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The Power of the Rule of Three in Marketing Your Small Business

Posted by: Stacy Karacostas | Comments (0)

Thursday, February 2nd, 2012

What, exactly, is the Rule of Three? It’s a rule that basically states that more than three “whatever” is confusing and overwhelming – either visually or mentally, or both.

That makes it especially helpful if you’re the kind of entrepreneur who likes to give too much…As in: too many options, too much rambling content, too many bullet points, too much info crammed into a speech, etc.

The Rule of Three is a fascinating thing. Why? Because it seems to apply in so many different situations. And many of these situations are related to effectively marketing a business. So if you’re an entrepreneur, it makes sense to understand how, when and why to apply it.

Oftentimes, the reality is less is more. The Rule of Three can help ensure you aren’t overwhelming your clients and prospects. That translates into more sales.

Below are seven ways you can put the Rule of Three to use in marketing and growing your small business.

1) Follow up. How many times should you follow up with a prospect? A minimum of (you guessed it) three times. More is better! How often do you give up after one or two calls or emails? If you’re not following up AT LEAST three times you’re definitely losing potential clients and projects.

2) Marketing tactics. I recommend my clients never try to implement more than three new marketing tactics at a time. It’s just too much because each one is going to require multiple steps to execute. Plus you need to track response.

While you might eventually have more than three tactics happening simultaneously, if you overload yourself in the beginning you won’t be able to execute any of them well or on a consistent basis—if ever.

3) Business cards. Take a look at a few business cards. Some look professional, clean and easy to understand. Others have way too much stuff crammed into way too small a space.

Chances are the best ones have no more than three blocks of information (whether that’s text or graphics) in the layout. For example, logo in the corner is one, name and title in the middle is another, and contact info at the bottom is a third.

Stick with the Rule of Three here and avoid distracting background images or the urge to squeeze every possible bit of info on one card. You’ll end up with a better result that makes a more professional first impression.

4) Fonts. Never use more than three fonts on a page – online or in print – (and your logo font does count as one). Having too many fonts looks juvenile and unprofessional. Instead, choose one font for body text and one for headlines or callouts, and leave it at that. You can always use boxes, bolding, underlines, colors and italics for emphasis.

5) Colors. Looking for new colors for your brand? Trying to decide on the colors for your Website? Or that new flier, ad or promotion? Again, the Rule of Three is your friend. Choose one color to be your main color, then one that compliments it, and one to serve as a highlight color.

More than that and your logo, brand and marketing start to look like a car wash poster made by high school students.

6) Speaking points. The human mind can only absorb and remember so much information in one sitting. So when you plan a speech, talk, teleseminar or Webinar, don’t overwhelm listeners with everything you know. Instead choose three points, tips or topics to delve into and save the rest for another time.

Not only do you avoid confusing or overwhelming the audience, but you keep them coming back for more.

7) Bullet points. Not sure when to use bullet points instead of a list in regular paragraph format? Rule of Three to the rescue again…If you’ve got more than three things in your list, it’s time to switch to bullets.

If you’ve got at least three things in your list, bullets are optional but allowed. Less than three and you want to stick with paragraph format.

So next time you’re working on any piece of marketing, branding, copywriting or advertising remember the Rule of Three. You’ll look more professional, be easier to understand, and make a much bigger impact that’s going to grow your business!

What do you think about the Rule of Three? Do you use it already? Are there other areas in your business or marketing where it can be used effectively? Please do share a comment…

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Categories : Build Your Business, Online Marketing, Practical Marketing, Systems

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The Fastest, Easiest, Cheapest Way to Grow Your Small Business

Posted by: Stacy Karacostas | Comments (0)

Tuesday, January 24th, 2012

If you’re like many entrepreneurs these days, business is slower than you’d like. Because, in addition to an economy that’s forced people to think much harder about where they’re spending their money, the Internet has created a lot more competition. That means clients, customers or patients can be harder to come by.

