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by Allan J. Katz
Many small businesses have a natural aversion to marketing. That's understandable because marketing
can be intimidating if you don't know what makes marketing work.
In my marketing blueprint there are eight steps to successfully generating productive, response
driven marketing results.
1. MINDSET
Marketing is a mindset. A mindset based on your own integrity and belief in your service. When
someone asks you what you do for a living, instead of telling them you're a drycleaner, retailer or
particular service, begin to think in terms of being a "problem solver." Say something like, "I
help people who enjoy quality clothing keep their clothes looking and lasting longer." Or
incorporate this problem solving mentality into your advertising messages.
Don't use jargon or technical terms. Just speak in terms of solving your target market's problems.
Stress benefits, not features and show your customers you value results, not hype.
2. POSITIONING YOURSELF IN THE MARKETPLACE
You must finally decide, are you a full service dry cleaner or a discount dry cleaner. Either way
your store, inside and out must reflect this decision. Your personnel, advertising and quality must
reflect this positioning statement.
Here's a 5 point checklist to help you decide if you're reaching the right market. Ask
yourself.
1. Do they have the money?
2. Will they'll pay a premium for better service and quality if necessary?
3. Where is the competition weak in my trading area?
4. Which influential people or companies in my community can I service that will give me
credibility and great references?
5. How can I make sure my prospects know they need what we offer?
3. BUILDING PERCEPTIONS
If you asked your best, most trusted customer, and I encourage you to do this. "What is it that
makes your company so good?" "What do you value about the way your company gets the job done?"
"What do you value about the way your company treats you?"
What makes marketing work is perception. There is very little difference in dry goods and
restaurants that sell the same type of food, offer the same services and deliver on their promises.
To do marketing right you have to consistently build a perception in the mind of the consumer about
what makes you different.
Is it that you're more trustworthy than your competition? More knowledgeable about difficult
technologies? Does your plant have more modern resources or respond quicker to customer's requests?
What innovative marketing ideas have you implemented recently? Do you have the capacity to service
large corporate clients, hotels or specific niches?
4. WRITING A WINNING MARKETING MESSAGE
When you sit down to craft a persuasive results oriented marketing message, keep your problem
solving mindset and target market in mind and think about what is the reason people need you,
specifically to solve their dry cleaning problems. How do you know you've written the right
message? When your prospect reads your message and says, "That's Me!"
For example, to position yourself as the "tough stain remover" a headline like this would command
immediate attention, don't you think? " Are you constantly switching services or retailers (be more
specific) because of being ignored?" See the difference?
Use the benefit of your service from your client's point of view. Ask yourself, what is the problem
most of my customers face? How can my unique talents, resources, people and services best meet and
solve these challenges?
This is why non-intrusive marketing vehicles like newsletters, e-zines and community based
sponsorships are so persuasive and powerful. You can deliver this message in the form of articles,
samples, case studies and educational materials in a way that your customers and prospects will
appreciate.
As you craft your marketing message make sure to incorporate the winning AIDA formula. Get the
attention with a problem solving headline that makes them say "That's' Me! Grab their interest next
by telling them why you're different and what your service can do that others cannot or will not.
Sweeten the deal by attracting desire. Whet their appetitive with an offer so enticing they cannot
possibly refuse. Then top it off with a sincere call to action. What should they do now to begin to
build a loyal relationship with you? Subscribe to your ezine or newsletter, visit your store for a
special in store offer, sign up for pick up and delivery.
Allan J. Katz may be contacted at http://www.loyaltycoach.com Click here to view more of
Allan J. Katz's articles.
Allan J. Katz, The Loyalty Coach helps small businesses attract, keep and multiply customers. For
his popular ezine, "Remarkable Marketing Results" visit his site at http://www.loyaltycoach.com For help with copywriting and
marketing strategy visit http://WebMagnet.info .
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