Service Business Success

There is “something” that I’d say 98% of all small businesses don’t either know about or have don’t have an effective understanding of and it is one of the pillars of POWER and PROFIT

And that “something” is Sequencing you marketing message.

We preach that…

“By simply building a sequence of communications into each and every one of your marketing messages you will have exponentially greater success with those campaigns.”

Now that sequencing makes sense to most of us when we think of our database.  Every database promotion we do should include a minimum of 3 contacts – one to announce the offer, one to remind about the offer and then one to announce the final chance to take advantage of the offer.

And by the way it’s usually the 3^rd message that generates the largest number of calls for the campaign but it is set up by the sequencing of the communication and the agitation to act that it will generate when done right.

But there are many another sequential marketing opportunity you have and the first one is perhaps one of the most important – yet it is still rare to see implemented by most small businesses.

If you look at the local paper, val-pak and fliers that arrive at you home you`ll see that the vast majority of advertising is completely focused on simply making a sale.  And that may have even sounded right to you before… but hopefully no longer.

I hope you realize how foolhardy it is, especially in today’s day and age to think that traditional mass marketing has a snowballs chance in producing any consistent profits for service businesses like ours.

You see, that approach will only ever attract those candidates who are primed and ready to buy AT THE MOMENT they happen across your advertising.

What about all the other potential IDEAL CLIENTS who may also see your ad, be intrigued by your message but not yet ready to commit to calling and making an appointment for whatever reason.  Does your marketing just let them go in hopes that the timing will be better the next time they see one of your ads??

Well obviously it shouldn’t!!

…and why risk that your prospect will come across one of your competitors ads first when they are ready to buy.

(Now THIS NEXT POINT IS CRITICAL)

You need to make sure ALL of your advertising has CCD – Compelling Capture Devices – built into the message so you can capture the contact information of EVERYONE who has an interest in the SUBJECT your products and services deals with.

And noticed I used the word subject. As stated earlier, your audience may not yet be ready to employ your services at the moment they encounter your marketing piece but if they have an interest in your subject and you have a compelling offer to provide them with more information in the form of a free gift by way of what we call an automated Secondary Response Mechanism.

Done properly the truly interested will happily trade their contact information for your gift… if it’s compelling.

One of the simplest and best ways to increase the results of all of your advertising is to develop a secondary response offer and scripting that compels the majority of “non-booking” readers or callers to trade their contact information with you for your FREE GIFT you’re willing send them right away.

WARNING – Don’t pass over the preceding point too lightly. It’s easy to say “ya, ya I get that” but then never take any action to develop and test compelling offers and scripting to capture these leads.

You see, once you have a steady stream of interested parties entering into your prospecting funnel and leaving their contact information you now have folks to sequence your follow up with and stay in contact with until they are ready to use your services.

That is the backbone of the new Relationship Marketing Economy that we are now emerging into.

Start building relationships with your customers BEFORE they ever actual use your services with sequential, value laden offers and regular communications – then continue to develop that relationship once they have converted into paying clients by adding ongoing value with things such as helpful advice and preferred client offers which of course you will..

… Sequence for maximum results.

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