When your Marketing Cup is Overfull                             

Are you an energetic, enthusiastic business owner? Full of great ideas and ready to jump in to do better and succeed now that business should be stronger again? I’ve come across a few over the past 12 months and early this year…ready to tackle new challenges and looking at ways to market their business. {EAV_BLOG_VER:3d1e496f15d1aba4}

Looking here, there and everywhere for what to do next but then……when they are shown what to do different……they shy away….no, no, they say…we’ve always done it this way!!

In pondering on this, I came across this little story:

Nan-in, a Japanese master during the Meiji era (1868-1912), received a university professor who came to inquire about Zen.

Nan-in served tea. He poured his visitor’s cup full, and then         
kept on pouring.

The professor watched the overflow until he no longer could
restrain himself. “It is over-full. No more will go in!”

“Like this cup,” Nan-in said, “you are full of your own opinions
and speculations. How can I show you Zen unless you first
empty your cup?”

In exactly the same way many business owners pursue new ideas and business growth with their cup already full.

Pre conceived idea and ways in which they do business and set in their way making it too full a cup to try some new tea – marketing tea that is.

My question:

Is your marketing working?…….What does that mean, you may ask…

Marketing activities need to be measured, you need a return on your investment of your marketing funds

Let me use this example:

A client spent $155 on 500 flyers earlier this year

In order to cover printing expenses from that marketing project he needed to get 4 jobs in

In order to make a profit for the time spent setting up this marketing project he needed 10 jobs

All he got was 3 jobs

His response:…….but it gets my name out there…!!!

So tell me…how many times are you going to be able to “get your name out there” before you go broke with such a return???

5 Steps to Get a Return on Your Marketing:

  1. Know Exactly Who You Are Writing the Flyer/Ad for – Who is Your Reader?
  2. Know What Your Reader is Experiencing Right Now – What is Hurting Them?
  3. Tell Them What You Can Do To Take Their Pain Away And In What Time Frame
  4. Tell The Reader Clearly WHAT They Have To Do To Get Your Help
  5. Put Your Headline Prominently Up The Top Of The Page (the reader is looking for the Solution, not your name and logo first

So in summary,
Let me say…empty your cup and be ready to have it filled with “new tea”……Marketing Tea That Works!

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