If you’ve been looking for simple, proven and tested, step-by-step methods for generating more leads for your small business, then this article may just have the answer. Firstly, I want you to stop for a moment and think about all the advertising you’ve seen over the past week.
How many of those actual ads can you name? Researchers estimate that over the past seven days, you have been exposed to as many as 117,000 ads based on national averages. So out of 117,000 ads, how many can you name?
If you’re fairly attentive, you may be able to come up with 3 or 4 specific ads… but I’ll bet that’s because you probably see those ads over and over… week in and week out. Let’s face the facts… repetition works. When you see any advertisement multiple times every day you’re bound to eventually begin to recall the ad. But now answer this question.
What few ads you do remember, how many of their products or services have you bought? Because I have a passion for marketing I tend to go online and research for well accepted ads. Take for example a series of ads from online trading company E*Trade which uses babies to promote their products. These have a massive audience on both TV and YouTube. They even had one during the Superbowl. I think they’re a scream. But… I don’t have an E*Trade account. Never have, never will. Why should I?
What benefits do they offer me as a potential buyer of online trading services that any of the hundreds of other stock trading services offer? See my point? Does a smart-aleck, wise-cracking baby have any relevance to online stock trading whatsoever? Of course not. So why does E*Trade continue to make these commercials? Believe it or not, there is a reason… and by the end of this short presentation, you’ll fully understand what that reason is.
Businesses today are led to believe that all they have to do to build a successful business is create some type of attention-grabbing form of marketing and they will generate leads at will. Nothing could be further from the truth. And that’s just in the area of marketing. What about generating fast cash flow? EVERY small business needs to generate fast cash flow. So how do you do that as a small business owner? What about generating profits? Generating more cash flow is great… but not if you don’t get to put any of it in your pocket at the end of the day. How would you like the answers to all of these problems?
In this article I am going to reveal to you the three biggest lead generation mistakes small business owners make… and outline how you can overcome them.
Here are the three mistakes. Mistake #1… they fail to get professional help. Mistake #2… they don’t know the fundamentals required to successfully market their business and attract as many new clients as their business can handle. And mistake #3… they have no idea how to use their marketing to generate immediate cash flow. Let’s explore these three in depth, and show you how you can easily and systematically overcome each one of them.
Mistake #1… small business owners fail to get professional help. Can you name me just one professional athlete who does NOT have a coach? There aren’t any. Tiger Woods actually has a total of 9 coaches guiding him in everything from his golf game to his financial investments. But do small business owners really need professional help? Remember the TV ads we previously discussed? Those ads are created by “professionals.” Unfortunately, those professionals have no clue what they’re doing. Everything they’re doing in marketing and advertising today is wrong! But let me prove that to you right now.
If you currently use any form of marketing such as a print ad, brochure, postcard, flyer… or for that matter… your company website, take it out and look at it carefully. And if you don’t have any form of marketing right now, take out a sheet of paper and sketch out what you think would make for an effective ad for your business. It doesn’t have to be anything formal or fancy… just create a basic outline of the ad and where you would locate the various elements on the page.
Now that you have your ad… or a mock up of your ad sitting in front of you, let me provide you with the little known secrets that produce more leads than your business can handle. 99% of all marketing professionals DON’T know the lead generation secrets I’m about to reveal to you. This information is so powerful and compelling, it will position you in the top 1% of all lead generation professionals today. This example will show you why every small business owner should acquire our step-by-step roadmap as they start to generate leads for their business.
Here’s what a true marketing professional will know… and help you implement into your marketing. It’s known as the “marketing equation.” This marketing equation will let you quit competing on price… and let you start selling your product or service for what it’s really worth. You will drive in more leads and increase your advertising response by 10 to more than 100 times. You will convert a higher percentage of those leads and dramatically increase your number of sales. You will get a bigger bang for your marketing buck. The bottom line is this you will literally create a profit faucet that you will have TOTAL control over.
First, you MUST understand what marketing is supposed to do. Its purpose is actually three fold. Its first job is to capture the attention of your target market. Second, it must give them the hope that reading or listening to your marketing will give them enough information to help them make the best decision possible when buying whatever you sell. In other words, train and teach them how to recognize the true value of your product or service… and conclude that you… and you alone… offer the best value versus your competition. Marketing’s third job is to lower the risk of taking the next step in the buying process… and if necessary… continue to educate the prospect regarding the value you offer.
Marketing that accomplishes these three objectives will result in your prospects and customers coming to one single conclusion, that they would have to be an absolute fool to do business with anyone else but you, regardless of price. It’s estimated that as many as 96% of all small businesses fail within their first 5 years. The main reason for this tremendously high failure rate has to do with the lack of expertise when it comes to generating leads and making the phone ring.
Most small businesses don’t know anything about those three things that marketing is supposed to do. But there’s also an additional problem to consider. Most small business owners use a tactical marketing approach instead of a strategic approach. Let me explain.
Running an ad in the local newspaper… sending out an email or direct mail letter… airing a radio or TV ad on a local media station are all examples of tactical marketing. Now don’t get me wrong… the newspaper, radio or direct mail can be successful marketing channels… If your marketing message is powerful and compelling. But that’s the problem… the message is the strategic side of marketing… and yet, it’s the most neglected.