TOP MARKETING TIPS
FROM SUE FROGGATT

Emotional Appeal:
When marketing services it might be more important than you think to appeal at an emotional level to your prospect. This is because it is much more ‘natural’ for us to react to things at emotional level and act on first impression. By way of background consider this. Mankind emerged about 200,000 years ago as hunter gatherers and those who survived had traits to suit that way of life. They acted quickly and instinctively to respond to situations rather than logic and reason, particularly when facing danger or fear. Then a mere 7,000 years ago we moved to an agricultural society and 250 years ago to an industrial society. This means for 99.96% of the time we have existed we have acted more on gut feeling and instinct. Evolutionary psychologists contend that although we make like to think that behaviour today is based on logic, our genes are hardwired to react to things emotionally, particularly to people. So think very carefully about the first impression you give. What emotional message will your attire, body language, aftershave/perfume, tone of voice, mannerisms, handshake, etc. give to your prospect?

Networking:
When networking, remember to listen actively. This is one of the skills they never teach us at school, yet it is an exceptionally important business skill. Most people talk too much and forget to determine the listeners interest in what they are saying. A useful quote that reminds you to listen more is: ‘You never learn anything whilst you are talking’. The art of being a great conversationalist is to listen more than you talk. Be brief when talking and focus all your attention on them. It is very easy to spot when some is not really listening because they are not making good eye contact. Draw people out by asking them what business issues are currently giving them a problem, or what would be a good referral for them?

Networking:
When networking, remember to consider ‘indirect’ networking with the professional advisors of your prospect group. Once you have been able to help a contact from this group you are likely to find that they will reciprocate and ask how they can help you. This is your referral opportunity.

Networking:
A useful way to get to know key people in an industry sector is to carry out research or a survey. It is often easier to connect with someone if you approach him or her about their favourite topic. They may feel flattered. In the process they are likely inquire about your area of expertise and start to get to know you. Ring them and ask for their opinion on how they feel about an issue. Send them, and the industry press, a copy of your findings. If possible quote them and use their name.

Launching a New Service:
When launching a new service or concept a useful way to explain it is to associate it with something that your audience are already familiar with. Lead them to it from that starting point. Also if you are launching something that is totally new remember that you need a large marketing budget because you will first need to educate prospects as to the concept and then sell them you or your brand. The good news is it is a great advantage to be first into the prospects mind with a new product or service category.

Powerful Marketing:
When marketing services ‘word of mouth’ has always been extremely important and increasingly so. On the Internet this is referred to as ‘word of mouse’ and the new term that has entered our marketing vocabulary to highlight this is ‘buzz’. Today people are increasingly sceptical about what a company says about itself and the number one source of information is a friend or colleague. Your marketing therefore needs to include activity that encourages people to buzz, for example:
Personal experience. The more you can involve or engage people the better. Develop events such as seminars, conferences or workshops so that they include a personal experience for every delegate.
Collateral that people can see and feel. Try and make part of your service very tangible and visible because if you are invisible, people are less likely to talk about you.
Introduce something that is new, innovative or exciting. This is something that people will want to tell their colleagues about. What about taking a positive stance on a topical issue that is controversial? This is one way to attract the attention of editors!

To find out more about Sue's one-day marketing courses running in July, October and November 2003 in London, Manchester, Dublin, Edinburgh and Coventry visit http://www.suefroggatt.com or call 0870 747 9185.

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(c) Sue Froggatt, 2003