Benjamin Franklin said…
“By failing to prepare, you are preparing to fail.”
Nothing could be more true with sales and marketing.
For example, I could show you literally hundreds of different ads and sales letters sent by businesses, which are so poorly written it would be a miracle if a response was generated.
This is the norm.
It is extremely rare that you see any sales letter, website or other marketing strategy even close to average in standard. The sole reason for this is lack of preparation.
Your sales and marketing are your “building blocks”.
You must build them step-by-step, piece-by-piece.
This does take time initially but the rewards are astounding if you take the time to get them right and include all the important elements that are necessary to achieve success (for example, you must use all 5 Success Keys of The FORMULA).
I don’t care what product or service you’re selling you need to go through the same preparation as the next person.
The one difference is your content – the stuff that makes you unique.
But for example, every successful marketing strategy, whether it’s a web page, an email, a sales letter and so on must include the elements that make marketing work. These are called the ‘Core Elements’.
There are 9 of them.
In short, they are the tactics that make marketing work.
Here they are…
- Target Market (we spoke about this in Part 1 of this training)
- Differentiator (we spoke about this in Part 2)
- Headlines (coming soon)
- Irresistible offer (coming soon)
- Social Proof (coming soon)
- Features & benefits (coming soon)
- Call To Action (coming soon)
- Guarantee (coming soon)
- Reasons Why (coming soon)
I have a sporting analogy to explain this point further…
A good friend of mine used to play professional rugby for Leicester Tigers – one of the most successful rugby teams in Europe. Prior to each match on a Saturday afternoon, they would train 10 to 12 times between Sunday and Friday.
They would watch numerous videos on their opponents. They would discuss tactics, which were closely aligned to the team’s strengths and also focused on their opponent’s weaknesses.
They had strict diets.
They were told what they could drink and what they couldn’t drink.
And they were told when to rest and when to sleep.
Preparation was a religion (and still is for any sportsman/woman). This amounted to approximately 6 whole days of preparation for an 80-minute match on a Saturday afternoon.
My friend’s team won 90% of their matches each season. They won the league and the cup competitions.
How do you think they would have faired if they turned up to the match on a Saturday afternoon without all this preparation?
It goes without saying that you must be this clinical in your preparation if your business is to grow at the rate you want it to. Far too often we rush into doing things without planning and preparing. And then we wonder why our results were so poor.
Often that’s because the Core Elements haven’t been used or used correctly.
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