subject: Nine Key Questions For Marketing Success [print this page] Nine Key Questions For Marketing Success Nine Key Questions For Marketing Success
Over my 25 years of direct response marketing I've come up with a series of key questions I have my clients answer before we help them solve their marketing problems. These questions should help you clearly see what you need to do to increase your sales over the next few months.
1. How many new customers do you want per month?
This one is very simple and it can look like it's easy to answer. But, the answer really depends on what your marketing budget is. Nothing in life is free, you either pay it with money or time and sometimes both.
2. Who is the prime target market?
Look at your past customers and create the perfect customer. How big is the company, what industry? Job title?
You will need to get as specific as possible on this one. Exactly who is your prime target market? Write down everything you know about them, location, what they like to eat for breakfast etc.
3. How do you compare to the competition?
The best way to answer this question is by researching your competition. They may not even see themselves as competitors of yours. Your target markets may not be the same.
4. Why are you unique?
Again, don't just answer this one quickly. You'll need to ask people in your company, customers and check out what the press has to say.
5. How much is one customer worth?
This is a big one, if you don't know the value of a customer, how can you decide on how much to spend to get one? For every customer there is really two values. The short term value, what you get immediately for acquiring them. And the long term (lifetime) value, what you will get in the future. Try to put a dollar amount to these values.
6. Do you have testimonials from past customers?
Collect as many testimonials as possible. The more testimonials you have the better. When you have a lot of testimonials you can use them for specific industries.
7. Have you done any press releases?
Press releases aren't just for your potential customers, they are for the press. It controls what is said about you. It helps shape the public image of your business.
8. How does the prime target market see the need for your product or service?
Customers often have a different perception of the product or service than the business does. The best way to uncover the real customer perception is with a blind survey.
9. What magazines does your target market read?
This is a great way to find out which mailing lists to get. Magazine subscription lists are almost always up to date. And magazines can have a very targeted subscriber database.
It will take some time to answer these questions completely, but I guarantee it will be worth the investment.
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