It was legendary copywriter, Dan Kennedy, who said, "Until you know what business you are really in, you will never be able to succeed."
By William Ballard
You see, most people, when asked what they do for a living, will say that they are a Doctor or Chiropractor or Veterinarian or Teacher or Lawyer or so on.
The truth is: These things are nothing more than titles, they are not what you do for a living. You see, take a minute and really think about the question being asked: "What do you do for a living?" Or, better yet, "What do you do to make money?"
What you have to understand is that there is really only ONE way to answer that, and that is through sales and marketing. You see, the only way someone, anyone makes money is through selling and/or marketing goods or services.
It was Dan Kennedy who said, "You are not in the business of doing what you do, you are in the business of marketing the thing that you do."
Let that really sink in for a minute...
You see, you are not in the business of doing Doctor work or Chiropractor work or Teaching students new concepts, you are in the business of selling and marketing those services.
If sales and marketing are the only ways to actually make a "living" (increase revenue and profits), then it is essential to know how to effectively approach this most important element of the daily operations of one's business.
With that said, here are five steps to creating effective marketing assets, that not only generate new leads and nurture current customer bases, but also increases the flow of revenue and profits that you put on autopilot.
Step 1: Problem Definition
The first step to implementing marketing into your daily business operations is to define a problem that your target market is facing and find a way to articulate the solution that best fits your ideal client or customer.
With that said, there are many ways to be able to clearly define a problem that your target market is going through. You could conduct customer surveys or even employee surveys. Plus, just simply listening to what others in your community complain about is one way to discover marketing opportunities.
You see, the more you open your ears to problems, the more you are able to open your heart and mind to solutions.
Step 2: Data Gathering
The second step in the daily operations of marketing is to start gathering and organizing data in such a way that is easily digestible. We can achieve this through flowcharts, organizational charts, work samples, and audits.
This is also where we begin to develop a hypothesis and/or a set of theories as to how to effectively communicate and articulate our marketing messages so that they speak to the exact issues or concerns that our target market is facing.
This is the same kind of process that product development departments go through when producing a product that the market, not only wants, but truly needs.
As a marketer, the "product" that you are developing is a marketing message that not only logically makes sense, but also speaks to the heart of what every ideal customer or client is going through.
Step 3: Data Analysis
The third step in the daily operations of marketing is data analysis. Essentially, once we have determined the problem that our target market is facing, and we've gathered the information we need to really get down to the heart of the matter (the heart of the problem), then we are to analyze that data and use it as a way to strengthen our integrity and be transparent about our true intentions, which are to sincerely help as many people as we possibly can.
Think of it like this: The second step, data gathering, is like putting a magnifying glass to the problem, issue, or concern; the data analysis step is like looking at the data through a microscope.
Step 4: Solution Development
Once we have gotten to the heart of the matter, the core cause of the problem that our target market is facing, that is when we are then able to start coming up with marketing messages that will speak to those concerns and then provide the solution.
In other words, our marketing messages will be able to trigger the appropriate emotional impulses that our target market has, and allow them to be able to see that we know exactly what they are going through -- that we know (mind) and feel (heart) where they are coming from -- and are certain that our product or service is the solution to the problem that they are dealing with.
Step 5: Cost Impact and Payoff Analysis
The final step in the daily business operations of marketing is cost impact and payoff analysis. In other words, this stage is all about the return on our marketing investment.
I am of the belief that there is a huge difference between marketing efforts and marketing effectiveness. All marketing campaigns – social media ads, direct-mail sells letters, postcards, landing pages, email marketing, etc. – in my opinion, should not just be seen as marketing efforts, but that they need to be effective every time.
You see, marketing campaigns are not just campaigns but should be seen as marketing assets, and assets are certain elements of your business that are designed to make you money and keep your business in operation.
For example, if you owned a pizza joint of some kind, a top of the line oven would be considered an asset of that business because if you did not have an oven to cook pizzas you wouldn't be in that kind of business very long.
Let me put it to you like this: When it comes to business (and really, just about any area of life), there are things that are considered liabilities, and then there are things that are considered assets. Liabilities are cost sucks that provide you no return, and they depreciate in value over time. In short, they are expenses and not income generators.
However, when it comes to assets, assets are meant to make you money. They are meant to provide you a return on your investment (ROI), and they are to increase in value and appreciation over time.
This is the kind of service I provide as a marketing consultant and direct-response copywriter. I create marketing assets that are meant to bring in revenue and increase profits on a consistent basis. It has been said, "The company that is willing to spend more to generate a lead and nurture the relationship they have with a current customer will always win."
If you want to truly dominate your target market the key is to out spend/market your competitors. The best investment you can make is in your marketing efforts (or should I say: Marketing Effectiveness).
You see, if you are not first on the mind of your ideal customer or client, you will always be the last (Consider reading Grant Cardone's book: If You're Not First, You're Last).
In short, if there is any department in your organization that you should increase your budget for, it should be in your sales and marketing departments. This is because these are the only departments that are in the business of increasing revenue and profits -- the only departments that give you the highest return.
Now Over to You...
Now it is your turn to take the spot light!
Have any questions you would like to ask, or any thoughts you would like to share? Please ask away, or share any insights you have about the marketing aspect of your business in the comments below.
And don't forget to share this article with your friends on Facebook, Twitter, and LinkedIn. Trust me, you'll be glad you did!
William Ballard is an entrepreneur, international best-selling author, speaker, thought leader, and direct-response marketing expert. He is a highly respected and sought after master copywriter whose passion is to help local churches (ministries) and entrepreneurs get more for their hard work regardless of economic climate. His books, audio packages, membership programs, and seminars provide readers, just like you, with the practical tools necessary to finally answer the call to ministry or to launch their very own businesses and help propel them towards their path to true financial freedom. Start Here