Welcome to the Marketing Blog of John Gilvary.
Sound exciting so far? Just wait.
I plan to fill this space up with lots of fabulous tips and tricks and ways to help you grow your business.
My first tip has to do with understanding your market. How well do you know who your best clients/prospects/patients are? Only after you know who you want to target will you be able to effectively market to them.
For example, I live in a home that is less than two years old and am amazed by some of the mail I receive (and don't receive) from local businesses. I regularly get some sales letters that are not badly written, but from a company offering to replace my aging furnace. If I had an older house, their piece may appeal to me. But I live in a neighborhood of all newer homes that are years away from needing to replace our furnaces (or windows, or a number of other products and services associated with older properties). This represents wasted marketing efforts and expenses.
The flip side also costs businesses money, needlessly. For example, there are a number of products and services that newer homes really need.
Landscaping comes to mind. Or how about furniture, appliances, customized woodworking, art or finishing items for a home that was built as part of a track? Where were all the ad pieces directed toward these real needs in an easily targeted market? (Nothing!)
The three most important factors in a successful marketing campaign are (in order of importance):
1. The List
2. The Offer
3. The Message (ad copy).
In Summary... If you have a brilliantly prepared letter/ad/piece going to the wrong market, you're going to experience dissappointing results. On the other hand, even a poorly written sales letter (and there are lots of them out there) to a hot market will convert some sales!
So who is your ideal market?
Check out my website, www.jgilvary.com for more information on how to grow your business.
Til next time.
John
Sound exciting so far? Just wait.
I plan to fill this space up with lots of fabulous tips and tricks and ways to help you grow your business.
My first tip has to do with understanding your market. How well do you know who your best clients/prospects/patients are? Only after you know who you want to target will you be able to effectively market to them.
For example, I live in a home that is less than two years old and am amazed by some of the mail I receive (and don't receive) from local businesses. I regularly get some sales letters that are not badly written, but from a company offering to replace my aging furnace. If I had an older house, their piece may appeal to me. But I live in a neighborhood of all newer homes that are years away from needing to replace our furnaces (or windows, or a number of other products and services associated with older properties). This represents wasted marketing efforts and expenses.
The flip side also costs businesses money, needlessly. For example, there are a number of products and services that newer homes really need.
Landscaping comes to mind. Or how about furniture, appliances, customized woodworking, art or finishing items for a home that was built as part of a track? Where were all the ad pieces directed toward these real needs in an easily targeted market? (Nothing!)
The three most important factors in a successful marketing campaign are (in order of importance):
1. The List
2. The Offer
3. The Message (ad copy).
In Summary... If you have a brilliantly prepared letter/ad/piece going to the wrong market, you're going to experience dissappointing results. On the other hand, even a poorly written sales letter (and there are lots of them out there) to a hot market will convert some sales!
So who is your ideal market?
Check out my website, www.jgilvary.com for more information on how to grow your business.
Til next time.
John
posted by Marketing Madman | 3:52 PM
1 Comments:
First time to take a glimpse at your site. Look forward to taking the time for perruse it further. First impression of homepage -- to be honest it's a good thing you're great at marketing because you need at little more umph to your site in as much as you look to stanchy. Not saying you need a makeover just a little spursing up. To much and you look pompus, too little and you look to old or "un" current for lack of a better word. Surely someone of your affluence has kudos coming from an aspiring webist or graphic person? LOL Nice to meet you and have a wonderful holiday, sir. The Okie --
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