Tag Archive for success

The Growth Voucher Scheme

I just wanted to let you know about a great way for you to get some help with the growth of your business. The Government has recently introduced a Growth Voucher scheme which you can use, and I don’t want you to miss this great opportunity.  Here is some information about the scheme:

Did you know that you can claim up to £2,000 towards the cost of strategic business advice on:

Finance and cash flow
Recruiting and developing staff
Improving leadership and management skills
Marketing, attracting and keeping customers
Making the most of digital technology
… through the Government’s Growth Voucher Scheme?

The Growth Voucher programme is available to small businesses in England who are actively selling goods and/or services, have a turnover of less than £35m, own 75% or more of their business and have 250 employees or less.

If this sounds like something that you would be interested in, give me a call and we’ll see what we can do to help you.

Contact us here.

A Little Coaching Exercise for the New Year

Hi everybody,

 

Each year as we approach the close of one year and the beginning of another I go through an exercise with my coach which I find extremely beneficial and rewarding. I have asked if I can share it with my clients past and present, and other close contacts.

 

This is way beyond creating New Year resolutions and is much more about moving on to the future with renewed optimism and focus. I hope you have the chance to do it rather than just read it. It is important that you write down the answers rather than just think them through especially as it is a really enjoyable exercise to complete.

 

Step One

 

Look over the past year and:

A)   Make a list of all the wins, successes and breakthroughs in the past year. Look at all areas of your life. What do you want to celebrate and acknowledge?

B)   Make a list of all the losses, disappointments and breakdowns in the past year. What do you want to forgive yourself for and release?

C)   Bring this list to our session. We will discuss what it means to be “complete” with each item. Incompleteness holds us back from taking on the next exciting opportunity.

Step Two

 

Looking over the past year, what are the 5-7 lessons you have learned?

Choose the lessons that you want to carry over into the New Year.

What learning is there to deepen?

Some examples of learning:

  1.   I learned to windsurf, play bridge or speak Spanish
  2.   I learned that my mistakes do not mean I am a failure
  3.   I learned that more is possible for me than I ever imagined

 

As you review your goals and commitments for 2014, which areas do you want to maintain, bring into the New Year, revise, be complete with?

 

Step Three

 

Consider these questions as you prepare your vision for 1 year from now:

  • As you stand on one of the peaks looking forward, what future is calling?
  • What is the essence of what is next for you?
  • What do you want to achieve or accomplish?
  • What risks and challenges will you take on?
  • What more of you wants to be expressed — for example, self-love, self-compassion, self-value?
  • What self-lies (e.g., “I am not powerful.”) are you ready and willing to end?
  • What new level of abundance and success are you willing to embrace?

 

Imagine one year ahead, and write a list of all the wins, successes and breakthroughs for the coming year. What would you like to learn or accomplish by the end of the next year? Write this list as though it has already happened. Make it as long as you choose, and be sure to look at each area of your life.

Prioritise the list. Look at how each item fits with your values, make plans and set accountability for the next year.

 

Step Four

 

Much like the Chinese tradition that gives names to each year, choose a name for this coming year. Use images, symbols or ideas to name the coming year. What image allows you to step more fully into what you want to be, and are already becoming? Find a name that stretches your imagination and moves you into greater possibility.

Examples: Year of Balance, Year of the Soaring Eagle, Year of the Wild Woman Set Free, Year of the Creative Genius, etc.

Step Five

 

Finally, consider where we are in our relationship:

  • What do you want more of, less of, the same of?
  • In what ways might this relationship and our work better serve you?

 

Please try PRINTING IT OFF and DOING IT… it may not be as artistic or colourful as a Greetings card but I guarantee the positive attitude, actions and focus will last for a whole year.

Have some great time off and a prosperous new year.

Cheers for now,

 

David T Preston

Business and Executive Coach

Business Growth Masterclass 12 – How to Write Marketing Headlines That Stop Them in Their Tracks

Hello there, and welcome to the 12th instalment of my Business Growth Masterclass blog. The step by step guide to building the business you always wished you could have.

Today, we’re going to look at how to write headlines for your marketing material which will stop your target customers and clients in their tracks.