So what do you do if business is slow, and you don’t have a lot to invest in marketing or advertising?

It’s simple… You pick up the phone and call your past clients, customers or patients just to check in and see how things are going. Are they happy with the product? Did they benefit from the service? Are they feeling well?

Now, keep in mind I’m not saying you want to be a pushy salesperson. Nor do I expect you to call during the dinner hour. But realistically you should WANT to know how they’re doing and how happy they are with your products or services. And as a business owner, you NEED to know this information if you want to grow.

So grab that customer or client list and set aside 30 minutes to an hour a day to make follow up calls. Chances are you’ll leave quite a few voice mails, but be sure to move those folks to the end of your list and call them again later.

When you do get someone on the phone, while you shouldn’t sell, be prepared for them to want to buy. Because many people, if they were happy with what they bought from you before, will happily buy again – particularly when provided with a convenient opportunity to do so. Heck, they might even have been thinking about doing so for weeks but just hadn’t gotten around to it.

On top of all that, even those that don’t buy are going to be reminded of you. And they’re going to experience, right then, how much you truly care about the quality of your products and services, as well as their experience and results. Meaning the chance of getting a referral from them goes way up!

What if you’ve just opened your doors and don’t have past clients, customers or patients to call?

If that’s the case, then you need to get in front of a lot of well-targeted prospects as quickly as possible. So do a bit of research and identify other people or organizations offering complementary products or services to the same target market. Then call to introduce yourself and get to know them better.

If they seem like someone you might want to support or work with, look for ways to partner up or help each other. Think: shared marketing, cross marketing, referrals, joint ventures, offering teleseminars to each other’s lists, trading blog posts, creating and delivering a program or product together, etc.

The bottom line is, when you’re a small business owner you need to hustle. The Internet, email and social media are great, but sometimes a more personal connection does the job better.

That’s why you need to pick up the phone, reach out and make contact. And do it regularly. When you do this, you’re going to grow your business; and you’re going to learn a ton about your business, your customers and yourself along the way.

Do you regularly call your clients, customers or patients just to check in? If so, what are your results? If not, why not? What other thoughts do you have about this? Please do leave a comment…

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Categories : Build Your Business, Entrepreneur Mindset, Practical Marketing, Relationship Marketing

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Entrepreneurs, Book that Next Appointment or Consultation Now!

Posted by: Stacy Karacostas | Comments (0)

Friday, January 13th, 2012

Are you missing out on a lot of additional business because you’re failing to ask your current patients and clients one simple question?

Many of the small business owners, consultants and service providers I use on a regular basis are. And you could be too.

Let me share a few examples of exactly what I’m talking about…

My massage therapist actually pushes me to their online calendar versus booking me a new appointment while I’m there. She does it in a very offhand way as though she doesn’t want to bother me about it.

The online calendar is fine when I’m home, but why not book my next appointment right then?

My hairdresser offers a free touch up within four weeks of your last cut. I rarely take her up on it because I always forget to schedule it in time. Then I wait probably three to four weeks longer than I should to get it cut too.

If I (and every client) came in for two more cuts a year because we booked before we left, she’d add a tidy sum to her bottom line – especially once you count the extra product sold too.

A few months ago I started seeing a new acupuncturist. We began what was likely going to be a multi-appointment course of treatment. But I started feeling better, then life got in the way and I just never went back.

She could have easily kept treating me if we’d booked on the spot.

Some time back I hired a consultant to help me make some decisions regarding a new brand launch I was working on. I hired her once, it was a great conversation, and I considered hiring her again.

Had she asked at the time, I probably would’ve booked another hour consult. But she didn’t.

If any of these folks had simply asked to book my next appointment at that time, I would have done it.

They could have helped me more. They’d be taking a task off my future to-do list and making my life easier. And they’d make more money with less effort. In other words, it would be good for everyone involved!

Now I’m not saying you need to be pushy or salesy. I’m suggesting that at the end of your time together with a client or patient, simply ask, “Would you like to go ahead and book your next appointment (or meeting, or consult) now?”

