Category : Marketing Strategy

Business Strategy Marketing Strategy podcast

Killing it With Copywriting – The Secret behind Gloria Rand’s Business

The Happiness of Pursuit Podcast – Episode #73

Gloria Rand has built an incredible business by focusing on copywriting. In this episode of The Happiness of Pursuit Podcast, Gloria Rand shares how she did it.

As an internationally known Leading Expert in SEO Copywriting and Social Media Marketing, entrepreneurs and small business owners call upon her to help them overcome their biggest internet marketing challenges and create an online presence that dramatically improves their leads and sales. The power of what Gloria teaches has helped her clients from around the globe including North America, United Kingdom, Italy and Japan (more here)…

BONUS: Gloria is constant putting on HIGH-VALUE Events, check it out here: http://gloriarand.com/events/

Career Highlights

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3 lessons sales people can learn about selling from toddlers

I recently had dinner with some close friends and their 3 year old daughter, Paige. During our afternoon together I realized something – children have a fascination with the word “Why”?

Paige: “Why is Chase laying down?”
Me: “Because he had to go pee”
Paige: “Why did he have to go pee?”
Me: “Because he drank a lot of water”
Paige: “Why did he drink so much water?”
Me: “Because he was thirsty?”
Paige: “Why was he thirsty?”
Me: “Because he was running around.”…

 

Much like this video, which I’m sure you have all experienced at some point or another, I was left exhausted and thankful the questioning eventually ended. It dawned on me that if sales people asked “why” and unlocked the inquisitive nature of their inner child, they would start to see immediate results in their sales.

Asking questions is only one part of the equation. Here are the 3 lessons I learned from Paige:

  1. Ask Questions,
  2. Listen to the answers, and,
  3. Confirm what you have heard (identify the problem)

1. Ask Questions – Why, Why, Why

Asking questions is one of the most effective ways to learn your clients pain points. Those questions may range based on your audience, whether it is Business to Business or Business to Consumer.

  • Ask the right questions
  • Do some research before you meet – have some questions ready before hand
  • Be genuine and have a purpose, don’t just ask questions for the sake of asking questions

2. Listen to the Answers

We have all been there when you ask a question to a client about a specific problem and their answer sets of the “closing bell.” At that point most sales people stop listening and begin waiting for the first moment to interject and get their point in – DON’T!

Wait, let your client finish what they are saying, you will be surprised at the additional burning pains they may uncover, and it will give you the opportunity to ask more meaningful questions. Most importantly you will build a stronger and more trusting relationship.

3. Confirm what you have heard

If you are serious about building a relationship and want to learn more repeat what you heard and dig deeper: “I heard you say you are looking for a marketing consultant who won’t force social media tactics on you, can you tell me more?”

If you aren’t sure if this will work, try it next time you are on a date – your wife will appreciate it!

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Why Nike has the best marketing strategy

The Marketing Strategy behind “Just Do It”, and why it works for small business

“Just Do It” is one of the most recognized trade marked brands in the world. If you have  watched television in the last 20 years you are likely to have seen at least one of Nike’s ads. Phillip Knight, one of the founders of Nike, Inc. has developed the best marketing strategy for small businesses to follow: “Just Do It”.

Marketing Strategy for Small Business

With the advancements in technology, small businesses and entrepreneurs have access to thousands of analytical tools, planning tools, development tools, split testing tools, email tactics, and social media tricks to help them create a marketing strategy. What I have found is that small business owners and entrepreneurs have become lost in the “technology cloud”. If they want to be successful they need to adapt Nike’s motto and “Just Do It”.

All of the tools we mentioned are great and have reshaped how business is being done, especially marketing. The problem is that small businesses, especially entrepreneurs, tend to get overwhelmed by over analyzing and strategizing what course of action to take; “analysis paralysis.” They would be much better off to take one course of action, monitor the results, and make an educated decision about if the program or marketing strategy worked (this is often referred to as a “minimal viable product”, coined by author Eric Ries of The Lean Startup, click here to learn more about this book).

Having a thorough marketing strategy is a crucial step towards success, after all

“A failure to plan is a plan for failure” – Winston Churchill

However, spending too much time in the planning stages can cripple a small business, which often relies on immediate new revenue sources. When you are developing a marketing strategy it is important to evaluate which of the pieces of the puzzle can be implemented and yield immediate results versus those that may have longer term results. The biggest advantage for small businesses is that there are some activities that you can do right now to drive revenue. The list below will help organize some of the action items you can implement today. The important thing is to “Just Do It”.

Immediate Action Items Long Term Action Items
  • call existing clients
  • referrals
  • opportunities
  • internal opportunities, co-workers
  • Search Engine Optimization (SEO)
  • Social Media Marketing
  • Email Marketing
LinkedIn:

  • Blogging
  • Mail Campaigns
  • Telemarketing
Lost Opportunities / Old Leads:

  • Call to see if they were satisfied with their decision
  • Any new opportunities
  • Ask for a referral

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