As ever though, before we get our teeth into today’s material, lets just check on actions from the last Business Growth Masterclass:

  • You have created at least two offers that you can use as lead generation tools .
  • You have begun to test and measure the strength of your two strong offers to evaluate which is more effective.

Everybody done that? OK. Let’s get on with finding out how to write attention grabbing headlines.

This may sound obvious and may also sound simple, but all your headline needs to do is convince your reader to keep reading. But simple is not always that easy…..

Just like your lead generating offer, your headline has one job. It doesn’t need to close sales, or win copywriting awards, it just needs to grab and hold your reader’s attention long enough to keep them reading.

Studies have shown that around 80% of people read headlines when they’re looking through the newspaper, but only about 20% actually read the ad or article.

Your headline is the only tool you have to get the rest of your copy read, so you’ll need to focus the majority of your copywriting efforts on catching and holding your readers’ attention. The rest of your copy only matters if you can get them to read it!

In this Business Growth Masterclass we will cover:

  • The role of strong headlines in all of your marketing materials
  • Headlines as emotional motivators
  • How to create strong headlines for your audience
  • Examples of strong headlines
  • Headline templates
  • Testing and measuring headlines

Headlines shouldn’t be limited to advertising alone – they’re essential elements of sales letters, direct mail cards, websites, newsletters and brochures.

Headlines are used to grab and hold reader’s attention in ALL marketing materials – not just advertisements in newspapers. Most readers take only a few seconds to decide if they want to spend any time reading what you have to say, in an email, website, sales letter or direct mail postcard. Just like you, your audience is bombarded by information every minute of the day, so if you haven’t convinced them to care in a few seconds or less, they’ve already moved on.

Your subheadline is almost as important, because it’s your second chance to tell the reader why they should care and keep their attention. It also creates a transition between your headline and the body of your letter or advertisement, and acts as a teaser.

Every headline should:

  • Grab the reader’s attention
  • Be something the reader cares about
  • Offer your reader something
  • Trigger emotional reactions
  • Incite curiosity

Headlines need to trigger an emotional response and motivate your reader to keep reading.

When you’re writing, you have to put yourself in the mindset of your audience. People are pressed for time, so your headline has to offer something to them that is going to solve their problem, make their life easier, or give them information that they know they need. Otherwise, they’ve already turned the page.

For example, if I were to write a headline like this – Give me three hours of your time and I’ll show you how to double your annual income by creating a passive income stream – I’m probably targeting overworked, overwhelmed, underpaid professionals who are struggling to provide for their families. I’ve tapped into their emotional motivators and caught their attention.

There are a few categories of basic human needs that most purchase motivations come from. When you are aware of these, you will be able to incorporate them into your writing and appeal to your target market’s emotions.

By identifying your target market’s needs, wants, and desires, you’ll be able to identify the words and phrases that will effectively trigger emotional reactions, which will motivate them to take action.

Using the list of basic human needs below, identify which apply to your target market and create a list of words that will trigger the emotions related to these needs, wants and desires.

  • Personal, financial and emotional security for self and family
  • Convenience and time management
  • Freedom from worry, including peace of mind, comfort
  • Self-improvement, including spiritual, intellectual, physical
  • Acceptance and recognition from others, including self esteem, achievement, attention, respect, companionship
  • Basic needs, including food, shelter, clothing, love, personal maintenance

When you begin writing your headlines, you will discover that certain word combinations are also very powerful. You can combine your list of emotional trigger words with these power words in all of your copywriting.

According to a Yale University study, the top two rows of words are the most powerful words in the English language.

Love Money Health Discovery Proven Save
Safety You Easy Results New Guaranteed
Breakthrough Profits Discover Incredible Shocking Shocked
Ultimate Free Master Uncovered Hidden Secret
Revealed Scientific Your Powerful Suddenly Miracle
Now Magic Announcing Offer Introducing Quick
Improvement Amazing Wanted Sensational Challenge Remarkable
Compare Startling Bargain Hurry

Here’s how you can write effective headlines for your business in a few easy steps.

