Dean Van Dyke
Do It Like the Big Dawgs!
Updated: Dec 23, 2020
Today we’ll take a look at how the kings of industry wine, dine, and otherwise cajole prospects. Most successful businesses use a series of information-based ads that build emotion and a call to action. These are much more effective than standard company branding advertisements. The same principles that go into putting together a high impact (and, often, high priced) ad campaign can be adapted to fit your needs with similar results.
Here are a variety of ways to put together and execute a professional, effective ad campaign:
Put together a short report or eBook (get my latest eBook) that you’ll automatically send to prospects when they contact you. This should include a short description of your business and what you specialize in. Don’t forget to include case studies, samples, or other proof of your success.
Develop value-oriented yellow page ads.
Consider newsletters as a way of educating and informing customers about your industry and services offered. (Make sure you send these consistently!)
Offer a free seminar, webinar, or other lecture to build awareness of your business, but make sure you make the information pertinent to your target market and find speakers who are respected and known in the industry.
Always test different versions of your ads to find the most effective ones.
Use direct mail marketing to grow your business. (YES, this still works!)
Put together a database of previous customers and send them new information.
Offer incentives such as frequent purchasing benefits, loyalty programs, referral programs, or others.
Approach large firms who may need your services and negotiate a deal to be their exclusive expert in your field.
Offer a 24-hour information line with a regularly updated recorded message. Make this available to all past and future customers/clients.
Donate time or materials to local charities to show support in your area.
Offer complimentary “office hours” for business owners to discuss their business issues or needs.
Organize seminars your customers/clients can pay to attend by putting together a high-perception value package.
Approach a local newspaper by offering to write a weekly column about your area of expertise. Don’t ask for money, just offer a byline and bio.
Develop a weekend or other destination seminar for customers/clients. Not only does this give you an action-packed weekend with the most important people, but it also gives them a tax-deductible business adventure.
Take a good seminar and turn it into written form as a home study, member site program, audio, or video program.
Approach large companies and offer to give seminars to their employees, investors, or management.
Be proactive with your marketing plan.
Barter for your marketing. Offer products or services in lieu of payment.
Be willing to bring in new clients, even if at an initial loss because it will likely pay off later.
Make offers to target markets or target market businesses to pay them for referrals or shared databases.
Offer loaner products to replace equipment that’s being repaired or refurbished.
Give away something free to everyone who brings in a print version of your advertisement. This is a great way to see which ads are giving you the most bang for your buck.
Continually consider what new products/services you can offer to current customers/clients.
Develop a mail order division or hire a mail-order company.
Offer a proposition to your competitors to trade customers/clients you were both unsuccessful in selling to.
Use different marketing tactics as an excuse to attract new customers/clients with new offers and goodies.
Offer a “you-choose-the-price” program. This is especially good for products you just can’t seem to sell.
So, there are 28 great ways to market your business!
Some other great ways to get your name out there for little or no cost are:
Get involved in your community-volunteer, donate to local events, etc.
Join your local Chamber of Commerce and attend networking and other activities throughout the year.
Join a local, state, or regional professional association for further networking opportunities.
Become a board member of a local organization.
Advertising should never be your only method of marketing. There is a myriad of ways to get your name out there in a way that feels personal to potential customers/clients.
“Effective advertising…must be used to get your name out to the public. If your name is not familiar to people, they will not come to you.” - Jay Abraham
If you’re not sure where to start with your Tactical Marketing Plan or how to reach out to your local community, competitors, customers/clients, and others who could influence your business in a highly positive way try our FREE test drive to experience the tools and resources we have to boost your business to the next level and beyond.
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