What are the elements of a Magnetic Marketing System?
1. A select group of prospects (sometimes referred to a s a “farm”, “farm area”, or “target market.” Note: the better the selection, the better the results. As an example, I worked on a developing a new direct-mail system for a start-up company, marketing to business owners nationwide. With the first mailing to about 20,000 business owners with over $1M in annual revenue, we received a 1% response. Upon analyzing the results we saw that no companies with revenue of less than $2M annually responded. So we mailed again to only businesses with over $2M in annual revenue and we received a 3% response. This equates to a 300% increase, which means the difference between a profit and a loss. With further refinement, I believe we are going to get a 5% response.
2. Appropriate media for best reaching the prospects. Direct mail, email, phone calls, postcards, banner re-targeting, Amazon, Google, Facebook and much more. There is no good media or bad media per se. The question is always, “how can we best cut through the clutter and gain the attention of these particular prospects? The upcoming Magnetic Marketing System presentation will provide rich content, examples, formulas, and ideas of what’s working today. And most of all, you want to avoid “one-shot” marketing in favor of sequence, often using more than one media.
3. A compelling message of strong interest to your chosen prospects. Get away from big, broad, sloppy, one-size-fits-all marketing messages … and stop talking so much about your products and services. l talk and THEIR interests, desires, fears, and frustrations.
4. An “irresistible offer.” In getting new prospects to step forward, indicate interest gives you permission and invitation to sell to them, this is often done by creating and offering ‘information’ of relevance to what you sell and of interest to the prospect. For example, a martial arts school owner might offer a free report titled, “Interviews with Top Teachers, Psychologists and Coaches on Helping Kids Succeed.” (Within these pieces, it is, of course, revealed that learned discipline, physical help and fitness matter, and can nest be achieved through martial arts. However, the person responding to this does not initially need to be interested in martial arts – but is a genuinely concerned, involved parent who will be receptive to the whole story.)
5. A means of response and “capture.” Interested, ‘highly-probability prospects’ need easy, non-threatening ways to respond – you may use regular phone number, also a free recorded message line, a web site, fax back form, a reply card, coupons, surveys; different options for different situations. If driving people to a web site to obtain the information you offer, be sure it “captures” as much of the person’s contact information as possible.
6. Multi-Step, short-term follow-up. The information should carry with a second “irresistible offer” – tied to whatever next step you want the prospect to take, such as calling to schedule an appointment or coming into the showroom or store. Then a series of follow-up “touches” by mail, e-mail, fax, phone are tied to expiring deadlines of that offer. This uses the “First Notice: Second Notice: Third Notice” structure basic to Magnetic Marketing, illustrated numerous times.
7. “Maintenance or follow-up” of unconverted leads. People who do not respond immediately – within your first few weeks of intensive follow-up – may have many reason for not “maturing” into buyers more quickly, There IS value in the bank of slow-to-mature prospects. They should continue hearing from you once to several times a month.
This is a “Rome isn’t built in a day” for most businesses and you may be too quickly tempted to think it sounds too complicated or like too much work or not well suited for your business. But this is the path to liberty, so it shouldn’t be brain-dead easy or child’s play simple. By ‘path to liberty’ I mean that this – and only this – can transform a business (and yes, ANY kind of business) from those random acts and erratic results of endlessly repetitive manual labor cold prospecting or wasteful advertising to a business running on system. A system I like to call Magnetic Marketing.
How Magnetic Marketing Will Change Your Business Life Forever
If you own a small business of any kind: How would you like to stop being an advertising victim? Finally get accurately measurable, quick results from each and every dollar you put into ANY kind of advertising, marketing, or promotion? At will, attract a flood of new customers? At will, spark a huge cash flow surge? Define and DOMINATE ant “target market” of your choosing… for less than $2.00 per prospect? (It doesn’t matter if you own a company selling sophisticated software only to the Fortune 1000 or a local flower shop, incredibly what I’m about to reveal to you can “re-invent” you entire marketing process for the better!)
If you are a Sales Professional: How would you like to end cold prospecting once and for all? Posses new, powerful ways to magnetically attract prospect who are pre-disposed to view you as an expert ally and advisor, pre-disposed to buying from you. Put an end to being “screened” to phone tag? Have qualified prospects eagerly asking you to make time to see them?
If you are a Sales Manager or Marketing Executive: How would you like to cut all the fat, waste, even the uncertainty out of your company’s advertising….AND….make your salespeople immensely more productive?
Learn how Magnetic Marketing works in your business.
call: 301-996-8549
email: Deals@DaveGagner.com
Best Regards,
Dave Gagner
Certified No BS Business Advisor
the kewlest parts of Maryland
