Page 292 - Duct Tape Marketing

276 Part V: Winning and Keeping Customers

Converting Prospects to Customers

Much as you want each ad to serve as a magic wand that causes the cash reg-
ister to ring, the reality is a little more practical.

The truth is that people become customers over time and usually only after
seeing multiple ads, promotions, and personal presentations.

First they need to gain awareness of who you are and why to trust your busi-
ness. Then they need to hear things about your product that pique their
interest. After that, they need to be presented with a deal capable of inspiring
action. And finally, they need to be asked for the order in a way that prompts
them to actually make the purchase.

Figure 17-1 shows the steps that prospects take as they move from awareness
to the cash register. In rare instances, the awareness-to-sale scenario happens
with a single communication — sometimes infomercials or direct mailers lead
prospects through all the steps in one fell swoop.

Be aware, though, that single-communication, on-the-spot selling usually
occurs only with certain kinds of high-appeal, low-cost, low-involvement,
and low-risk products.

Figure 17-1: Make first Develop Create trust Prompt SALE!
How impression, prospect and desire to the
gain initial interest in purchase or
marketing awareness your product get more info purchase
moves your
AWARENESS INTEREST DESIRE DECISION
prospects
from

awareness
to the

decision
to buy.

Moving prospects to the buying decision

Plan your marketing communications to move prospects through the steps
illustrated in Figure 17-1 and described in this list:

ߜ First, gain positive awareness. Introduce your business and build a
good reputation by using advertising, mailers, publicity, networking, and
presentations to reach prospects and those who influence your
prospects’ decisions.