Author Archives: hesty

You might have read the above headline and thought…”AND DIE?? WHAT THE??”

But, it’s true. Now, you might not lose your life, per se, but your business will and even possibly your hopes, dreams, and goals in life will follow suit.

So to prevent your business’s demise and, in fact, allow your business to flourish and enjoy an abundant life…you must understand this very BASIC marketing concept.

And that one BASIC marketing concept is…GIVE YOUR TARGET MARKET WHAT THEY WANT.

Sounds simple enough, right?

Give your target market what they want. You are pushing a large boulder up a steep hill if you’re not doing this one basic thing.

If you think that posting and publishing all sorts of information about your product and business opportunity all over the web is going to build you a successful business….you are only kidding yourself.

If you’re doing this, you’re essentially vomiting all over people online.

If you truly understand this BASIC marketing concept, you realize that people really don’t care about you…(I know that sounds mean, but let me explain). People care about themselves and they’re looking and searching for answers to their own problems.

So, you need to focus on being the answer to those problems.

Think of it this way. When someone goes to The Home Depot looking for a drill, what problem are they trying to solve? Is it that they lack a drill? or Do they just need a hole?

You see, if you understand that they need a solution for getting a hole…it doesn’t matter what kind of drill they get, or if they can get a hole without a drill. If you can position yourself as someone who can get them a hole…you’re probably going to make some sort of sale.

Now, personally, I like to focus my marketing strategies on EXISTING network marketers. Why? They understand what it means to be an entrepreneur. They have an idea of how our industry works and I don’t need to go into a long explanation of how my business works.

My marketing strategies are geared toward network marketers and offering a solution to their problems. And it works because I give them exactly what they want.

What kind of problems do most network marketers have? What kind of solutions are you looking for?

1. MORE LEADS – I show network marketers how to generate their own, super-targeted, high quality leads by having their own Attraction Marketing System.

2. MORE TRAFFIC – I teach effective marketing strategies for any budget that will generate an influx of eyes on your website or lead capture pages.

3. SOME QUICK MONEY – I show you how to promote valuable affiliate tools, and resources to generate upfront commissions from people that you have come into contact with and that are on your list even if they don’t join you in your primary business.

4. MORE QUALITY DISTRIBUTORS – I teach you how to use the power of ATTRACTION MARKETING to attract real leaders, real movers-and-shakers so that you can build a powerful team with momentum.

5. DUPLICATION ON YOUR TEAM – You want positive business building activities to duplicate within your organization. I show you how to get access to a complete Training Center to teach your new team members the most effective online marketing strategies to build their business and YOUR downline.

By providing the above tools, training, and solutions for network marketers, it has taken my business to a completely new level.

And when you learn how to provide EXACTLY what it is that your target market is searching for…then you’ve got a formula for unlimited success.

When you follow that simple philosophy, that BASIC marketing concept, it’s unbelievable the blessings and abundance that will manifest in your life.

Market Concept Testing – Guerrilla Style

Marketing new products and services is vital for most companies. Many marketers, however, are unaware that fast, low cost guerrilla techniques for market concept testing can easily replace cumbersome market research, saving lots of money and time in the process.

A Simple Model For Strategic Thinking

In order to test a new market concept you need to have one, right? Use this simple, intuitive strategy model for understanding the dynamics in the marketplace you’re considering. At first you simply work through the model applying what you already know or strongly suspect is true about the market. Then you go back and support each and every assumption you’re holding with market data.

– What are the trends in my industry?
– What’s driving these trends?
– What are we currently doing about the trends?
– What are our competitors doing about the trends?
– What could we be doing about the trends to increase our profits?

During this process you’re squarely in the analytical phase of marketing. You’re creating ties between your idea and a market that will welcome or reject it. Do your work carefully at this stage or you’ll wind up with every marketer’s nightmare…a product or service that’s an answer to a question nobody’s asked!

Collecting Unbiased Customer Data
There are a couple of ways to approach this task. It’s recommended that you use both methods so that your information will be balanced between primary (straight from the customer) and secondary (conclusions from experts). The objective here is to clearly understand your WOW! and how you’ll prove it.

The first thing to understand (and many marketers don’t) is that business is a social process. Which means, to do this successfully, you’ll be spending the bulk of your time dialoguing with people…not noodling around on the internet. If the thought of this provokes anxiety you’re in good company. Most people don’t relish talking to strangers but successful people in just about every profession just bite the bullet and do it any way.

Step 1: The Internet Part
To establish a beachhead, and not duplicate effort, spend about 10% of the time you’ve allocated for this project internet research. The objective is to gain a baseline understanding of available information about current offerings and substitutes in this market space. You also want to understand the various marketing and sales channels. It’s especially good to know about substitute choices your prospects could make instead of buying your product. It’s good to look at the whole chessboard, not just the squares immediately surrounding your next-move.

