Marketing Training
When you see a North Face ad, do you feel adventurous? Do you want to go out and climb a mountain, ride your bike, hike the local trail, or hit the slopes? Are you thinking about the warmth you feel when you wear your North Face clothes? Do you feel you are king or queen of the mountain when you wear a North Face jacket?
If these thoughts come to your mind . . . that is the point! This is MARKETING, and marketing is designed to make you feel a particular way when you see a particular ad for a particular product or service.
MARKETING is the King of all Kings. If you are able to market your product or service better than anyone else, you will sell more. Keep in mind that your product must be high quality, and your marketing efforts must adapt with the times. If you have these two elements in place, you will continue to sell more products or services. For example, if you market the same way today as you did 60 years ago, do you think this is effective? NOPE!!!
The purpose of marketing is to create LEVERAGE for your business. This leverage allows others to find out about your product so you don’t have to talk to every single person. Let me explain what I mean by this . . .
NO LEVERAGE:When I first moved to Phoenix, Arizona, I took a job doing door-to-door windshield sales, and the goals were:
Knock on the doors of 100 houses per day
Talk to 70 people per day
Out of those 70, at least 20 would likely have had damage to their car (making them good potential customers)
Sign up 3 new customers a day
I was paid $45 per windshield, so 3 new customers = $135 per day. I started work at 10:30 AM and ended work at 9 PM. The competition for windshield sales where I live in Phoenix is very high, and if I could only cover about 100 houses per day and make 3 sales, my personal ability to make money was limited to $135 per day.
LEVERAGE: The business owner of the company had about 20 people going out every day knocking on doors.
20 x 100 = 2000 houses
20 x 70 = 1400 people talked to
20 x 3 = 60 new customers
60 x $45 = $2,700 per day
Note: The owner was paid more than $45 per windshield but I’ve used my commission figures for this example because I don’t have access to his exact figures. This means he was making AT LEAST $2700 per day, compared to my $135—and probably even more than that $2700/day.
Do you see the difference here? The owner of the business has TREMENDOUS leverage. The person going door-to-door doesn’t get WEALTHY—the business owner does. He’s making all of the money because he has LEVERAGE. I hope you understand this point because it is very important in choosing a business and marketing model.
The type of marketing that uses methods like the door-to-door method is called Direct Marketing. To create the most leverage in your business, you want to use something called Direct Response Marketing.
Direct Response Marketing is a type of marketing through which you can reach many people without having to individually interact with each one of them, and the marketing is designed to elicit a direct response that is specific and measurable. For example, you might see an ad on the Internet and you click on it; then you see a video of a person. This person is (hopefully) sharing valuable information with you about whatever product or service the ad is about. In the video, they might tell you to fill out the information on the page to receive a gift, newsletter, or similar item. Clicking on the ad, watching the video, and filling out the information on the page are all specific, measurable direct responses that the marketing is designed to elicit. This ad runs 24 hours-a-day all over the world, and the person in the video doesn’t have to physically be there to provide the information to you, or to get information from you. This is LEVERAGE!
The key to this marketing is TARGETING your customers and clients, and the most effective way to target is to utilize the power of the Internet. By contrast, in the door-to-door example of regular direct marketing above, there was no targeting—it was just random.
Direct Marketingis when the marketer contacts the potential customer directly. There is no intermediary broadcast involved to leverage the marketer’s communication. In the example of door-to-door sales, I have to be directly speaking to an individual person. Therefore, my income is limited by the number of people that I am personally able to talk to about my business within a particular time frame. LIMITED LEVERAGE!
Examples of Direct Response: Blog, PPC, Facebook, Twitter, YouTube, Emails, websites, post cards…Each piece of the marketing has to tell the consumer to take action to get more information.
You must learn from someone who has MASTERED this form of marketing, and this is exactly what I did. I spent hours searching the Internet for the right coach and I read about some high-level coaching clubs. I knew this was the perfect resource to help me improve my marketing skills. Some of these clubs cost $5,000 per month, but I found clubs for anywhere from $500/month all the way down to $25/month. However, I wanted to learn from a master and I’m not afraid to invest in my business, so I told myself I could spend about $100/month. In order to meet my commitment, I shut off my cable and stopped eating out more than once a week. (These are the kinds of powerful, practical choices that are often required when you first start investing in a new business. If you aren’t sure how to go about this type of planning, Contact Me for mentoring.)
The club I joined is called “My Global Training,” and it was founded by Mark Hoverson, who I met at a marketing event in Las Vegas. After watching some of Mark’s training, I knew he was bringing top-notch material and techniques to the table and that his was the right club for me. He has taken my marketing skills to another level. What’s more, I’ve found a good friend in Mark, and we meet up in person every couple of weeks.
If you want to grow your Direct Response Marketing skills, DON’T waste another minute!
Click the link below to learn about Mark’s club:
Taking your business to the next level requires you to take massive, effective action. This is exactly what I have done over the past year. I was completely lost in outer space when I started to learn how to market, but now I am seeing big results and I want to help you do the same!
This is Mike’s first commissions from the first ads he placed on Facebook.
So join my email list below, and as a special thank-you, I’ll send you . . .
My 8-Day “LIGHTS OUT” Marketing Video Training Series For FREE,
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