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The New Language of Effective Marketing

Part II

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More Sales More Often

From Part 1: The reason most marketing FAILS is because it demands a level of relationship instantly that is only created over time. This is the secret we all forgot.

So what we are talking about here is this: If you want more SALES, MORE OFTEN, you have to approach your customers like they were real, genuine relationships – like an engagement. There’s a catch!  You have to understand the way relationships get built and grow on an entirely different level than you may have previously considered.  But good news:There is a specific pattern. As I’ve said for years, “The way you do anything is the way you do everything.” Marketing is the same! I will show you this pattern in just a second. But first, let me say this:

There is Way That Works

There is Way That Works

Relationships between a business and a customer must have the same intentionality you put into a good marriage. Why? Because they work the same way. Really? YES they involve two common denominators: people & trust. All the parts are there: commitment, promises, reconciliation, forgiveness, trust, intimacy, dating…it’s exactly the same: transactions of the heart. So why not improve all your relationships and increase your sales at the same time? Now that’s smart strategy! But…

Apparently quite a few DON’T see this link…because the divorce rate in the U.S. is at 54% plus. That means somewhere along the way, the skills we needed to engage, sustain and build a lifelong relationship are not getting taught at much above an “F” level. If affects us all. So what’s your customer divorce rate?  If it were 54% you’d probably be in heaven! Can you imagine having 60, 70, 80% of your customer base repeat purchasing?

50% percent of first marriages, 67% of second and 74% of third marriages end in divorce, according to Jennifer Baker of the Forest Institute of Professional Psychology in Springfield, Missouri.

So if these two ideas are parallels…customers and spouses…think about the implications. In the marketplace we divorce, as customers, for price and convenience. And I’m sure the rate is very, very high. But…what if we didn’t?

The Right Balance Always Produces Peace

The Right Balance Always Produces Peace

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Finding the Right Balance

So you need to take your current approach to marketing and look at tit through a new lens. The following KPI’s (key performance indicators) are a great starting point to help you consider changing some of your language and timing. See how your marketing language stacks up:

  • Don’t be self referential. Reduce the number of times you refer to your company or your product in your ads. A proper balance would be 5 mentions of them for every one mention of yourself.
  • Don’t proclaim. Lead the customer to admit it. Instead of saying, “We’re great,” say something that only a great person would say. Let the customer respond, “Wow. You’re great.” What are your customers admitting?
  • Admit your weakness. It makes the upside easier to believe. Imagine the impact of a car dealer saying, “A new car loses it’s retail value instantly. The important thing is to look at it’s long term usefulness as compared to it’s cost per mile. If the math doesn’t add up, maybe buy something used.” What are you admitting?

If you are in a hurry to get to the finish line, you’re apt to treat your customers with an unintendedly high degree of disrespect…here comes the slap! You have to genuinely care more about the relationship, than the result. Yes. You really do. That means you really have to think about the customer or prospect – A LOT – before you ever engage them. You must become a student of them and learn their language. You have to GO TO THEM. Not demand they come to you. And if you do…you won’t believe how good the results can be.

It Really Works!

It Really Works!

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Here’s the Secret Formula

Honor —> Security —-> Your Risk, Their Risk —–> Consummation

Show real respect (honor) by taking the time to learn about them. Do this consistently in all your communication until they feel secure. Pay attention to them…if they are not acting secure, you must do more honoring. When the time is right: Display a weakness. Admit a shortcoming. And take a risk. Watch their response. Look for their risk. It may be small, but if you’re blabbing on about how great you are, it will likely never come or else you’ll miss it if it does.

Now honor more, risk more. Watch. Listen. Learn. Taking small incremental steps. If you do this consistently, without rushing, true intimacy will result. True value! They will take something they value, and trusting you, exchange it for something you say is valuable.

If the saying is true, “Where your treasure is, that’s where your heart is” then all this “mushy” stuff might just be worth a try. One the other hand, look at the massive breaches in trust that now scar our economy. More and more brokers are shown to have literally raped the trust investors put in them. CEO’s dance on the crushed backs of employees and stock holders, and all the while moneyism still, incomprehensibly, parades through the streets without a stitch of clothing, without a word from the onlookers.

We’ll I’m shouting. And I bet you are too! The emperor has NO clothes. Capital worship turns the customer into a prostitute and business owners into third rate pimps who’ll say and do anything for a quick sale. An economy based on unending debt turns us all into wage slaves and pimps. Welcome to the glitzy plantation. Beatings are in the back but you get a frosty beer first!

Aren’t we all sick of this? And isn’t it SO obvious when you look at most marketing…why it fails us? Most marketing fails because the heart of it is wrong. We must be in our relationships for the long haul…for richer, for poorer, in sickness and in health. The way you do anything is the way you do everything.This could be a great time to make some changes here.

