If prospects don't know you, how and why are they going to buy from you? The art of telling a good story starts with finding the right people to talk to and making sure they hear and understand how your company can help them. Here's how we do it.
In 35 years of developing advertising campaigns for clients ranging from garage shop start-ups to Fortune 500 companies, I have never heard a client say they have too much money to spend. But a tight budget should never be an excuse to do nothing. After all the way to get a bigger budget is to sell more and you can't sell anything to people who don't know who you are or what you offer.
Many advertising agencies will bring a creative flair to your marketing materials. Some will help you find more sales leads. A precious few will show you how to turn more of those sales leads into sales. We’re one.
Since history’s first advertisement (we’ll leave the product to your imagination), marketers have spent almost their entire budget chasing new prospects. However, like the proverbial dog who chases cars, the chasers-of-prospects don’t necessarily know what to do with them once caught.
A number of years ago these words in Seth Godin’s book Permission Marketing opened up a whole new way of thinking about advertising and marketing. Gone were the days of working out a client’s position in order to build a creative platform. New marketing wars were being fought on the prospects turf. New marketing technologies now made it possible to approach prospects on a more individual basis. Now prospects could tell us what was important to them, and allow us to tailor a conversation with them to this information.
I sometimes realize that the more things change the more they stay the same. Today, technology -- including marketing automation software, social media and the internet -- make things I learned almost 20 years ago even more valuable.
