Category Archives: psychology of selling

Optimal Marketing Campaign Strategy

Zero in on your optimal marketing strategies.

Zero in on your optimal marketing strategies.

As a copy writer for web/print, I know that the most effective campaigns are guided by thoroughly planned out marketing strategies.  I’ve written the following brief article to help you grow your revenue faster with less risk.

Optimal marketing campaigns—those that result in the highest net profit return on your investment of time and money—are the result of sufficient research, strategy, planning, and careful decision making, weighing all the factors.  As a seasoned marketing strategist with experience in a wide variety of industries, I can help guide you every step of the way, preventing you from wasting your precious time and money.  Then, when it comes time to design the format and write your copy for web sites, sales letters, post cards, flyers, and promotional audio or video, I can either write it for you or write it with you, teaching you how to do it yourself in the future.

Without the necessary research, strategy, and planning, the likelihood that you’ll have a strong ROI, or even have ANY profit from a marketing campaign, is much lower.  If you take the time to develop a strategy that answers the following questions, you’re like to find much more success in all of your campaigns:

Which strategy is most likely to produce the greatest net profit in the shortest amount of time with the least amount of risk?

So, let’s break that down.  Which strategy (or optional promotional opportunity) is 1) most likely (probability expressed as a percentage, e.g. 50% probability of success) to produce the greatest 2) net profit (a $100 net profit versus a $1000 net profit) in the shortest amount of 3) time (recorded in days, weeks, months, or years) with the least amount of 4) risk (the subjective emotional as well as financial component of the company’s decision makers).

Risk assessment is probably one of the most challenging of the 4 factors.  If you had $1 million in your company’s accounts, you probably wouldn’t mind investing $50,000 in a marketing campaign.  But, if you only had a total of $50,000 in your company’s “war chest,” you would be far less comfortable investing your entire amount of capital.  So, for our purposes, we will express this risk factor as a percentage of total capital available.

This single question, involving several variables, will guide all of your marketing and sales process decision-making.  It can be graphically illustrated in the following table, where the Options are the various marketing channels or promotional opportunities available to most small businesses. Then, you give a numeric value to each of the factors according to how important it is to YOU relative to each other.

Options Probability Net Profit Time Frame Level of Risk/

% of total budget

Option A 90% $100 1 week 5%
Option B 40% $2,000 3 weeks 30%
Option C 20% $50,000 8 weeks 60%

Based on this matrix of marketing campaign decision making, which type of decision is easier, faster to make, and one that you’d be willing to go ahead with time and time again.  Let’s look at Option A:  Is it a “no-brainer” to make a decision that is 90% likely to work, only involves a 1 week time span, and requires only 5% of your overall marketing budget at risk?  So, even though the net profit of $100 is not a lot, you could make this “bet” several times a week, couldn’t you?  And you’d still be able to feel very comfortable with the level of risk, wouldn’t you?

Whereas, Option C, with it’s high net profit potential, is less of an attractive option, since it is only 20% likely to work and requires both a longer wait time of 8 weeks and a much larger risk factor, taking 60% of your marketing budget to execute.

Now, are you starting to see how analyzing every marketing opportunity available to you is a crucial step to making sure you don’t waste time and money?  In fact, this one formula for comparing marketing channels can guide your every decision, making sure you are comfortable with the risk, and can improve your chances of a successful campaign many times over.

For testimonials from clients, enjoy reviewing my LinkedIn professional profile at http://www.linkedin.com/in/andrewbarden

Sample copy writing sites:

www.eggurl.com/dV

www.AndrewBarden.com

www.SoccerMarketingInc.com

www.TrainingInLA.org

www.MackeySalesTeam.com

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Business Coaching – Zero Risk Offer to Increase Your Net Profits

Hi. I’m Andrew Barden, Philanthropic Entrepreneur.


I can help you make more money in your small business at no risk to you. I’ve helped literally thousands small business owners from around the world make more money through improving their marketing strategies and execution of their marketing campaigns.


I don’t charged upfront fees. I work on a contingency contract. Simply put you only pay me a small portion of your increase in net profits. There is never any risk for you when working with me. To learn more about my philosophy and why I call myself a philanthropic entrepreneur, visit http://www.AndrewBarden.com.


The greatest resource of the entrepreneur is also his or her most scarce resource.  It is not money. The scarcest resource you have is your time. If you are willing to invest 30 minutes of your time in your business, I will be willing to do the same.  This could simply be my gift to you or this could be the start of a great business relationship.  When you sign-up for a 30-minute complementary no-obligation consultation, I will help you to assess what might be stopping you from making more money in your particular business. Often it takes an objective third party to diagnose what’s really going on in your business.