This Method Really Works

This Could Drastically Improve Your Top Line

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A Whole “New” Way

But there is a new way. And let me admit right now, this may not work for you. You are hard working, a risk taker, and you believe in what you do. You may feel down right now or very uncertain about the future. You may have lost most if not all of your hope. I understand. I’m living through this too.

But if you are committed and are willing to build for the long run, you can see fantastic results with what I’m talking about. I believe in something that gives me tremendous hope: Everyone has a true asset. Connected to that is my belief that everyone around you needs your true asset to be brought into its fullness.

My Attempt at Irony :)

My Attempt at Irony 🙂

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Can I Show You How?

As proud as you may be of your company and your products or services, most customers only care about how well you can help them meet their wants and needs. If you want more of them to buy, your focus has to be on the relationship. How do you communicate that to them? It starts with your intent. What do you really want? Money? or Value? Once that’s clear, we start with the words you use on your site, newsletters, marketing, when answering the phone, etc. Are you talking mostly about them and their needs or are you talking mostly about yourself? “We’re the best. Top quality. Our promise. Our product. Our inventory. Our prices.” Kinda one sided.

Well I’m hoping you see the value in this path of marketing. It’s frankly the best news I’ve heard recently and the results I’m getting and seeing others get is staggering. We just did a campaign based on this with a client and his company went from a 13% to a 52% response rate.

I want to share this with you. You may already feel like you’ve got the gist of this. That’s great. Maybe you can join us a share what’s working. On the other hand, if you’re not happy with your top line revenue… Here’s what you may want to consider adding to your toolbox:

  • A scientific and proven vocabulary that builds genuine relationships
  • An automated tool to put in any ad copy and see if you’re customer focused or still using “ad speak”
  • See where you can make marketing changes, quickly and easily, that will increase your sales
  • A way to use the internet to build your “tribe” – the customers that will champion your business for the long run (yes, in your industry too!)
  • Extremely clear flow charts that make implementing this strategy with your team MUCH easier
  • A key performance indicator system that allows you to understand the results of your efforts and those of your team and make the right adjustments at the right time
  • Plus, specific advise for your situation, industry, and product….
  • A proven path to better relationships with customers…and everyone else too!

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New Language Marketing Seminar May 7th

If this is resonating with you, please set aside this time to meet with me and let me show you how this works. As promised, you can attend for free. To register or see details, GO HERE. I am limiting this class size so please act quickly to reserve your spot.

I know you are busy with important things to do. So if you chose not to come, I can certainly respect that. But if you’ll let me show you this method in action, I think you’ll get the same results my clients are getting.

Best Regards,
Eric

Eric J. Beck

Eric J. Beck

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Upcoming Workshops

The New Marketing Method – May 7th-  Details HERE

iconAbout the Playbook

The Business Owner’s Playbook is written by Eric J. Beck to inspire, bring clarity, and help small business entrepreneurs discover strategies that will bring them success and significance. Many of the topics covered are also addressed in greater detail in Mr. Beck’s Total Integration Program. A system building process that has helped thousands of people to solve the marketing, sales, and management issues that can so easily drain resources and damage relationships.

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Remember what Fonzie was like? Cool. That's how we're gonna be -- cool. Critical is fine, but if you're rude or preachy, we'll delete your stuff. Please do not put your URL in the comment text and please use your PERSONAL name or initials and not your business name, as the latter comes off like spam. Have fun and thanks for adding to the conversation! (Thanks to Tim Ferris & Brian Oberkirch for the inspiration)

5 Responses to “The New Language of Effective Marketing Pt. II”

  1. admin

    @Adam Pendleton,
    Thank you for the kind words! Yes, treating people as essential beyond economics is the only real way to share value.

  2. Adam Pendleton

    Eric,

    What an AMAZING set of articles. I have been in sales for over 15 years and I began training my brother in sales about a month ago. I just now read your articles and it’s so refreshing to see I have been teaching him the same principles you so eloquently outlined in The New Language of Effective Marketing.

    You might call it Relationship Marketing, Truth Marketing, True Marketing, Care Marketing……..

    Keep up the good work!

    Adam 😀

  3. admin

    @Liz, You are very welcome! I think what you’re doing is very brave and it will pay off. Thanks for reading.
    Best,
    Eric

  4. Liz Dambya

    Wow!Thanks. I have found this very encouraging and enlighting.I resigned from my former job and decicided to grow my bussiness that i had for so long given a few hours weekly or none at all depending on how busy my full time job was.I have been reading your articles…and they are just what i need – makes alot of sense to me.Thanks again Eric. Liz

  5. Eric

    p.s. I am seeing great results with this method and it just makes so much sense. It should really be called Anti-marketing or Win/Win Marketing. Maybe you guys can help me think up a good name for it.

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