Graham McGregor

Marketing with Graham McGregor

Graham McGregor: Gold medal marketing results

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Photo / Thinkstock
Photo / Thinkstock

The Olympic Games are now over for another four years. And I found it inspiring to see the remarkable achievements by the best athletes in the world. (Including many from New Zealand.)

The purpose of my column today is to give you some quick thoughts on how to get 'Gold Medal' marketing results in your business.

When I work with any marketing client or speak to an audience of business people I always look at three key areas where they could potentially improve their results.

These three key areas are...

1: Lead Generation
In other words how can you get a good number of qualified, interested prospects to make contact with your business?

You could use an info magnet that a qualified prospect would be keen to get from you because it helps them solve a big problem or reach an important goal.

An info magnet can be an article, booklet, webinar, special report, ezine and so on. It should contain valuable info that appeals to a potential client for your business.

A good example is a 12 page booklet one of my clients wrote.

It is called 'The five secrets to a great looking body for women with busy lives."

This booklet has valuable ideas for ladies who want to get in shape and look good but don't have a lot of free time. My client is a personal fitness trainer who works exclusively with ladies and this booklet works very well to generate qualified leads for her business.

Key Area 2: Sales conversion.
A useful step here is to 'reduce risk' in the mind of your potential client.

The lower the perceived risk in the mind of your client, the more likely they are to buy from you.

An excellent strategy to reduce risk and improve your sales conversions is to use positive testimonials from your best clients.

Ideally you want testimonials that spell out exactly how your client benefited from using your products and services. And why they would highly recommend them to other people they know.

Key Area 3: Repeat and referral business
The goal here is to create a community of raving fans who eagerly recommend your products and services to people they know.

A key concept I recommend to all my clients is AVSIT Marketing.

AVSIT means Add Value Stay In Touch.

When you add value and stay in touch with clients, potential clients and centres of

influence you develop great relationships with these people. (And this is what creates large amounts of repeat and referral business on a regular basis.)

One of my favourite ways to use AVSIT marketing is to send out short booklets in hard copy format on a regular basis. I send these to clients, potential clients and key centres of influence who can give me referrals.

These booklets are directly responsible for a huge amount of my new sales each year and are one of my most effective marketing resources.

I've also shown a number of my clients how to use these same hard copy booklets in their own business as a marketing tool.

If that's of interest just send me an email with your contact details and a 'snail mail' postal address. (Include the words 'AVSIT Booklets' in the subject line.)

I'll send you a free hard copy of one of these booklets along with some ideas on how you can increase sales by using AVSIT. (This is with my compliments.)

In the meantime, best wishes for Gold Medal marketing results in your business.

Action Exercise:

Look at the three key areas for gold medal marketing results. What can you do this month to help you do better in any of these areas?

"The difference between a good athlete and a top athlete is the top athlete will do the mundane things when nobody's looking. - Susan True


Graham McGregor is a marketing consultant and the creator of the 396 page 'Unfair Business Advantage Report.' available at his website (This is free and has now been read by business owners from 27 countries.) You can email Graham on graham@twomac.co.nz

- NZ Herald

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