It's Time To Get GROWING!

Does Your Message Match Your Market?

Hi Business Owner,

My name is Bob Britton, a fellow small business owner and President of Marketing Automation Group.

In the strategy before this we talked about how important and critical to your success it is to have a Unique Selling Points (USP). Your USP is your specific message.

Now we will talk about how important it is to make sure your message (your USP) matches your market. What I mean about this is that the greatest message in the world is useless if it goes to people who don’t care because they will not “hear it”. You have to be communicating to the right people. This is called “Message to Market Match.”

For example – If your market is homeowners you would NOT want a message like “If your computers go down we’ll get them up fast so you don’t loose any transactions”. That may be OK for small business owners but not for homeowners.

Who is your ideal client?_______________________________

What is their age?____________________________________

What is their income?__________________________________

Where do they live?___________________________________

What else do you know about them?______________________________

So you have to have a strong message and a good market match to be right on target in your marketing.

Now you have the two things that MOST business owners never even thinks about and that’s one of the reason they are struggling.

A USP
Your Message Matches your Market

If you have any questions, need some immediate advice, or would like to get involved with my program please give me a call at 585-633-7563.

To your success,

Bob Britton

Do You Have Unique Selling Points (USP)?

June 12, 2014
/ Business Sales Uncategorized
/ By Bob Britton

Don't waste your marketing money! Hi Business Owner,

My name is Bob Britton, a fellow small business owner and President of Marketing Automation Group.

The first step in establishing your unconventional marketing is to determine your “Unique Selling Points” (USP). This is what makes your business special or different from everyone one else.

It answers the client question, “Why should I do business with you, instead of your competitors?”

It’s OK if you don’t know what your USP is right now; I can help you determine what your USP should be. But for now, I want you to fully understand how powerful a USP can be and that you simply have to have one.

If you think your USP is, “I have better prices than everyone else,” or “I have 20 years experience,” or “I am an honest and ethical person,” that is what all your competitors are saying too, so it does not make you unique; it just makes you the same.

Let’s determine what your USP is.

What makes you DIFFERENT from all your competitors? List them here. (Remember lower price, years of experience or your a great ethical person are no good to use. Think about your location, your employees, your hours of operation, the way you do things, Etc.)

1.________________________________________________

2._________________________________________________

3._________________________________________________

4._________________________________________________

5._________________________________________________

6._________________________________________________

7._________________________________________________

Here are a few USP samples for an example business we have come up with. Feel free to use any of these that work for you, or tweak them until they do.

• “The Exact Computer Services You Want, Or Your Money Back!”

• “You Get The Best Service Ever, Or It’s Free!”

• “You Get 24 Hour Service, Or It’s Free!”

You always have to be thinking about what your clients want, not what you think they want or need.

Warning! I see businesses trying to be, “all things to all people,” instead of being specific with their offer. A lot of times, business owners don’t think the market is big enough for the one, two or three things they do very well so they add a few other things. Now, what they’re doing is diversifying their offering so much that their marketing message gets confused. If you can’t tell people what you really do, then your marketing efforts won’t have any power.

You are most likely very good at the services you currently offer; all you have to do is get good at marketing them. I promise, there are plenty of potential clients who are in your specific market.

Write your USP here:

_____________________________________________________

If you have any questions, need some immediate advice, or would like to get involved with my program please give me a call at 585-633-7563.

To your success,

Bob Britton

Are You Being Sucked In By The Advertising “Blind Archery Trap”?

Hi Business Owner,

My name is Bob Britton, a fellow small business owner and President of Marketing Automation Group.

This strategy is about hitting the “business marketing bull’s eye” and the steps you need to take to get away from the “Blind Archery Trap”. Most business owners run their advertising and marketing as if they were shooting at an archery target with a blindfold on trying to hit the bull’s eye.

In order to avoid the blind archery trap (diagram on next page) you have to target your marketing and concentrate only on marketing that is tractable and measurable. And you want to structure your marketing so that you are not running around looking for potential clients. You want them to come to you.

What is Unconventional Marketing?

Unconventional marketing is a series of automatic systems that deliver to your business pre-interested; pre-motivated and pre-qualified potential clients who want to buy your services and products. It is predictable and dependable and brings you the right amount of potential clients when you want them. All this is done automatically with out much manual labor on your part.

Unconventional Marketing is NOT?

Getting your name out there. Building your image. Running ads in magazines that are not tractable. Begging people for referrals, passing out your business card. Taking people out to lunch. Giving coffee mugs away with your logo on them. Giving out your web site address. Handing out your brochure and price list. Hoping and wishing for people to call you.

