”Profitize Your Business™”
Step #1: The PYB Marketing Formula:
Superiority
Consumers and businesses want value; not the lowest price
Many businesses think their prospective buyers just want the lowest price. After all, the yellow pages and newspapers are loaded with ads that focus on price. However, national statistics show that what buyers really want, whether consumers or businesses, is value. Buyers want the best quality, fastest service, etc., at the best possible price. They want the most for their dollars.
The Internet has caused an explosion of new competition
Today, attaining results from advertising has become more challenging than ever. Businesses are faced with an explosion of new competition. The overwhelming number of consumer choices and lousy promotion has made buyers fed up with the level of noise raised by advertising that communicates little of value to them. They are tired of false promises and statements that fail to make products and services appear to be any better than their competitors’. Most people today are so busy they don’t have time for this nonsense. The Do Not Call Registry is an outgrowth of this consumer frustration and lack of confidence in what they hear.
The explosion of the Internet has raised the level of education and power of the buyer. Today, consumers surf the net to gain more knowledge prior to making buying decisions. They are in greater command of the purchase and require more from the advertiser before they will spend. Thus, buyers no longer need to trust advertising filled with platitudes, fluff and generalities. Yet, most advertising you see and hear continues to be loaded with this garbage. But due to the explosion of competition in almost all product and service categories, it’s hardly working. There is no wonder why marketing gurus like Al Reis, Seth Goddin and Sergio Zyman are saying advertising no longer works. In reality, advertising can work. It’s just rarely being done right.
The right way to make your business superior
So, what do you do? It starts by ensuring your business provides a product or service that is clearly superior to your competition. Superiority must be in terms of the quality of the product or service itself, and/or customer service... preferably AND customer service rather than OR. Also, the way in which you are superior must be perceived as being valuable to your potential buyers. For example, if your service is friendlier than your competitors' but your market is more concerned with the quality of your service, promoting friendly service might keep your cash registers empty. Therefore, you must first know exactly what would make your business perceived as being superior in a way that is considered valuable. Chances are you think you know the answers but would be surprised by the results a proper analysis reveals.
Step #2: The PYB Marketing Formula:
Grab Their Attention
The first thing any marketing or advertisement must do is capture the attention of your potential customers. This includes print ads, sales letters, flyers, radio commercials, television commercials, signage and Web sites and your Video Business Card (VBC). The way you do this is by pushing the biggest hot buttons your potential customers have. Hot buttons include the fears, frustrations, difficulties, pain and/or annoyances people possess in regards to selecting and using your product or service. If your product or service establishes a new category and fills a void, the hot buttons include the emotional issues people have regarding having a problem in which there has been no product or service to solve it.
Using Hot Buttons
Here’s an example. Here is an example of a business faced with stiff competition. The service is air duct cleaning’ for residential homes. Our results reveal that the biggest fear homeowners have is “being ripped off.” Therefore your headline might be: “5 ways to make sure your air duct cleaner won’t rip you off.” This headlines capture the attention of the prospect!
Writing headlines
There is much to know about writing headlines. Here is a quick checklist of some of the things to do and avoid:
Only use headlines that push hot buttons.
● Use emotion in your headline for greatest impact. Capture attention with emotion. Once you have their attention, present a logical solution.
● Once you have successfully captured their attention, you can only keep it if people believe you are going to provide useful information that will help them solve a problem and make a decision.
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auto repair) How to avoid choosing a repair shop that will overcharge you and mess up your repairs |
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(restaurant) 4 reasons why you should try our restaurant if you love eating out |
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(kitchen remodeling) Why our customers will invite you to see their kitchens |
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(computer consultant) Whose fault is it when your computers crash? |
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(financial planner) Within 6 months you’ll be laughing at money worries, if you follow our 12 step program |
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(dentist) 6 reasons why people dread going to the dentist and how we solved them all |
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These headlines capture attention and make it easy to create copy that will involve the readers, interest them and get them to take action.
Step #3: The PYB Marketing Formula:
Educate
You need to provide prospects with information they need so they can make an informed decision. Tell them what to look for and look out for in an accurate, specific and non-biased way. (You can be totally unbiased if your product or service is really better than your competition’s).
Describe your product’s or service’s general benefits, to make an informed decision. Because you don’t have time to tell them everything in an ad, give them an outline or hit on a few key points then hand them your Video Business Card, then you tell them how they can get more information.