1. Identify who you are trying to target.

You need a clear understanding of who you’re writing for and what their motivators are before you can attempt to reach them. This is the target market you identified for yourself in Business Growth Masterclass Instalment 7, published in  April 2013.

If you are trying to target a more specific group within your target market, you can chose to segment your market into sub-markets by demographic or behavioural characteristics. For example, you might choose to focus on only men, or only women with children under five years of age.

The more specific you can be with your market, the easier time you will have identifying and reaching their emotional ‘hot buttons.’

2. Identify what you are trying to communicate.

Once you know who you’re speaking to, clearly define what message you want to communicate to them. Be specific, and even write it down in plain language before you start drafting your headlines.

To clearly articulate your message, ask yourself questions like:

  • Do you have a solution to their problem?
  • Do you offer a new product or service that they need?
  • Can you provide the information they’re looking for?
  • Do you have a better option for them?

3. Identify the motivators or “hot buttons” that will elicit an emotional response from your audience.

Take the list you drafted above, and highlight or write down the words that will pique your target market’s interest, or trigger their ‘hot buttons’.

If you’re selling vacuum cleaners to young mothers, you’re going to want to identify words that would appeal to her desire to keep her home germ free for toddlers, and make her cleaning efforts easier and less time consuming.

When you’re writing for sales and marketing, always try to paint a picture for your audience. Carefully select descriptive words they will relate to and resonate with, and strong power words like the ones listed above. For example, phrases like “challenging outdoor experiences” would appeal to physically fit readers, but not those who don’t like to exercise.

4. Choose a type of headline that will work best based on the emotional motivators you have identified.

Direct Headlines clearly and simply state the offer or message, without any attempt at humor or cleverness. Pure Silk Scarves – 40% This Weekend Only | Brand New Security System Just £99 Per Month

Indirect Headlines are subtle, and often use curiosity to pique a reader’s interest before providing an explanation in the body copy. Clever puns, figures of speech and double meanings are often used. The key to weight loss success lies in your backyard.

News Headlines mimic a headline you would read in the newspaper and are a great option for a new product announcement or industry scoop. These work best when you actually have news, and can stay focused on benefits, not features. Newco launches the ultimate timesaver for new moms

Question Headlines ask the reader something they can closely relate to or would need to continue reading to discover the answer. Questions are easy to read, and can immediately tap into your reader’s emotions.Are you tired of worrying about your children’s education fund? | Do you know what’s in your fruits and vegetables?

‘How to’ Headlines indicate that the rest of the copy or the offer itself will describe a step-by-step process of interest or use to the reader. These two words create headlines that work wonders. How to find a job in a recession | How to start a profitable internet business from scratch.

Command Headlines are similar to direct headlines, but always start with a strong verb or command for action. It usually focuses on the most important benefit you offer your reader. Triple your energy in just three days | Stop wasting money when you travel.

‘Reasons Why’ or ‘Ways to’ Headlines precede lists of tips, suggestions, product benefits or even mistakes of interest to your target audience. Keep the list to a reasonable length or you’ll run the risk of losing your reader. Eight ways to save money around the house | 25 mistakes you could be making at the grocery store.

Testimonial Headlines use other people’s opinions and expertise to persuade a reader to keep reading and begin to build trust. Quotation marks are used to indicate that the words are a testimonial, not the words of your business, and they can increase readership by almost 30%. “ToneYou Bootcamp completely changed the way I look at my body” – Miley Cirrus | “I never thought I’d get out of debt before I discovered Money Saver Inc!” – Grace LePage

5. Draft at least ten different headlines using the templates below, and pick your best three to test and measure.

I often get asked how long a headline should be. This is something that is debated in the marketing community quite a bit, but I always tell my clients not to worry too much about it. Use the number of words you need to get your point across, without writing a paragraph. Remember that your headline needs to do one thing: get the reader to keep reading.

Don’t be afraid to draft pages of headlines or sift through the pages of a thesaurus before you get yours just right. Sometimes you’re only a word or two away from transforming a boring headline into a really effective one. If you’re having trouble, you can rely on the headline templates I’ve included in this Business Growth Masterclass.

