A little Marketing magic goes a long way
The word marketing can make us dizzy with its many different meanings – and no one should claim to understand them all.
For the purposes of this short and pithy post, marketing refers to the information you put out there in the web-o-sphere (technical term) to influence and inform your potential customer base of your offering, your persona and the value of your work to them.
Coffee to Sex and Marriage
BTW – this is the first rule of marketing – be as provocative as you dare to grab people’s attention – if they don’t read you, you don’t exist for them.
The phrase “coffee to sex” refers to the pathway of engagement. At each stage there is an appropriate interaction for them to expect from you or for you to offer to them. Mess that up and you end up looking foolish.
Trust based communication
Linked the pathway of engagement is the trust ladder. If I am low on your trust ladder I cannot ask you for much. If we are both high on the trust ladder we can exchange value for mutual gain – this is witnessed in the exchange of ethical and sustainable business.
“Know, Like & Trust”
The social media marketing guru, Penny Power OBE, coined the phrase and wrote a book describing how a consumer of information behaves and what they need to receive in order to become a healthy, happy and profitable customer of yours.
*Know – Here we move the unsuspecting prospect from a position of not knowing you exist to knowing that you both exist and have something to say that they need to hear. You also need to grasp the audience’s attention. Your well expressed purpose in a punchy headline will normally work a treat. (See the previous post 2. on Identity.)
*Like – Now you get the chance to express your wonderful and warm personality in print, via video and in person so that the audience can fall in like with you and see your true and authentic self. Being funny, offering wise insights, providing stories that entertain and inform – all add to the emotion of liking you.
*Trust – Trust is a real thing – ABI – Ability, Benevolence and Integrity – You top the charts when you consistently demonstrate your depth of knowledge with solutions and skills that match your promise. When you over deliver with kindness and a positive attitude you will be perceived as benevolent. And, when you keep your word, under-promise and over-deliver you will gain a tick in the integrity box as well.
The Secret of Sequencing
Putting the various marketing communications together whilst sticking to the pathway of engagement and incrementally building awareness and trust is the magic formula that will result in an enriching flow of incoming new business enquiries.
For more ideas on how to establish and grow your Independent Trainer Business we invite you to our Independent Trainer Consultative Selling BOOTCAMP – GOING FOR GROWTH, on 6th April 2019 – Basel, Switzerland. Call Matthew on +44 7540 65 9995