So how do you actually sell your computer services and products? How do you communicate it to your potential clients properly? How do you deliver it in a way so that it is enjoyable so people want to do business with you and you don’t come across as a pushy computer geek?

You have to change your positioning so that they are coming to you and you are NOT going after them. We will show you how to structure your marketing so that they are coming to you.

Now we have just flipped the positioning and now you have all the leverage.

If you have any questions, need some immediate advice, or would like to get involved with my program please give me a call at 585-633-7563.

To your success,

Bob Britton

Did You Know…You Are Not Your Own Client

June 12, 2014
/ Business Uncategorized
/ By Bob Britton

Did You Know…You Are Not Your Own Client

Hi Business Owner:

My name is Bob Britton, a fellow small business owner and President of Marketing Automation Group.

This is a mistake that many, many business owners make. What this means is that you do not know what your clients will want or how they will react.

We’ve heard lots of business owners tell us that ‘Well, my clients won’t like that or respond to it’. This is a huge mistake. You are not your client. You don’t know what your client will or won’t do until you try it.

Please don’t call us up and say, “This will never work with my clients.” First of all, that’s very foolish. You don’t know what will or won’t work with your clients. Second of all, these marketing strategies have been tested all over the country. They work. Period.

If you can’t get something to work, call us and we’ll help you get it to work.

We had one business owner tell us, ‘I tried this and it doesn’t work.’ This would be like questioning the laws of aerodynamics every time a plane crashed. No one does that. They ask what was wrong with the plane or what mistake the pilot made.

What he should have said was, ‘I tried this and I couldn’t get it to work.’ Or even better yet, ‘I tried this, I couldn’t get it to work, do you know how I can get it to work?’ Then we would have explained what he was doing wrong so he could correct it. He ended up losing thousands and thousands of dollars because he was so sure this didn’t work!

If you are trying a new product, like a new software program, ask your clients if they would be interested in buying some from you. See what they want in software and see what they don’t want. Then give them what they want.

If you don’t do that, then you need to test small. For example if you find a software program that you think is fantastic and you think your clients will buy it, – don’t buy 100 units and then find out that your clients hate it. Buy a small amount of inventory and see if you can sell it. If you do, then buy a little more. Start small and work your way up. Always remember that you aren’t your own client!

If you have any questions, need some immediate advice, or would like to get involved with my program please give me a call at 585-633-7563.

To your success,

Bob Britton

Do You Know What The Lifetime Value Of Your Client Is?

June 12, 2014
/ Business Uncategorized
/ By Bob Britton

Do You Know What The Lifetime Value Of Your Client Is?

Hi Business Owner,

My name is Bob Britton, a fellow small business owner and President of Marketing Automation Group.

The name gives the concept away, and it’s so simple that we remain dumbfounded that so many people in business never consider it.

Here’s what it’s all about. By definition, the Lifetime Value Of A Client (LTV) is the total profit produced by an average client over his/her lifetime association with you. Once you know your average clients lifetime value you are then in a position to make a judgment on how much you can afford to spend to convert a prospect into a client.

For example, let’s say that the first time your average new client does business with you she spends $150.00 ($100 for some repair, $50 for an oil change, and tire rotation) she comes back or you go to her every 6 months In the course of one year she is potentially worth $300.00 to you just for service work. She is going to be your client for 7 years. (Then she moves to Florida or gets a divorce, because “life is a moving parade”) In 7 years, she will have spent a minimum of $2,100 with you.

Now you have to figure out how much of that is profit to you. Let’s say its 50%. So you (theoretically) will make $1,050.00 profit on your average client over the next 7 years.

How much are you willing to pay to get a client? You could spend up to $1,050.00 and still break even in 7 years. We don’t suggest that. But up to $50.00 seems reasonable. Wouldn’t you invest $50.00 to get $1,050.00 back in 7 years? But you don’t even have to wait the full 7 years to start getting it back. On the first sale you make money, more than enough to recover the $50.00

Let’s say that your average client refers at least one other client to you. Now your profit from that client is $2,100.00. $1,050.00 from the first client, at $1,050.00 from the referral. Referrals are even more profitable than clients gotten through advertising.

Start calculating the lifetime value of your average client. One of your goals should be to increase this value by getting your clients to refer more often, increasing the average ticket, making repeat clients more frequent, and selling them more product and services.

This is a mistake that many, many business owners make, especially business owners. What this means is that you do not know what your clients will want or how they will react.