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A business owner or professional needs to create a desire to buy and to sell products and services on a regular basis. To do this a marketing message must penetrate the mind of a prospect a total of nine times before that customer becomes a customer. For every three times you expose your prospect to a marketing message, the propspect misses it two out of three times. Therefore, to make nine impressions you must expose your product to the prospect 27 times! Commitment, Investment, Consistent, Confident, Patient, Assortment, and Subsequent. Commitment - Marketing usually takes four months. Brillant marketing without commitment doesn't work as well as mediocre marketing with commitment. Investment - Money put into marketing is not an expense; it is an investment. Ex. It took the Marlboro man campaign one year to transform its image of Marlboro from a feminine cigarette to a masculine one. Consistent - Prospects learn about you, your company, your products, etc. through your marketing. To prove yourself you must appear stable, successful, sure of yourself. You won't do this if you constantly change your marketing, your media, and your message. Keep a consistent format. Confident - Before people spend money they want to be sure they are not wasting it. They look for indications their money will be well spent. What influences people to buy services from you? People are looking for business that offers a wide selection, that provides excellent service, that offers quality, and a business in which they can be confident. Patient - It takes patience to practice commitment, treat marketing as an investment, keep marketing consistent, and stay on tract until prospects are confident in the business. Assortment - Your marketing inventory should contain the widest possible assortment of marketing weapons. Subsequent - Marketing begins when you conceive a product or service. It continues until you have the patronage of repeat customers. It is estimated that 80% of lost business is apathy after the sale. The marketing attack is a sustained attack. | ||||||
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