Think about your last big purchase. Did you use the Internet, either for researching a product or to buy something? What was the last thing you purchased from a website?

What are your favorite websites—and why? Make a list of the top five that you visit and once you’re finished reading this blog, go visit them again and evaluate them through the mind of an “Internet Marketer.”

As a marketer, being able to get inside the mind of your prospects is critical. You need to understand the behaviors and habits of your prospects (what do they buy, how do they buy, what factors influence their buying decision, etc.).

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In part one of this two-part blog I told you a little about the extensive (and affordable!) “music-on-hold” equipment options available to businesses of all sizes. In part two, let’s cover a few important basics about crafting your own custom “on-hold” message.

Technology options aside, here are a few thoughts on the most important part of your “on-hold” system—the message. I’m sure you already know this, but remember… content is king. It’s critical that you craft an informative, benefit-driven marketing message for your “on-hold” audio. Each one should be about 10 to 30 seconds long and mention the benefits/solutions your business provides.

Listen to a good example of a custom on-hold message.

 

 Message On-Hold Example Script from Prime Concepts Group Inc. [4:30m]: Play Now | Play in Popup | Download (56)

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An often overlooked opportunity to promote your business is sitting right in front of you on your desk. It’s your telephone. I’m not talking about how you use your phone to reach or greet your customers, but rather how you use it to market to potential customers who are calling you.

What do your customers hear when they’re put on hold?

Neither you nor your prospects get anything of value when your customers are left listening to music. And having them listen to a radio station isn’t much better, because chances are they’re not hearing music, just commercials. Worse still, they could end up hearing a commercial for a competitor!

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I’ve used the tools I’m about to share with you to help organizations in many different industries around the world achieve amazing improvements in their marketing results. You may be familiar with some of these techniques, but after reading this blog, I hope you’ll have a new appreciation for them as they apply to your marketing strategies!

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For many marketers, the hardest part of their job isn’t the sale, it’s the creative aspect. Unlike so many of the skills required to be proficient in marketing, creativity can’t be turned on and off like a light switch… usually.

There are a few basic things you can do to help get the creative process started—like switching off your phone, closing your door, and just letting your mind go where it will. On a little deeper level, there are a few more things you need to master in order to really get your creative game on and create a marketing mindset that’s conducive to the task at hand.

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You bet it does! Creating your marketing mindset is critical, because it’s your mindset that determines the steps you take and the overall success of your marketing efforts.

I always recommend that before starting a project, marketers should check their B.S. (that’s “Belief System,” and not the other “b.s.”). Ask yourself whether your Belief System supports you or gets in your way?

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It doesn’t matter what you’re selling or what industry you’re in… if you’re selling online or offline, you can only stay in business if you’re making a profit. And profit comes from either increasing sales or reducing your expenses. This blog is about both, because when you make your marketing materials more effective—you increase your bottom line.

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“I’m having trouble. I know my marketing pieces are glossy, professional and well written, but I’m not connecting with as many of my target customers as I expected. What am I doing wrong?”

Ford responds:

Without actually seeing your materials, it’s hard to pinpoint the exact cause. However, I can give you a few pointers to help you evaluate your own marketing efforts. In fact, right here and now I’m going to reveal a system that has literally earned me and my clients millions of dollars… I’ll give you the best marketing method ever for free, word for word.

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“I’ve been looking over our company’s marketing materials and I think I understand why they haven’t brought us much new business. They’re not awful, but to be honest, they’re boring. Any advice?”

Ford responds:

The promotional and sales materials you create for your business are important tools for your success. You really need to think about them and understand how they will support your branding and overall marketing plan.

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