Spring-Time Marketing With The End In Mind

Most people get in business to do what they love to do. But many have very little experience in marketing their enthusiasm. So I’d like to discuss your marketing in light of way people like to buy with the end in mind.

In the advertising business, Spring is the season for Home Improvement promotions. The weather’s getting nice, and people want to get outside to clean things up after the long winter. Plus they’ve got a tax rebate check on the way, so they’re making plans to invest it back in their homes.

They are developing a picture in their mind’s eye of what they want. They want a full-color glossy magazine sunroom, deck, kitchen, or bath to relax in. They imagine the good life with an ice tea in hand and warm spring breezes on their faces. You know what I mean. Sheer drapes wafting in the sunbeams- basking in the luxury of the moment--“Bermuda in my backyard.”

My wife & I had a picture like that. Last year, we finally finished our attic project, making more room for our children’s bedrooms. It was a 5-year educational process for the whole family! When we started we didn’t realize the months of saw dust, muddy mats, noisy saws & drills late into the evening. We were not envisioning arm-breaking dry walling, mudding & sanding, along with painful ladder cramps, unexpected delays and expenses. We just knew we wanted the beautiful, finished product and the benefits of more room!

If we’d seen the reality of the process before we’d started, we could have lost heart & put the project on permanent hold! That is hard to do with a hole in the roof, so we kept going. It was the vision of the end product that kept us moving!

The same principle applies to marketing of your business. You know your products, & services. Your website explains clearly the superior system & business opportunity. You know how yours plan is better than the competition‘s. That’s the process! But that’s not what your customer really wants!

Do You Know What Your Prospect Wants?
1. Take time to remember why you wanted to own a business. You may have wanted more time with your family. Maybe you got tired of traveling long distances to make a sale and you set your heart at working from home. It may have been to put more of the money in your pocket instead of the boss’s. What got you moving?

2. Think about the real end results of your products, service, or opportunity. Is it a healthier life style, financial peace of mind, or better relationships with your loved ones? List them out! Write it out in a paragraph. Summarize it in a 2 or 3 words. Take a Picture!

3. Ask the prospect what they want to see. Help them envision the benefits & to see the possibilities. Use word pictures. Tell your story!

Principle: When a person has a picture of the End in Mind, they are more likely to Invest in the Process & Product to see it fulfilled. Take time to Remember the Vision in your own Mind. Detail the Possibilities. And Develop that Picture for your Customer.