Small Business Marketing Tip - Get Attention and Be Remembered

We live in a world of noise ? not just auditory noise but total sensory overload. Everywhere we go marketing messages are shouting at us day and night. Hundreds of TV and radio stations, thousands of newspapers, magazines and books, millions of ezines, brochures, and leaflets, billions of emails and web pages. And unfortunately much of it is junk so it's hard to find the important stuff.

You have got to cut though the noise and get people to see and hear your message. If people don't see you or hear you then there is no way they are going to buy from you. If people don't visit your web site, read your articles, brochures or sales letters, attend your seminars etc., why even bother to produce them.

Now I know this is going to sound blindingly obvious, but most important ideas are just common sense things that we have stopped doing. The key to Getting Attention is to give people what they are looking for. Find a bunch of people with the same problem keeping them awake at night and offer to take away the problem. People buy for two reasons only:

Desire for Gain or Avoidance of Pain.

The one that motivates us most is avoidance of pain, removing a problem. What problem does your product or service solve? Look for people who have that problem, market to them and you will get their attention because that problem is on their mind, they are thinking about it they are looking for a solution so they are much more likely to see your message. This is what gives pay per click its potential and why it's so important to build tightly targeted mailing and ezine lists.

Write these words on a large poster and stick it up on your notice-board.

Get Attention ? Be Remembered

Now once you have their attention it's a lot easier to keep that attention and even get them telling their friends about you, provided you get them to Remember You. This is so important but so many businesses do nothing to be remembered. The cost of acquiring a new customer is about 10 times the cost of repeat business so it's crucial that you do everything to make sure that customers remember you and get into the habit of doing business with you.

Consider the Lifetime Value of a customer. One purchase may be worth $100, but if that customer comes back to you just 4 times a year for the next 5 years their value is $2000 ? 20 times their first purchase. If every year that customer refers another 2 customers to you who each spend $400 a year, at the end of 5 years that one customer will have introduced 8 customers with a total value to you of $10,000. Now if maths is not your strong suit you will just have to trust me on this, but if each new customer also referred 2 additional customers each year, you would have a total of 121 customers with a 5 year value to you of $48,400. Nearly £50,000 dollars from one $100 customer.

What you are doing to make your customers feel really great about doing business with you. Be creative. It's not what they buy it's who they introduce that makes the difference. How can you overwhelm people with the quality of your service, massively exceed their expectations and give them real value, especially value that doesn't actually cost you much.

One day I was booked in at a small 3 star hotel. As I approached the door, a lady welcomed me and opened the door for me. As I waited at the reception to check in, she brought over a tray offering me a glass of sherry or brandy while I waited. As soon as I had checked in a porter took my bag and escorted me to the room showing me around. 15 minutes later the reception called just to check that everything was OK. This was an inexpensive 3 star hotel yet they delivered the kind of service that even 5 star hotels struggle to match. The result; I became an evangelist selling their hotel to friends and contacts at every opportunity because they massively exceeded my expectations.

So the marketing process is ? Get Attention to acquire new customers by giving people what they want, - Be Remembered by massively exceeding expectations so they do your marketing for you by recommending you to their friends.

About the Author:

Founder and First President of the Professional Speakers Association (PSA), Rikki Arundel is a truly unique International Keynote Speaker, Trainer and Writer. She is openly and proudly transgender and an expert in sales and marketing communications with an impressive track record, and being transgender has provided her with a unique understanding of the differences in the way men and women communicate in business. http://www.RikkiArundel.com

Get your free copy of How to Get Customers Queuing up to Buy at http://www.SpeakingandMarketingTips.com

---

50 Unbelievable Benefits Of Joint Venture Marketing

What Is A Joint Venture?A joint venture is an agreement... Read More

Marketing Success Defined

How do you personally define success? High income? Substantial net... Read More

4 Steps to Successful Offline Drawings

There are many different ways to market offline, each important... Read More

How To Create Urgency So People Buy Now

..products or services now. They may not revisit your web... Read More

Make Your E-Mail Signature File WORK for You!

You're probably familiar with e-mail signature (or "sig") files -... Read More

Trade Show Display Booth ? A Marvelous Contact System

Trade show booths are one of the best direct contact... Read More

Design Direct Mail Postcards Back-to-Front to Boost Response Rates

Conventional wisdom says that the front of a direct mail... Read More

Self-Promotion on a Zero Budget

Recently, I've received a few e-mails from people asking me... Read More

Low-Cost Marketing With Postcards

Here's a simple way you can generate lots of sales... Read More

Time for A Marketing Tune-up

If you have been in business any length of time,... Read More

How To Choose a Qualitative Research Market

Qualitative research, whether individual interviews, in-homes, focus groups, ethnographies and... Read More

The Importance of a Marketing Plan

There aren't many things in life that you would get... Read More

Postcards: Awareness Tool or Selling Tool?

Are postcards better for building awareness or for selling?In my... Read More

Linking Features & Benefits

I'm sure that you've had those Eureka! moments, too. When... Read More

Service Marketers; How?s Your Packaging?

When a shopper picks up a product in a store,... Read More

Create Free Internet Buzz with Your Workforce

There are many different ways to increase your traffic on... Read More

Creative Emulation

In business we have a number of ways or tools... Read More

15 Commandments Of Creating A Wealth Pulling Niche

Niches are like bathrooms; you never notice them until you... Read More

Who is Your Perfect Client

When I started my coaching practice I believed that I... Read More

No One Gives A Damn About Your Business. Unless You Give em A Reason To

The good news is that there are thousands of people... Read More

How Much Is Your Popcorn Worth? Powerful Lessons In Marketing & The Psychology Of Selling - Part 5

How Much Is Your Popcorn Worth?: Powerful Lessons In Marketing... Read More

More Marketing Dope

Direct marketing can make you very successful, but you've got... Read More

The Most Powerful Marketing Weapon Ever Invented

It was probably first discovered out there in the caves... Read More

Unique Marketing Ideas That Generate Cash!

First of all - keep in touch with your customers!... Read More

Networking: The Cost of a Connection

"Networking is a waste of time," said JoAnne, owner of... Read More

Why Cutting Prices Is Like Cutting Your Own Throat

Why cutting your prices is like cutting your own... Read More

Stretch Your Marketing Reach

One of the most cost effective marketing strategies you can... Read More

Website Marketing: 10 Uncommon Bonuses That Will Help Make Your Product Hotly In Demand

Giving away free bonuses is an important website marketing secret... Read More

Marketing On The Cheap: Speak Out!

No matter what business you are in, you probably have... Read More

The Lone Wolf is Blind

When Advertising, it's not always better to be the lone... Read More

Trade Show Videos Need to be Planned

A few months ago, we attended the recent Austech 2005... Read More

Incentives For Customers? Whats New?

Lost & Found for the 21st CenturyHere in the 21st... Read More

How to Profit from Your Expertise (Part 1 of 2)

Are you looking for a natural way to market your... Read More