Headline Templates

  • How to become the smartest _____ in _____
  • How to end ______
  • How I improved my _____
  • How to develop _____
  • Seven ways to add to your _____ without cleaning out your bank account
  • How to begin _____
  • 12 innovations in _____ design
  • How to enjoy _____
  • Introducing the four key rules for _____
  • How I _____
  • Six things to check when buying a new _____
  • How to conquer _____
  • Complete these three simple steps for a _____
  • How to start_____
  • Five hints to make your _____ rise above the rest
  • How to have______
  • How to become _____
  • Announcing eight powerful answers to your “what _____ to buy” dilemma
  • Which _____ do the experts use?
  • Powerful ways to update your _____ for free
  • How to keep _____
  • The four components that make up a successful _____
  • How to improve your _____
  • Six essential questions to ask before you buy a _____
  • How to get ______
  • Three clever ways to impress _____ without breaking the bank
  • The six warning signs you don’t want to miss in _____
  • How to get the most out of ______
  • Nine tips from the _____ experts
  • How to avoid _____
  • How to stay ahead of business _____ trends in _____
  • How to get rid of _____
  • Five proven advantages that _____ enjoys over the competition
  • How you can _____
  • Finally! The latest _____ secrets revealed!
  • Learn how xxx has improved since you bought your last _____

6. Always test and measure the effectiveness of your headlines. Try two at a time and compare which generates the best results.

As always, you will need to test and measure the strength of your headlines. Try to test at least two “hot buttons” in different media to determine where your target audience’s reaction is the strongest.

You can leverage off of the information gathered from testing and measuring your powerful offer as well. For example, if the offer geared to safety and security concerns was a roaring success, headlines that tap into those motivators will also be successful.

You can apply these headline writing techniques to all your marketing materials, as well as your copywriting.

In our fast-paced society, nearly everyone has become a skimmer instead of a reader. Strong, well-written headlines are the only way you can lure a browser into reading your message – so use them on every piece of marketing material you have.

In future Business Growth Masterclasses, you’ll work on creating brochures, newsletters, direct mail pieces, sales letters and sales scripts – all of which need strong headlines to get noticed.

In the next Business Growth Masterclass we’re going to work on a really popular lead generation tool that also relies on effective headlines for success – ads. You’ll focus on how to use print advertising to bring in qualified leads, as well as how you might benefit from trying some inexpensive forms like classifieds ads and Yellow Pages.

See you in the next one!

Dave

Oh, by the way, if you would like some help with the ideas discussed in this, or any of the previous Business Growth Masterclasses, or to get expert help with any other aspect of growing your business, use the following form to get in touch: (Listen, I know some of you don’t like filling in forms like this, but I promise you it will be worth your while. Go ahead!)

We all know there’s only one way to provide customer service – Isn’t there?

Customer service excellence is a hall mark of all the best and most successful businesses, but it’s not a “one size fits all” solution.

We all know that our customers are unique individuals, but when we deal with them do we really treat them like that?  Do you see customer service as a slick and proven approach that is successful because it treats everyone the same?  I would like to introduce you to 4 of our customers:

  1. Samantha – she is a serious and quiet person who has an interest in detail and getting even the smallest thing right.  Never ask her about her family or social life – she sees it as none of your business and irrelevant to doing business.
  2. Eric – the life and soul of the party – in fact he’s always trying to get us to meet up in town for a “few beers”.  A conversation with Eric always takes longer than planned and is guaranteed to cover the rugby/holidays/weekend every time before we get down to business!
  3. John – it took along while to get to know John – he is quiet, shows little of what he is thinking, but is always polite and calm.  He is quick to compliment good service, but slow to complain if things aren’t going so well.  It wouldn’t be a surprise if he simply took his business elsewhere without saying anything.
  4. Julie – you know where you stand with Julie – she tells you exactly what she thinks, whether you like it or not!  She hates delay, can’t abide excuses and does not tolerate failure to meet deadlines – however small.

You may recognise some of these people amongst your customers.  They all seek excellent service, but the way that you deliver it to them needs to be subtly different.  If people buy from people they like, then it is certainly true that people stop buying from people that they don’t like – or who they perceive as having a different set of priorities to them when it comes to customer service.