YOUare the best choice to do business with. You MUST paint a clear picture of what to look for and look out for, or how to decide whether purchasing a new type of product or service would be a sound decision. This is done by writing a report, this positions you as an expert in your field. Only then will you achieve the level of trust and earned credibility to get people to buy from you. Your Video business Card brochure pdf button is crucial in delivering this important information to your new prospects. Your trained consultant will help create one for you.
Step #4: The PYB Marketing Formula:
State Your Case
You next step is to state your case for your product or service. Just like a trial attorney would present a case to a jury, you need to prove beyond a reasonable doubt that your product is clearly the best choice in terms of value. You base your argument on the hot buttons and needs of your target customer. As the marketer, you are the attorney and your prospects are the jury. If you present your arguments well backed up by hard evidence and proof, you get the business.
You need evidence
The kind of evidence you need on your Video Business Card varies depending on the type of product or service that you offer and the audience you are targeting. The types of evidence that are most effective to building your case you include Real Video Testimonials, Endorsements, Results, Certificates of Achievement and Awards, Guarantees, demonstrations, product comparisons, Pictures of your past jobs, Pictures of your office, pictures of your equipment, Better Business Bureau ratings, and real video to pull it all together and give your customer something to watch. The Video Business Card is the vehicle to provide and showcase your truths and accomplishments. Anything you have that can support what you are telling your customer to be true always include in your Video Business Card.
Step #5: The PYB Marketing Formula:
Low-Risk Offers
You cannot provide thorough education in your advertisements due to the high cost of space. However, your Video Business Card offers a way for people to receive more information about making a selection in your product or service, as well as to inform and EDUCATE people why you and your product or service is the best choice. By giving people your VBC to receive more information, you also allow yourself the opportunity to build trust and rapport with your new prospects. This is essential because one of the biggest mistakes you can make is to assume that people will buy now or never. The fact is, in most cases, only a small percentage of people are ready to purchase a product or service when they first read, see or hear an ad. This is why the VBC when left behind after your initial estimate, proposal or consultation is so vital for closing the sale. This is why the VBC has been so effective in closing more sales for businesses of all kinds.
So know this:
Your REAL Potential Wealth Lies In The "Green" Prospects:
The Ones Who Need More Time And More Nurturing Before They'll Be Ready To Buy
In business, realize that there's a process that a prospect must go through before he'll be ready to buy from you. He may need to learn more about this industry in general or he may want to know about you and why your offer is any better than anyone else's he's considering. Or maybe, he just doesn't need what you have...right now!
Your challenge is to educate and nurture each prospect along. But that was hard to do if you've got more than 10 prospects. Lots of business books and trainers talk about what's known as "relationship marketing" or the process of building a personal relationship with a prospect so he'll think you're his friend. After all, given a choice, we'd all like to buy things from our friends. But who can physically and mentally keep up with 250 “friends� That’s a tough row to hoe! The PYB marketing formula incorporated into your VBC solves that problem and builds this relationship that will lead you to close more sales and make more money at higher profit margins!
Step #6: The PYB Marketing Formula:
Vital Follow-up
This step is vital to your success because most of your prospects are not yet ready to buy. Once you've handed them your VBC this starts the nurturing process because of the video.. they get to know and trust your company at their own leisure and most of them will watch it several times. To continue nurturing them send a Personal Video Email Message that is warm, friendly and articulate stating you are here for them whenever they need anything. You also get the opportunity with your Personal Video Email Message to once again be seen and heard, vs. your competition (0) and to educate and reinforce to them why your product or service is the logical choice. Nothing is more powerful and effective than them seeing you again. This will build more trust and rapport and ultimately you’ll win their business.
Contact should be frequent, at least twice a month. We recommend once a week in many cases. If your follow-up remains educational in nature and is articulated well, your information will be well received and you will win their business.
Phone call follow-ups to prospects should be done with discretion. An occasional call to make sure they are getting the information they need, to answer their questions and to remind them of a low-risk way to try your product is usually fine. Phone follow-up requires superb communication skills. Calls should be carefully scripted.
Follow-up calls to homeowners is usually not a good idea. Make sure you are not violating the Do Not Call Registry if you choose to do so.
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