How to turn total strangers into raving fans!
People won’t buy stuff from you if they don’t know who you are.
Traditionally, businesses have spent a large amount of money trying to attract the consumer’s attention.
Seth Godin called this interruption marketing. The idea was that the marketer would find out where the prospect his likely to hang out (often in front of the TV!) and grab their attention by shoving an advert in their face.
The head of a marketing genius…
Interruption marketing techniques included unsolicited direct (junk) mail, television, radio and billboard advertising.
Back in the day, attracting people’s interest with interruption advertising was a simple but expensive business.
If you could put a repeated television advert out to the whole country then pretty much everyone would know who you were within a few weeks.
Nowadays, though, more information is thrown in our faces than ever before.
This is mostly due to one thing… The Internet.
And what has been the result for the marketer?
Well… consumers have become much more sophisticated in their ability to ignore traditional marketing messages.
Attracting interest in the modern world has become more complicated (as there are more messages competing for our attention), but potentially cheaper.
Why cheaper, you say?
Because we can now use modern web strategies such as blogs, websites, social media (Facebook, MySpace, Twitter), article marketing (Ezinearticles, GoArticles) , user-generated content sites (Squidoo, Hubpages, Tumblr)
Implementing these strategies is very cheap and even free in many cases. All it takes is the time and effort needed to build up a presence on the internet using these tools.
In this model, we allow people to find us by providing the content or information they are already looking for.
So, once our customer has found us, what are the next steps?
Well, before we do anything else, we must get permission to carry on the conversation with the customer. This could be done by asking the customer to sign-up to a newsletter, like the Jalopy Gang V.I.P. list.
Mr. Godin calls this permission marketing. He describes the concept like this:
Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.
Source: Seth’s Blog
The next step is to build trust with the customer.
You do this by doing what you agreed to do, providing huge amounts of value and generally helping people out with their lives. You can do this by providing your customers with helpful things, like this article here!
Then, and only then, can make them an offer to buy something awesome that will help them.
And of course, you’re not quite done yet…
The final (and ongoing) step is to nurture and grow your relationship with the customer through your continued open and helpful communication. This is how you create raving fans and loyal, appreciative customers.
As you develop your marketing, keep asking yourself how you move your customers along this path.
You’ll want to develop a complete understanding of exactly how this process works for you.
Ask yourself this:
What exact steps would a total stranger need to take to become one of your biggest fans and a trusted and appreciated customer?
See you soon!
JJ Jalopy.
Comment by Avery
14 July 2009
Seth Godin’s face scares me.
Comment by JJ Jalopy
14 July 2009
@Avery – But he’s such a happy looking chap. I think he’s friendly looking. How’s San Fran? How are Philip and Conrad?
Comment by Avery
15 July 2009
San Fran is sunny! Philip wishes you would answer your phone one day. Conrad is spending a lot of time preparing for his triathlon. They are both looking forward to seeing you in London soon.
Comment by Lynn Lane
15 July 2009
JJ,
Thanks for the info. I took in every word, really. Very good points made as always brother.
Lynn Lane
Success Strategies For Life
Success Today
Lynn Lane´s last blog ..Toxic People/Friends
Comment by John Ho
15 July 2009
JJ,
You soon have enough great content to publish a book!
John Ho
Numerology Expert Helps Understanding Personality for Better Influence & Persuasion (WordPress Blog)
Numerology Expert Birthday Numeroscope (Vox Blog)
Numerology Expert Helps Understanding Personality for Better Influence & Persuasion
Comment by Duane Cunningham
16 July 2009
Hi JJ,
Seth certainly knows his stuff and is a brilliant marketer almost as good as you!
Duane
Discover Secret Persuading Skills that Work Like Magic by Tapping Into the Psychology of the Mind with The Worlds Leading Persuasion Expert Duane Cunningham!
“Amazing Secrets Discovered Using Cutting Edge Research! Guaranteed To Put Money In Your Pockets, Melt Away Sales Resistance…And Slash Buyers Remorse Almost Overnight!”
Comment by Pam Schulz
16 July 2009
LIke John – I think another E-Book is in your future!
Pam
Expert Houston Retirement Planning & Wealth Management Services
Pam Schulz´s last blog ..A Blog About My Blog
Comment by JJ Jalopy
16 July 2009
@Avery – Me too. Is Conrad taking his bike over with him?!
@Lynn – Thanks very much for your kind words.
Comment by Darryl Pace
21 July 2009
JJ,
Seth Godin is a unique looking fellow…
Anyway, yeah, a few years ago I bought an audio program from Seth that was about building an internet business. I’ve just now started to work on doing that. I could see you putting together such a program one day. You’ve got the skills, dude!
Health, Fitness — Darryl Pace
Fitness Product Review
Darryl Pace´s last blog ..Effective Core Training
Comment by JJ Jalopy
27 July 2009
@Darryl – Thank you very much Darryl. That means a lot. Seth Godin is a superstar!