At this stage we’re looking for available industry reports and similar expert analysis of:

• What are the trends in my industry?
• What’s driving these trends?
• What are our competitors doing about the trends?

You’ll find out what’s available by doing these searches:

1. [industry name] or [product/service] or [major competitor], financial analysts
2. [industry name] or [product/service] or [major competitor], market research
3. [industry name] or [product/service] or [major competitor], Hoover’s
4. [industry name] or [product/service] or [major competitor], [name of local newspaper]
5. [industry name] or [product/service] or [major competitor], business news
6. [industry name] or [product/service] or [major competitor], industry news
7. [industry name] or [product/service] or [major competitor], industry experts
8. Run similar searches on your favorite social media in case those entries were not picked up by the search engines.

If something about your subject has been written, pod casted, YouTube’d, tweeted, blogged or discussed at a conference you will find it with these searches. Sift through what you find and plug each piece of key information into the 5-point strategy planning model we’re using. Now you’ll see a shape starting to form around your strategy model.

Step 2: Create A Discussion Guideline
This is what you will use as a guideline in talking with potential purchasers of your market concept. In essence this is the heart and soul of your project. The care and accuracy you put into this step will determine whether your market concept test results are accurate.

These are the objectives:

1. Understand whether your WOW! is really a WOW!
2. Understand industry and purchasing trends related to your market concept…and what’s driving those trends.
3. Establish a view on growth opportunities for your company or division.

We recommend that you structure your guide so that it results in a discussion. People are more likely to loosen up and talk freely about your market concept, and the alternatives, if you’re not reading questions verbatim as in a market research survey. Sketch out five key areas of information that you want. These might include:

• What do you think about the concept I’ve presented?
• Steer them toward their thoughts on advantages and disadvantages.
• Ask them what would make it even better.
• What are the substitutes or alternatives including do-it-yourself and in-house solutions?
• How, when and where do you like to receive information on new products and services such as this?
• Digital
• Traditional (print ads, trade shows, telesales, etc.)
• Colleagues, friends & family
• Where and how would you most like to purchase something like this market concept?
• Steer them toward what’s the ideal venue for them, not just where alternatives are available today.
• You’re seeking every competitive advantage you can get.
• Would terms such as financing influence their purchase decision?
• Who is the final decision maker and who else is involved in making a purchase decision? Refer to your notes on complex sales and remember that large consumer purchases can often involve multiple decision makers and influencers.

It is critical that you not approach this exercise with pre-conceived notions of what your company can or can’t do. You simply want to visualize the best possible purchasing scenario for your new market concept. You can parse internal strengths and weaknesses later. Do not base a go/no-go decision on your weaknesses!

You may think of many other categories of questions. Just remember that most people will limit your time with them to 15-30 minutes so keep the number of categories low and focus on going deep in each category. You can always substitute different categories in subsequent calls with different people. Again, after three or four calls you’ll have a much better idea of which categories of information are the best for your purposes.

Step 3: Create A List of Potential Customers
The next is interacting directly with your market. This is a hugely valuable exercise for product managers, marketing managers and marketing leaders. You’ll learn more about your market concept in a day of doing this than just about anything else you might choose to do, including conjoint analysis and focus groups.

The objectives for this stage are:

• understand who holds the knowledge you need
• understand the role each influencer will play in a complex sale
• understand where, when, how and from whom they get their decision influencing information

The people you need to talk with can hold one or more of the following roles:

• Decision maker
• Influencer
• Approver
• User
• Deal killer

With some products and services, mostly consumer products and B2B products costing less than $1,000, you’ll be talking straight to the decision maker. With most other products and services you’ll be talking to the decision maker plus one or more of the other types of buyer. If you’re not familiar with the mechanics of a complex sale you’ll need to pause the project until you’re caught up. Just do a search on ‘complex sale’ and you’ll find what you need to know. This is critical for B2B and higher-end or more complex consumer products and services.

Your objective is to talk to at least 100 people who have direct influence on the purchase of this market concept you’re testing. If you’re testing a consumer concept (for example tax preparation software) start talking with people in your circle of influence including friends, family members, colleagues and professional contacts. You will qualify your research participants based on who prepares his/her own taxes and whether a software product is used. Once you have the list and their telephone numbers you’re ready to move on to Step 3.

If you are testing a B2B market concept you must go straight to the companies to whom you’ll be selling your products or services. You may have a few contacts in these companies but you’ll spend the bulk of your time talking to people you don’t know. Be up front about your mission and never disguise yourself as a student doing research for a term paper or project. Just be yourself and be honest in describing what you’re doing.

If you’re cold calling a company start where you can get a foothold. If your market concept is a new and better alternative to traditional inventory control systems in mid-tier manufacturing companies, likely you will be talking to people in logistics, purchasing, operations and accounting. Go to the company’s website and list the names of key people in those functions if they’re identified. Then call the main number or department number, if listed, and ask to speak to that person. You may get through or you may not. Regardless of whom you talk with, even if it’s the main switchboard operator, just give him/her your 25 word elevator pitch on what you’re doing and ask who they’d recommend speaking with.

