Strategic Marketing

Did you know that most sales people, including network marketers are all tactical and no strategy. At first glance, you may not recognize the difference, but it is huge. A tactical marketer puts out ads that appeal to a very small segment of the potential market. The percentage that is ready to buy.

Research shows that in any given market, about 3% of your audience will be people who have already made the buying decision. If you are only marketing to them, you are missing 97% of that particular market. Is that even borderline acceptable? You see, of that 3% that are ready to buy, that doesn't mean that they are ready to buy from YOU.

Even though you are speaking directly to that ready to buy segment, only a percentage of those will actually pull out the credit card and purchase from you. Depending on your personal appeal, that percentage goes up or down accordingly.

So, we can take two things from this. First, we personally need to be appealing, (see Mike Dillard's Magnetic Sponsoring free video bootcamp - link below) and second we need to be strategic. Strategic marketers are both, or at least their ads are. So what does a strategic ad look like in comparison to a tactical ad. Let's look at the difference using a fictional company that sells Acai juice products. (remember its all fictional including the claims)

Tactical Ad:
Company XYZ Acai Juice
Get Healthy and Wealthy simply sharing a great health product. Great compensation plan. Debt Free Company. We are the fastest growing team. Join Here...

Strategic Ad:
Shocking statistics reveal deadly toxins found in apparently healthy and health conscious humans. Could YOU be one of them? Find out what you can do to protect yourself and your family. Free Information that could literally save your life.

Which ad would YOU be more likely to respond to? The tactical ad may appeal to a small percentage of people who already know the benefits of Acai berries, and are out there actively looking for an acai juice product. It MAY appeal to them - if the destination is appealing enough. The other 97% of people who see your ad won't even click.

The strategic ad is geared toward anyone who wants to continue living - probably a larger audience. That of course is the opener. Now you need to deliver that EDUCATIONAL information, and you need to deliver it in a factual, research based way. More work? Absolutely. Worth the extra effort? Without a doubt!

Strategic marketing, also referred to as "educational marketing" requires thought and research to be effective. You can't just throw out your opinion as fact. Use statistics where applicable, and provide your resources. This accomplishes more than just attracting more customers - it positions you as an expert.

Obviously, there is much more to becoming strategic in your marketing. Too much for the scope of this newsletter, but hopefully this brief article will get your wheels turning.