The 9 Laws of Successful Marketing
Based on my 20 years as a marketing consultant and
experience with over 1,000 clients.
[1] No matter how good you are at what you do, marketing is usually the more important factor in determining the level of success of your business ... or ... lack of marketing is usually the reason any given business is not successful.
[2] Good marketing absolutely, positively works in the long-term. The only uncertainty is, on the front end of a marketing campaign, you don't know how long the long-term will be. One month? One year? Eighteen months? Longer?
[3] Set your goal for increased annual revenue; then set your marketing budget at 10% of that goal in order to have a high probability of reaching that goal. For example, if your typical client brings you $3,000 per month in revenue, or $36,000 per year, your marketing budget to acquire a single new client should be $3,600. For ten new accounts, you should be prepared to spend $36,000 in the next twelve months on marketing.
[4] Direct mail usually is the most cost-effective form of marketing in that you can get noticed by the most prospects, relatively quickly and relatively inexpensively.
[5] To succeed in direct mail, you MUST be good at what you do ... and you MUST be able to prove it ... and you MUST have an accurate mailing list (e.g., ours is updated daily) ... and you MUST have a well-written sales pitch.
[6] According to testing, a well-written sales brochure can provide a 19-fold better response than one that is not. A brochure is like a novel. Some are best-sellers while some simply gather dust. A brochure is also like a salesperson. Some make a lot of sales because they are very persuasive, and some do not because they are not. All brochures, novels, and salespeople may use the same words, but use them in different orders and in different combinations. The art is in finding the right order and the right combinations.
[7] Don't lead with your prices or product info; sell yourself first. Research has found that all purchase decisions are based on 4 factors: your product or service, the price of that product/service, your company, and the person the customer is interacting with (YOU). Research also reveals that the most important factor -- up to 75% of the client's decision -- is YOU.
[8] Successful marketing requires both COURAGE and SELF-DISCIPLINE. When you most need to do marketing is often when you think you can least afford it ... nevertheless, you need to make a long-term marketing plan and stick to the plan for the long-term ... even when you think the plan is not working ... because marketing always takes time to build trust, credibility, and momentum ... which comes from repetition.
[9] Mail to your target market, every 30 days, for one (1) full year. If you get more business than you can handle, you can stop marketing. If you don't, you can't.
(800) 795-2150
(303) 770-2150
e-mail warren@rosaluk.com
Copyright 1998-2008 by Warren J. Rosaluk
Warren J. Rosaluk
7090 South Fillmore Court
Centennial, Colorado 80122