Page 128 - My Marketing Sucks Book

anyone other than YOU!

The better job you do helping them through this process, the better chance you
have of them buying from you.

Take a look above at the diagram of the Buying Cycle of a typical prospective
health club member. Think of A to Z as the Educational Process for this service. On
the far left, ‘A’ is the beginning of the Buying Cycle concluding with ‘Z’ when
money changes hands and they buy a membership.

In the beginning of the spectrum, they're gathering information. They're just
investigating possible options on how to look and/or feel better. They're not
nearly ready to buy - but they need helpful information to sort through the
options. This is the point where the prospect is likely to read everything that you
give them. Whether it's a web page or report download, they need information -

give it to them!
When they're in the investigative and information gathering mode, it's a great
time to capture their attention; as they are willing to give you a little something
(like their email) in exchange for something of value and to help them in their

decision-making.
Your Competition is Blind

Most of your competition won’t even know these people are out there!

It seems everybody ignores these people who are early in the Buying Cycle. Look
at all the marketing and advertising out there. It caters to the low-hanging fruit -
the people who are looking to buy NOW. You will find this group all the way at the

other end of the spectrum; those at S through Z.
It’s here at the far right end of the spectrum where your prospects have narrowed
down their options. They have settled in on the fact they’ve made the decision to