Now, given tough economic times and the likelihood that your sales have already been slipping for quite some time,  isn’t now the best time to take action? Isn’t now the best time to consult with experts who have helped thousands of small business owners apply proven principles and strategies in their small business?


I also invite you to connect with me on Linkin.com. Go to http://www.linkedin.com/in/andrewbarden and invite me to connect. You will see there my professional profile that includes testimonials from small business owners and colleagues, other experts who have witnessed the results I can get for small business owners.


I also invite you to follow me on this blow, read the posts, and sign up to be alerted to new posts.


Finally, I invite you to invest 30 minutes in your small business marketing strategy development. Again, there is no risk to you, as these 30 minutes will be a true conversation and focus on showing you immediate ways to improve your marketing strategy, both online and off-line.


During these 30 minutes I don’t hold anything back. I give you my best, with the hopes that you and I might eventually develop a relationship in which I work with you regularly on a contingency contract. I would normally charge $150 for such a diagnostic. But, to start out any business relationship I practice applying the Law of Reciprocity, I “show up giving.” There are numerous Universal Laws that I’ll help you apply.


There are typically two areas that most small business owners neglect.


1. The business owner’s own mindset: developing prosperity consciousness is the first and foremost responsibility of the business owner. Visits my website at http://www.andrewbarden.com where, as part of my philanthropic entrepreneurial mission, I have made available hundreds of files–including pdfs, audio, and video–under the page called “free prosperity downloads.”


2. The psychological profile of the business’ IDEAL client. Without knowing how your ideal client makes decisions you will not know how to most effectively market and sell to your ideal clients. Not knowing who your ideal client is will make its much more difficult to grow your net profits as you will service clients who are not ideal. In general and ideal client is one who is easy to find easy to reach with a message, response to that message, takes action, is easy to sell to, buys more than your average clients, does business regularly would you, and refers all of his or her family and friends and associates to you.


Applying the 80/20 principle, we know that 20% of your revenue comes from 80% of your clients and 80% of the revenue comes from 20% of your clients. Wouldn’t you like to replace the 80% of your less than ideal clients with the 20% of ideal clients less quadrupling your income, basically making more money in less time. This is the power of developing an ideal clients psychological profile otherwise known as psychographics.


Demographics are the first step and also the easiest step in developing a marketing campaign. Too often small business owners stop at a demographic profile by a list and send off a postcard or flyer or brochure. They then sit and wait for the phone to ring, and unfortunately, little to nothing happens. Have you ever found yourself in that situation?


There’s a simple solution that unfortunately most small business owners don’t know. In order for even an ideal client to respond to a marketing message they need to hear the message in veriest formats from 10 to 12 times before they will take action and contact you. This means that if you send out 5000 postcards you don’t send them to 5000 people once. Instead, you send to 500 people 10 postcards with a similar branding theme yet different messages. You’ll have a similar cost as postage is by far the greatest expense. And you will have a far greater response rate and a much greater return on your investment in the end I seen 400% ROIs in direct mail campaigns.


The other crucial principle most small business owners neglect to apply correctly is generically termed relationship marketing. Roughly 85% of all small businesses in the United States are service based. Even if you are also selling products they’re typically is a decision-making process that requires a live person to interact with the buyer. The sales process typically looks like this:


awareness –> like –> trust –> buy –> repeat buy –> refer


So, in the beginning of the relationship you are simply making your prospect aware of your offer. Your next step is essentially to get them to like you. People do business with those that they like, just like people choose to associate with friends for which they have some affinity.


Once you begin to like someone, notice that they care about your welfare, and notice that they are competence in their particular industry, you can begin to trust them and consider doing business with them. At that point you as the seller of your services would begin to talk about the benefits of doing business with you versus other people, and the various advantages and features of your product or service.


Unfortunately, most people sell or create promotions that focus on price, discounts, features, and forgot to establish an awareness, affinity, and trust in the relationship. This is why many advertisements and other direct mail or e-mail campaigns simply do not produce a significant return and often even no return… in fact it is often poor marketing strategy and field campaigns that is the direct cause of small businesses going out of business.


You may have heard from the Small Business Administration how well over two thirds of all small businesses failed in the first four years. And even greater numbers fail in subsequent years. Without effective marketing producing strong returns on your investment of money and time and the sales process that is engineered specifically to cater to your ideal clients preferences, wants, and hot buttons, you’re more likely to fail than to succeed in building your small business.


Growing your business is simple, but, it’s simply not that easy. Why is it not that easy? It is not that easy because most small business owners neglect to understand their own mindset and the mindset of their ideal client. If you work with a business coach who can help you develop prosperity consciousness as well as the psychological profile of your ideal clients your likelihood of succeeding in your business venture increases exponentially.


