Blogs

For many years, marketing and advertising game plans have been backwards in their approach to gain market-share.  Traditionally, ads have been written to focus on the wants and needs of brand new patient. 

If a “Going out of Business” sign had to be placed on your door, or that of your competitors, which would you choose?  Sadly most business owners never act as if this scenario could really happen. 

“There is no new client factory.  Your best prospects already belong to your competitors. It’s up to you to convince them to do business with you!” --- Steve Von Loren, author of numerous marketing publications.

You must create a deep relationship with these customers.  It should be one that creates such loyalty that they would never consider going back to your competitors. 

An emotional purchase is when a customer calls the company and the company sends them out a sales letter with product samples.  That is an emotional purchase.  The customer is deeper emotionally.  The key critical one is when they get to a quote.  Other than the sale, that’s probably the biggest emotional purchase. 

The following “legally stealing” advertising examples are given to clearly illustrate the strategies behind legally stealing advertising campaigns.  These examples will spark the creative ideas for your own business.  Brainstorm with staff members, partners, etc., and see just how many creative legally stealing ideas you can come up with.

Competitive Intelligence

Before you expand your business, you better know what you’re up against.  You’ll need to thoroughly investigate your competitors to understand their services, and how they are being received by your prospects.

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The Affect No GAP Has On Response Rates

It is fairly well accepted that average direct response rates fall between 1% and 3%.  The reality is that the average direct marketer gets a 97% to a 99% non-response rate.

Compare this 97% non-response rate to the IRS’s 1% non-response rate.  We maintain that the difference between these two scenarios is directly related to differences in GAP that each has.