Here's What You Will Learn
A personal welcome from Silvia and an introduction to the survey that provided the idea for creating this course.
Customers, Clients, Patients, Patrons, Or Other?
This brief lecture is designed to clarify some points relating to the course.
Here How To Get The Most Benefit From This Course
Here's how to get the most benefit from this course.
Common Marketing Mistakes
Marketing Mistake 1: Not Capitalising On Your Goldmine
Your Database: Your Goldmine
Learn the value of having an up-to-date database.
This lecture introduces you to the basic information that should be reflected in most databases, and I also share some approaches for gathering that information.
Investing In Your Goldmine
Once you have set up your database, the next step is to invest in it. In this lecture I highlight the value of cultivating a relationship with your customers and I share some approaches you can use to communicate with your clients.
Here's How To Increase Turnover By 33%
If you increase each of the 'turnover drivers' by just 10%, that would represent a 33% increase in turnover. Direct mail can be used very effectively to achieve this objective, and I share some ideas with you for marketing to your existing database
Marketing Mistake 2: Not Using Referral Marketing
Referrals: The Missing Link
In this lecture you are introduced to the value of asking for referrals. Referrals are often the missing link to generating a flood of new business. It is a wonderful way to ensure that your sales funnel is always full.
Why Is It So Hard To Ask For Referrals?
Asking for a referral is easy, yet most people shy away from doing so. In this lecture I explain why this often is the case. Having a systematic approach to asking for the referrals works well. If you are not already doing this, now could be a great time to start.
Follow these steps in this lecture if you want to be effective at getting referrals.
Silvia Shares Her 'Non Marketing" Experience
Marketing Mistake 3: No U.S.P.!
It is Important To Identify Your Unique Point Of Difference
It is important to have your business stand out from your competition. What do you offer that is different to your competition? Encapsulate that into a short brief message that can be used to highlight your "Unique Selling Advantage".
Do not assume that your USP can reflect a benchmark criteria for good business practice. That is a mistake that is often made. You must identify a 'unique' point of difference and then you can build your Unique Selling Advantage around that.
Tips For Crafting Your U.S.P.
Creating an effective U.S.P. can be quite a challenging exercise; follow the steps in this exercise and answer the questions as they are designed to guide you through the process.
As a last resort, you could consider building the USP around AWESOME, WOW-SOME SERVICE. This means of course that your service must stand out as being consistently SUPERB, AWESOME, and WOW-SOME.
Marketing Mistake 4: Not Upselling
Up-Selling: It's Low Cost And Highly Effective.
This lecture introduces you to the highly effective marketing strategy of 'upselling'. A person who has just bought your product or service is quite often your best prospect for your next sale, so think about how you can upsell to them.
Two Key Components For Up-Selling Success
There are two key steps you need to follow for successful implementation of the 'upsell' strategy. This lecture introduces you to them.
If you are wanting to increase your profits by upselling to customers, here are some ideas that may work well for you.
Are You Picking Up On Some Helpful Ideas?
Marketing Mistake 5: Ineffective Advertising
Advertising: Cash Cow Or Wasted Money?
Many adverts placed in the print media do not generate sufficient sales to cover the cost of the advert and oftentimes the person placing the advert is highly disappointed with the outcome. Most probably they advert failed to comply with the A.I.D.A. formula. Learn about the A.I.D.A. formula in this lecture.
Steps For Successful Advertising
This lecture provides some great proven strategies for creating an effective advert.
A slightly different headline in an advert can sometimes make a huge difference to the response rate and conversion rate. So always test and measure the results of each advert.
Action As A Key To Success
What is your take away value from this course? What marketing strategies are you either going to implement, or maybe 'tweak'? How soon can you start?
In this final section I briefly review the marketing concepts covered during this course. I also point out the value of having several marketing strategies being implemented at any one time.
My messages with positive ideas and suggestions for adding to this course are always welcome.