The panelist was Jay Conrad Levinson who is known as “The Father of Guerilla Marketing.” He said that he believed “…a mediocre marketing program with commitment will always prove more profitable than a brilliant marketing program without commitment. Commitment makes it happen.”
As soon as I heard that I knew he was right… but I was not really sure why. So I thought about it for a while and came to a conclusion.
Commitment is when you—
Create a marketing program – good or bad – and then commit to it.
Include the message in all your communication.
Know everyone in your organization follows the program.
Give your customers the same marketing message from you over and over for a long period of time.
Send regular emails, or a newsletter, or have a blog.
Then something happens…You create consistency. This consistency then creates a feeling of trust for you in your customers.
A few weeks ago in my post The “Oprah Factor” and how you can create your own “ X Factor” I talked about the trust that Oprah’s fans feel with her and how this led to very strong and deep emotions they felt about her and this in turn led to the tremendous influence her opinions have on her audience.
Let’s face it. There is a lot of uncertainty in the world right now. Your customers are craving consistency and dependability. They are looking for people to do business with they can rely on.
What you need to do is to develop a strategic marketing plan and commit to it.
If you haven’t created one, or I you’re not sure where to start with developing a marketing plan, I always suggest of course surveying your customers. Even a very short questionnaire with one or two questions about what they are worried about, what keeps them awake at night, or struggling with right now in their business, will give you a great starting place to build your marketing plan. Here’s where you can get more info and examples about surveying your customers. www.createamazingsurveys.com/replay.html
And if you need more help, this is what I do with my clients— create marketing roadmaps/plans for them so they can have a more successful business. Click here for more info. www.marketingimplementer.com/uploads/Find_Hidden_Money_Article_App.pdf