No matter what industry you’re in, when creating your marketing plan, make sure you position your business as “the UN” of your industry - “UNlike” any of your competitors.
You know that the vast majority of players in your industry look the same.
Their marketing is in “a sea of sameness” and most of them are invisible.
Having provided marketing “wow factor” marketing advice to over 27,000 businesses, I’ve written quite a few marketing plans in my time – and all of them have contained ten important ingredients which I have termed my “Wow Manifesto.”
So here’s the recipe:
- Determine your target audience very clearly.
Sounds like a pretty obvious first step, doesn’t it?Why then, do so many businesses spray bullets with their advertising money and spend a fortune communicating to everyone?
That’s right, determine who are your most profitable customers and what they look like – and then go looking for more people who look like them!
- Be the expert!
We all want to deal with person who is seen to be the foremost exponent of their industry, whether they be a chiropractor, lawyer, accountant, landscaper or hairdresser.
So if you believe you’re the best in town at what you do, then make sure you position yourself as “the expert.”
Just like Steve Irwin, Don Burke and the MasterChefs, you need to position yourself as the go-to-person in your industry.
- You need to create a wow!
As consumers, we are reportedly exposed to over 3,000 advertising messages a day.So this is why you need to inject some “wow factor” into your marketing recipe.
So just like McDonald’s created the toy in its Happy Meal product, you need your own “wow factor” to distinguish you from your competitors.
Woolworth’s and Coles have their “fuel discount program” driving repetitive trade for them every day of the year, a hugely popular “wow factor.”
I’ve just launched a fuel discount program on steroids, one which blitzes the supermarket versions.
It’s at www.fuelyoursales.com.au and businesses that are using this “wow factor program” are quickly reaping the benefits.
If you’re a hair salon, why not give a free 10 minutes scalp message.
If you’re a car mechanic, why don’t you wash and vacuum your clients’ cars.
- Use the problem/solution formula.
One of the most powerful ways to solicit an instant response from prospects is to highlight their problem and show how you are providing the solution.
I’ve nicknamed this strategy as the “Panadol formula” for obvious reasons.
If your client has a headache, give them the quick solution!
The weight loss industry uses this formula exceptionally well, but sadly, not many other businesses follow suit.
- Dump your boring website as quickly as possible!
The vast majority of business websites are just woeful.
Most business owners had their website created by a “tech-head” who didn’t have an ounce of marketing skill in his or her body.
Your homepage is the most important section of your website and yet for most businesses, this page lacks theatre, content and sales language.
Grab a popular women’s magazine and compare the vibrancy and attention-getting devices on the front of the magazine to the homepage of your website.
Your website is simply an electronic sales catalogue or magazine for your business.
If you don’t capture them on the homepage, they’re not going to look further into your website!
Your homepage needs a:
- Solution headline
- Compelling graphics
- A Free Report to capture data
- A welcome video
- Client video testimonials
- Do events!
Start holding seminars, expos, cocktail parties, breakfasts and lunches.
Look around you and you’ll see the likes of gardening expos, travel shows and pet forums happening every week.
The great thing about holding such events is that you get to sell once in front of a larger number of prospects.
Tupperware and Nutrimetics are not so silly, are they?
- Use video testimonials!
Despite the fact that it has been proven that video is the most powerful form of communication on websites, hardly any businesses feature videos on their sites!
- Get free publicity.
Forward media releases regularly to online and offline publishers, targeting the media which captures a good portion of your target audience.I believe you need to have one or both of the following components:
- You need to be provocative – in other words, “shake the cage” a little … or perhaps “lot!”
- An announcement of a breakthrough or invention!
- Deliver extraordinary customer service!
If you’ve been to Disneyland, you would have experienced “knock your socks off” customer service.
Disney highlight that they’re not satisfied with delivering great customer service.
Their aim is to deliver an extraordinary, unforgettable experience! Do the Same!
- Build repetitive trade.
You don’t want one customer and one sale.
You want multiples of each and the way to do this is to create an incentive for clients to return over and over again, becoming loyal advocates.
So why not consider creating a simple Loyalty Scheme for your own business?
The simplest one I’ve seen is where cafés give you a Loyalty Card – and after 9 coffees, you get the 10th one for free.
People are naturally “creatures of habit” and once you get them into a repetitive visitation pattern, there’s a good chance they will simply continue coming back regularly.
John Dwyer, CEO www.theinsitituteofwow.com.au
Phone: 07 55 919 566