There are well over a dozen small business coaching companies whose fees range from 3000 upwards to 25,000 or more. Their sales pitch essentially reads like give us your money and maybe will be able to help you. Does that sound like an inviting offer? Of course not.


The most irresistible offer for small business owner who is looking for clarity and confidence in their marketing strategy and campaign execution is to find a business coach who will instead of acting like a vendor will act like a partner. A partner in your business would, like you, be willing to invest their time or what we call sweat equity, at their own risk. Your partner, would then sharer in the net profits with you.


When you hire a business coach who works on a contingency contract you are essentially securing a partner who makes a small portion of your net profits that they help you to create. Sometimes he can happen quickly. Sometimes it may take a few months. But in the end there is an equal investment of time. Doesn’t that sound like an irresistible offer? Doesn’t that sound like the kind of relationship you want to have with your business coach?


In uncertain economic times business owners who will survive will take much more calculated risks. They will do their homework in order to make decisions with clarity and confidence. A business coach who can walk you through a proven system that has enabled literally thousands of small business owners to achieve strong ROIs in various industries in numerous cultures and economic conditions around the world is hands down one of the best partners a business owner would want to have.


Invite me to start that relationship by signing up for an initial complementary 30 minute business diagnostic session. At the end of the conversation you and I will both make a decision to move onto the next step or not. I serve over 70 clients every month as of March 2009, most of them in Los Angeles County. However I’m willing to add a few more. So long as you are fluent in English, and are passionate about growing your small business revenues and willing to commit time and resources to achieve your business goals and we might be a good fit.


I look forward to speaking with you soon. If you are eager to start a relationship feel free to contact me via e-mail at Andrew@AndrewBarden.com or call my toll-free cell phone at 1 – 866-339-4619. This number, again, rings directly to my personal cell phone, so please only call during business hours Pacific Standard Time, from 9am to 6pm, Monday through Friday.


To your success,


Andrew Barden
Founder, Philanthropic Entrepreneur
http://www.AndrewBarden.com

1-866-339-4619

Weathering the Storm – What to do to Stay on Top in a Down Economy

Weathering the Storm -What to do to Stay on Top in a Down Economy

By Robert Imbriale,
The Motivational Marketer

Business owners from coast to coast are worried, scared, and some are even considering closing up shop because of what they see as uncertain times ahead. While it’s true that there will be many business closings ahead, your business doesn’t have to be one of them.

What’s behind much of the fear and worry is the constant barrage of bad news about industry giants failing at an alarming rate. And, it’s not just the what’s in the news. Our conversations have also turned negative about anything related to the economy.

What has happened to many business owners is that they have taken what they have heard or read about in the news and given it more attention than it truly deserves. That has created doubt, which soon becomes fear, and not long after that, you’ll find these same business owners throwing in the towel and shutting their doors forever.

And then there’s the trickle-down effect to consider. When one business fails, other business owners then begin to look at that failure to support their beliefs that things are as bad as they are hearing about in the news.

If your business is going to succeed, the first thing you need to do is shift your attention away from all of this and instead focus on things that are indeed more positive. I’m not suggesting that you ignore it all, but try to at least get a new perspective on it all.

For instance, yesterday, I was at the local packing and shipping store where business was booming. In fact, the owner told me he was having a great holiday season, despite what the fact that if you believe what you’re hearing about in the news would make you think this could simply not be possible.
I’m sure that you won’t see a story about this business in the news, either, so don’t go looking for it.

Now, I’m not trying to blame the news media for all our troubles. These companies are nothing more than businesses that respond to what their customers buy. We buy bad news hundreds of times more than good news. If we bought only good news, that what you’d see more of. So it’s not entirely the media’s fault.

Closer to home, I started to look for signs that things weren’t quite as bad as I’d heard. Sure enough, there is the landscape crew out on my front lawn, so I asked him how his business was doing. It was slower, but he was still getting big landscaping jobs, one totaling more than $125,000.00!
In my own business, I’m seeing more and more clients contacting me for my executive level coaching services because they are looking to make this coming year better than the previous one!

“What?” People actually not looking at things from a negative perspective? Well, they’ll see, you think to yourself because you “know” they just can’t be right.

Then you look a little deeper at what’s really happening right now and what you begin to see is that this is the perfect time to be positive about the future.

Think about it this way. When the economy was bubbling hot, houses became almost unaffordable as prices rose to record-setting highs. Yes, cheap money was indeed behind all of that, but had it continued to go the way it was going, in just a decade from now, the average home in this country might have topped a million dollars!

Things are simply adjusting and getting back to more reasonable levels. And, as in any adjustment period, it’s going to be a little uncomfortable for a little while. And, there is a lot you can do right now to take advantage of all the changes.

Here are some suggestions for you.

First, go out of your way to find stories of success. Find people who are now talking about better times ahead instead of hanging around people who can only parrot what they hear in the news.

