Marketing Results Count - Don't Let Those NOT Buying Determine What You Say in Your Marketing
Marketing Results Count - Don't Let Those NOT Buying Determine What You Say in Your Marketing
Do you frequently have someone tell you, "Your marketing doesn't look very professional," or "You ought to change ........ in your marketing" Or another one I hear very frequently is "I'd be embarrassed to say that." Or "I might have deliver if I say that."
Trying to Satisfy All Results in Satisfying Almost No One
Does it seem that, as you are trying to satisfy everyone that you can't arrive at something that works? You get pulled in too many directions.
How many people do you listen to before deciding on what works and what doesn't?
Focus More on THE BUYERS Than Those NOT BUYING
First, the most important thing in your marketing is what works, not what some one or two random people say.
Let's look at it this way, marketing that works might have 5-10%, or even more, people responding to it. That also means that 90-95% of the people that read it either just didn't respond for whatever reason including it just wasn't the right time, or out and out didn't like it.
At 5% response that marketing was working, yet 95% of the people that saw it might tell you to change this or change that if you asked them. In fact they did tell you something, they didn't respond.
Marketing That Works vs Marketing That Doesn't Work
Let's redefine what doesn't work and what does--marketing that doesn't work is getting no one, or very few people responding to it. So, when you get 5% responding, you should be jumping with glee, and then looking to see what IS working, and how you can move that up to 6%, to 7%, to 8%, to reach more people. To do that listen to those that ARE buying, not to the ones that AREN'T buying. Find out what is compelling those to buy that are buying and turn that up a bit. If you see an increase of even a few tenths of a percent aren't you going in the right direction?
Whose Opinion Counts Anyway?
A good example of what not to do is a customer that called me about two years ago. They are a pretty large company and asked me if I could help them get one, JUST one, new major account a month. The first month was mostly an argument. No matter what I suggested, they wanted their ads to look like what they had already been doing, and that hadn't been getting results. They were stuck on "this is the way to do it" even when it was delivering nothing.
So, once they allowed the ad campaign to move forward, about 30 days later they were getting not the one new major account they had asked for, but 15 a week. By 90 days they were getting about 50 new clients a day. That is so far above the one a month they had asked for!
However, soon thereafter, I started getting calls saying "We've been getting comments that our ads don't look professional." Then they would make a suggestion to change to something that looked exactly like the ads they had before that was delivering near zero results. Someone on their board of directors had a picture in his head of what the ads should look like, so I kept getting those calls for the biggest part of a year, but I kept them focused on the fact that they were now getting over 50 new clients a day and "professionalism" is determined by who is buying, not the one or two that had no clue about what works in marketing that were pressuring for a change.
In January I got a call. "We've hired a major New York marketing firm to redo our marketing. I've sent you a copy for your approval." Of course, when I read it, it looked like we had returned to ground zero. I mean that literally, ZERO. Of course they weren't listening to the fact that they were returning to a concept that had gotten them zero before.
By the end of January I got a call, "How could you have let this happen...you are supposed to be the expert...our calls this month dropped to only 5 for the whole month." They had already changed the ad and the results had crashed. This is one of the times I have fired a client.
Don't Let Your Ego or Perceptions Get in the Way
Don't let your ego, or the picture in your mind of what you or anyone else think an ad SHOULD look like effect your judgment. The only thing that counts is the actual measurable result from those that are buying. There will always be a few that don't like your ad and may even vehemently dislike it. So whose opinion about "professionalism" or "what works" is important here?
In most cases, if we allowedonly one or two within that 95% that arenot buying to determine our actions we'd be back to zero results.
Marketing Results Count Dont Let Those NOT Buying Determine What You Say in Your Marketing - To learn more about this author, visit Alan Boyer's Website.
Like this article? Share it with your friends
Your Marketing Doesn't Look Very Professional - In the Eye of the Beholder
Do you frequently have someone tell you, "Your marketing doesn't look very professional," or "You ought to change ........ in your marketing" Or another one I hear very frequently is "I'd be embarrassed to say that." Or "I might have deliver if I say that."
Trying to Satisfy All Results in Satisfying Almost No One
Does it seem that, as you are trying to satisfy everyone that you can't arrive at something that works? You get pulled in too many directions.
How many people do you listen to before deciding on what works and what doesn't?
Focus More on THE BUYERS Than Those NOT BUYING
First, the most important thing in your marketing is what works, not what some one or two random people say.
Let's look at it this way, marketing that works might have 5-10%, or even more, people responding to it. That also means that 90-95% of the people that read it either just didn't respond for whatever reason including it just wasn't the right time, or out and out didn't like it.
