On Tuesday we started our conversation on one-step selling vs. lead generation marketing. To review where we left off you can see my blog entry below. Today, we’ll talk a bit more about one-step selling.
Most advertising and marketing you see on a daily basis is what we call one-step marketing. In fact, most of the “institutional” and “Madison Avenue” marketing you see is one-step. Its only job is to get a sale right then and there.
There are certainly some drawbacks to this. First, you’ve got to be there at the exact right moment, when your prospect is hot and bothered about what it is that you sell. It needs to be perfect timing. Research has shown that only about 20% of the people who are even interested in your business, are ready to “Buy Now!”
Further, your time or length of your message is severely limited by most one-step sale strategies. How much can you possibly say in a 30 second TV or radio spot, a yellow pages ad (even in a full page ad), a billboard, a simple postcard? Can you really sell your product in that limited amount of space? If so, you’re probably in a highly commoditized business. To that I say “GET OUT, AND GET OUT QUICKLY!”
Next week we’ll talk about business you’re really in. I know some of you may think you know the answer to this, but my answer may surprise you. Until then keep on marketing!
www.3dmailresults.com
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