If they say no, that’s fine. But you’ll be surprised by how many people will happily say yes. And how much faster and easier your business will grow as a result.

Do you book your next meeting or consult at the end of the current one? If so, does it work well for you? If not, why not? Please do share your thoughts by leaving a comment…

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Categories : Build Your Business, Entrepreneur Mindset, Practical Marketing, Relationship Marketing, Uncategorized

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Clear Out the Old and Make Room for the New – In Business and Life

Posted by: Stacy Karacostas | Comments (5)

Thursday, January 5th, 2012

It’s the start of a new year. For many of us, thoughts turn to making resolutions – or at the very least finally tackling that messy closet, or those piles of papers, or organizing some aspect of your business. Because we all know how good it feels to have a nice, clean space with everything organized and in its place.

Plus, I’m a firm believer that if you want something new in your life you need to make room for it. Whether that means you need to clear things out mentally, emotionally or physically.

The hard part is making time to get it done. Because no matter how good it feels when you finish cleaning and organizing, it’s rarely something most of us feel like doing.

I find it helps to get reminders from outside myself as motivation. So here are a few of my favorite motivating quotes to help you get 2012 started right by clearing out the old and making room for the new.

“Clutter is stuck energy. The word 'clutter' derives from the Middle English word 'clotter,' which means to coagulate. And that's about as stuck as you can get.”–Karen Kingston

“Nothing is so fatiguing as the eternal hanging on of an uncompleted task.” –William James

“The sculptor produces the beautiful statue by chipping away such parts of the marble block as are not needed-it is a process of elimination.” –Elbert Hubbard

“The bad news is time flies. The good news is you're the pilot.” –Michael Altshuler

“Life is really simple, but we insist on making it complicated.” –Confucius

“Make room for the new you. You may not have totally determined who the new you is going to be, but you probably have decided that there are some things about the current you, that you want to change. Well while you are working on what the new you will be, start 'cleaning out a room' for the new you to live in.

Get rid of the junk in your life both physical and mental that doesn't fit you anymore. Take things out of your schedule that are taking your time away from finding out what you want to do. By making room for the new you, you will create a vacuum that the new you will rush in to fill and you will be on your way to the top.” –Edward W. Smith, Sixty Seconds To Success

The most important thing is to get started. So pick a project, whether business or personal, then break it down into smaller parts and tackle one bit each day (or week until it’s done). When you stop letting unfinished projects drain your energy, and you create organization and space for new things in your life, you transform your world.

Here’s to an amazing year! May this one be your best yet!!

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Categories : Build Your Business, Entrepreneur Mindset, Systems, Work/Life Balance

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Are Your Business Goals Undermining Your Personal Goals?

Posted by: Stacy Karacostas | Comments (2)

Thursday, December 22nd, 2011

2012 is just around the corner. If you’re like most entrepreneurs, you’re thinking about what you want to achieve next year.

Hopefully you’re also looking back and thinking about what worked and what didn’t, and what you loved about your small business and what you hated. Because that’s the only way to know what needs to change to make you more successful this year.

On top of that, all too often I see small business owners set business goals that are completely in opposition to what’s most important to them personally. For example, if you want to spend more time with your kids, but you decide to host a weekly radio show, your professional and personal goals are out of whack. That means you’re not likely to be happy with your results at the end of next year.

So the Business Lifestyle Architect in me wants you to look at what you really want and need in your life and your business. Then design your 2012 goals and plans to achieve both.

To help you with that, I’ve put together a series of 5 simple yet powerful questions you can and should be asking yourself.

Ready? Grab a pen and pad (or sit down at your keyboard), set aside 15 minutes, and get started.

1) What are your top 3 personal goals or priorities?

I’m not talking about business goals or how much money you want to make here. I just want to know what’s most important to you in your personal life. Is it getting or staying in shape, spending more time with family or friends, pursuing a hobby, traveling, buying a new house, something else? Be as detailed and specific as possible.

