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If you’re suffering from lagging sales or perhaps your revenue has flat-lined, it could bebecause you don’t have a “marketing system,” in place for your products or services.
Sure, there could be other reasons, but time and time again, I find the major factor forbusinesses hemorrhaging is because they don’t have “a structured client attraction marketingsystem” in place.
If this sounds like you, here with my compliments is what I believe to be the most powerful,yet “easiest to implement” marketing system on the planet.
I developed this system over a couple of decades and it works every time if you join the dots.
I call it “The Wheel Of Wow” and it’s yours to “swipe and use” for your products or services.
The fastest and the mostpowerful way to rejuvenate
your business!
Client Attraction System
1. WHO IS YOUR MOST PROFITABLE TARGET AUDIENCE?
You’ve no doubt heard the “80/20 rule,” where 80% on yoursales come from 20% of your customers.
It’s time for you to take a good look at your sales anddetermine WHO is your most profitable customer – and thensimply look for more people who look like them!
So if you own a hair salon and you find that your “mostprofitable customer” happens to be a female 42 to 60 yearsof age who comes from a particular geographic region wherewealthier people live, you immediately know where to betargeting your next letterbox brochure campaign.
If you own a hotel bar and you determined that “workingclass males” between 30 and 50 years of age are your most profitable target audience, you can focuson targeting this demographic in your marketing strategies.
When I was creating the marketing campaign for the Greater Building Society’s home loans, the seniormanagement told me that their target audience consisted of anyone over the age of 21.
I highlighted to them that the “most profitable target audience” would surely be the people borrowing fortheir second or third homes, given that the loan would understandably be twice or three times the sizeof a “first home buyer.”
I remember “the light bulb” turning on for every one of the senior managers of this financial institution,as they realised they had been wasting millions of advertising dollars previously by simply casting theirnet far too wide.
Therefore I designed their advertising to predominantly target people over 35 years of age looking fortheir “second or third” home loan – and the results were stunning.
When you identify your “most profitable target audience,” you need to profile these people andunderstand their likes, dislikes, habits, geographical location and what is their regular communicationsappetite?
In other words, how best can you reach them, via online and offline?
You need to devise a way of communicating to them in the “most cost effective fashion” (eg: GoogleAdwords, SMS, letterbox brochures, Facebook, Radio, Television, Newspaper, or whatever)
Let me repeat again the most important thing for you to remember when putting together yourmarketing campaign – determine your most profitable customers and then look for more people wholook like them!
2. CREATE A WOW!
With consumers now reportedly beingexposed to over 3,000 advertisingmessages a day, trust me, you need a“wow” to stand out from the crowd!
Every single day we are bombardedwith messages from TV, pay TV, DigitalTV, paid newspapers, free newspapers,Facebook, Twitter, freeway supersizeposters, AM radio, FM radio, emails,direct mail, cinema advertising and soon ……you get the idea, we live in busytimes!
So if you want to stand out from your competitors, you need to become the “UN” of your industry.
If you’re a plumber, you should strive to become the “UN-plumber.”
If you are a pest services company, you need to be the “UN-pest services business.”
Play this little brain-game regularly to remind yourself that in order to escape “the sea of sameness” inyour industry, you need to be UNLIKE any of your competitors – because if you’re not, you probablygoing to be just one of the herd and your communications will be mostly invisible.
In the game of marketing, there’s nothing wrong with being “the black sheep,” I can assure you.
My company tagline for The Institute Of Wow is “Learn To Deliver The Unexpected!” and that’s exactlywhat the likes of Richard Branson, Lady Gaga, Oprah Winfrey, Bill Gates, Steve Jobs and MarkZuckerberg have done very, very well.
A certain pizza company called Domino’s put itself on the map back in 1973 with a very clever “wowfactor” of guaranteeing “customers would receive their home-delivery pizza within 30 minutes of placingan order or they would receive the pizza for free!”
This simple, but very effective “Wow Factor” immediately distinguished Domino’s from its competitorsand instantly catapulted the company’s sales to dizzy heights.
McDonalds cleverly did likewise with their Happy Meal Toy.
My wife and myself have 6 children and at one stage, we had all of them under 12 years of age.
During this period, I think we spent about $5 billion on Maccas Happy Meals and I couldn’t tell you whatthe price of the Happy Meal was! (Okay, I exaggerate ….. it was $4 billion!)
Why didn’t we know the cost of a Happy Meal? Because McDonalds had taken “our eyes off the price”because of the free toy!
In recent years, I developed a concept for the Greater Building Society which skyrocketed their homeloans to record levels virtually overnight.
It was very, very simple.
Get A Home Loan From The Greater And Get AFree Holiday!
The society simply stopped their “honeymoon ratediscount promotion” and devoted the same investmentto providing a “Wow Factor Free Vacation” - and neverhad to advertise on price again!
(Can you imagine a bank NOT having to advertisehome loans via interest rates?)
The “Free Holiday” concept catapulted the society’s home loansto record levels - & ran for nearly 10 years!
