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How to Ramp Up Your Marketing Efforts for Maximum Profits in Minimum Time
A client asked me the other day if I could grow his business with a simple plan and 1-2-3 blueprint. I would love it if I could write a report that any business could use and be guaranteed results.
Imagine if it were this easy – a simple 5 page manual that guarantees your business will be massively successful – no matter what you do or sell!
That would be incredibly powerful…and make the person who wrote the book a multi-billionaire!
But, then there is reality.
Each and every product or service is sold to a very unique group of people – and addresses very unique needs and wants the market is buying.
One general thing that applies to every business: people are people.
Every human being has hidden dreams and desires, wants, needs, likes and dislikes. Fear, regret, passion and phobia.
But people usually buy for the same psychological reasons… and the good thing is – do it!
You buy for the same reasons other people do… so your marketing efforts need to work for you as much as anyone else (assuming you’re a typical customer for your business). With that in mind, I’ve put together the following template that you can use to build your business. There are no guarantees because I don’t know all the unique qualities of you and your business.
This is steps 1 through 4 of the 8 step sequence. We’ll cover the rest later. But, try what is laid out here and I can guarantee that you will get some results. how much Can’t say. But you’ll either get phenomenal results or the feedback you need to know what not to do.
Step 1 – What are your goals for the next 12 months?
As much as you’ve heard of the power behind setting goals, I can almost bet you don’t write them down—nor do you refer to them regularly.
How can I guess this?
Because, despite everyone hearing it, less than 5% of people actually do it.
Get out a pad of paper and write down what you want to do in the next 12 months. How many new customers do you want? How much revenue do you want to bring in to your business throughout the year?
Start with 12 month numbers. Write them down. Then divide by 12 so you can see what you need to do each month to achieve your goals.
For example, let’s say your goal is to earn $100,000 in the next 12 months.
That breaks down to $8,333 per month
or $2,083 per week.
If you sell a service that averages out at $95 per transaction – you need to get 22 customers in your door (or you in their door) every week. If you work 5 days a week you will see an average of 4.4 customers a day.
A reasonable number.
Now we need to figure out how you will get 4 – 5 customers a day in your business.
Step 2 – Who is your ideal customer?
Another exercise you’ve heard, hopefully done before… is to put down on paper who your ideal customer is. If you don’t know who you’re selling to… you can’t sell anything.
And it’s never – “everyone is my client” – if you sincerely believe you’re in trouble.
Not everyone is your perfect customer.
They are usually; Men or women, fall within a certain age range, work in certain industries, buy based on _________, are new buyers of your type of service or repeat buyers of your type of service. There are a ton of things you need to think about.
While it sounds simple – I bet you didn’t write it down. I recently did this exercise myself and I can tell you right now – it is powerful – and will open your eyes quickly.
Who is your ideal customer? Be specific here – otherwise it’s useless.
How old are they?
Read a book?
What kind of car do they drive?
What do they look for in businesses they buy from?
What do you wear after work?
Again, the more specific you are here, the better it will work for you. Write down all the details you can think of when you picture your ideal client.
Now turn it into a bio or speech that is coming from them. “My name is (name of best customers here), details on them…” Change it to a wanted poster like the one below. Find a photo you can use that shows your ideal customer…
Stock photography links. Some sites are cheap for photos – or search for “free stock photos” online to see what you can find – but paying a minimal fee through a site will definitely be cheaper than spending an hour or two of your time searching the net – what. Is it worth your time?)
Step 3 – How will you interest them?
If you don’t know who they are – and all their unique characteristics – you won’t be able to target them in your marketing and advertising.
When you know what they read, watch, where they work, what they do on weekends, etc… then you can target them selectively and get the people you want in your business.
You have to offer them something of value. People are inundated with marketing and advertising messages – what can you offer them that will make it worth their time?
(1) on the dangers of a free report (my favorite)….or top 10 things to look for when renting.
(2) Free Book – Write a book and give it away as a lead generator. Be the one book they buy to get more education in their interests – but give it to them. Think about it – the town I live in has 4,000 realtors – 1 for every 250 people. Kind of funny if you ask me. As far as I have seen, there is only one person who has ever written a book on buying real estate in Calgary. If you want
Make a name for yourself – write a book! And give it.
(3) Free gift certificates for other services
(4) Free lunch or dinner
(5) Free Consultation – Not a sales pitch but a genuine valuable consultation.
Write a small (double business card size) ad announcing your freebie.
Then run it to all the places you’ve found your ideal client for exercise. Or mail to your existing database of prospects and leads. Send it to your existing clients to pass them on to others. Offer it to past customers who haven’t bought in a while.
Step 4 – What do you do once they show interest?
They first have to put their hand up and say they’re interested – then you have to get them to take some kind of action – phone consultation, introductory service, purchase, call for information, etc.
When they take you up on your free offer – over deliver. Make it so incredible they walk out thinking “Wow – no one’s done this before!” Then you can start following them.
The first few times, send them a personal letter thanking them for their time and asking them to take the next step to hire you or buy from you. After 3 solid attempts with a personal letter – call them.
Then the postcard.
Then announce the type of vacation.
Then a free newsletter.
You keep trying until they buy. Eventually they will… because you’ve done your homework and you know they’re the perfect client for you. They showed interest and took you up on your free offer. Now it’s up to you to close the deal. Be creative – offer high-value and low-value first-time buyer options.
You never know when they will bite. But if you handle it skillfully, they will continue to warm to you and eventually buy.
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