Marlene Dewitte asked:
Use these small business marketing tips: talk about a) the problem, b) the solution and then c) use a “problem solution story”. So someone says, “So how do you increase alkalinity?” “Well, a good example is I worked with a gentleman, his name’s Tim Stanton.”
He had a lot of pain and his mobility was very low, there was not much he could do… “
Then you say, “I/We worked with him for a little over a month and in that time his pain completely vanished, his mobility tripled and he’s now able to perform a hand stand on one finger… he didn’t go to the gym, he didn’t change his calorie intake… now he loves his life for the first time in 10 years and he’s looking at ways to clone himself”.
Obviously, tell the truth, but I think you get my point. If you tell a story like that what happens in the listener is: what? They relate and they go, “Well, if you did that for him maybe she could do it for me.” It’s not abstract anymore. So, you want to get to that marketing story as quickly as possible.
Right now what’s going on in your prospects mind is, “Can this person help me? Do they understand me? Do they work with people like me? Have they produced results?” Those are the kind of questions your prospect is asking when listening to your problem solution story.
The next piece is d) credibility. What qualifies you to do what you do. Talk about what you’ve done. It’s through your stories and through your conversation that credibility actually starts to come through, “Oh, this woman has experience. She’s done this. She knows what she’s doing.”
They’ve got to get a sense that you’re real. You’re authentic. You’re experienced and you’ve got a track record and you’re not just blowing marketing steam.
Now, the process – finally. At some point in the conversation you might talk a little bit about how it works. Sometimes, you don’t even have to get into that because they are ready to open their wallet right there and then.
And last but not least, call to action. What do we usually do? We have a great conversation, maybe it goes really well and then what do we do? We hand them our card and say, “Call me”.
Call me? That’s not a very good call to action, is it? Instead say, “You know, I have some more information about this, or I’ve written an article about this, or I have some stuff on my website. Can I send that to you?” If you’ve gotten their interest, most people will say, “Sure”. Then you follow up with them.
Look at these small business marketing tips like a recipe for cooking a cake. If I follow a recipe exactly, I can get pretty close to what it should be. It’s not going to be as great as chef Emeril’s, but it sure is better than him saying, “Bake a cake” and I guess how much water, flour, eggs to put in it. The above marketing recipe will shave off months if not years of trial and error.
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