Marketing Lessons My Mother Taught Me

Marketing Lessons My Mother Taught MeThanks to guest blogger, Andrea Feinberg.

In updating one of my marketing programs (that I’ll be presenting on Kaua`i in June), I recently reached out to some of my savvy colleagues and asked for their insight on the top 3 most cost-effective strategies in their marketing toolboxes.

Here are the 3 most powerful forms of marketing recommended by business coach Andrea Feinberg:

1. Exquisite customer care: Business from established customers has the lowest cost of acquisition, in terms of energy and money.

Those who are already doing business with me have made that conscious choice and each time they receive my service or use my product successfully, that choice has been reinforced. That person or business is the ideal prospect for expanded purchase choices, referring others, providing feedback, market research, testimonials, product development ideas and more.

2. Good manners: Nothing is more powerful than treating a client, customer or prospect the way you hope your friends will treat you: lovingly, respectfully and with pleasure when you call or write! That means:

  • Saying ‘I’m sorry’ if they report a bad experience.
  • Saying ‘thank you’ when they bring that poor experience to your attention.
  • Following up as promised.
  • Providing a consistent experience of quality and offering unexpected gifts (like something with high perceived value yet low real cost) with delivery of service or products.
  • Being generous with those who ask for your help (as long as it does not compromise your own values and priorities).

3. Public speaking and tele-classes: I’m in a business that provides tangible results through service delivery. Part of that service implies having a relationship with me; whether someone works with me as their executive coach, they buy my book or an e-program, it’s all delivered through my point of view and expertise.

So, using marketing tools that reveal what that might be like is important. The more I can do that through live or recorded presentations, the more someone is likely to want to know more (and they opt in for a free offer) or it will validate their impression and they’ll make a purchase.

Bonus #4! – Referrals: Sometimes, a choice to buy depends on the positive experience and recommendation of someone else. Typically that ‘someone else’ either is highly respected by your prospect or had a problem similar to your prospect’s and it got solved. And then that would take you back to #1, exquisite customer care, as a strong marketing tool!

Regarding the cost of these tools: time, thought and consistent application; not once have I reached into my wallet to buy & use these because my mom raised me right!!

Do you use any of Andrea’s 4 favorite marketing tools? Have another one you’d like to share? Feel free to post it in the comment section below. I’d love to hear from you. Thanks!

About guest blogger, Andrea Feinberg: President of Coaching Insight, LLC, Andrea Feinberg gently nudges former-corporate-women-turned-business-owners from the daily grind toward big picture opportunities—more money, a happier life and the time to enjoy it all.

Comments

  1. I’ve never offered a tele-class for money, but I did do one for free for Michael Port’s 15 week intenstive class. It was fun… and very interactive.

    I’m not sure why I’ve never put one on for myself. I might have to change that. 🙂
    Bonnie Gean recently posted…90 Day Product Creation Challenge, Day 9My Profile

    • Ah, Vatsala so true. I think, when we’re kids we often overlook the lessons our parents have to share with us. As we get older (and wiser) we realize the value in what they were trying to convey early on. I definitely value being authentic, honest & in integrity. Tamsin, what is life without building relationships – both in our personal & professional lives? They’re vital!
      Bonnie with all the videos you do, I think you’ve got valuable content to share! Go for it.
      Thanks ~Debra

  2. Those are all great tips and relate to any business, or in face, any relationship!
    Tamsin recently posted…What’s Your Size?My Profile

  3. I’ve always maintained that a Mother knows more than we give her credit for. I also believe that Mother’s have eyes behind their heads to catch a child getting up to mischief! The most important takeaway for me from this post is to engage in ethical marketing, being authentic and in integrity. Thank you Debra for the guest blog. Andrea is one of my favorite bloggers and her book Time Junkie is a must have on any book lovers shelf.

  4. Bonnie Giller says:

    Great post Debra. I rely quite a bit on word of mouth referrals so that tool resonated with me. And you’re right…it takes you right back to number one and two, exquisite customer care and good manners. It always amazes me when I call a doctors office and the staff who answers the phone has terrible manners. Certainly not good for public relations and it makes me want to run the other way.

  5. I’m so glad to see the positive response to this post.

    Bonnie Gean – I consider a teleclass a somewhat expanded – and typically free – opportunity to expand on what someone may intuivitely think about me via their exposure to my social media messages; it’s the next step down the marketing funnel.

    Vatsala – You’re so right about the takeaway: marketing that’s not ethical is a waste of time and money for both the vendor and customer. The customer has a poor experience based on the misrepresentation in the marketing messages and the vendor, while having a brief bump up in sales, ultimately loses more in reputation and negative word of mouth than they gain in a one-time sale.

    Bonnie Giller -The fact that #4 takes you back to #1 is evidence that it’s a system; marketing, like any other function in business, needs to be systemitized so it can be repeated without having to constantly try the new without success (although you’d periodically want to try a new element and measure it against your standard (the control) to see if you can find an improvement.

    And Tamsin – Thank you!

    Always a pleasure to visit ‘your place’, Debra!

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