Frequently Asked Questions
- What is “Brand” Marketing?
- What is value marketing?
- What is Direct Response Marketing?
- What are all those DR acronyms?
- What about Social Media?
- What’s a “Perception Architect?”
- How do we get started?
- What’s with all the non-marketing stuff?
What is “Brand” Marketing?
Brand marketing is all about “your image” or “your brand.” It’s typically what you see out of Madison Avenue.
Funny thing – if you asked most marketers what “brand” really means, they probably couldn’t define it. For the record, let me tell you my definition.
A brand is an overall “air,” or “image” you present to your market. It’s supposed to show how you fit in with your prospects’ belief systems.
Now there do need to be elements of a brand in your marketing. It helps make you who you are. But idea of brand can not dominate it. Why?
Here’s the issue (four actually):
- Brand marketing tends to talk about “you.” “This is me and this is my image and this is what I am about.” I will promise you this… your prospect doesn’t care.
- Maybe your brand marketing talks about your service, what you do for your clientele. This is like talking about components of a stereo. Think about this for a second. When was the last time you sat rapt, reading stereo assembly instructions? Your prospect may have some inkling of interest, but your information is pretty much meaningless to them.
- It’s unlikely, but maybe your brand marketing talks about your benefits. People don’t buy 1/4 inch drill bits… They buy 1/4 inch holes. Are you talking to them about what they really want? This will make your prospect sit up and take notice.
- And almost certainly, brand marketing doesn’t talk about your prospect. The one thing that your prospect really cares about. The one thing that will drive the message home.
Here’ s another problem. With this type of marketing, you can rarely measure your results. “And if you can’t measure it, you can’t manage it.” (Variously attributed to business guru Peter Drucker.)
What is value marketing?
Value marketing is one type of free…
It’s a marketing strategy in which you give away something valuable to your prospect – no charge. And then you give some more. And then some more.
The rationale behind this is that it builds a bond between you and your prospects (and clients!) And let me say something else. It’s a great strategy.
Lately, value marketing has gained a a bit more prominence in marketers’ collective consciousness. It’s not new. Most don’t realize it, but in reality it’s been tried and tested decades or longer.
Since the turn of the LAST century, entrepreneurs have been giving away value in order to form a relationship with their herd.
In 1903, Frank Woodward, owner of a jiggly new delight called Jell-O – gave away entire recipe booklets explaining different ways to prepare and serve the product. The giveaway tactic was a huge success.
And even earlier than that, a nineteenth century marketing genius by the name of Benjamin Babbit revolutionized the idea by giving away free samples of “Babbits Soap.”
The list goes on.
Value marketing is as old as the hills and still working today. When applied in the proper methods, this strategy is immensely valuable.
What is Direct Response Marketing?
It’s style of marketing that has a goal in mind.
The goal of generating some kind of action or response from your prospect. This fact by itself makes it more valuable than “brand” marketing. While brand marketing tries to convey an image, direct response seeks to drive action.
And that makes it a far superior tactic from the get go. Two other reasons direct response marketing is a better strategy…
First, that there’s the “direct” part. That means its targeted to specific biases within segments of your market. Brand advertising tries to be memorable and cast a wide net.
Second, because it’s direct or targeted, it’s measurable. And that makes all the difference in the world of doing business.
Direct response marketing is carefully crafted to include key components such as attention-grabbing headlines, a powerful call to action, a compelling offer, a believable deadline or urgency, a response vehicle, possibly most important a USP….
And it’s the basis on which “Perception Architecture” is built.
What are all those DR acronyms?
All the specifics – mostly measures – that relate to direct response marketing.
For instance, your “USP” is your Unique Selling Proposition. It’s your reason for existing. It’s why a prospective client should choose you over any other option – including doing nothing (the business-draining option most never consider)
Other acronyms deal with results measurements:
Your “ROI” is your return on your marketing investment. It’s one of the many accountability metrics direct response marketing offers over everything else.
CPL is your cost per lead. How much does it cost you to get a qualifies prospect to stand up and raise his hand?
CPA or CPS Cost per acquisition or sale. It’s your final cost on how much you have to spend to get a new client on board. (You will discover, if you track these metrics, that getting new clients is about eight to ten times more costly than keeping your present clients happy and growing.)
