Study Hall » marketing

Create A List of Centers of Influence and Become Part of a Mutually Supportive Community of Referrers

Hutt Bush — Thu, 11 Jun 2009 11:00:44 +0000

Centers of influence are people whom you have identified as having the ability to recommend you to prospective customers. It’s useful to create at least ten classes of COI’s and then populate each class with at least three people. Choose classes that are most useful to you from among: accountants, insurance professionals, attorneys, technologists, etc.

“Top of mind” marketing is based on the reality that at any given point in time, many people are not going to need the products or services you’re offering. However, over a span of time, they either will need you or know of someone who does. If you’ve kept visible in a useful way, you are logically going to be thought of first.

Take your lead lists out of mothballs and create something shiny and new that you can be proud of. Be highly mindful of how you can refer prospects to your COI’s and become part of a mutually supportive community of referrers.

Develop 12 Monthly Marketing Touches Per Year

Hutt Bush — Tue, 09 Jun 2009 11:00:44 +0000

Among the best ideas for business development and expanding sales is the practice of monthly “marketing touches” over at least a 12-month period. You benefit from regular, consistent visibility to clients and prospects. For example, you can establish a three-month rhythm of . . .

(1) a call

(2) article or general information

(3) an email

. . . for each of the three months of each quarter. Be creative and use any other combinations that you believe will be effective. You may choose to meet in person with some of the people with whom you are communicating.

Much of what has not worked about business development is that it has often been non-uniform. Making a commitment to being visible on a regular monthly basis demonstrates that you hold a person top of mind.

Have you ever tried an approach like this which is designed to build and enhance relationships? What objections, if any, come up for you about your ability to maintain this practice over a year’s time? How many people could you commit to reaching in this manner?

Marketing to Our Physical Insecurities

Hutt Bush — Thu, 05 Mar 2009 13:00:08 +0000

The opposite of secure is insecure, and all humans have insecurities of various kinds. We are works in progress, and being compassionate about the insecurities of ourselves and others is kind and loving.

Insecurities often result from comparing how we think we should be to how we perceive that we are. For example, our media portray physical perfection as the only acceptable way to be, yet most of us are far from that definition of physical perfection . . . which may lead to feeling insecure.

Many industries are based on marketing to our physical insecurities. Cher said, “I’m insecure about everything because I’m never going to look in the mirror and see this blond, blue-eyed girl. That is what my idea of what I’d like to look like.”

No one will have to share it with the group, but think about some aspect of your physical self with which you have been insecure. Then ask yourself what impact that feeling of insecurity has had on your life thus far.

How would you like to change your historic point of view about any feelings of physical insecurity? Have you ever said or done anything to cause another person to feel insecure about her or his physicality?