2) How do you plan to achieve these goals? Be specific here about the steps you plan to take or changes you plan to make. And make sure to include deadlines or start dates.

3) What are your top 3 business goals or priorities?

Again, be as detailed and specific as possible. Don’t just say “make more money”, or “launch a new product”… Say, “Get 10 new clients per month and earn an additional $100,000 this year”.

4) How do you plan to achieve those goals? Write a short synopsis of what you plan to do to make your business goals a reality. So if you want 10 new clients a month you might decide to start doing public speaking, or email marketing, or launch a new program, or create affiliate partnerships. Whatever it is you plan to do, list it out next to each goal, and again, be sure to include start dates and due dates.

5) Which, if any, of your business goals support one or more of your personal goals? If there are any that don’t, then you definitely need to rethink those business goals and how you plan to achieve them.

Because if all you ever do is focus on your business goals – or you look at your business and personal goals separately – I can tell you from experience your business will take over your life. So if you want to be both successful and satisfied as an entrepreneur, be sure you always consider both.

While it’s great to do this at year’s end, these questions are something I recommend you bust out and look at more than just once a year. In fact, I recommend you go through these bi-annually at a minimum; quarterly is better.

Remember, life is for living – not just working. So use these questions to help you do more of the former while enjoying the latter more.

Got thoughts on this subject? Other suggestions? Please do leave a comment…

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Categories : Build Your Business, Business Systems, Entrepreneur Mindset, Work/Life Balance

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A Simple Secret for Making More Affiliate Sales

Posted by: Stacy Karacostas | Comments (1)

Thursday, December 15th, 2011

Do you have an affiliate program yet?

If not, you should. And if you already do – or you regularly promote other entrepreneurs as an affiliate – then today’s article has a simple yet powerful tip to make your efforts more effective.

But let me backup here and make sure we’re on the same page…

In case you aren’t familiar with affiliate programs; they’re basically a simple way for others to refer prospects your way online and get credit for it. And they’re great for small businesses.

Typically, you set up an affiliate program using your shopping cart or other online tool. And you make sure to include a set affiliate commission (basically a referral fee) of either a dollar amount or a percentage of the price for anything you’re trying to promote.

Then you invite people to join who know, like and trust you and would be willing to promote your stuff to their community. Each person who joins gets their own, unique affiliate link. This lets you track who sends you each new client or customer so you can pay them their fee.

Once you have a few affiliates, it’s time to promote your products, events and/or services via your new affiliate partners. That means you’re going to put together emails, Facebook posts, tweets, ezine blurbs and more for them to use.

Now, here’s where it gets tricky…

In order for an affiliate program to be successful, the affiliate link included in each promo needs to send prospects directly to the page for that product, event or service. NOT to a generic products or events page, or worse to your home page. Do this and you WILL lose sales.

The problem is, every affiliate is automatically issued their own affiliate link via the system. And that link goes to one Website page and one page only.

So what do you do when you want your affiliates to send prospects directly to a specific page for a new product, service or event (Or when you want to promote a new product as an affiliate, but you only have the one link)?

You could set up separate affiliate programs for each item. But that’s a huge pain on your side. Plus then affiliates have to sign up to promote each one. Uggh.

Instead, here’s a cool little trick to customize affiliate links I learned years ago from my VA Erin Blaskie…

All you need to do is add this little piece to the end of the affiliate link (be sure to include the landing page URL): &u=www.URLHERE.com

So let’s say the generic affiliate link is:

http://www.myshoppingcart.com/app/?af=651317

But you want the link used to promote your new book, “Buy It Now” from buyitnow.com. In that case you simply copy and paste &u=www.buyitnow.com to the end of the affiliate link like so.

http://www.shoppingcart.com/app/?af=651317&u=www.buyitnow.com

Make sure there are no spaces between the original link and the bit you just added and it should work like a charm. Of course, be sure to test it before you use it yourself, and advise your affiliates to do the same. Then shorten it using a service like bit.ly or tinyurl.com for ease of use.

