You are a marketer.  You need to put your prospect in front of information about your product or service.  There are a whole variety of ways to do that.  Ideally, one would want to implement more than one.  However, if you are just getting your business up and running.  You need to choose a method that can reach the most amount of targeted contacts for the least amount of money.

With that goal in mind, I will list some of the more obvious marketing mediums should NOT your first choice. They are radio, billboard, newspaper advertising, postal sales letters, CDs, landing pages, online video, public meetings, and sizzle calls, sales web-site.

Here are the challenges with these:

Radio,billboard, and newspaper advertising are costly and there is no way ensuring that only your target market receives the message.

Writing a sales letter takes some marketing skill with ad copy writing.  The words and benefits must be compelling enough to get the prospect to take immediate action.  In short, you’ve got to know what you are doing here.  The other drawback with written material is that you have no way of knowing if your prospect even reads the report. You can’t be in a position to get their immediate feedback.  Landing pages on a web-site only have a few seconds to capture the interest of your prospect.  If it doesn’t, they move on.  Usually, you don’t know who visits your website or when.

A CD must be delivered to a prospect in person or via postal service.  Again, unless you sit down and watch it with them, you have no way of knowing if they listened to it or when.  An online video has technological appeal.  But what happens if your propspect doesn’t have the ability to load it?  Or, more accurately, what if your prospect does not want to wait the maddening length of time necessary for online video or powerpoint presentations to load?  Public meetings are a huge imposition on someone’s time and it restricts you to a geographical area and also limits the number of people you can put in front of the information,depending on the location.  Sizzle calls are just that, a “sizzle.”  They don’t offer enough information for a prospect to make a decision.

There is a simple and sensible answer.  Watch for the next post!

Tags: marketing, marketing tips

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