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The 3-Secrets of Human Touch Marketing

IStock_000003696632XSmall In looking at the latest major marketing trends for small business, there are three basic philosophies to pay particular attention to. When used in combination, you unlock the door to the secrets of Human Touch Marketing.

Philosophy one, speaking the buyer’s language

When your marketing and sales messages are slanted toward your buyer’s wants and interests, your message suddenly takes on a new life.

You’re no longer talking AT buyers about your business, which is your interest.

Instead, you are speaking TO your buyer’s interests. As a result they stop blocking and actually hear your message.

Philosophy two, educate to advertise

A couple of years ago, I coined the phrase “Edutise™” to describe a process where articles, white papers, special reports, eBooks, blogging, and educational outreach were prime marketing tactics to use in expanding the sales reach of any business.

Since that time, Edutising has taken on energy of its own. With blogging, social networks and article and PR sites it’s never been easier to launch an Edutising campaign.

Philosophy three, personal caring

Personal caring is the secret that builds relationships. No matter who you are, when someone genuinely cares about you, your business and the outcome you received from a previous engagement, you will be open to do business with that company again.

The cost of continuing to do business with an existing client is significantly less than prospecting and acquiring new clients all the time.

When you speak to buyers in a way that focuses on their desires, educate to advertise and use an attitude of personal caring to keep existing clients and hot prospects engaged, your marketing costs will go down while your sales go up.

The Concept of Logos is Dated

 In the not too distant past businesses established their name thanks, in part, to a logo.

The logo showcased a business by creating memorable “art” that helped people recognize the name whenever they saw it.

The problem was when the logo was viewed, buyer’s still wondered what the business actually did.

A new breed of business identity device has replaced the logo and it’s called a memeHeartLowRes.

Meme's give us an immediate frame of reference for ideas. For example, a heart is a frequently used meme to project the idea of love.

The word meme is a term borrowed from the world of genetics and means, “A unit of identification.”

In marketing a business, the meme differs from a logo in that it utilizes words, the company name and an image to create a memorable message.

The end result is, a complete sales message is delivered every time the meme is viewed.

When taken into sales situations, you’ll find greater receptiveness from your buyers and quicker qualifying, which ultimately leads to more sales closings. You’ll also have a way to inspire greater word of mouth marketing from viewers of your meme.

The secret to a meme’s success is to make sure that you are telling a complete story, at a glance, which inspires your buyers to ask you to tell them more.

If Your Name is Joe ...

IStock_000005878839XSmall ... and you happen to be a plumber, now is the best time ever to launch a marketing and sales campaign.

This week, in the Presidential Debate, John McCain and Barak Obama made a household name out of a fellow named, Joe the Plumber.

Take advantage of that fact. Imagine how easy it would be to talk to people about your business if you could say, "I'm Joe the Plumber."

Taking advantage of current news is priceless. You can get a lot of attention for just a little action.

I'd even go so far as to call your newspaper and become a local Joe the Plumber in your area. The ideas on how to use this are endless.

In fact, if your name is Joe at all, become Joe the WHATEVER YOU ARE. There's one catch though. Your window of opportunity is limited. Next month will be too late.