Building Services Marketing 101
A specialist marketer can be likened to a “problem-solving middleman”. Let me explain. Building Services Marketing needs to have a supply and a demand. Picture a huge group of people in front of you, to control as you please. If you were to say, “buy this product from me,” would they buy it? Of course not! They would need a really good reason to do so.
This is the key mistake with what most General Internet Marketers believe. Even a lot of seasoned Internet Marketers are chasing after large volumes of traffic (visitors) when really they should focus on making what traffic they have more relevant. Let me rephrase that. They should focus on encouraging people (who are interested in their Building Services products/services) to come to their website.
What would you prefer? 1000 people, of which 1 person might consider what you have to offer, or 100 people, of which 10 people are clicking, “Buy Now” or “Contact me with More Info?”
Building Services Businesses have to make sure that their focus is on what is relevant to their visitor and not just numbers. i.e. Help the visitor solve their individual problem with your product/service, and not just generic “fluff”
For a traffic stream such as article marketing, yes it’s important that you have written and submitted plenty of articles before you start seeing consistent and regular results, but write about a topic that has no relevance to a problem that your audience is having trouble with, then I guarantee that no matter how many years you carry on writing for, you will not get an income. It’s a bit like writing about shoe polish for someone who is interested in solving a lift levelling issue!
Selling M&E Maintenance or Repairs
When you’re selling M&E Maintenance or Repair services it’s incredibly difficult to give your potential clients a real feeling of what it would be like to work with you and the results they’d get.
As a result most don’t buy, not because they don’t want what you’re offering, but because they’re not sure it would work for them.
Can you do the job? Could they work with you? Have you got experience of working on your equipment?
All tricky questions. All questions they suspect that any seller would say yes to if they asked, but how can they really know?
There are two routes you can go down.
One is to describe to them what they’d get. Make the benefits come alive. Share vivid stories of previous clients, provide details of work you have done on their type of equipment.
The problem with this route is that it requires you to be really good at marketing and sales.
You have to be able to write really compelling copy or to be great at face to face selling to make the results you’ll get with them come alive and seem tangible without them ever experiencing it. And to give them confidence in what it’s going to be like working with you.
Great if you can do it. It’s a wonderful skill.
But most people don’t have it.
The other route is to actually give them that experience. Find a way of them working with you and getting results on a small scale either for free or at low cost.
It’s why I offer my Re-Ignite program at low cost to new subscribers.
It’s not that I don’t think the program is worth much. Far from it: I’ve had people who’ve bought it email me to say they’ve had results within days.
In fact I specifically chose the course to focus on areas that delivered results fast. Because I want to give the people who buy it such a great experience that they’ll quickly get the confidence to go on to buy one of my main programs.
Now you could argue (and many people do) that offering some of your best material at low cost or for free means that people won’t need to buy your higher end courses or services.
I’ve not found that to be true.
Sure, there will be some people for whom the free or low cost material will be enough. Or that go hopping between providers getting freebie after freebie.
But those folks would hardly have been great clients anyway. And most are just never going to buy anything.
But what you do by giving people a chance to experience you at low cost is that you win over the people who could be great clients but just aren’t sure yet.
It’s a big decision for most people to stump up hundreds of dollars, pounds or euros to buy a course they’re not certain about.
But it’s an easy decision to buy a course for $7, for example.
And if that course blows their socks of and gets them results quickly, chances are they”ll upgrade to something bigger that gets bigger results.
All without you having to be brilliant at marketing or selling. The offer and then your product itself does all the hard work.
Of course, if you can get good at marketing and sales too, then your results will be multiplied. That’s what I teach people in Momentum Club.
But if you’re looking for a way to get more clients or sell more of your virtual products without needing to be great at marketing and selling then find a way for your potential clients to experience what you do.
It’s your very best sales technique.
Your mindset in Internet Marketing is just as important as what you do. Treat Internet Marketing as a business and really go out to understand your intended audience and they will treat you well.
Lesson over! Speak soon.