I recently read a post on the Duct Tape that mirrors an idea and article that I have been working on for my blog. I figured what the hey, why not combine the two into a hybrid weekly roundup? Though our shapes vary a bit, the basic idea is the same—marketing is a system and the whole point is to get prospects to know, like, trust, and ultimately buy from you.
7 Little Words That Sum Up the Entire Marketing Machine
To build your marketing system (online or otherwise), you have to set up mileposts that track the progress of the relationship. At mile 1, you and your prospect are just getting to know each other so the barrier for entry needs to be low—you have earn their trust before asking them to commit. By the time you get to mile 101, you should be pretty comfortable with each other and that is when you ask for the big sale.
I use a simple flow chart model with my clients to create these milestones. (Download a template to start your system.) John uses an hour-glass shape for his. Either way, you need to have those milestones in place or else your marketing efforts are going to fall flat.
Just like in marriage, you can’t rush in and propose to a gal on the first date. You have to get to know each other before you bring out the bling. What does your marketing system look like? Do you even have one?
