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[K111]Kotters 8 Step Model

by Adam Urbanski, Ada

Here is just a short list of "marketing culprits" that are likely keeping your business from reaching its full potential:

Unclear Target Market. It absolutely makes my marketing blood boil when I hear "our service can help everyone". How on Earth do you find everyone?

Confusing, Self-Centered Marketing Message. Since the early 1900 marketing geniuses like Claude Hopkins have been telling us that shouting "we are the best, come buy from us" doesn't work - no matter how loud you scream! Amazingly, over 90% of all marketing materials out there are doing exactly that!

'Hop-And-Drop' Approach. Any worthwhile skill takes practice. Yet most small business owners abandon each marketing tactic after just one try, without giving themselves a chance to get good at it. It's like a running rabbit - switching direction with every hop!

On and off approach. Spending a lot of time and effort on marketing when the business is slow, but then giving up on almost all promotional activities when business gains momentum!

Not Preaching To The Choir. Most businesses make the mistake of chasing new markets all the time instead of maximizing profits using their existing database of current and prospective clients.

If you can put a "yes, guilty as charged" checkmark next to any of those statements, chances are you are not profiting from your business as much as you could. To help unleash the extra profits currently hidden in your business or practice here is a simple Five Step Marketing Model.

1. Create a MAP!

You don't need to kill a tree to create an effective Marketing Action Plan. Simply describe your target market, their problem, and the benefits your service or product offers. Identify five to ten ways in which you can get visibility and generate new leads. Finally, list all the action steps you need to take daily, weekly and monthly and assign specific deadlines and outcomes to each step.

2. Craft Your Magnetic Marketing Message!

Potential clients don't give a hoot about your titles, awards, and prestigious office location! All they want to know is that you understand their problem and have an effective solution to it. Communicate those two things clearly and new clients will flock to you like bees to honey!

3. Develop Attraction Tools!

Forget about the self-focused brochures! You need promotional materials that intrigue interest and generate response. Today's technology allows to easily and inexpensively assemble and distribute information products - like special reports or CDs - that illustrate your capabilities and effortlessly promote your services.

4. Generate Leads. Getting all the visibility in the world will not do any good if you are not giving your potential client an irresistible reason to contact you. Try and test several marketing messages and media to see what promotional strategies bring in the biggest bang for the buck.

The key here is testing - tweak your approach multiple times before you decide to completely abandon it. What might have been a big flop at first, with a bit of tweaking can turn into a total goldmine!

5. Follow-up, follow-up, follow-up!

Studies show that over 80% of all sales are made on or after five contacts with the prospect. However, more than 80% of follow-up ends after just three attempts! Creating and automating a systematic follow-up process is a must to maximizing your marketing ROI.

Develop a series of 12 to 24 meaningful communications each addressing something of relevance to your prospects and find a way to periodically distribute them to prospects and clients.

6. Learn To Sell!

The thought of selling causes most professionals to cringe. Fact is, effective selling is not about memorizing hundreds of closings tactics or becoming an attack dog that corners prospects into saying "yes". Instead, study a consultative approach model and become a master of asking powerful questions that compel others to action!

That's what happened to me the other day - tuckered out and brain dead after a long work week, followed by a bouncy-house bash celebrating our son's 4th birthday. I flopped on the couch, flipped through a few channels, and literally squealed with delight when I saw the Brad ?n Angie show was in progress.

But as I tried to focus on the lips, thighs, and biceps, I found myself instead drawn to the relationship dynamics between these two smoldering costars. (Rats.)

The more I watched, the more it became clear to me: "Mr. and Mrs. Smith" epitomizes what it's like to own and run a business with your spouse.

Here's why?

1. YOU RECOGNIZE YOU TANGO WELL TOGETHER. Because you're interested in building a dream life as much as you are in building a business, choosing your spouse as a biz partner seems like the greatest idea ever. Sure, you hear not-so-subtle warnings from family, friends, and associates, but hey - you know the bond with your spouse is like none other. So you say "risk be darned!" and dive right in.

2. YOU FORM A UNITED FRONT. Side by side, you show the world you're serious, you're together, you're professional, you're for real. Your public face is "Game on!" and you're ready for anything life throws at ya.

3. INTERNALLY, YOU'RE ALL ABOUT "THE MISSION." Pow-wows, power struggles, reactive practices, on-your-toes strategizing, kamikaze business planning, focused trouble-shooting, and some very, VERY unsexy pillow talk. You're both on-call to your life, goals, and future 24/7, and it's an all-or-nothing operation. You want the dream, and now you've created the reality to make it happen. Unfortunately, there is no Plan B!

4. SOMETIMES, YOUR BEST EFFORTS BLOW UP OR BACKFIRE. Oh yeah, this "Married - With Business" thing can throw you some hand grenades, that's for sure. To make matters worse, few of us look so fetching with our pants down as Angie and Brad do. When you're standing in the rubble of your choices, wondering how you're ever going to get out of the mess you've created, it can look downright glum - for your business, AND your marriage.

5. INEVITABLY, THE FATE OF YOUR LIFE AND BUSINESS HANGS BY A THREAD AND A PRAYER. Do you escape? Cash in your chips? Flee for your life? Or do you strut back into the game, armed with nothing but your thigh highs and a smile? It's crazy. It's adventure. It's nothing like you ever expected. But if you made it this far, odds are you've got what it takes to make it all work.

6. SUCCESS FINALLY COMES WHEN YOU REALIZE YOU CAN LEAN ON YOUR BUSINESS PARTNER WHEN THE GOING GETS TOUGH. So brush yourself off, clean yourself up, stand tall, and enjoy the adventure. After all, your partner-in-crime IS your spouse. If you use this fact as an asset rather than a liability, great things can happen for you. You'll smile more, hold hands during business meetings, support each other through the good days and the catastrophes. Both will come. Take ?em in stride, and you'll both be able to laugh about them when you're rich and retired?way before you're 65.

7. AND THE THRILL OF THE TANGO RETURNS ... FOR GOOD! Remember why you went into biz with your spouse in the first place? You love this person! You respect this person's mind! You think this person is the best, most amazing person on the planet! You both admire each other so much, you not only went into business together?YOU got MARRIED! So, the biz journey isn't what you expected. What is? You knew what you were doing then, and you know what you're doing now.

Whatever you do, don't lose sight of the perks of co-owning a business with your spouse. Remember - few cubicle dwellers can have as much fun on their "lunch breaks" as you can without getting fired!

Article Source : Small Group Bible Studies

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Both Adam Urbanski & Lani And Allen Voivod are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.

Adam Urbanski has sinced written about articles on various topics from Business Marketing, Affiliate Programs and Internet Marketing. The author, Adam Urbanski, teaches service professionals and business owners how to develop better marketing plan and strategies to increase sales and profits. Hi. Adam Urbanski's top article generates over 27100 views. Bookmark Adam Urbanski to your Favourites.

Lani And Allen Voivod has sinced written about articles on various topics from Sell Home, Internet Marketing and Legal Matters. (c) 2006 Epiphanies, Inc. As the "Content Lovers" of Epiphanies Inc., Lani & Allen Voivod help budding entrepreneurs and small biz dynamos "A-Ha Themselves" in fun and profitable ways. For FREE articles, tips, and strategies, sign up for their "Inciter" e. Lani And Allen Voivod's top article generates over 2900 views. Bookmark Lani And Allen Voivod to your Favourites.