Why doesn’t a hair salon provide a “Cinema Point” with every$50 worth of expenditure and then when a customer saves 6points ($300 worth of expenditure), she receives 2 tickets to thecinema (costing the hair salon about $30).
So the hair salon gives up 10% of the $300 requiredexpenditure, but has loyal customers forever because of this simple “Wow Factor!”
Think about how you can create a “wow factor” for your target audience that would take their eyes offthe price!
3. USE THE PROBLEM/SOLUTION TACTIC
Always remember that people will be willing to pay more toeliminate “pain” than they will be to simply experience“pleasure.”
This is why you should adopt the “problem/solutionscenario” in all of your marketing.
Panadol and Nurofen have got it right – they show a typicalprospect with a headache and then 15 minutes after takingthe tablet, white doves and heavenly music appearbecause the headache has gone!
Think about what problems your prospect has, how you cancommunicate that problem or frustration – and then how you can provide the solution.
The good old “pain to pleasure” persuasion tactic is absolute dynamite when it comes to influencingpeople to take action.
Smart insurance companies show a graphic of a home burning down or being burgled when they areselling “home and contents insurance.”
And Jenny Craig does a wonderful job of “problem/solution marketing” by demonstrating the wizardry ofthe company’s dietary program by using “before and after” case studies.
4. BE DIFFERENT ONLINE – CREATE A 24/7 WEBSITE THAT SELLS!
No longer is your “Director Of First Impressions” yourreceptionist – it is now your website.
And I’m sorry to say this, but the majority of businesses’websites are woeful.
They are put together by “tech-heads or graphic artists”who don’t have an ounce of marketing skills or salesknowledge.
Your website designer might be a reasonable artist andyou may have a website that’s pretty – but that counts fornothing if your visitors are not being converted to “buyers”or “clients.”
You need to recognise that your homepage is themost important page of your website (just like thefront cover of a magazine is the most important pagefor the publication) and therefore you need to makesure that it contains most or all of the followingcomponents:
A compelling “benefits headline” that evokes andintrigues.
Persuasive copy that highlights the“problem/solution” scenario.
A Welcome Video that quickly explains thebenefits that your product/service provides.
A data capture facility such as a Free Report orVideo Download – the idea being to grab contactdetails of all visitors.
Video Testimonials from clients or customers,saying how wonderful your product/services areand how it will solve their challenges and
problems.
One of my many website homepagelayouts I put together for clients.
5. BUILD REPETITIVE TRADE
For most of us in business, we don’t want just “a one-time”customer – we want a loyal client who will come back overand over again.
And the way to do that is to create a marketing plan whichincludes providing “incentives” to stimulate repetitivepurchasing.
And guess what – the vast majority of businesses don’thave any sort of “loyalty program” or stimulus for enticingrepetitive trade.
When was the last time you went to a restaurant and theyasked for your contact details? The answer is probably “never.”
When was the last time you purchased anything from anyone and they collected your contact details?
Again, I bet your answer is something like “not lately!”
In Australia, you can go to Woolworths, Coles, Bunnings, Bakers Delight, Harvey Norman or Dick SmithElectronics - none of them will ask for your details.
Even McDonald’s get 1.7 million customers a day in Australia and they don’t ask one of them for anycontact details! (And yet they have a golden opportunity of doing so by turning their “receipts” into EntryForms!)
The amount of money being left on the table by all of these organisations is phenomenal.
So don’t make the same mistake yourself.
Collect the “contact details” of your prospects and your customers – and make sure their mobile phonenumber is included – because SMS marketing is a “red-hot” opportunity for you! (now that email “openrates” are falling!)
Aside from the obvious online application of this philosophy – such as having a Free Report that peoplecan download from your website homepage – consider setting up a Reward Program whereby yourcustomers receive a point for certain levels of purchase and they save those points to redeem for“rewards.”(I gave you the hair salon “Cinema Point” example in Section 2 of this document.)
Many cafés have been doing it with their Coffee Card for many years, where you get a stamp on yourcard for every coffee and when you save 9 stamps, you get a free coffee.
This is fabulous, AS LONG AS THE CAFÉ COLLECTS YOUR CONTACT DETAILS WHEN THEYGIVE YOU THE LOYALTY CARD!
Hope you’ve enjoyed getting a “taste” of what I believe is the most powerful “CLIENT ATTRACTIONFORMULA” in the world and I encourage you to follow this mantra and reap the benefits!
The last thing you want to do is “market your products or services via price discounts.
Why? Because “discounting” is simply NOT SUSTAINABLE …….. you can’t operate profitably if you have a50% Discount Sale every week.
Trust me, if you follow my “Wheel Of Wow” marketing formula, you’re more likely to attract the right type ofclients – ones who pay more and stay longer.
May the “Wow” be with you!
And don’t forget……..”to make a difference, you have to be different!”
Regards,
JD
John Dwyer
www.theinstituteofwow.comP.O Box 1227, Oxenford.
Gold Coast, Queensland. Australia 4210Email us at: [email protected]
Phone #: +61 7 55 919 566
