Where Does Your Business’s Money Come From?

By: Dan Kennedy on: November 9th, 2009 9 Comments

In this post I want to touch on a very important small business marketing strategy:

“Who and what will customers be talking about this week?”

You may have heard my interview in the past with Tony Rubleski, author of the nifty little book with the powerful title: Mind Capture.

If you watch HBO, you may have seen their self-promotion commercials that feature thanks from the Water Cooler Association of America, for stimulating so much water cooler conversation on Mondays with their Sunday night programming.

If you watch MSNBC, you may be familiar with Keith Oberman’s Countdown news show: which of these ten stories will you be talking about tomorrow?

Well, you can’t go on the Internet, to anybody’s seminar, to any gathering anywhere made up of small business marketing and direct marketing entrepreneurs where they aren’t talking about me. That ain’t accidental. Or free, either.

So the question is: your customers, your prospects, your marketplace: who and what will they be talking about this week?

It better be you. Because whoever has their attention right now, wins.

I recently heard an info-marketer complaining about my advice regarding extending the sales cycle for seminars; he was having drop-outs late because he’d sold them so far in advance. Well, selling them far in advance isn’t the problem. Not also re-selling them constantly, that’s the problem.

The “ball” is top of consciousness positioning, and if you take your eye off that ball, you lose the whole ballgame.

Out of sight, out of mind. This is where frequency/recency applies, so very, very frequent communication is required. This is where promotional merchandise, like imprinted pens, posters, and mousepads fit (bobbleheads, too.)

For speakers, this is why product in their hands is important. Why a customer newsletter is not an option. Etc.

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    ABOUT THE AUTHOR:

    Dan Kennedy is internationally recognized as the 'Millionaire Maker,' helping people in just about every category of business turn their ideas into fortunes. Dan's "No B.S." approach is refreshing amidst a world of small business marketing hype and enriches those who act on his advice. For more money-making marketing tips, tactics and strategies, go to www.GKIC.com

    9 Responses

    1. Rob Anspach says:

      for about 12 months and ending 4 months ago – I did all my communication via email – thought it would be cheaper and more direct – but what I found was that through tracking the emails most were deleted without being read – so I went back to publishing a printed newsletter and mailing them out to my list – yes it costs about $600 more per month than what I was paying – but sales went up – people were taking the time to read the printed version, partaking in the trivia and enjoying the newsletter… infact over the last 4 months we can track an additional $22,000 in sales as a result of the printed newsletter…
      $22,000 I might have let slip thru my fingers if I didn’t realize cheap wasn’t making us money and spent money to communicate more effectively with our clients

    2. Charles says:

      yes, Dan
      Out of sight, out of mind. This is where frequency/recency applies, so very, very frequent communication is required. This is where promotional merchandise, like imprinted pens, posters, and mousepads fit (bobbleheads, too.)

      I keep working on consistent communication, newsletters, postcards, etc
      thanks

    3. Jim Rowe says:

      I’m in the restaurant marketing business and could you imagine my guest not talking or thinking about me? People are eating many times a day every day, It’s my job to make sure I’m always in their head. I see and hear of restaurants having a tough time in this economy. I would bet they don’t have a newsletter or a marketing program that gets them in front of their guest enough times to get the results they would like.

    4. Rob Anspach says:

      my favorite restaurant started sending emails out letting people know of specials and updates in menus… but then they stopped…

      I emailed the restaurant to find out why they were not emailing anymore – and they said that it was just too time consuming and they weren’t getting results…

      …and to top it off they have no twitter, no facebook and no other social media marketing efforts in the mix…

      I mentioned to the owner that besides the great menu and atmosphere, the awesome employees, the fact that this restaurant just completed a multi-million dollar expansion and has a fantastic following – that alone could provide so much information for emails, and all other social media…

      … because he’s “old school” he doesn’t believe social media marketing will help his business grow. UGH!

      Social media is a tool and when used in conjunction with offline marketing can help promote your business to exponential limits.

    5. I heard one business and marketing expert explain it as “building a fence around your herd.”

      Great advice, amazingly so rarely followed.

      I wonder who said it? Maybe I’ll go onto “the Internet, to anybody’s seminar, to any gathering anywhere made up of small business marketing and direct marketing entrepreneurs” to find out.

      Thanks for the reminder, Dan.

    6. pligg.com says:

      Where Does Your Small Business’s Money Come From?…

      Where Does Your Small Business’s Money Come From?…

    7. coldjung.com says:

      Where Does Your Small Business’s Money Come From?…

      Where Does Your Small Business’s Money Come From?…

    8. newswala.net says:

      Where Does Your Small Business’s Money Come From?…

      Where Does Your Small Business’s Money Come From?…

    9. Neat blog. I’ve had trouble trying to get your RSS to work though. Everytime I try to add it the url fails to load. I know it’s not that big of a deal, but figured you’d want to know about it still.

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