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From:
Ryan S. Marion
Downtown Boise
Thursday, 8:32 a.m.
Dear Friend,
If you run a business, then you are most likely leaving big money
on the table.
Most entrepreneurs know something about marketing and advertising...but then
again, most entrepreneurs I’ve met are making critical mistakes with their advertising.
I’ve seen businesses that could easily become money-making machines, but
they struggle to make enough sales to stand on two legs.
And what’s depressing is the business owner is typically killing himself to
make the business survive and hobble along.
Often, I will see a business which is making decent sales but they are
missing out on big money because they don’t know about marketing fundamentals.
Of course, there are also businesses that DO know good marketing and they
want to see better results. They often make more nuanced mistakes, but still they are mistakes nonetheless.
Here are the mistakes I see the most:
1. You Don’t Advertise
If you fall into this category, then I have great news for you!
Out there in the world is an un-tapped well of the types customers you want...the high-paying customers that are
most likely to buy...and they simply have not heard of you.
If you have never even tried advertising then you can probably throw
something at the wall and get new sales. But it will only work best if you know the right approach that
fits your business and your market.
Imagine, overnight you get a new stream of business coming your
way, and your ad is profitable. That means you spend $1 on advertising and you make $3 in sales. In other words,
you make $2 of profit from that ad.
That’s great - you will have created a new money-making machine! (Advertising in a
nutshell)
Maybe you are more like me: you tried advertising and you didn't get good results
This was my experience when I ran my first business cleaning carpets.
I would run an ad for $600 and get back $250-$400 in business.
I figured it didn’t make sense to continue like that, and truthfully,
I was afraid to keep running the ads. I hated to see money fly away like that when it
didn’t bring in a reliable amount of business. It turned my stomach to run ads that
didn’t pay for themselves.
Business is a numbers game - I needed my business to be making money not
losing money on the cost of advertising!
So I gave up advertising. I relied on slow-growth advice which told me to deliver good
work (which I do) and then let word-of-mouth spread. I even went out and sold door-to-door when
I had the time.
Then I read a book on marketing and I realized something huge...
I Knew How to Run My Business But I Did Not Know
How to Market It.
I eventually studied under some of the best marketing guys in the industry, and
I learned skills which put my approach ahead of 99% of marketers out there.
I was honestly afraid to spend money on ads at first. I hated the feeling of
gambling on ads, but this time I was armed with the knowledge I needed.
I pressed on and experimented using trial-and-error for about 3 months until finally my ads started turning a profit.
So if this is you, then you are probably leaving money on the table because you (a) don’t understand
marketing well enough to make your ads work or (b) you are too gun-shy to spend money on advertising until
you find what works.
Now, if you already run a successful business that has served plenty of customers, then you are sitting on a gold mine and you don’t even know it:
Your Existing Customer List is One of Your Most Valuable Assets
You should be marketing to your existing customers because they already know who you are and trust you with their money! They are far more likely to pay attention to your ad and buy from you.
If this is YOU, then you are absolutely leaving money on the table (and we should talk!)
Anyway...on to the next mistake:
2. You Advertise For The Wrong Reasons
There are people who will run ads just to “take a jab” at a competitor or somebody they know.
Some people advertise in order to gain personal fame by being on TV or the radio.
Some people advertise “just to do it”.
But the main problem with these people is they don’t keep track of how many sales their ads actually create.
They have no idea if their ads are making money or if the ads are a total waste.
Let me make this clear: there is only ONE good reason to advertise...
To Make Sales!
My rule is this: any marketing work I do must be measured based upon the number of sales
it creates...in dollars!
3. Your Ads Are Not Being Seen By Your Market
You have a good message, and you have a good offer to make to your market. But you are spending a lot on advertising, and the results are just not as good as you’d like them to be.
What’s probably going on is you are not targeting your market specifically enough.
A simple example of this is trying to advertise a product to teenagers on Facebook. Think about it for a second...
Older people mostly use Facebook. There are relatively few teenagers using Facebook.
Instagram is a better place to advertise to a younger market like teenagers because that’s where they spend their time online.
The more specific you can target your market, the better.
This is how you can reach the potential customers/clients you really want.
4. Your Offer is Not Irresistible
Often coming up with a creative offer that’s better than a simple “%10-off" deal is the difference
between a profitable, winning ad and a losing ad.
In fact...
%40 of An Ad’s Success Depends on How Good the Offer Is!
Overlooking the importance of your offer can mean a world of difference in your sales. I guarantee there
are creative deals you can try out that will give you better results.
5. Your Message is Not Competitive
In other words, the writing in your ads is not good. The “copy” is not doing a good job selling to your market and understanding its needs.
This often comes down to a lack of good research and not understanding what your market really wants. It also comes down to a lack of willingness to test out new ideas.
The Solution
If you want to start cranking out more sales, especially during this recession we are in, then you need to step up your marketing game.
You can improve your marketing on your own, but this is a tough skill to develop and it will take a good deal of time and
effort (and money) to learn.
Or you could work with somebody who knows what they are doing.
I offer a free strategy session where I will meet with you on a video call to find out about your needs
and whether or not we are a fit.
This strategy session is NOT a big sales pitch. I only want to create value with this call.
So, if you show me your ads during the call, then I will offer to review them and provide my
recommendations (at no cost to you)
Here are some benefits I can offer you:
- Get more sales from your "gold mine" - your existing customers!
- Discover how to target the right people with your marketing
- Create irresistible offers that get you more business
- Create a money-making machine that will allow you to scale...fast!
- Develop new marketing strategies to win sales
- Find out why your copy is not converting
- Learn even more valuable marketing concepts
If you are ready to improve your marketing and generate more sales, then click the button below to schedule
a call with me.
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