Page 83 - Duct Tape Marketing

Duct Tape Marketing

Look for Holes in the Hourglass

What products or services, partnerships, entire new ways of thinking
need to come to life in your business in order to have something to
offer your clients at every stage of client development?

Like an ongoing theatrical performance, your business has
many contacts with potential clients and clients on the way to a fully
developed relationship. One of the surest ways to ensure that the
play is flawless is to map every instance and manner in which your
business touches its prospects and clients. This process also reveals
the gaps and missing products or services you should be aware of at
all times. By creating this map, your firm can then decide what it
needs to do to deliver the experience that your marketing messages
promise.

Price Is a Function of Value

Almost every small business I have ever worked with doesn’t charge
enough for their products and services. This is due in part to a lack
of confidence, in part to a feeling of competition, and in part because
they have never strategically educated their clients on the value of
what they have to offer.

Want a raise? Raise your prices. When you take the complete
marketing hourglass strategy to product and service offerings, coupled
with the education approach presented previously in the marketing
kit, each and every one of your offerings becomes more valuable as it
is enhanced by the complete offering.

For the most part your premium products will only be marketed
to highly qualified clients who already know, like, and trust you. They
will expect to pay a premium for these premium products, and if your
products are presented correctly, clients will feel privileged to do so.

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