If you and your team members could understand your customers’ differences and take account of them when delivering your products or services to them, just think how much more positively your business would be perceived!

The Service Profit Chain

There is no doubt that excellence in service is directly linked to profitability – the most profitable businesses invariably deliver the best customer service.  You can improve your customer experience by understanding their needs and expectations better.  You can achieve this by introducing DiSC to your customer service team.  Let DISC UK show you how.

About DiSC

DiSC is the most trusted behavioural communication and learning instrument in the world. DiSC is based on more than 80 years of research and development and is used across the globe in hundreds of training and coaching applications, with around 70% of FTSE 500 companies either using or having used the system.

For further information about the unique Everything DiSC products, or to arrange to have your own profiles produced, contact us via email david@wallshiremanagement.co.uk or telephone on 01209 613 060 today.

Best Regards
Dave Preston

Business Growth Masterclass 9 – How to Generate More Leads with Less Effort

Hello again everyone, and welcome to the 9th instalment in my series “Business Growth Masterclass”. The subject of this Masterclass is How to Generate More Leads with Less Effort.

As ever, before we begin, lets recap on the main points fromthe last Masterclass.

  • You have created three marketing messages using the step-by-step process
  • You have tested your marketing messages internally – with your staff, management and colleagues
  • You have started or are about to start testing your message externally – using advertising, direct mail or another lead generation strategy.

Has everybody done all that? Good. Ok, lets get started with this month’s masterclass.

What is the current picture of lead generation and management in your business?

Here’s the deal: in order to start generating more leads with less time and financial investment, you first have to spend time setting up systems and making some changes. Your goal after this Masterclass is to establish a solid lead tracking and lead management system, and make small tweaks to your existing lead generation strategies based on the work you completed in the target market and marketing message Masterclass. We’re going to look at many different lead generation strategies in upcoming MAsterclasses, but I want you to see the impact that the work you have already done will have on your existing strategies. I want you to start seeing results more or less straight away.

In this Masterclass we will cover:

  • The current status of lead generation in your company
  • The purpose of lead tracking and management systems
  • Types of lead tracking and lead management systems
  • How to set up a lead tracking and or management system
  • Qualified lead generation
  • How to get more results from your existing strategies

Do you know where your current leads are coming from, or how many you get on a daily, weekly, or by-campaign basis?

If I asked you to tell me right now what your top lead generation strategies are, what would you say? A big part of step-one is gaining a solid understanding of where your business stands right now in terms of lead generation. Otherwise, how are you going to know when your lead generation strategies are working? Or which strategies are working? In a few minutes, I’m going to show you how to set up a lead tracking and lead management system that works with your business. But first, I’d like you to write down what you think your top three lead generation strategies are right now.

Every business needs a lead tracking and management system. Do you have one in place?

A lead tracking and management system is absolutely essential to your business for a number of reasons. One, it is the only way to know which marketing strategies are working, and which ones aren’t. The information your system gathers will allow you to make educated decisions about marketing campaigns and investments. Two, it organises your sales and marketing efforts and manages contact information in a user-friendly way. It’s clear who you called, when, what you said, and when you said you’d follow up. Three, it enables you to manage your sales staff by tracking their progress on several leads at once. You’ll have access to an at-a-glance picture of their sales figures and productivity.

Your lead tracking system needs to:

  • record the leads that arrive by phone, in-store visit, and website visit
  • track the source of each lead over specific time periods
  • record pertinent customer information
  • be simple enough to be used by all staff members

Your lead management system needs to:

  • track your leads through the sales plan or process
  • increase customer communications or contact
  • keep track of correspondences and follow-up requirements
  • make it easier for you and your staff to close more sales

Here is a list of information you will want to gather from your leads.

Depending on the needs of your business and the lead tracking and management system you choose (i.e., do you need a mailing address, or just email address?) some of these items may be optional fields.

  • Company Name
  • Name of Contact
  • Alternate Contact Person
  • Mailing Address
  • Phone Number
  • Fax Number
  • Cell Phone
  • Email Address
  • Website Address
  • Product of Interest
  • Source of Lead (i.e., How did you hear from us?)
  • Reason for Enquiry

If it is appropriate for your business, you also may wish to gather demographic information from your leads – but keep this voluntary. This information would be ideally used in your market research analysis.

