Charlie Cook's MArketing for Success Insider's Club

Positioning

4 Marketing Ideas to Help You Make More

By Charlie Cook   |   October 5, 2007

Could you get twice as many clients to pay twice as much for your products and services?

Yes, it’s possible with the 4 marketing ideas detailed here. You could potentially double the fees you charge and more than double your annual revenue just by applying one marketing strategy.

Let me ask you a question; what makes a stock go up in price?

Say, for example, gold stocks. A few years ago, gold stocks were in the dumps; now they’re headed for the heavens.

What’s changed? Are the companies that mine gold doing anything different?

The answer in most cases is no. But perceptions have changed. In spite of past volatility, gold is now worth more because it’s seen as a safer investment than the U.S. dollar, whose value is dropping like a stone.

What controls how much your clients will pay for your products or service?

It’s your prospects’ perception of the value you deliver that determines the price.

In the case of gold mining stocks, a bunch of domestic and global economic factors came into play and created a context where gold became a great investment, at least for the moment. You can’t control the global economy, or wait for it to cycle around to create just the conditions you want, but…

You can leverage your marketing to influence your clients’ perception of the value of your goods or services.

Want to sell more at higher prices? Use this marketing idea >>

There are four key factors in influencing prospects’ perception of value. The first is obvious but is the basis for everything you do.

1. Provide a Top Quality Service or Product

Last weekend my wife and I wanted to go out for nice dinner. She picked one of our favorite restaurants. It’s got a great location on the water’s edge and the chef really knows how to prepare fish and shellfish.

Oysters, salad, main course, desert, a glass or two of wine and the bill was over $130 for the two of us. We could have prepared the same meal at home for under $30, but I paid the bill happily. The excellent food, service and view made it all worth it.

Discover how to get more hungry buyers to pay top dollar with these marketing ideas >>>>

2. Market to People Who Are Hungry For What You Sell

You’re going to pay a lot more for a hotdog at a ball game or for candy at the movie theatre. Even so, people line up to pay these high prices.

What prompts so many people to pay almost double the price they would at the grocery store?

They’re hungry, and it’s convenient. Instead of trying to market to everyone, target the people who are hungry and make it convenient for them to buy and you can charge a whole lot more.

3. Position Yourself as an Expert

Why are some doctors in such great demand? Top surgeons get patients who’ll pay 50% more than the usual fee for a consultation or surgery, because those doctors are considered to be experts in their field.

If you want your clients to pay you more, become an expert in your field. Then share your expertise, so your prospects are aware of how much you know and how much you can help them. Honest advice has a high value. Position yourself as an expert and you’ll be able to get more for your products and services.

4. Make Your Marketing About Your Prospects, Not About You

This is the most important part of hooking your prospects and influencing their perception of value. Typical sales copy about how long a company has been in business is boring and does nothing to boost value.

Describe your prospects’ needs and wants in your marketing pieces and sales copy, so they see themselves in it. The more your prospects feel you understand what they want and need, the more likely they are to buy from you.

The fastest way for most businesses to increase sales and profits is by changing their marketing so prospects understand the great value they will get. When that happens they’ll jump at the chance to buy from you.

Low perception of value by prospects = low dollar sales and
low volume of sales.

High perception of value by prospects = high dollar sales and
high volume of sales.

To change prospects’ perceptions of the value of you products and services, and increase your sales and profits – use this marketing idea >>

– Charlie Cook
Small Business Marketing Ideas That Work

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Why Women Don’t Make What They Should…

By Charlie Cook   |   June 18, 2007

Before you start giving me flak for this blog entry – read this post about one bright, hard working women who does everything well except asking to get paid.

I was talking with a client, Kathy, last week, a women who is a super bright web designer. She was explaining to me how she had taken the marketing ideas I’d been sharing with her and put them to good use. One of her web design clients had called her last Tuesday to say they had an upcoming radio interview and were thinking of mentioning their web site and wanted to know if that was a good idea.

Kathy told them not only was it a good idea but told them they should set up an offer to prompt people to go to their web site, sign up for a free report and prompt them to buy. Her client liked the idea but didn’t have a free report setup to giveaway or have ideas on what to offer.

