I want you to imagine for a moment that you have received an email along the following lines…
Let me cut to the chase with this incredible offer. You’ve got just five days six hours and 20 minutes to take advantage of our once in a life time unique Quadruple Your Business Profits Overnight System.
This is no ordinary system but it’s one that thousands of business owners like you are taking advantage of and making multi-million profits as a result. For starters, you only have to invest 30 minutes a day yes, just 30 minutes a day to quadruple your profits in a matter of weeks. But, you have to act quickly. There are just 3 places left, yes 3 places. You can bet that as you have been reading this email someone else will have snapped up one of those places. WATCH THIS VIDEO RIGHT NOW where Jane Bloggs of the Pigs Might Fly consultancy shares how she has built a multi-million dollar empire using our success guaranteed failsafe system. Then secure one of the last 3 places for you!!!
Blah blah blah.
Now, if you’re like most people as you are reading through this email you’ll be shaking your head and wondering how anyone in this day and age can get away with peddling such a blatant bunch of lies. However some people will click on to the video for amusement and a few will subscribe to the system, parting with an awful lot of money for what turns out to be a cauldron of snake oil and empty rhetoric.
Get back to your roots
The get rich quick systems that are popping up on the Internet are to be avoided at all costs unless you are partial to parting with plenty of money for an endless supply of hot air. In the current climate it has never been more important to invest in your marketing at a grassroots level.
What precisely do we mean by this?
- Spend time on your marketing plan, the first part of this being your strategy. Identify who you want to reach and why; map out the benefits that will move a prospect towards you but also understand the barriers that could keep them away from you. Then you have to locate them (talk to us about finding your prospects with a highly targeted B2B email list).
- Develop your positioning statement – the compelling benefits that you offer clients, segmented into your service, your actual offering and your environmental policy/corporate social responsibility policy.
- Realise there is no one marketing silver bullet that’s going to transform your business. You have to become adept at integrated marketing because when you blend your marketing you increase its impact and increase your responses. Integration in action is simply the email you send to a prospect before they receive your direct mailshot; the LinkedIn message you send to those highly targeted prospects before picking up the phone and introducing yourself.