So many business owners are wasting their marketing dollars because they just don't know what works. Their ads don't get read because there is nothing of value to offer their prospects beyond price discounts.
On average, 80 percent of marketing dollars spent are just being thrown out the window!
Many owners think that putting their company name on an ad with the name of their product and possibly a price will get the job done. If you are doing this you are missing out on 95 percent of your potential. By the way, the vast majority of businesses make this mistake, so think of your opportunity if you do things a little differently.
Let me explain...
Your target market has prospects that are at various stages of the buying cycle. Some have no idea yet about their possible need to buy your product or service. At the other end of the spectrum are prospects that have done all the research, know what they want and are ready to call you with money in hand. In between you have every variation of "ready to buy" there is.
At any given time only 5 percent are ready to buy today. If your ads are targeted at those people only, you are missing out on the opportunity to develop a relationship with the other 95 percent. So, when that majority finally is ready to buy, you will have to go through the whole process of educating them on why they should buy your product.
What if you could help educate them earlier in the buying cycle so that when they are ready to buy, they immediately buy from you? They do so, because you have already developed a relationship with them. And, they aren't so concerned about price because you have helped them understand the real value of your product or service.
You want your marketing to catch the interest of as many people as possible even if they aren't ready to buy today. So, how do you do that? Through a strategy called "Education Based Marketing". Give them high value by providing better information!
This marketing strategy provides increasingly more information to your target market about your products & services, how your customers should be purchasing them and why they should be buying them from you.
If you think about it, what do customers want these days?
They want to feel that their purchase was a great decision. They want to be confident that they bought the best combination of product, price and customer service that they could afford. And how will they know that?
By you educating them on what's really important!
And the best news is that you accomplish this through a well thought out marketing campaign, that targets people before they are ready to buy, right through to the after sale stage of the cycle. By the time they are ready to buy, they will be seeking you out, rather than you finding them.
Why has Crest Toothpaste been so successful over the years? Because they have educated people consistently over the years on the benefits of good oral hygiene as well as the fact that reports show many dentists recommend their product and the unique benefits of their product. They have done so through the "education" design of their ads.
They provided lots of free information for people letting them know what is really important and price never comes into it. Their success in "education-based marketing" placed them as a top brand in their marketplace. You can do the same!
The easiest place to start is to give your prospects the right questions to think about when making a buying decision. Do this right in your advertisement. You don't have to be a huge company to successfully adopt this approach.
Start thinking about what makes you unique and how to educate your marketplace on that basis.
I guarantee it will make you stand out and be noticed!
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