“One machine can do the work of fifty ordinary men. No machine can do the work of one extraordinary man.”
Elbert Hubbard (1856 – 1915)
Author of A Message to Garcia
I have heard marketing defined as the “quickest path to the sale.” Marketing is not about creating ego-boosting advertisement. It’s about developing a machine that creates value to the business by systematically bringing the right people to you who are pre-qualified and interested in your product.
So if you are to truly have a systematic method of moving your market towards the sale, it has to have some key common traits with a “machine”:
- Multiple Moving Parts: By not having more than one method in place, you are missing many potential customers that are may consider your business.
- Interlocking Cogs: Just getting them to look at you is merely a start. You have to move them through the process and it has to be more than one presentation of the service with a strong offer at the end. It should be several interactions that move them through the process at their pace.
- Elimination of Waste: Efficiency is key. Once you have given them what they were initially seeking, have you kept them asking “what next?”
- Re-purposing and Recycling: They are not moving through your main sales process. Now develop a second, third or fourth sales process that will continue to give them value they seek without cutting them off completely.
- Come As Close to “Perpetual Motion” As Possible: Just as your car recharges your battery while you drive, create a process to keep current and past clients coming back and referring to you.
Now is the time to be developing your marketing plan. Don’t just consider your advertising, but work on your sales process as well.
Have you checked out Dave’s Recommended Reading?
Dave has put together an incredible list of business books that EVERY entrepreneur should read.
Check out the list here.