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How Salty Is Your Marketing?

Business-Building Ideas From Terry L. Brock

The old ways are dying. Look around you and see what is happening to the old strategy of push marketing. You know the idea —- You come up with a product then push it out to the world through aggressive selling. You buy lots of radio, TV and newspapers along with magazines and throw in some pathetic junk to try and raise awareness more.

How 20th Century!

Today things are different. You can’t force people to watch your ads. There are so many choices that people are programmed to flip channels at light speed. We have a whole generation trained in The Art of the Delete Key when it comes to junk mail.

So, if you can’t push something on the public so they’ll buy, what can a sincere marketer do?

Focus on Relationship Marketing.

This is how you attract people. Build quality, mutually-beneficial relationships in business.

It has been said long ago, that you can lead a horse to water but you can’t make him drink. That is true. However, if you give the horse some salt beforehand (I don’t recommend this but just using it as an illustration!), you’ll vastly increase the chances that the horse will want your water. Also, if you make the environment hot for your message, that horse will be mighty thirsty!

So what salt can you, as a Relationship Marketer, give to the horses (read, your potential clients, customers, buyers) that will make them want to drink? Today it is different from before but certain essentials remain the same.

Today you have to generate incredible interest in what it is you’re doing. You have to provide value —- as defined by your buyers, not you. What is it that they are looking for? What is it that they need? How can you help them to achieve resolution of their problems and the issues that confront them?

Here are some suggestions to get you started. Of course, you have to be creative and come up with those elements that work for you in your field and your business.

1. Build A Website That Is A Rich Resource For Your Industry. Don’t make your website all about you. Make it something that serves as the portal to access lots of useful information for those in the industry.
2. Provide Rich Media Exposure. Use audio and video to bring life to dull, text-and-pix-only websites. Make sure there is something exciting and fun going on that provides value for your customers businesses.
3. Be Fun And Funny. I’m not talking about telling a bunch of jokes. Besides, that usually doesn’t work for the non-professional. Be lively and fun as the person that people want to be around. When humor is natural and appropriate (never offensive or degrading), use it to help others.
4. Be Famous. People like to be around someone who is famous. Become well-known in your niche for doing something incredibly useful.
5. Become Known As The Go-To Person. This will draw others to you. They will want to be around you and will seek you out because you have a history of providing help.

Just getting started and don’t have all the above? No problem. Work extra hard learning new skills and do it for free — initially. The old question graduates have asked for years has an easy answer. Graduates often complain that employers are asking for someone with experience. But they wonder how they’ll get experience if no one will hire them.

The answer is to work with a charity or do something worthwhile for someone and do it for free. Get experience in some field that the market values. Pay your bills working somewhere else if you have to. Yes, you might have to work more than 8 hours a day and more than one job. What a concept!

Once you have the skills and the market gets to know you, your problem will be selecting the best offer. Not a bad problem to have!

Make your marketing and your exposure to the world very salty. The more appealing your marketing, the more people will gravitate to you to buy what you have. Your focus — particularly in times like these — should be on getting better at what you do in a market-value way. Get really good at solving pain for others and make your service second-to-none.

Here’s to lots of horses drinking your water, you salty marketer, you!

Copyright © 2009, Terry Brock and Achievement Systems, Inc. Terry Brock is an international marketing coach and professional speaker who helps businesses generate profitable results. He can be reached by e-mail at [email protected] or through his website at Join the Twitter adventure with Terry through his Twitter address: TerryBrock.

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