3. 3 Solo Presentation: Good evening, everyone. Welcome to my presentation. I’m Kari Kong, CEO of Matuszak Family Group. I’m going to share the 3 golden rules of marketing with you – the FOUNDATIONS of your BUSINESS SUCCESS. The presentation should (will) last for about 5 minutes. Please feel free to interrupt me if you have any questions. First of all, what is marketing? Simply stated, marketing is everything you do to place your product or service in the hands of (potential) customers. Alright, let’s start with the first rule – TEST and MEASURE every aspect of your Marketing.
As you know, being outstanding at marketing is fairly straightforward ??? but so few businesses do it. You just need to continually test new marketing strategies on a small scale. It may be a new direct mail campaign, a new ad, a letter to your customers, an email, a new headline on your website, a two-week telephone campaign. You test small, then you measure the results. What did it cost? What revenue did it generate? If it was not profitable, you’ve learnt an important lesson and move on. If it was profitable, you roll it out and make it an integral (important) part of your marketing mix. Marketing Mix – Customer Value, Cost, Convenience, Communications) If you tested five new things every month and just one out of the five was successful. Then at the end of a year you would have twelve new proven marketing strategies to add to your mix. So testing and measuring all of your marketing is the first golden rule of Marketing. If you’re going to be great at Marketing, you must, must test and measure everything. Let’s move on to the second rule – Add REAL VALUE to the lives of your customers. Outstanding business performers share a similar way of thinking about business.
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The highest purpose of their businesses is not just to make money or increase profits. The highest purpose of their businesses is to add real value to the lives of their customers. We’re not talking about some vague (unclear) concept of adding??value. We’re talking about a deep commitment to enhance the lives of those you interact with. Why is this so important? It is the single most effective sales tool any business can employ. If you call a company and they just want to make money from you, you can tell instantly (immediately) can’t you? But if you all a company and they’re willing to do whatever it takes to make your life easier, solve your problems, meet your needs and answer your questions ??? don’t you just love it? When we stop obsessing (thinking) about how great our product or service is, and start obsessing (thinking) about adding enormous (huge) value to the lives of our customers and clients ??? our profits soar (rise) – and as an additional bonus, doing business becomes much more pleasurable. Finally, we are coming to the third rule – Focused on explaining the BENEFITS of your customers.
One of the biggest marketing mistakes that businesses make is focusing on the details of their product or service, rather than the benefits it offers customers. People will only buy from you when they, either consciously or subconsciously understand how they are going to benefit from what you are offering them. Every conversation you have and every paragraph of your brochures, letters and website should (carry, transmit) convey the benefits of what you have to offer. Of course, for this to happen YOU have to be clear on what these benefits are. Sometimes, we’re so close to our business that is not such an easy question to answer.
Ask some of your colleagues what the top three benefits of your product are. If they hesitate ??? you’ve identified the first area where you can make a significant difference to your marketing. I trust you’ve gained some insight into these 3 golden rules. If your companies still stay on the same place ??? don’t worry ??? you are not alone. But experience tells us that if you are willing to apply these principles to your business, you will see your profits increase significantly (very much). Thank you for your listening. If you have any questions, I’d be happy to answer them.