing the risks involved from spending money trying to bring in new customers.
It may surprise many taking today’s short marketing course for me to say…
If you want to improve the power and effectiveness of your advertising, emails, trade shows, networking, presentations and talks, make sure Continue reading
In our short marketing course today, here’s a quick look at one of the most important marketing tools for most businesses, the demonstration. For many people and businesses taking our short marketing course, creating and using a powerful demonstration could really boost your marketing results. Mastering the effective demo will help you jump-start the number of people who actually buy from you while reducing the risks involved with growing your business.
A powerful demonstration of how your product or service works can Continue reading