079 – The Language of Marketing
Here’s my favorite way to start a conversation about marketing – and it’s why it is the first topic of creating a shared language….
“Marketing is the business you are really in”
Thank you to Dan Kennedy
Why are you in the Marketing Business?
Marketing is the lifeblood of any business – because it is the source of a continuous flow of new prospects who are interested in doing business with you.
AND without customers – (a continuous Flow of customers) you don’t have a business.
Businesses Fail because of a lack of customers! Period.
- If you have customers – you can fix everything else!
That’s why you must Fix the customer acquisition problem before you do anything else.
Actually – you should fix the customer acquisition problem Before you even start the business – that’s how important Marketing is.
The Sole Purpose of Business (Episode 76) is to Create and Keep Customers.
A key word there is CREATE!
You don’t get customers
You don’t find them
Much more powerful is CREATE!
Marketing is about how to Create Customers
Today we are going to talk about- The Language of Marketing
With a better language, a bigger language – you can Then have bigger and better ideas!
First: Marketing is Lead Generation – Sales is Lead Conversion
Your marketing creates the qualified leads – Your selling Converts them to Customers
Second: Marketing is not selling and Selling is not marketing.
Creating quality leads is the job of marketing
Closing the lead is the job of sales
Don’t be selling when you should be Marketing AND…Don’t be marketing when you should be selling – – –
You have to know when to be marketing and When to be selling.
Good friend in Senior Living sales would always say:
“Someone has to separate the customer from his money.” Until you do that – you have not sold anything. Getting the prospect to Yes! Getting them to sign. That is selling.
Marketing is Setting up the sale for success
Marketing is Softening the Beaches – for the sales troops to come in
This is what I mean by that…
- You want Your Reputation to precede you – if you are in sales!
If you are in sales and show up you want to hear – “Oh yes, I have heard of your company.”
That’s the job of marketing – Your Reputation Precedes you – IN THE BEST WAY!
But before sales is marketing – or lead Generation – OR Customer Acquisition.
Until you have a Customer Acquisition process – a system that works over and over again – you don’t have a business.
Great quote: “Anytime you can solve the customer acquisition, financing conundrum in any business, you can get fabulously rich”
Here’s a new belief system or language to try on: “There is more value in the process devised for marketing and selling the “thing” than there is in the thing itself.”
The thing of course being your product or service – the core deliverable of your business.
Focus on this: more value in the process devised for marketing the thing.
That’s what we want to focus on – The marketing Process!
Your marketing process, once you have Created it and Fine-tuned it is a valuable Asset! An asset you can sell – and an asset that can make you Fabulously rich
Another Word in our marketing language is Process.
Successful marketing is a process – a logical step by step process to take the prospect from NO information or awareness about You and Your business – to having to click or call for more information.
“Your Systems are perfectly designed for the Results You’re Getting” – Deming
Language that is part of Creating your marketing process:
Prospects or Prospecting
Everyone is not a good customer for your work – You want the BEST customers
Prospecting Will Be its own podcast
- The Language of Prospecting
The Marketing Equation
The marketing equation – is a PROCESS
Been around for a Very Very long time. Another term is funnel.
Marketing funnel – are the steps in the process. Like a funnel it is wide on one end and it captures a lot of leads – then it gets smaller as leads go through the steps and Qualify themselves as a good lead or not.
Interrupt
Lead magnet – the lead magnet is your offer – it engages them and offers the promise of learning more – educating. A special report. A free book.
For us it’s a Gift plant that we drop off.
Then:
- Engage
- Educate
- Offer
Then,
- Close – but that leads into sales.
Tune in next week – for the language of sales and selling.
