| Every small business owner, entrepreneur and | | | | can deposit in the bank then you shouldn't be doing it. |
| independent sales person needs to think about their | | | | That is why you need to study, learn and practice |
| marketing in terms of direct response. | | | | Gravitational Marketing SM . |
| What is direct response? | | | | You have to stop thinking about your role in your |
| Well, direct response marketing is marketing that | | | | company as a maker or seller of widgets. You are not |
| delivers a trackable and measurable return on the | | | | in the business of making or selling widgets. |
| dollars spent. | | | | You must be in the business of marketing widgets. |
| Seems pretty simple, straight forward and logical - | | | | Your role has to become chief marketer of widgets. |
| don't you think? | | | | For example...let's say you own a pest control |
| Then, why do some many small businesses | | | | company. |
| consistently toss tons of time, energy and money | | | | What business are you in? |
| down to the tidy bowl man? | | | | The obvious answer is the pest control business. |
| Why do they constantly talk about and spend dollars | | | | But in this case the obvious answer is the wrong |
| on "getting their name out there?" | | | | answer. And as in most things in life the common |
| It's a complete waste of limited cash and resources | | | | thinking only leads to common results. |
| and it doesn't work. | | | | Common Results = Common Life. |
| You can not build brand as a small business with a | | | | The correct answer is that you are a marketer of |
| limited marketing and advertising budget. If you don't | | | | pest control. |
| have a Cola Giant budget you can't copy the Cola | | | | The marketing function is what brings in the business. |
| Giant's ad strategy - i.e. spending money to "get your | | | | It's what generates the leads that turn into sales which |
| name out there" and hope you get customers in return. | | | | bring in the dollars that you can deposit into your bank |
| That is leaving your business success up to chance | | | | account. |
| and that's not a smart strategy. | | | | Your thinking has to completely change if you want to |
| But you want to build image and brand | | | | be successful. |
| awareness...Right? | | | | This total reengineering of you role has to occur if you |
| Listen, you can't deposit brand awareness in the bank | | | | want your business and your life enjoyable, simple and |
| and if your marketing efforts don't yield something you | | | | prosperous. |