Simple. Effective. And sure to increase your affiliate-based sales.

Was this affiliate program link tip helpful? Do you know another way to do this? Please leave a comment below…

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Categories : Build Your Business, Online Marketing, Sales

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The Key to Making Money in Your Small Business

Posted by: Stacy Karacostas | Comments (4)

Thursday, December 8th, 2011

What’s the number one thing you must have in order to grow a successful small business? It’s not clients or customers, though those are critically important.

It’s not effective marketing, though you absolutely need that too.

I’m talking about something far simpler. And I know I risk sounding like Master of the Obvious with this, but I’ve seen so many entrepreneurs struggle because they don’t have it…

What is this key to making money in your small business?

You have to have something to sell!

See, I told you it was obvious. But I’ve had more than one client come to me and say…

“Okay, I’ve built my new blog site, launched my brand and am trying to get out there and make connections. But so far I’ve spent a bunch of time and money and none is coming in.”

Oftentimes they really aren’t clear about what they’re selling. One person was offering the always too vague “coaching”… Another had spent all her time and money building a free membership site with no real idea of how to monetize it …

Yet another was trying to sell other, complimentary experts into becoming members of her site and program in exchange for marketing them online and getting them more exposure. The only problem? She didn’t have a list of people to expose these experts to. So she still really had nothing to sell.

If you’ve got nothing in particular to sell it’s hard to make any money.

The solution?

Create specific products and/or services that provide value now.

These could be ebooks, audio trainings, video tutorials, membership programs, coaching programs, consulting packages, done-for-you services, or a combination of any and all of the above.

The only criteria are:

Whatever you’re selling has to be something people want to buy
It has to be easy to understand what you’re selling, who it’s for and why they would want it (that’s the old “what’s in it for me” part)
It has to be sold in a way that makes it easy to buy

Of course, there is just a bit more to it than that.

But the most important thing is that you come up with something to sell that’s got tangible value and benefits, and provides a specific set of services and/or products for a specific price.

For example, selling coaching or consulting does not fit the bill here. However, selling a specific number of hours or sessions with a particular goal does. So selling marketing consulting is a no go, but selling a 6-hour Marketing Jumpstart program works. Throwing in a complimentary workbook makes it even better.

Make sense? If so, then take a look at what you’re offering and find ways to turn it into specific, value-packed products, services and programs.

What are your thoughts on this article? Please do share by leaving a comment…

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Categories : Build Your Business, Practical Marketing, Sales

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Should You Market Products and Services Differently?

Posted by: Stacy Karacostas | Comments (0)

Tuesday, November 22nd, 2011

Over the past 11+ plus I’ve spent as a Practical Marketing Expert, copywriter and consultant to small and large businesses, this is one of the most questions I’ve been asked. Seems entrepreneurs often wonder if marketing needs to be done differently based on what you sell.

The answer in my book is both yes, and no. While many or all of the same marketing tactics will work, how you use and execute them is going to be different. Because you’re going to be dealing with different barriers to the sale (i.e. reasons prospects won’t buy).

Recently, my friend and fellow marketer Sandy Martini had a terrific article on the subject I just had to share with you. Enjoy!

Services vs. Products: The Marketing Difference

By Sandra Martini

What does your business sell?

Over 80% of the market sells services and yet most marketing describes how to sell products. The difference between the two is huge:

Services are initially intangible. Products are decidedly tangible.
Services are invested in based on a certain level of trust and, often, worry that someone will/will not do what they say they will. Products are purchased based on wanting “it” (the car, the iPad, the *thing*).
Products either work or they don’t. Services have a lot more ambiguity in whether they “work” or not.

Most everyone reading this article offers a service:

Coaches, mentors and consultants
Healing specialists
Virtual assistants
Real estate agents
Information marketers

The great thing about service businesses is that you can truly distinguish yourself from your competition and price is less of a barrier.

