Prospects buy when they’re ready to buy, not when you’re ready to sell. This is why the marketing systems used by most companies are destined to fail – because they attempt to SELL too hard, too early in the marketing process.
Marketing & what??? Let’s see if I can make that headline make some sense. I must forewarn you, this is the unedited version I wrote out while traveling back from Russia crossing 9 time zones, sitting on planes for 15 hours and going on day 7 of almost no sleep.
Far too many businesses use the same marketing strategies continually because they’re easy and don’t require any thought or energy.
Run the exact same ad in the same publication month after month – easy.
Same sales reps calling on the same prospects, saying virtually the same things year after year – comfortable.
There are numerous small businesses spending thousands of dollars each month paying for clicks. Many of those clicks are hot prospects who are actively searching for the exact product or service the advertiser is selling.
Unfortunately the majority of PPC advertisers are wasting these hot leads by sending them to their website’s home page.
You could have the most effective product or the best service in your industry. However, unless your prospective clients realize it, it doesn’t do you any good.
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