Kathy spent Wednesday setting taking some of their existing reports and setting up the whole system to capitalize on the potential web traffic. The result?

Shortly after her client was interviewed, visitors started arriving at the site and within the first 12 hours 500 people had signed up and given their contact information in exchange for the free report. Within the first 24 hours they’d generated over $6,000 in sales.

Kathy, was one bright women and had gone well beyond what most web designers would do including writing the copy for the follow up emails – except for one fatal mistake.

When I asked Kathy what she was going to charge her client for this rush job that was above and beyond the call of duty that brought in over $6,.000 of sales in one day – she told me…

nothing. She didn’t plan on charging her client anything. She loved doing the work and just wanted to help them.

When I mentioned this story to my wife, she said it was a problem a lot of women have. In her words, women want to fix the problem and take care of people but when it comes to asking to get paid, they, like Kathy, feel guilty asking for the money they deserve.

Is this right?

What’s the solution?

To help Kathy I detailed the questions to use with her client to set the stage so she would feel comfortable asking to be paid for all the extra work she did.

What’s your experience?

– Charlie
Small Business Marketing Ideas That Work

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Should We Pay For Our Own Radio Show?

By Charlie Cook   |   March 14, 2005

“We are experts in travel and have lots of great connections with luminaries and are trying to decide whether to spend $900 per show to be on a new station in our area to establish ourselves as experts. What should we do?” – Ann L.

Before you spend large sums establishing your radio presence you will want a way of taking advantage of this exposure. Define your marketing strategy, develop your marketing materials so that when you use radio to get attention, it helps with lead generation, building your prospect list and translates into sales.

Positioning yourselves as experts is a great way to attract prospects and clients. I’d start by using the low cost strategy of distributing your articles to get free publicity . I regularly send my marketing articles out to a list of over 800 online and offline publications which generates a huge amount of traffic to my web site.

You can also use talk radio to get wide exposure. I suggest starting with free interviews on shows that already have a wide audience. Use this link to learn how.

1. Set up your marketing to take advantage of your expertise
2. Use your articles and free radio exposure to get known.
3. When people visit your web site make sure your web marketing and lead generation strategy prompts them to contact you and buy from you.
– Charlie Cook

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My Biggest Search Engine Positioning Mistake

By Charlie Cook   |   February 8, 2005

It is in the past so I can admit it. I made a huge search engine positioning mistake that was a drag on my site traffic and it took me forever to figure it out. As the author of one of the first books on search engine positioning it was a little embarassing to say the least. Here’s the mistake I made and how to avoid it.

Originally my marketing site could be found at www.charliecook.net. This site benefited from some top search engine placements in Google and other popular search engines thanks to applying the few simple guidelines I detail in Creating Web Sites That Sell . Traffic from Google was growing steadily, that was until I made the following mistake.

About ten months ago I rebuilt my site and moved the content to the current location at www.marketingforsuccess.com Thanks to my strategy of using articles to attract prospects and my huge distribution list of online and offline editors who publish my articles, my website traffic continued to grow, but I noticed I couldn’t find my site in Google. Yikes, what was going on. Preiously I’d been in the top 10-30 spots for every one of my keywords.

During the last six months I’ve worked closely with a search engine postioning firm to try and fix this situation and get listed in Google again. After trying a variety of tactics which worked to boost my listings in every other search engine, we tried removing all the original pages from my www.charliecook.net site. I had left them up under the assumption that since they were originally well placed they’d continue to draw traffic which would be automatically forwarded to my new site. Big mistake!

It turns out that Google didn’t like having similar content pages on both my sites, even though the first had a permanent redirect on it to my current site. About a week ago I removed all the pages from my initial site, resubmitted it and my current site to Google. This week my site is back in the top 10-30 positions in Google for most of my keywords.

Lesson learned. If you create a second site for your content with a new url, after a month or so, delete the original and just have the domain forward to your new domain. Want to learn how to avoid more web marketing mistakes, check out Creating Web Sites That Sell – Charlie Cook

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