LCV – the big number. Lifetime customer value. What is a client worth to you over the lifetime of your relationship? Know this number. It’s a big determinant of CPL and CPA.
There are many more, but the thing to understand is they all are designed to drive and measure action on the part of your prospects. Something no other kind of marketing does.
What about Social Media?
Social media is about connecting with people. And isn’t that what marketing is all about?
Sure is. But my own considered opinion on social marketing it that it can be a double edged sword…
Some people think that social media is the future and be-all and end-all for marketing. They’re wrong. You have to remember that social media is just ONE outlet for your marketing. To be used in combination with other techniques and marketing channels.
And that brings me to point number 2. If you’re going to dive into the social media waters, you have to keep up. It can be a time consuming endeavor. Not only to write, but to read.
Social media has taken on a second duty in addition to “connecting” people. It has become a resource for user opinion. A “reputation rater” if you will.
Like I’ve said before, people today are bombarded by so much informantion and so much sameness they tend to tune out and disbelieve what messages they hear. But the number one source of credibility they’ll rely on is their peers. And where do they find that?
You got it. Social media outlets. A bad rep can spread just as fast as a good one in these waters.
That said, social media is one channel to reach out and a great way to share value. Used right, it can be a big asset.
What’s a “Perception Architect?”
That’d be me. It describes what I do. I use direct response marketing techniques to craft a perception in your prospects mind.
Not just an image or message. That’s a very important distinction. Let me explain.
You have an important message you want to deliver to your market. You’ve invested a lot in it.
But that message is still about you.
And because of that, you simply can not be sure how your prospect will perceive that message. You’ve heard the old saw, “one man’s treasure is another man’s trash?” That’s perception. How your prospects view you fitting into their lives.
And that is critical.
My job is to represent you to your prospects (and current clients as well) in a manner that will resonate with them. To link your marketing message to their needs so that from their end, they see you as the hero they’re looking for. To make your message personally relevant to them.
How do I do it?
Using the three step process of ”Perception Architecture.” Knowledge – Content – Execution.
How do we get started?
If you’re interested in becoming one of my private clients, there is an initial “stand-alone” diagnostic process. Start by going to my “Contact” page.
1) Send me a mail with:
i) A paragraph or two describing what you think your biggest challenges are and what your goals you’d achieve if you could overcome those challenges,
ii) Your contact information (Name, Address, Phone, Email) and
iii) Write “Perception Architecture” in the subject line.
2) Once I get your mail, we’ll set up a time to speak on the phone and confirm your marketing goals.
3) A couple days after that, you’ll get a customized questionnaire from me. It’s an in depth analytical tool based on the what you’ve told me in your mail and on the phone. I’ll use it as the basis for my research. (It’s mostly generic information but in any case be assured ANY AND ALL INFORMATION IS KEPT STRICTLY CONFIDENTIAL.) You complete the form and send it back.
4) Once I receive it, I’ll begin. I’ll see where you are and where you want to be. I’ll examine the paths you’re taking to get there and uncover any opportunities I might see that you’re missing. I’ll look for techniques that can be adapted to increase your exposure and review all your copy to see how it fits with your prospects perceptions. I’ll create a printable report with the details and a plan of attack
5) In about a week, we’ll set up a time for a conference call. Plan on 55 minutes of uninterrupted consultation. I’ll go over my findings, lay out my recommendations and answer any questions you may have. You’ll get an updated (post consultation) copy of my report so you can get started.
At that point we can discuss any further work…
What’s with all the non-marketing stuff?
You know, that’s a good question. I’m a human being too. While I love my work, sometimes focusing on marketing and financial markets constantly gets to you. Like most people, I have other interests besides the business ones. And I like to share them. So occasionally I’ll share something I hope my readers will find interesting. Sometimes I get off on a little rant about something I’ve read or seen somewhere.
Point is, I’m not a faceless corporation. And if you have any side interests you’d like to share, I really do enjoy getting mail. Thoughts, ideas, rants … whatever are always welcome.
Click over to my “Contact” page to share your thoughts or get started now…