You will find that after calling three or four companies your comfort level will rise dramatically and you’ll start getting through more often to people who have the information you need.

Summary
This sounds like odd work for marketing people doesn’t it? However the advantages of this approach are many.

First, it gets marketing people immersed in the marketplace. This is far better than the superficial practice of having marketing people shadow a sales person for a day or two once a year.

Second, it gives marketing people an affinity for the role of the sales team. It helps them understand selling so they, in turn, can work with salespeople on devising strategies to overcome resistance and objections.

Third it gives marketing people solid confidence and much more enthusiasm for introducing new concepts if they have discovered the marketplace dynamics and purchaser habits and practices. This confidence will spread to other areas of the company, giving the marketing and product teams more support than they would have otherwise.

So yes, it’s a truly different approach but it’s highly effective and takes a lot less time and money than traditional market research.

Case Study
A startup company in California has a new market concept for virus protection solutions for iApp (applets for Apple’s iPhones) vendors. This startup is reluctant to spend $50-100K on formal market research so they’ve decided to do the project in-house.

They plan to assess the current competitive landscape for iApp virus protection by:
• Conducting a search for iApp virus protection vendors, if any
• Interviewing a small number of current iApp creators
o Do the trends they’re seeing suggest a market opportunity for our concept?
o What do they know about current solutions on the market?
o How would our offering solve a current problem or pain point better than other offerings?
o What would they pay to solve that problem or pain point?
o What level of disruption or complexity can the organization handle for installation and testing?

Next, the startup will assess current substitutes for their concept. They’ll do this by conducting a search and gathering product specifications, distribution models and other key information for each of their potential competitors. Some of this information they will already have from collecting customer data from the internet and other resources they used. The rest of it they will need to go after using the same information gathering techniques. These are some possible insights gained from their efforts:

• Their new market concept would need feature adjustments
• Their new market concept would be targeted at iAPP creators only
• They can lean heavily on digital marketing rather than traditional marketing
• A utility pricing model (pay based on consumption) would give them a strategic advantage
• A unique guarantee would give them a strategic advantage
• Acquisitions would not be a source of competitive advantage near term

The team now has enough information to make a go or no-go decision. If it’s a “go” the next step is to make sure there’s plenty of money in the bank, or coming in, to fund development and commercialization. Before the software writers kick in, though, the team needs to create a marketing requirements document and a commercial release process to make sure they won’t run out of money before sales revenue kicks in.

Six Video Marketing Concepts on Driving More Traffic to Your Website

Video marketing is one powerful tool that you can’t miss adding to your Internet marketing arsenal. It is because search views in YouTube and other video websites increase in thousands each day that you should take advantage of this opportunity. Video is a sure fire way to get your website, products or services the attention they deserve in the World Wide Web. Here are a few video marketing concepts that you need to know before embarking on this type of Internet marketing campaign: 

1.      The Basics Involved in Video Marketing

Before getting too excited regarding how to use videos in driving more traffic to your website, you first have to know some basics which will form the foundation of your Internet marketing campaign. Video marketing concepts such as creating your own account in video websites such as YouTube is a must long before you can create a heyday of website traffic.

2.      Creating Your Own Video

Most people think that the video marketing concept such as making videos is rocket science, but actually it isn’t. There are many easy ways to record your own video, make a PowerPoint presentation, and using any movie maker software available to finally create your own video masterpiece in a jiffy. Never forget to write your brand or website on your own videos so as to avoid it being stolen. This is also to ensure that more and more people recognize your brand so as to drive more traffic to your website.

3.      Writing Content For Your Video

Writing effective content for your video is another indispensable video marketing concept to take note of. This creates an edge to your Internet marketing campaign as you will help more and more people understand what you are trying to deliver. Content in videos is also highly subscribed by people than the usual written article. Another thing to take note of in writing content is that you should include keywords to make your video highly searchable.

4.      Posting Your Video

If you are already confident with the video that you have created plus the content you have written on it, then it is about time that you release it to the World Wide Web through free video posting websites such as YouTube, Metacafe, DailyMotion and more. Remember that you must post it in as many video websites as you can to gain more coverage in traffic, if you are posting to only You Tube, you are missing 25% of the market and it can be done with less work then posting on You Tube. This may seem like the last video marketing concept that you should know, but actually there is more.

5.      What to Do After Posting Your Video

After posting your video, another video marketing concept to take note of is that you should track the progress of your videos. All of your hard work will go to waste if you don’t update yourself on how your videos are doing.  

6.      Learning From the Experts

There are still so much more that you need to understand about video marketing concepts. You no longer need to guess in the dark anymore as all of the dirty work has been done for you already. You need an expert who knows video marketing the best. So go grab your very own intensive course on video marketing concepts as this reveals the secrets to truly becoming a successful video marketer.