Keep in mind that your lead tracking and management systems need to be simple enough for everyone in your company to use.

Unless you are the only person in your company who manages incoming phone calls, greets customers and chases down leads, the systems you implement will need to be used consistently by everyone in your organization. Once you have decided on a system, schedule enough time to train your staff thoroughly and be open to feedback. Since you’re not the sole user, you’ll need to consider their thoughts on the usability of the systems.

Pick a lead tracking and management system that suits your budget, and offers the features your business needs.

Each business will have different requirements when it comes to lead tracking and management. A retail store will have different needs than an estate agents office, for example. The retail store may only need to record leads based on lead generation strategies, and keep lead information for their direct mail or newsletter databases. On the other hand, the estate agent will need to make contact with their leads on several occasions, and need a system that will record and remind them of those correspondences. Software for lead management ranges from simple to highly sophisticated, and can be a great investment depending on the needs of your business. Some CRM (Customer Relationship Management) tools are available online as a web-based system you can subscribe to and have access to on the road. I’ve listed the features and advantages to a number of different systems below – ranging from low-tech to high-tech, paper-based to web-savvy.

Index Cards Variety of sizes: 3×5, 4X6 or 5X8. Basic contact information on one side, notes on the other Easy to organise and sort This is a basic system used to manage leads by those who may be less comfortable with computers. This system will be effective at tracking low volumes of leads.
Rolodex More contacts than index card system Easily organised and compact Basic contact information on one side, notes on the other side Another basic system that will effectively manage leads without the use of a computer. While this system can store a higher number of cards, it is also only effective for tracking low volumes of leads.
Excel Spreadsheets Electronic system that is highly customizable by date, name, source or other variables Easily organised and analyzed Several worksheets in a single file allow leads to be tracked and contact managed Accessible for those with basic computer skills This is a slightly more sophisticated system that will allow you to track higher volumes of leads, and effectively organise the information that you collect into charts that can be analyzed. In Excel, you are able to work with a number of tracking sheets in a single file, and create hard copy tracking sheets for staff to use at point of sale and reception. Excel also has the capability of importing data from Outlook and Maximiser.
Database Management Programs High level of organization Unlimited space for notes and record-keeping Data-entry required Examples include: MS Outlook, MS Excel, Maximiser A more sophisticated system that will interface with Excel and manage high volumes of leads and customer details. Manages distribution lists for newsletters and direct mail campaigns. Primarily manages contact information, and provides space for notes, follow-ups and reminders. Tracking high volumes of leads without recording and inputting customer information is best done in Excel.
Customer Relationship Management (CRM) Software Web-based, and accessible from anywhere with internet access Organises leads and customers by name, company, date, or status Ability to attach documents (like proposals and contracts) to leads Ability to write notes and log correspondence by date View contact history and status Interfaces with e-mail marketing programs Example is SalesForce A highly sophisticated system with advanced features. Tracks a high volume of relationship-based leads, and provides a detailed, feature-heavy system for lead management. Not ideal for retail businesses, or businesses that need to track a high volume of leads with minimal customer information attached.
Website Analytics Monitors and analyzes website traffic and online advertising Tracks number of people who visit your site, where they came from (search engines, online advertisement, website link etc.), how long they stayed, the pages they visited, and which page they left the site from. Google Analytics is an easy-to-use example An ideal way to track and analyze website traffic to complement your overall lead tracking system. This is not a complete system on its own. Requires the insertion of a specific code into each of your webpages, or each of your online advertisements. Monitors usage statistics, and generates reports, charts, graphs, etc.

Bringing qualified leads into your business will save you and your sales team time, and result in higher revenues.

Qualified leads are simply the potential customers who are the most likely to buy your your product or service. They’re not just in your store taking at look at the latest features in refrigerators, they’re in the market to purchase a refrigerator. They’re not wandering in to see what a £500 handbag looks like, they are the kind of person who can actually spend £500 on a handbag. Some of the people who will call you or visit your business will never buy from you no matter how good your sales scripts are or how much time you spend overcoming their objectives. There are a variety of reasons for this – and you’ll never eliminate all of these people – but you will need to focus on bringing in more of the people who are ready to buy. The good news is you have spent so much time and energy cultivating a comprehensive knowledge of your target market, that you’re in a great position to increase the number of qualified leads you bring into your business.

