Step #3 In Your Marketing, How To Deliver Your Message

For the past two weeks, we’ve been taking you through the first two basic concepts of marketing.

First and foremost, you must know ‘Who’ you are targeting.

Second, you must know ‘What’ they want.

This week we discuss ‘How’ to get your message out to the prospect.

There are a number of ways to get your message out.

You can buy radio ads, TV spots, billboards, newspaper, internet, word of mouth, publicity. The list goes on and on.

Often I’m asked which one a client should use and my answer is always the same. “It depends”.

As Christians, we operate by a different set of codes and rules if you will.

One of the primary covenants with the Lord is to be a great steward of what we’ve been given. This doesn’t just relate to our credit cards either.

In business, it means being able to track EXACTLY how much you’ve spent to advertise and market and EXACTLY how much you’ve made from that investment in your marketing.

Personally, as a business owner, I can tell you exactly where my customers and clients come from. What marketing medium they responded to, how much I spent on that marketing and what it costs me to covert that customer into a paying customer.

Notice that word ‘paying customer’.

We never measure our customers based on how much it costs to get them into the business.

We measure how much it costs us to convert them into paying customers.

Big difference in your tracking and
significant shift in thinking.

Let me give you a really quick example.

Let’s say you spend $500 on an ad in the newspaper and you spend $500 for marketing online using Google adwords.

Which one is better?  I’ll give you a hint, 99% of business owners have no clue.

But if we are good stewards of our marketing dollars and we track how many paying customers we get, then we can find out where to invest more money.

Off the newspaper ad, let’s say you get 10 prospects. They ask for some information, maybe get a report, etc, but only 2 convert to customers, but those two customers spend $300 each, well we are in the black $100.

But on the internet ads, let’s say we get 100 prospects, but only one customer who spends $300, we lose $200.

Which one is better? On the front end the newspaper.

This is very simple, but very few business owners can tell you how much they spend and how much they make on their marketing.

Which makes them a bad steward and violates God’s word.

In the end, it doesn’t matter what marketing medium we use, as long as we track the results to discover the best way to get in paying customers.

That is how we determine the how.

Have a blessed week,

Matt Gillogly

PS. If you’d like to receive a FREE copy of my business partner, Bob Regnerus’s book – Big Ticket Ecommerce, then simply go here:
http://freebigticket.com/
It take you into detail on a 4 step plan to unlock the potential in your business.

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