There are four parts to a marketing system and they rest on
ten cornerstones.
Marketing results are only as powerful as your marketing
systems. To build your marketing system you need to be able
to do four things: attract, convert, leverage and retain.
With these four accomplishments and the practice of the 10
Cornerstone Principles of Marketing, success will come.
Here are the 10 Cornerstone Principles to Marketing Success
1. The Principle of Packaging. The way you package your
product or service is a deal breaker. If you sell a
product, it has everything to do with the packaging, the
colors, the box, the container — everything. If you sell a
service and offer just one service, there still needs to be
packaging. Just a different time. Packaging for a service
provider resides in their offer. If you offer one solution
which most independent professionals do, like an hourly or
day rate, then you don”t have a package. A package is a
combination of items that create an offer that support the
client in accomplishing their goal.
2. The Principle of Differentiation. You want to be the
red crayon in the box of white crayons. You must know how
you are different from your competitors and you must be able
to convey that in all your messages in a way that your
prospects pick it up simply. If you think you don”t have
any competitors, you do. If you know you are different and
don”t convey it, you lose. You must leverage your
differences.
3. The Principle of Repeat Business. One-time buying is
short-term revenue and requires ten times more work to find
new clients. Keeping multiple, a lifelong paying client is
your objective. If you offer a one-time event, you do not
have a marketing process — you have a single sale. A
marketing process sells to clients over and over again.
4. The Principle of Frequency. The number two reason
businesses fail is because they don”t stay in touch with
previous clients. Frequency builds trust and trust is a
requirement for a sale.
5. The Principle of Multiple Streams. Having many ways for
people to buy from you always provides the desired revenue
results. This requires a combination of active sales (where
you participate) and passive sales (that sells without your
presence).
6. The Principle of Reciprocity. This principle, also
considered an exchange, is about relationships and networks.
If you want to be alone, then your battle is gong to be
long, hard, and it will fail. Build your vendor team, your
Research & Development team, your administrative team, your
strategic alliances, your bartering team, and your
attraction will multiple. This works on the principle: “you
scratch my back and I will scratch yours.” It is not just
about relationships, it is about the value of those
relationships.
7. The Principle of Likeability. If people don”t know you,
how can they like you? They need to like you before they
will trust you and they must trust you before they buy from
you.
8. The Principle of Communication. This is the most
valuable asset you have. Communication is like your bank
account: when you communicate correctly, you have a deposit,
when you fail to communicate you will have a withdrawal.
If, on balance they get “insufficient funds, that client is
gone. Always ask, Am I providing value that creates a
deposit?”
9. The Principle of Perception. Your clients perception
creates the sale. So many business owners think their
service or product is absolutely great and they cannot
understand why it is not selling. It is because they
developed their product or service according to their
perceptions and not their prospects” needs. Perception
begins with what your employees think of their job, so start
with their job responsibilities and titles. If your
receptionist is the main point of contact for your company,
change her perception of her position and your client”s
impression will alter. Call her the “Director of First
Impressions.”
10. The Principle of Emotion. Eighty-five percent of the
buying decision is made from emotions and then justified
with logic. This means you must first connect with their
emotions and then give them the logic to justify what they
bought. You cannot do one without the other.
Catherine Franz. .
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