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Discover How “New Marketing” is Required to Survive and Thrive in Today’s Economy

Written by: Mike Saunders

Article Overview: Have you found yourself thinking "Whay is this marketing I'm doing not working like it used to?" What more and more people are realizing is that what used to work in the Old Marketing Age no longer is effective.

Discover How “New Marketing” is Required to Survive and Thrive in Today’s Economy

For the past 100 years businesses have been extremely successful in marketing their products and services with traditional methods that had been tried and true. Methods such as TV advertising, Radio, Newspaper, Direct Mail just to name a few were (and unfortunately still are) the mainstay for most businesses. Throw enough money at advertising to the masses through these media options and you would see great results.

But what has recently been discovered is that with the explosion of media that thrives on the use of technology, business owners no longer reap the lucrative rewards of success through these Old Marketing methods. They find that their old idea of marketing of attempting to “interrupt” the masses and convince them to buy their products and services no longer work and have become a tremendous drain on their budget. TV, Radio, Yellow Pages, Newspaper, Telemarketing and Direct mail are all in trouble because of the realization that we are in an age that demands marketing through New Marketing channels.
In his great book “Meatball Sundae”, Seth Godin describes New Marketing as:
”Fourteen trends that no marketer can afford to ignore. It explains about what to do about the increasing power of stories, not facts; about shorter and shorter attention spans; and about the new math that says five thousand people who want to hear your message are more valuable than five million who don’t”.

New Marketing is taking the realization that a consumer does not want to be “sold” a product or service, they not only want to buy it on their own accord, they want to feel like they know, like and trust the people and organization behind them!
New Marketing uses tools such as: My Space, YouTube, Twitter, Squidoo, Blogs, TeleConferences and Webcasts and delivers a marketing message with techniques such as “Permission and Viral Marketing”.

As a Small Business Owner, you must embrace the fact that you no longer can learn a few “closing techniques” to sell your product or service to the masses. You must realize that when you determine what your target market and ideal client looks like, and then discover what their burning needs are, then and only then can you come in to solve their needs with your product or service. You should not take the mind-set of selling what you have...you must make what you can sell!
This means that you discover and listen to your audience (clients and prospects) and craft your product or service to meet their needs….and if you cannot do that, you have the wrong audience!

• New Marketing capitalizes on every single client and prospect interaction as a form of media and advertising.
• New Marketing creates a warm and inviting environment around all your clients and prospects alike that allows them to communicate about your product and service.
• New Marketing allows the audience to feel heard and appreciated which builds for you a powerful outcome called “Social Proof”. People buy when they realize that others have bought and received great results!
• New Marketing is not just about the tools and technology to connect with an audience to sell your products and services, as much as it is a mind-set shift. It is thinking from the perspective of the audience, what they need, what problems they have, and then how you can effectively meet those needs with your products or services.

You know the old saying: “What is everyone’s favorite radio station? It’s WiiFM….What’s in it for ME”
We must recognize that this is how most of us are hard-wired and by refocusing on a mentality of giving to clients and prospects you set yourself apart. This is why a 3-step marketing process works so well:

Offer a Free Report or Mini-Course on your product or service
Have them opt-in to receive it by email
Follow up with an automated email series giving unique, fun content-rich information

This way they make the decision to ask for the information that interests them, they make the decision to reach out to you when they are ready to buy. Why do they reach out to you? Because you have provided them with something no other business has…information and research on the product or service you can offer them. While writing up the follow up material just remember to approach it in a manner that is completely educational with minimal selling.

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Article Tags: attention spans, direct mail, enough money, lucrative rewards, mainstay, marketer, marketing channels, marketing methods, media options, new marketing, new math, own accord, seth godin, small business owner, squidoo, sundae, teleconferences, true methods, tv advertising, viral marketing



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