The Danger of Getting Caught in the Message Clutter

The Danger of Getting Caught in the Message Clutter
I found out years ago when my first child was born that we had to ramp up our income. I was working for several clients and making enough money for a guy and his new bride to live a comfortable lifestyle. Then came the first child. We had to scramble to increase our income dramatically. I now had to market my services at a level that I've never had to before. I needed more clients!
The reality of advertising and marketing hit me very hard. I now had to face the same issues my clients face on a day to day basis. The biggest issue to marketing my business was getting through to more prospects. My message kept getting caught up in the mess of advertising, marketing, and daily life.
So here's my answer to overcoming the issues of getting my message to my prospects. First, let me give you a little background information.
April 2004: A Yankelovich Partners poll for the American Association of Advertising concluded that consumers believed they are constantly bombarded with advertising.
61% said that advertising was out of control.
60% said that they had a negative opinion of advertising.
54% said that they avoided buying products that overwhelm them with ads.
How do you overcome the Message Clutter?
Carefully select your buyers.
Educate your prospective clients.
Entertain them.
Focus on referrals
Make them an offer they can't refuse.
If you could build the ideal profile of your best client, what would they be like?
List 10 traits of your ideal client, then determine how many of them you can realistically service each month. How much is my ideal client really worth to me and how many of them can I work with?
Do the math to calculate your conversion rate.
If you actively presented your business to 100 prospective clients, how many could you convert to paying clients for your product or service in a month?
Is there an opportunity to generate repeat business from these clients?
What is the buying cycle for your average client?
Let's take your answers to the next step.

For example:
Our Dentist has an average per patient rate of $3200.00 a year. He wants to double his ideal patient roster and introduce several new products this year.
Our Dentist currently sees 100 patients a month. The number of patients that currently fit his ideal profile is about 40 a month. He determines that an additional 40 ideal clients a month would make his goal a reality. Now he must find them.

Educate your clients.
Now that we have a idea of who we need to reach, let's get to reaching them.
Let's be clear about this fact. People might hate being sold to but they all want more information on what to buy. They want to be educated.
People are interested in knowing more about the things that interest them. If they can get the right information at the right time, they will be in a great position to take action in their interest.
Entertain them.
When you want to stand out, you can make an impression with your audience by inserting humor into your presentations. Humor leaves a lasting impression.
Focus on Referrals
Another way to circumvent the message clutter is to petition your current clients for referrals. There are ways to do this without begging. One way is to combine education and referral strategies – Invite your clients to a seminar and offer an incentive to bring a few friends.
Make them a offer they can't refuse.
This is not just a tactic of gangster movies. If you search thoroughly through your feature, advantages and benefits of your offer, you can find one unique area that will undeniably appeal to your market. If you show them how they cannot lose by using you or your product then they will move to act in their own self interest.
Create offers that not only give top notch value, but also appropriate information. Give them an iron clad guarantee. There must be something in your offer that shows how confident you are in what you have or do.
Get your message to the right target audience. Then make sure that they get it over and over again.
The most important practice in marketing is getting the message to the people who welcome it as an opportunity, not an interruption. Use this frequency to develop a relationship. Education seems to build that relationship while offering something to the prospect that they find useful.
Education cuts through the message clutter because those who are looking for your solutions will better understand the nature of their problem and look more closely at your solution.