How do You Get Qualified Leads?

The crux of qualified lead generation is making decisions based on the market research you completed on your target market. You basically need to know where to reach your market, and how to speak to them. When you are designing, executing and making choices about your lead generation strategies, always consider these questions.

Who is my target market? Write down your target market description to keep you focused on the specifics of this group of people.
DISTRIBUTION IS EVERYTHING: How does my target market like to receive information? Do they read the newspaper? Pick up the family mail? Spend hours on Facebook? Subscribe to Reader’s Digest? Listen to newsradio on long commutes to work?
What motivates my target market to take action, and how can I tap into that motivation? How will you tap into your target market’s emotional response? What issues or needs will mean something to them, and drive them to your business to solve them.
Where can I place my marketing message so my target market will see it? Look at what you found out in your market research about your target market’s hobbies, activities and interests. How can you place your message or your product or service in their path?
What can I offer my target market to entice them to purchase from me? Can you offer your target market something special, rare, or time specific that will appeal only to them?

I’m going to show you how some little changes will generate big results for your company in short order.

Once you’re set up with a testing and measuring system (your lead tracking and management systems) to evaluate the success of your lead generation strategies, you need to start by looking for opportunities to beef up the strategies you’re currently working with.

Use your new marketing message. Make sure that you have put your new marketing message on all of your marketing materials, where new and existing customers can see it. Revise your standard advertisements to feature the strengthened copy.
Strengthen your offer. Create an offer that’s too good to refuse – not for your entire target market, but for your ideal customer. How can you cater to their unique needs and wants? What will be irresistible for them?
Refocus your direct mail campaign. If you’re sending your direct mail to entire postal code areas, stop and refocus. If your distribution area is that broad, chances are the copy on your postcard or letter is too broad as well. Brainstorm ways to narrow your distribution and only hit your target audience. Purchase consumer lists based on demographics, not just location, or limit distribution to specific housing types. Of course, make sure you rework the direct mail piece to feature your marketing message.
Let your target market’s behaviours dictate your distribution plans. As I discussed above, the more you can tailor your strategy to the needs and habits of your target market, the strong your results will be. Look for opportunities in your existing direct mail, advertising, flyer drop and other strategies to get specific. Narrow the demographics of your list, or place an ad in a niche publication. Brainstorm new ways to target your market’s emotional reactions.
Tap into low-cost advertising. Advertising in places like the YellowPages, classifieds sections, e-mail newsletters and Google Adwords can be a great place to test your marketing message for minimal investment. In an upcoming Masterclass you’ll learn how to place ads in the YellowPages and other listings that stand out from the competition.
Look for some referral business. Referral business is desirable because it usually brings qualified leads into your business. Someone has referred them to you based on a current need or desire. > Provide your customers with an incentive to bring business to you. Reward successful referrals with discounts or gifts. > Create a referral chain by giving each new customer three free coupons for products or services that they can give to their friends. When their friends come into your business, do the same. > Create complementary alliances with non-competitor businesses with the same target market. Cross-promotion or cross-referral strategies will benefit both businesses.
Website sign-up Add a feature on your website that encourages visitors to sign-up for newsletters or other communications. You can also set up your website so that potential customers need to fill out a simple form before they have access to “free” information.
How to Create Marketing Materials That Work The next Business Growth Masterlass will walk you through some tips and helpful suggestions for improving your marketing materials. Revise your existing materials based on these suggestions, and watch your leads multiply.

Stop using strategies that don’t work.

Now that you have a comprehensive lead tracking system in place, you’ll be able to track the leads that each strategy is responsible for generating. When you complete your first few campaigns with the lead tracking system and analyse the numbers, compare the results to the initial predictions you made. Were you correct in your assumptions, or were you surprised by how things shook out. The purpose of testing and measuring using a lead tracking system is to figure out which strategies work, and which don’t, as well as which strategies work best, and which generate mediocre results. This not only will save you money but is incredibly useful information to have when developing marketing budgets and, of course, trying to drive sales.

