The JKB Marketing Blog

"We can't guarantee success, but we can deserve it." - G. Washington, J. Adams and others...*

Your marketing may not be quite as important as the Revolutionary War, but the above quote holds just the same.

You can't know for certain how well your marketing is going to perform. But you can take steps to create campaigns that DESERVE to succeed by following a few simple steps.

It all starts with a product or service that actually benefits your clients in ways that THEY find valuable. Stay close to your target market and you'll know what concerns them. You'll know their wants and desires, their hot buttons and their standard objections. Then you can confidently make them an offer they can't refuse.

When you know who you're talking to, you should have no problem talking strait with them. They'll pick up on your sincerity. Truthfully state the benefits they'll receive by using your product or service. Sell the end result, not the road to get there.

***News Flash***
Your prospects care about themselves much more than they care about you.
***End of Flash***

Sell benefits. That means sell the silky soft skin not the ingredients of your skin cleanser. Sell the sizzle, and use the steak to prove your point.

And if you believe in your product, don't be afraid to show some enthusiasm. Get your targets excited about it. It's a long tough road to separate a prospect from their money.

That's why you should assume most (if not all) of the risk in the transaction. If your product produces all the wonderful effects you say it will, you should have no problem offering a strong guarantee. "Satisfaction Guaranteed" isn't strong enough or specific enough. "Softer skin in three weeks or we demand you get your money back!" makes the point more forcefully and will help you close sales.

Finally, no matter how brilliant your campaign appears to be, don't just assume it will be successful. Track the response rates to make sure the real world reacts well enough to justify your costs. Just because you deserve success, doesn't mean you'll get it.

* Original Quote (According to Bartlett's):
'Tis not in mortals to command success,
But we'll do more, Sempronius, we'll deserve it.
Cato. Act i. Sc. 2.