Knock,knock.,Who,There,amp,#63 marketing Knock, knock. Who’s There? Your Target Market, Are

Awhile ago, I got an email from one of the "gurus" I follow and it shocked me. The gist of it was this person wanted to trade services for a household item.To say it floored me would be an understatement.What was worse was a few days later t Automation technologies represent a fundamental aspect of any modern industry. The major types of industrial automation solutions, such as DCS, PLC, SCADA, and MES, are used on a large-scale in process and discrete industries.DCS technologie

Have you ever had a conversation with a person who wasn'tlistening to anything you said?This one-way communication experience is a big turn-off andmany times frustrating to cope with at the time.Is this occurring in your marketing? Oops, no one wants tothink of their business as turning a deaf ear to theirmarket. Yet it can be easy to do since most of us have ajammed packed life already, with little time to spare letalone to listen to what our market is saying. Yet, we can'tafford not to, or we lose our revenue. Relying even 40percent on push marketing turns off the sound to yourmarket. Okay, Catherine, what is push marketing?Push marketing is when you use brochures, flyers and othermaterial -- including your business card -- and you pushthem out into the market praying all the time you are doingit, hoping they read them and will take the action you wantthem to. This is an easy rhythm to get into because itallows you to hide and not feel any rejection. Yes, if youdon't know who they are, they can't reject you.Materials are supporting documentation and should never beused to push what people need to buy from you. Yet,business owners, especially independent professionals andnewbie’s (under 3 years in business) use push marketing tofrequently to "feel" like they are marketing. Then when theresponse rate is nil or real small, which is always thecase, they get disappointed, give up (major reason fordissolutions in the first 3 years of businesses), and beginto think they can't market, or marketing is "t-o-o" hard.Then they walk around pointing out why people aren't buying.Take a moment, do it now before you forget, and make a quicklist of what you use to market your service -- brochures,business card, flyers, what else? Yes, most web sites arepush marketing -- you need to push people to get them tovisit. Of course, there are some exceptions.Now ask, "How much do I count on for these materials tomarket for me? Do you go to networking events and push yourbusiness card into everyone’s hand?" Oh, did you feel thatwhoosh of negative energy with that sentence? I sure did.Next time, keep those business cards in your pocket untilasked for one and then still hesitate to give it out withoutsome boundaries or criteria.Why, because a business card has all your contactinformation on it. U-know, name, phone number, and maybe alogo that took you a year or two to develop that your marketcould care less about.Your business card doesn't say how kind, understanding,caring or what you know or the value you bring to yourclients. Its just flat energy.Well, then, Catherine, how can you do this differently?Thought you would never ask.Be creative. Think of a few things you would prefer to doto establish a relationship with your market. How aboutprinting a copy of your ebook or latest article anddiscussing the topic instead of handing out a business card.Take one or two copies with you to give to qualified leads.If someone else sees you giving the ebook out, and you wantthem to, invite them to a free upcoming teleclass and sayits part of the handouts (even if it isn't). Take out asmall note sheet that has your name, web site, and phonenumber printed on them (here's a vendor I recommend if youdon't have any of these already -- various sizes -- DayTimer http://www.daytime.com), and write down the name, dateand time of the next teleclass and tell them they canregister by visiting your web site.KEY: The moment you use ink and take the time to write itdown it, you move from push marketing to relationshipbuilding marketing.Make it your goal to connect and begin building arelationship with your market. Look around and takemeasurement on how you are using with your material. Createa "measurement moment" and check in regularly. I do. Ask,"How can I do something different this week that buildsconnections?" Make a list of one or two you can dodifferently. Then test them. Be creative.Ask, "How can I learn about at least one of theirchallenges?" After you do, spend some quality time thinkinghow your product or service answers that challenge. If not,and it fits into your niche, then ask the universe to sendyou some options on how you can. This will open new doorsof creative flow for you.Remember, this is a learning curve, behavioral change, andshift in mentality. So, adapt and adopt with patience andlove.When you connect with others you double, even triple yourattractiveness and money. Solo attracts solo.Questions to support your evolution> Is your marketing communication two way? > Is your push marketing percent too high? > How can I ask prospects to share with me their biggest problems or challenges? > How does that relate to what I am offering? > How can I change this right now? > Have I put my "measurement moment" on myregular agenda for next week, next month? > What 3 questions can I have in my arsenal for my next point of contact (include e-mail in this as well)?