READ THIS: A quick cautionary note on conversions.

While the focus of  recent Masterclasses has been lead generation, remember the first part of the formula: No. of leads x %age conversion rate = No. of customers. You’ll be working on conversion rates in just a few Masterclasses from now, but my point is don’t lose sight of the relationship between leads and conversions in the overall formula. Remember that when more leads start flowing through your door, you’ll need to have the resources and systems in place to give a high level of customer service and to convert them into loyal customers. You’ve put effort into generating these qualified leads, but if you don’t have the resources in place to give them the attention required, you’ll lose them.

Once established, your lead tracking and lead management system should require minimal time investment…if you keep it up to date.

One last reminder before I sign-off – keep your systems up to date. The biggest pain (and drain on time) is having to go back and enter heaps of data into your database or management system because someone has let it pile up. It’s also a huge missed opportunity! If you fall behind on your lead tracking system, because you won’t be able to effectively evaluate your campaign or strategy. Or, you may have missed a lead because you didn’t follow-up soon enough. Be diligent, and set a strong example for your staff members. Good luck!

Does “True Grit” Actually Exist?

Research suggests it may decide how much we achieve in life

 

Have you got what it takes to succeed (True Grit) and realise your dreams?

Do you have to be born with it, or can it be bred into you?

When the going gets tough, do you get going?

 

Why is having “true grit” important and what can you do if you don’t think you’ve got it?

 

  • Having true grit is a trait among high-achievers, scientists claim
  • ‘True gritters’ show perseverance, tenacity and think success is important

 

He's got it: Jeff Bridges as Rooster Cogburn in the True Grit remake
He’s got it: Jeff Bridges as Rooster Cogburn in the True Grit remake

 

John Wayne had it too – more than Jeff Bridges Some will say. But far from being an intangible quality – scientists claim ‘true grit’ can be measured.

They say those with the trait show a ‘perseverance and passion for long-term goals’, and are tenacious, not easily distracted and not discouraged by setbacks.

And the scientists claim a simple test is enough to see whether a person possesses the dogged determination exhibited by Marshal Rooster Cogburn in the Hollywood Western  True Grit.

Those who take it have to rate how closely eight statements apply to them. These include ‘I finish whatever I begin’ and ‘Setbacks don’t discourage me’.

Wayne received an Oscar for his 1969 portrayal of the fearless American civil war veteran who helps a 14-year-old girl track down the man who had killed her father.

Bridges showed a similar single-mindedness in a recent remake.

And scientists say that if you too have true grit, you may do better in life.

Those with true grit show a ‘perseverance and passion for long-term goals’.

They are tenacious, not easily distracted and not discouraged by set-backs.  Theyalso place importance in success.

 According to studies, gritty children spell better, gritty teachers get the best out of their pupils and gritty adults get higher marks at university.

Put simply, grit could explain why some people try harder than others. To work out who has true grit, scientists have devised a test designed to measure focus and perseverance.

Those who score highly aren’t distracted from the task in hand by new opportunities, nor are they discouraged by setbacks. They are hard-workers and find it easy to spend months focusing on a single project. And, as diligent types, they like to finish what they begin.

So does she: 'True gritters' are tenacious, not easily distracted and find success very importantShe has it! ‘True gritters’ are tenacious, hard-working and find success very important

 

Long-term, this may lead to them achieving their goals. But in the very short-term, the effects can be seen on the body.

When psychologists who wanted to test their grit got men and women to do tricky mental manipulations, they saw differences in the activity of the heart between tenacious types and those who give up easily.

Researchers said: ‘Grit, a recently proposed personality trait associated with persistence for long-term goals, predicts success in part in promoting self-control, thus allowing people to persist in repetitive, tedious or frustrating behaviours that are necessary for success.

‘People high in grit are more passionate about their goals and more dedicated to accomplishing them.’

True Gritters would align very nicely with the high D behavioural style within the DiSC behavioural profiling approach – a tool we use extensively here at Wallshire Management.

If you want to find out whether you’ve got “True Grit”, we can help you find out.