Ask 10 different people what marketing is, and you’ll get ten different answers.

Some people think marketing is advertising.

Some people think it is what you see on television.

Some people think marketing is junk mail?

So what is marketing, at least what is my definition?

The goal of marketing, at least what I want it to do is to deliver pre-qualified, pre-screened, pre-sorted people who are very interested in your product or service that you are selling.

But what does good marketing give you, more than just about anything else out there.

LEVERAGE

“Give me a lever long enough, and I’ll move the world.”

- Archimedes (paraphrased)

Now let me explain more of how this works.

First, very rarely will a “1-shot” approach work for your marketing message.

Normally what needs to be done is what I call a stair system.

What is a stair system?

A stair system helps you climb a tall building.

No matter how incredible of an athlete you are, you cannot climb the Sears Tower, a very tall building, in 100 steps, let alone 10 steps.

Each step that take is an incremental improvement towards the top of the skyscraper.

Now this example is not perfect but let me go into it more.

“Marketing” can be used as a sales system to nurture and educate your prospects until they are ready to buy.

So, instead of trying to sell a product or service in just one shot your first and number one goal is to get permission to communicate with your prospect.

This permission is *everything* because generally this means he or she is more qualified for your product or service, AND you have permission to educate your prospect on the following

1) why they need your product or service

2) why they need to buy it from YOU vs. all your competition

Does this make sense?

I’ll be honest, it took me a long time to ‘get’ this concept but think of it like this.

Many times people are trying to get married on the first date.

And sure it does happen occasionally, but in real life not very often.

So what proper marketing can do is once you get permission from someone then automatically you are educating and selling your prospects.

Let’s look at an example marketing campaign.

You attract someone to your marketing message, and this person gives you permission to communicate with them.

This capture device could be a phone voicemail box, a post-office box, an email capture device, or other systems. It could also be a live person.

Now, first and foremost what do you give the person to attract them. Great question.

You need to give them valuable information on what they are looking to do right away. Make sense?

So, if you are selling glockenspiels (I love that word and it is fun to say) then you could create a piece of information that is called:

“How to buy a glockenspiel, the 5 biggest mistakes to avoid.”

Now, I know what is going through your mind right now. In fact there are several things, and here they are.

1) Um, I would never respond to that…

2) This won’t work for my business.

First and foremost, you may NOT respond to a free information for a glockenspiel, but….if you insert something you are looking to buy that is significant to you, then chances go up big time that you will.

Make sense?

So, instead of a glockenspiel it could be a new house, a new car, a high-definition television, a furnace, etc. etc.

And, if you are seriously looking to buy something like that the useful information will be a lot better than someone shouting, “GREAT SERVICE, YOU ARE PRIORITY #1, etc. etc. etc.”

Because that person is legitimately interested in not making a bad decision or mistakes, if they are looking for that item in the first place.

So will you convert 100% of people…nope.

But you should get a lot more people than you were previously getting if you run this ad correctly.

Iif you haven’t yet and you’re ready to subscribe and get the FREE Information to find out if you are marking these marketing mistakes (sound familiar ?), just click Subscribe Below.