| Copyright (c) 2008 Audrey Burton | | | | fr'ee stuff or huge discounts - whatever works. If you |
| When the perception in the marketplace is that there is | | | | offer a deal so good that it gets your target market |
| a bad economy, you must stand out against your | | | | lining up, excellent! If you offer a deal so good |
| competition. Even if you don't believe the economic | | | | everyone lines up, not excellent! You only want *your* |
| problems affect your business directly, your clients' | | | | people to be excited, not everyone. |
| confidence may be suffering and they may be afraid | | | | Why not everyone? Because they'll just take the deal |
| to spend anything. | | | | and leave, whereas your target market will hang |
| The three secrets are: | | | | around and buy other, more profitable, stuff - again and |
| 1. Use Outrageous Marketing | | | | again. You want to build a relationship. Building |
| 2. Let Your Personality Shine | | | | relationships with your target makes marketing easier |
| 3. Network, Network, Network | | | | and easier over time. |
| What is outrageous marketing? I know a woman who | | | | You must let your personality shine in all you do. If your |
| owns a wig shop and occasionally attends the same | | | | business persona is out of alignment with who you |
| networking meeting I do. When it's her turn to give her | | | | really are, people will notice. Your clients want to know |
| 30 second intro, she whips off her hair - twice - to | | | | who you really are so they can trust you. First you |
| show her beautiful wigs. She does this wearing a | | | | share with them all the ways in which you can solve |
| pretty cocktail dress. Everyone remembers her. | | | | their problems and fulfill their needs, then you give them |
| You may be asking yourself how you can use | | | | a taste, then you let them get to know you a little. |
| outrageous marketing. The first thing you have to do is | | | | They don't really care about you at first, but they do |
| 'decide' you are ready because you may feel | | | | want to feel a connection to you. It's difficult to foster |
| uncomfortable, so you need to be completely | | | | that if you are not being yourself. |
| committed. You can be outrageous in your | | | | And finally, Network, Network, Network. Determine |
| appearance, like the wig woman, or you can be | | | | where your target market gathers and go there. If |
| outrageous in your actions or your words. | | | | your sales are down, advertising will cost you more |
| You know how boot camps have been growing in | | | | than networking - marketing basically either costs you |
| popularity over the last couple of years? How can one | | | | more time or more mon'ey. |
| stand out? Add 'kicka*s' to your product name. (If I | | | | If your target goes to networking meetings or mixers, |
| were marketing a fitness boot camp, I would probably | | | | join. If they hang out on Facebook, join that. If they |
| have a great body - I would show it off to also make | | | | frequent singles mixers, go there. If they belong to a |
| an impression.) That word can pump up a lot of | | | | trade organization, speak there and join. These are all |
| different products and services, and really catches | | | | ways to build relationships with your target market for |
| people's attention. | | | | a minimal investment. |
| What words would catch the attention of your target | | | | If you really don't know how to be outrageous or |
| market that your competition is not already using? | | | | genuine or how to network, get help. Read fr'ee |
| What about fear-inducing words? For example: Do | | | | articles, take fr'ee teleclasses, read books and ask |
| you know what your children are doing at the | | | | people. If that's not enough for you, attend programs or |
| babysitters while you are at work? Scary! Or: The 5 | | | | hire a coach. |
| Absolute Worst Foods You Can Eat. Don't you want | | | | Just don't cut out your marketing - that's the worst |
| to know what they are?! | | | | thing you can do. You might need to cut your budget, |
| Behaving outrageously has to be within reason, of | | | | but don't cut your marketing. Your marketing strategies |
| course. You don't want to truly frighten people, but you | | | | will keep new clients coming in and keep you afloat. |
| do want to catch their attention. Sing, dance, skip, offer | | | | |