Many folks have told me in the last 25 years that marketing does not work in certain areas, or with certain people, or with certain products or with certain services. It’s normal and it happens to thousands of businesses. Direct mail doesn’t work anymore, this part of the country doesn’t do well with seminars, it’s too expensive – I hear it all the time.
But GOOD marketing does work… anywhere and with anything, if done RIGHT. To be successful in marketing yourself, your business and your services, you have to abide by proven and tested formulas. Most importantly, do it right to begin with, then do it with frequency. Allocate a specific budget (4% to 7% of your revenues) and do not stop spending it. Have a message that impacts your audience and makes them want to call you. Make it easy for them to meet with you. Give examples of what you are doing that has helped so many in your surrounding area. Offer an expert opinion on what they’re doing now may not be working. Give folks a relevant GIFT for taking the time to see you.
To make sure you’re using good marketing, hire expertise and follow what has worked before for so many others in your particular industry. In real estate sales they tell you to invest in what others will buy – not in what YOU would buy. Makes sense right? The fact is, it’s about what the consumers are telling you they like. That is what good marketers guide themselves by… not by gut or personal instinct. Doing the latter will cost you lots of money and lots of headaches.
Frequency is what good marketers do so well. They stick to things and stand above others. Because they continue to market they are there when the consumers are ready to make a decision to buy. Some even say that the message and the vehicle is less important than the frequency in which you do it.
Your marketing investments will pay-off if you commit to an ongoing promotion plan. So many folks are so close to turning the corner in marketing themselves and reaching what is called “CRITICAL MASS,” but then they stop. Don’t let that be you.
Continue to market your business and do it the right way… oh yeah, and with frequency.
Jorge Villar is President of Response Mail Express (RME), with more than 26 years of direct marketing experience, he is known in several industries for his ability to create mail packages that garner the highest response rates. He is responsible for the Seminar Success program that, for the last 17 years has accounted for more than 65% of the events being held in the nation with over 14 million individuals making reservations. Mr. Villar has also been very successful marketing to physicians and business owners regarding Success Planning and Asset Protection. Response Mail Express, and parent company DME, is a $100+ million marketing powerhouse, housing over 600 employees in their 2 state-of-the-art facilities in Florida. Their marketing ideas are presently being utilized by over 10,000 clients, including: top producing advisors, estate planning attorneys, large financial organizations, health care organizations, universities and many other industries. Mr. Villar is a frequent key note speaker at national financial symposium and training conferences.
Academy Guest Blogger
American Academy of Estate Planning Attorneys, Inc.
6050 Santo Rd Ste 240
San Diego, CA 92124
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