Even product businesses are seeing that the road to more, and more frequent, purchases is paved with additional services. Services designed to impress.

Any car dealer can sell the XYZ car with all the options for a bargain. The competition lies in the add-ons: f.r.e.e. oil changes, courtesy loaner cars, pickup and drop off when repairs are needed.

You aren’t like your competition – you’re unique – your ideal prospects can’t compare you to the consultant up the street and make a decision on price alone. You see, when it comes to investing in your services, whether or not prospective clients hire you typically comes down to how they feel about you.

Nothing as simple as “I like the color” or “This car was rated a best buy”. It all comes down to feelings, trust, perception and personality. What’s their perception of you? Do they like you?

It may feel like high school all over again, but reality is for someone to invest with you, they have to feel a connection on some level – a certain trust that you’ll do what you say you’ll do and that you’ll keep their best interests at heart.

You don’t have to be the most popular person in the market – you do have to connect and resonate with your ideal clients. . .at every level of your business.

Knowing that offering a service means you have to connect with your ideal client and that she’ll invest with you if she trusts you, what can you do to increase your credibility?

Walk your talk
Ensure you make a positive impression at every contact point (website, newsletter, email, phone, etc.)
Ask clients for comments/testimonials and rotate them on your website
Understand your clients and what it’s like to be where they are
Provide Extreme Client Care™ such that you truly have no competition

So choose your words, and actions, wisely. If you, knowingly or not, betray the trust your prospects have put into you/your brand, it’ll cost you and your reputation and recovery is a long, impoverished road.

About the Author

If you liked this article, you'll want to hop on over to http://www.sandramartini.com/ for more comprehensive business building and marketing strategies, articles and resources. Sandra Martini, a Small Business Mentor, founder of Escalator Marketing™ and creator of the Escalator Profits Program™, teaches small business owners and entrepreneurs how to build sustainable businesses without losing their integrity or their minds.

What are your thoughts on this article? Please do share by leaving a comment…

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Categories : Build Your Business, Practical Marketing

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Every Small Business Owner Needs a Killer Bio (or three)

Posted by: Stacy Karacostas | Comments (0)

Thursday, November 17th, 2011

As a long-time copywriter I know how hard most entrepreneurs struggle with writing an effective and compelling bio. Partly because they don’t really know what it should say, and partly because it’s really, really hard to write about yourself.

That’s why, when I run across a small business owner who doesn’t have a powerful bio, and they don’t know how to fix it, I send them to get my friend Nancy Juetten’s Bye Bye Boring Bio workbook. It’s so well-done and easy to use I wish I had created it myself!

Now you can learn even more about bios in Nancy’s article below. And you can also find out how to join Nancy on her upcoming free teleseminar Broadcast Your Brilliance – Monetize Your Message. Her topic below is SO right on target it’s a must read post even if you don’t do anything else…

One Size Bio Does Not Fit All Situations

By Nancy Juetten

One thing I’ve noticed is that people often mistakenly rely on one bio to serve multiple purposes. This is a mistake that can be avoided with some good work that will serve you and your business forever.

If you wear many hats, you need to have bios to suit every occasion.

If you are a speaker, you need a speaker sheet that showcases what you talk about and why you deliver a lot of wow with every presentation.

You also need a speaker introduction that sets the audience on fire with anticipation before you speak your first word.

These are not the same thing, so prepare the right story for the right situation so you are always "rock star" ready.

Similarly, if you need a bio that attracts clients, don't forget to identify your ideal client in the story you tell. Otherwise, the bio runs the risk of talking only about you and neglects to showcase the wow you deliver for clients who invest wisely in your services.

And, please, make every word count. Don't offer non specific claims that are packed with non specific results.

Example:

Well known for creating an exciting learning environment, Bob engages the mind of the learner leaving participants with an experience and information they will never forget.