Then, start creating your plans for this next year by putting down on paper everything you wish to have and do in the next 12 months. Go ahead and be bold here because big dreams are what create big results.

Next, create, find, invent a way to get yourself around people who are positive, upbeat, and who are seeing all the opportunities that are now being created that could never have been if things had stayed the way they were. Engage in conversations of success and what you want your business to do, and what you’re planning for the next year.

This is where a good coach can be extremely valuable to you and your business, and it’s a worthwhile investment if you simply can’t find anybody to motivate you and hold you accountable.

If you do these simple steps, what you’ll find is that things aren’t quite as bad as they are made to appear, and in fact, there are many places that are thriving right now.

Think about this. Each and every day billions and billions of dollars changes hands on the Internet. That number may be lower than it once was when it broke all previous records, but it has not stopped! It’s just lower, and nothing more.

Your job is simply to find new and innovative ways to tap into the money stream that is flowing and will continue to flow, no matter how bad things may get out there.

Realize that millionaires are made in good times and bad. It’s not about what’s going on out there as much as it is about how you think about and what you do about it.

Your success comes from seeing things that other people can’t or won’t see. Every smart and successful business owner sees things as they want them to be rather than as they are.

They put their focus on what they are trying to create instead of what they are getting because they realize that what they are getting right now is simply a result of what they did, or failed to do, in the past. What they get tomorrow and beyond will be the result of what they do today and everyday going forward.

In a nutshell, you can, and you should be planning for a great year ahead. You should be thinking about how you want your business to look a year from today, and start working on those plans right now.

If you’ll do these things, and I mean really do them, instead of just giving them lip service, I know you’ll be pleased with the results you’ll get in the coming year, regardless of how bad the media tells us things are out there.

Remember, drama is what sells newspapers, not stories of success. Go ahead and buck the trend, plan ahead, and create a business that will stand the test of what’s ahead… and cash in as all your competitor’s go out of business because they got scared and their customers now start buying from you!

Think about it. You can either struggle in the coming year, or you can thrive, and it’s really all up to you.

About the Author

Robert Imbriale is the author of the best-selling book, Motivational Marketing. He is a successful business coach, and seminar leader who has helped hundreds of thousands of business owners create bigger, more successful businesses, and he can help you too. Tell him what your biggest challenge is with your business right now! Go to http://www.AskRobertImbriale.com If you would like to have Robert help you with your business, you can reach him at 1-800-541-3816 or at http://www.RobertImbriale.com

Psychological Factors in Achieving Professional Success


Professional success is all about psychology.

1) Most professionals, whether business owners or executives managing a team, need to be aware of their own psychology, how their mindset affects their effectiveness in all aspects in their business. 98% of our processing and behaviors are governed by the subconscious mind. In order to not simply react habitually to experiences throughout the day, professionals need to take the time each day to work on developing an optimal mindset for business success.

2) If you are in a service business, and 85% of small businesses in the US are service businesses, then you absolutely must have a thorough understanding of the psychology of your current and potential clients. I’ve noticed that most sales people, marketing strategists, and business owners have NOT taken the time to develop the imaginative skills required to truly place oneself in the mind of their clients. Once you can do this, you’re business will grow substantially. Why? All of your marketing messages will hit home and activate prospects. All of your sales strategies will include hot buttons that trigger the right response from prospective clients. And you’ll both retain and be able to upsell to your client base because they feel that you really truly “get” them. When you consistently solve someone problems exactly as they need them to be solved, you will keep loyal clients for life, who will naturally refer business to you.

3) Finally, as small businesses grow, especially from solopreneurs to 5 or 10 employees, it will be crucial that you choose partners and employees very carefully. Then, once you feel you’ve found the right people with the right mindset, you’ll need to treat them like family. Remember that people join companies but leave bosses. How you treat people when you let them go will also affect people that you retain. Know that the emotional life of your partners and employees is often more important that you realize. Ask yourself how you’d address issues with your brother or sister, and then treat your partners or employees like that. And, the Golden Rule can be aptly refined to the Platinum Rule: treat others as THEY would like to be treated. In order to do that, you need to develop a psychological sense of how they would prefer to be treated. Sometimes you can use your imagination and be accurate. Sometimes it’s best to simply ask them. Would you want to be respected and appreciated in a similar way? When you apply the Platinum rule to all of your relationships, be they partners, employees, or clients, you will have a thriving business. You are activating the Law of Reciprocity. Be of service to everyone in your life and they, directly or indirectly, will be of service in return.

If you refuse to see the world from the perspective of others, you will find that relationships don’t serve your goals. When you help other people achieve everything they want, they will help you achieve everything you want. Develop these psychological talents and you’ll find success chases after you instead of you chasing after it.