Research says we need reasons to feel confident about our decisions to buy something. That goes for buying a product or buying into a concept or a message. When we feel confident about our decision there’s actually a neuron in the brain that fires up and triggers people to take action. This happens regardless of the amount of information we have, it’s based on the feeling of confidence.
In a previous blog, we delved into the makeup of the sales funnel—the essence of your marketing efforts—and ways to communicate specifically with each stage of the customer’s journey. The top of the sales funnel, as I noted, means assessing new visitors to your website, who perhaps have searched for some particular product or need, or maybe viewed one of the blogs.
Marketing is the life’s blood of your business. Prospects must be found and—somehow—converted into customers. Fortunately there’s plenty of insight into how to do this, because prospects generally follow a clear pathway in making buying decisions. It’s called the sales funnel.
Anytime I do a media training I ask the same question. “How many
messages do you think you should have for your target audience?”
Every time I get the same answer… “Three.”
Three seems to be that magic number. In the literary world there’s the
“power of three”, a writing principle that says things that come in three
are funnier, more satisfying and more effective. Even in numerology
three is considered to be “the perfect number.” Lists that come in three
seem to be easier to remember. No one wants a list of 15 things. Three
This is the 12th of 12 blogs written for Canon on the subject of selling inkjet printing. In addition, we wrote for White Papers. Let’s bring this plane in for a landing.
The very first line in the very first White Paper asked a question: Why aren't you selling more inkjet printing?
The answer, and the Paper itself, is based on fundamentals. We told you success in print of all kinds comes down to four factors:
"Son, I'd like you to mow the lawn today."
Uttering those words to a groggy teenage boy who was just waking up, you climb into your car and drive to the office. Arriving home that night, you are disappointed to see amber waves of grain flowing back and forth in the wind, a sure sign that your instructions were not carried out. Seeking out your child, you are barraged with a long list of excuses, followed by a promise: "I'll get to it tomorrow, Dad."
It's springtime, finally.
All winter long you have waited for the opportunity to plant your garden and your first thought this morning was, "Today's the day!" So, you drag a shovel in a straight line across the soil, carefully drop in seeds, replace the dirt, add some water, and voilà, you are done. Replacing the shovel in the garage, you return to the garden to look at your work. Nothing has happened and you frown. You were hoping for more.
Digital marketing has dramatically changed the kinds of jobs necessary for a modern marketing operations team. It takes the right people to develop the strategy and processes to successfully promote your digital printing business, win new customers, and keep the ones you have. Whether your company experiences digital marketing success or failure will be determined by having the right people on your side.
Imagine driving down the road and someone in the back seat says, “Wow, there sure are a lot of red cars on this highway.” For the rest of the day, you’d probably pay special attention to every red car you see, as if they didn’t exist before it was mentioned.
The same can be said, nay, needs to be said about verticals.
Bill has three daughters, Kate, Emma, and Madeline.
When Kate graduated from high school, she stepped into college in Boston. That expensive mistake was also Bill’s first experience with the college admissions process. Kate’s criteria for a school was fairly simple: Is the school far away from her parents? Her college of choice welcomed Kate with open arms, the check cleared, and her college career was off and running.