The Nine Big Lies of Sales & Marketing - Part 3
Lie #3
You have to start running some ads and get your name out there.'
This one costs big companies BILLIONS of dollars.
It was also one of the main causes of the DOT COM tragedy that tanked the stock market in 2000.
Advertising is an essential ingredient, yet it actually works against numerous companies. But when it actually works in your favor, amazing things can occur.
All advertising MUST do one of two the following
1. Generate Sales or
2. Generate Sales Leads.
And do so in a measurable, quantifiable manner.
If you do either of those things listed above, you will have no issue getting your name out there and you will also make heaps of money in the process.
But if you simply try to get your name out there, you probably won't make any sales OR sales leads.
Worse still, if you employ an ad agency, your ads will usually be written by some English major who had never had a sales job in his entire life, a BIG mistake I presume, since advertising and selling two sides of the same coin and the agency account representative will attempt to win you over with a song and dance about winning awards.
Here's an ugly truth: Ads that win awards hardly generate sales. And ads that sell hardly win awards.
Can you recall the Talking Sock in the PETS.COM superbowl commercial? It was cute and unforgettable, but it didn't save those guys from the Dot Com Boneyard.
Dead Dot Coms Don't Lie.
People do not anticipate nearly enough from their advertising, and they don't hold it accountable for the end results. So they squander millions of dollars...then they begin pounding their sales people for orders on the 26th of every month.
Most corporations also try to make their advertising do too much. Let me explain more on this.
When you are making sales leads, you must note that all you are really trying to do is get people to raise their hands and identify themselves as someone who has a challenge or problem – and tell you who they are.
Anything beyond that dilutes the efficiency of your ad.
So don't make the mistake of revealing too much to them. The reason of pure lead generation promotion is NOT for you to tell them all about yourself - not in the initial step anyway.
The idea is for them to tell you who they are.
When you do this appropriately, it's easy, elegant, and outrageously effective. And most importantly, nobody feels like you're chasing after them.
And one more thing, everything you utter in advertising must be very specific, including what you do and who you do it for.
If you're busy being all things to all people--if you've got a big list of things that you can do, you are likely not going to sell anything to anybody.
You must first define a niche for yourself that is reasonably unique.
In fact even if you dont have a niche yet, you need to create one where it did not exist before.
Over a period of five years, I perfected a strategy for generating sales leads this way, and I would never, ever consider going back to the obsolete method for advertising.
'Prove to your clients that you're willing to work
harder, drive more miles, and bend over further than
everyone else to earn his business.'
See you soon.
To Your Success,
John Benjamin
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