At 5% response that marketing was working, yet 95% of the people that saw it might tell you to change this or change that if you asked them. In fact they did tell you something, they didn't respond.
Marketing That Works vs Marketing That Doesn't Work
Let's redefine what doesn't work and what does--marketing that doesn't work is getting no one, or very few people responding to it. So, when you get 5% responding, you should be jumping with glee, and then looking to see what IS working, and how you can move that up to 6%, to 7%, to 8%, to reach more people. To do that listen to those that ARE buying, not to the ones that AREN'T buying. Find out what is compelling those to buy that are buying and turn that up a bit. If you see an increase of even a few tenths of a percent aren't you going in the right direction?
Whose Opinion Counts Anyway?
A good example of what not to do is a customer that called me about two years ago. They are a pretty large company and asked me if I could help them get one, JUST one, new major account a month. The first month was mostly an argument. No matter what I suggested, they wanted their ads to look like what they had already been doing, and that hadn't been getting results. They were stuck on "this is the way to do it" even when it was delivering nothing.
So, once they allowed the ad campaign to move forward, about 30 days later they were getting not the one new major account they had asked for, but 15 a week. By 90 days they were getting about 50 new clients a day. That is so far above the one a month they had asked for!
However, soon thereafter, I started getting calls saying "We've been getting comments that our ads don't look professional." Then they would make a suggestion to change to something that looked exactly like the ads they had before that was delivering near zero results. Someone on their board of directors had a picture in his head of what the ads should look like, so I kept getting those calls for the biggest part of a year, but I kept them focused on the fact that they were now getting over 50 new clients a day and "professionalism" is determined by who is buying, not the one or two that had no clue about what works in marketing that were pressuring for a change.
In January I got a call. "We've hired a major New York marketing firm to redo our marketing. I've sent you a copy for your approval." Of course, when I read it, it looked like we had returned to ground zero. I mean that literally, ZERO. Of course they weren't listening to the fact that they were returning to a concept that had gotten them zero before.
By the end of January I got a call, "How could you have let this happen...you are supposed to be the expert...our calls this month dropped to only 5 for the whole month." They had already changed the ad and the results had crashed. This is one of the times I have fired a client.
Don't Let Your Ego or Perceptions Get in the Way
Don't let your ego, or the picture in your mind of what you or anyone else think an ad SHOULD look like effect your judgment. The only thing that counts is the actual measurable result from those that are buying. There will always be a few that don't like your ad and may even vehemently dislike it. So whose opinion about "professionalism" or "what works" is important here?
In most cases, if we allowedonly one or two within that 95% that arenot buying to determine our actions we'd be back to zero results.
Marketing Results Count Dont Let Those NOT Buying Determine What You Say in Your Marketing - To learn more about this author, visit Alan Boyer's Website.
Like this article? Share it with your friends
 | |
 |
No article feedback found. |
| |
Leave Your Feedback |
 | |
| |||
John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
|||
Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
|||
Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
|||
Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
|||
Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
|||
David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
|||
Staging DivaDebra Gould, aka The Staging Diva®, is President of Six Elements Inc., an internationally recognized home staging company. Inspired by many requests from aspiring home stagers wanting to start similar businesses, Gould created the Staging Diva Home Staging Business Training Program. Gould has trained over 1000 Staging Diva Graduates worldwide to start staging businesses. Buying decorating and selling six of her own homes in four years lead to an interest in real estate staging which she turned into a career with the launch of sixelements.com in 2002. Since then she has staged hundreds of homes in addition to teaching home staging training. Gould is the author of several home staging resources including a series of popular ebooks made up of a Design Guide, Color Guide and Portfolio Guide. For more information about Debra Gould visit stagingdiva.com. - Visit Staging Diva's Website |
|||
Casey GollanCasey Gollan, Business Coaching & Mentoring Programs. Add $1 Million to $10 Million in the next 1 to 3 years. Since 1996 Casey has to added hundreds of millions of dollars to businesses. Watch a free video see client results Business Coaching website. - Visit Casey Gollan's Website |
|||
|
To learn more about the Evan Elite Author Program please contact us. | |||
 | |
|  |
Subscribe to Alan's articles
 | |
|
|  |
 | |
|
| |
 | |||||||
|
 | ||
 |
||
 |
||
 |
||
|
| ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
|
 Federal Antitrust Laws Networking Impacts Income Partner Questionnaire Social Bookmarking Guide Ideal Client |
|
 | ||
 |
Email The Reporters
Press Release Builder | |
 |
Top 50 Debt Blogs
Learn To Get Out Of Debt | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
||||||||||||
|
Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
|
|
|
| ||||||||||||
| ||||||||||||
|
|
||||||||||||