Do you know what Bob talks about, really?

As my good buddy Liz Goodgold likes to say, "Specifics are terrific."

My advice to Bob is to get more specific about how he engages the mind of the learner. I want to know what specific kinds of information he shares that is going to change my life for the better. And I want to know the details in a way that turns my head.

This isn't easy to do. That's why it can be helpful to bring in the reinforcements. And you can get plenty of help on Nancy’s upcoming FREE TELESEMINAR Broadcast Your Brilliance – Monetize Your Message on 11-21-11 at 10 a.m. Pacific .

During this FREE call, she’ll address the specific steps she took to monetize my message to inspire you to do the same with yours. Yes, the call will be recorded so you can enjoy it anytime, as long as you register to receive it. Get all the details and register here: http://bit.ly/slF33W

About Nancy Juetten

Authentic Visibility Mentor Nancy Juetten helps mission-driven experts who are tired of being well-kept secrets and ready to do something about it to prepare and share their stories so they can prosper in the spotlight. She is a word wizard, workshop leader, speaker and Bye-Bye Boring Bio author on a quest to guide clients to spell out their greatness and broadcast their brilliance through the power of storytelling and publicity. Learn more at http://www.authenticvisibility.com/

What are your thoughts on this article? Please do share by leaving a comment…

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Categories : Branding, Build Your Business, Copywriting, Practical Marketing, Publicity

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Marketing is 49 Percent Strategy and 49 Percent Execution

Posted by: Stacy Karacostas | Comments (3)

Thursday, November 10th, 2011

Every so often I run across an entrepreneur whose business is struggling, and who insists that this or that marketing tactic simply “doesn’t work for my business.”

It might be a flier or a sales letter, or social networking, or blogging or something else. Doesn’t matter what the tactic is, they’ve tried it, it didn’t work, and it never WILL work.

For me this is a huge red flag. Because I know that the vast majority of marketing tactics can work for the vast majority of small businesses – as long as they’re part of well-thought out strategy and executed properly.

The problem is, most entrepreneurs are trying to use all kinds of marketing tactics with no real idea of what makes them effective. So they aren’t executed properly. And they aren’t part of a bigger strategy.

On top of that, all too often entrepreneurs create ads, Websites, promotions and more with a very vague goal of “getting clients” or “making sales”. If you just want anyone buying anything you have to sell, your marketing is inevitably going to be very vague and generic.

In fact, that’s the kind of marketing you see most…Think ads that list a business name and logo, maybe what they do or sell, and a Website and phone number.

Unfortunately a generic ad, Website, sales letter or flier won’t do diddly-squat to actually grow your business. It just ends up seeming like more worthless clutter.

On the other hand, if you have a specific goal, you can be very specific in your marketing. Then it’s much easier to choose the best possible marketing tactics to implement your strategy.

It’s also much easier to create effective marketing materials. Because when you know the specific purpose of any piece of marketing you can write and design it to do the job. This is key.

Far more people are likely to take action when there is a specific offer and call to action to get one thing (as long as it’s something they want). As opposed to just stating what you do and your contact information and hoping prospects are going to put two-and-two together and take action.

So if you’ve tried one that didn’t work – ask yourself these 5 questions and you’re likely to find out why it failed.

And anytime you’re thinking about implementing a new marketing tactic ask these 5 questions and you’re sure to see more success…

1) What is the purpose of this marketing tactic?

2) Am I getting this in front of my ideal client or customer (someone who is ready, willing and able to buy)?

3) Have I made an offer that my ideal client or customer would not want to refuse, and that would help me achieve my goal?

4) Have I included a specific call to action that tells prospects exactly what to do to take me up on my offer (not sure what this is? Check my other article on Calls to Action here ).

5) Have I given them at least one good reason (usually a benefit or solution) to take action now?

If you’re not sure about any of these, you need to think your marketing choices through again. But once you get the hang of thinking this way, your marketing – and your business – are sure to soar!

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