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Quit Playing “Whack-A-Mole” Marketing

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When it comes to marketing your business, one size definitely does not fit all.

Most businesses struggle with this.

You've seen it and heard it over and over again.  Businesses bludgeoning every person they come across with the same annoying message:

"Call 555-555-5555 NOW!", or "HURRY! You must act now before it's too late!".

No attempt whatsoever to segment their audience so that they can better engage them with laser targeted messages that will convert exponentially better.

I call this Whack-A-Mole marketing because it looks like this:

Whack A Mole Marketing by Steve Rosenbaum

A Better Way: The Buying Decision Process

Think about the last time you made a purchase of any significance.

I'm not talking about going to lunch or making your regular grocery list, but something that you put a little thought into such as a car, a computer, a cell phone or maybe selecting a chiropractor or dentist.

Did you impulsively act on the first message you heard, or did you conduct a little research first?

Most consumers go through a "Buying Process" that begins with the discovery that they have a want or need. Once that discovery is made they conduct some research, learn the alternatives, read some online reviews and so forth.

Today's consumers are empowered more than ever to make wise decisions. They are looking for "Experts" that will "Educate" them so that they can arrive at their own "Buying Decision"..

As author Jeffrey Gitomer says, "People don't like to be sold, but they love to Buy!"

The Buying Decision Process by Steve Rosenbaum

The reality is that only 3%-5% to of any given market is actually "Ready, Willing and Able" to buy, or what I call "RWA".

That's why companies that play "Whack-A-Mole" marketing are missing the mark 95%-97% of the time.

A more effective process immediately segments your contacts by "Filtering" for the 3%-5% RWA contacts that can be converted into immediate sales.

Just finding and immediately converting those RWA's alone would immediately improve your marketing results.

But you don't want to stop there.

After all, you still have 95%-97% of the market left that are potential future buyers.

In an upcoming post I will teach you how "Educate", "Entertain" and "Engage" those potential future buyers with a "Nurture Campaign" that will solidify your company as the trusted resource and only logical choice when they become "RWA"

Make sense?

Of course it does...

You can learn more about applying these concepts to your business right now in my training video, "What Success Looks Like".


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