4 Principles of Marketing Strategy | Brian Tracy
Summary
TLDRIn this seminar, Brian Tracy outlines the four pillars of marketing strategy crucial for business success: specialization, differentiation, segmentation, and concentration. He emphasizes the importance of understanding competitors, identifying unique selling propositions, and targeting specific market segments. Tracy also stresses the need to continuously improve and solve the 'problem to be solved' for customers, illustrating with examples like Apple's innovation and the impact of the iPad on book retailing.
Takeaways
- π The Four Principles of Marketing Strategy are crucial for business success: specialization, differentiation, segmentation, and concentration.
- π― Specialization involves focusing on a specific product, service, market, or technology where your business can excel.
- π Differentiation is key to standing out from competitors and providing a compelling reason for customers to choose your business over others.
- π Segmentation is identifying the specific customer group that values your area of differentiation and is most likely to buy from you.
- π Concentration means focusing all your efforts on your best market segment to maximize your impact and efficiency.
- ποΈ A Unique Selling Proposition (USP) is vital; it's the one thing your business offers that no competitor can match, making it the core of your marketing message.
- π€ Building strong relationships with customers can be a powerful USP, especially in service industries where personal connection is key.
- π Continuous improvement towards excellence in your area of specialization can set your business apart and lead to significant growth.
- π Competitive analysis is an extensive field of study, with entire books and PhD programs dedicated to understanding and leveraging it for business advantage.
- π‘ Understanding the customer's fears, doubts, and the problem your product or service solves is essential for effective marketing and sales.
- π Demographics and psychographics are critical for understanding your ideal customer and tailoring your marketing approach accordingly.
- π± The rapid adoption of new technologies, like the iPad, demonstrates the power of a strong USP and can disrupt entire industries.
Q & A
What are the four principles of marketing strategy discussed in the seminar?
-The four principles of marketing strategy discussed are specialization, differentiation, segmentation, and concentration.
Why is it important to consider competition in business strategy?
-Considering competition is crucial because they determine your level of sales, the prices you charge, profit levels, growth rate, and the future of your business.
What is specialization in marketing strategy?
-Specialization is about determining where you will focus your product or service, identifying the area of the market where you can excel.
How is differentiation key to business strategy?
-Differentiation is key because it provides a competitive advantage, making your business stand out as different and better than competitors, which is essential for attracting customers.
What does segmentation involve in marketing?
-Segmentation involves looking at your market and identifying specific customers who value your area of differentiation and are most likely to buy from you.
Can you explain the concept of concentration in marketing strategy?
-Concentration is about focusing all your energies on your best market segment once it has been determined, to maximize your efforts and resources on those who value your offerings the most.
What is a Unique Selling Proposition (USP) and why is it important?
-A Unique Selling Proposition (USP) is the one thing that you offer which no other competitor offers. It is important because it gives customers a clear reason to choose your product or service over competitors.
What impact did the iPad have on the book retailing industry?
-The iPad significantly changed the book retailing industry by increasing the popularity of ebooks, leading to a shift where 51-55% of all books were being purchased as ebooks within a year of its introduction.
Why is it essential to understand the demographics and psychographics of your customers?
-Understanding demographics and psychographics is essential because it helps tailor marketing and sales approaches to better meet the needs, wants, and motivations of your target audience, leading to more effective communication and sales.
How can identifying your ideal customer help in marketing strategy?
-Identifying your ideal customer helps in marketing strategy by allowing you to focus your promotional efforts on the audience that is most likely to be interested in your product or service, increasing the efficiency and effectiveness of your marketing.
What does the speaker suggest as a method to alleviate customer fears and doubts in the sales process?
-The speaker suggests offering a risk-free experience, such as a refundable fee, covering additional costs like airfare and hotel, and providing clear and convincing benefits to alleviate customer fears and doubts.
Outlines
π Introduction to Marketing Principles
Felicia introduces the second day of the Total Business Mastery Seminar, highlighting the four principles of marketing strategy. Brian explains that business strategy cannot be made without considering the competition, emphasizing the importance of understanding their plans and reactions. He introduces the first principle, specialization, which is about determining the focus area of a product or service. The second principle, differentiation, is key to standing out from competitors by offering a unique advantage. Segmentation involves identifying the specific customers who value the company's unique offerings. Lastly, concentration means focusing all efforts on the most valuable market segment. Brian uses McDonald's as an example to illustrate specialization and emphasizes the need for a clear competitive advantage.
π The Power of Unique Selling Proposition
The paragraph delves into the concept of differentiation, focusing on the importance of a Unique Selling Proposition (USP). It discusses how quality and service alone are insufficient as a USP if competitors offer the same. The narrative uses Steve Jobs and Apple as an example of creating a USP with the iPhone, which revolutionized the cell phone industry. The paragraph also touches on how Apple's ease of use and innovation set them apart, leading to their success. The speaker challenges the audience to identify their own USP and emphasizes the transformative impact it can have on a business, as illustrated by the iPad's influence on the book retailing industry.
π Defining and Leveraging Your USP
This section encourages individuals to identify their unique selling proposition and to stand out in their respective fields. It discusses the difficulty of competing with established giants like Apple without a clear USP. The speaker provides insights on how to differentiate oneself, especially in industries where product offerings are similar. The emphasis is on personal attributes and service quality as differentiators, using the example of top-performing real estate agents. The paragraph also underscores the significance of understanding one's best customers through segmentation and psychographics to tailor marketing strategies effectively.
π― Targeting the Right Customers with Precision
The focus shifts to understanding the perfect customer through demographics and psychographics. The speaker uses IBM's shift in marketing strategy as an example of adapting to changes in the decision-making process within companies. The importance of knowing the customer's goals, ambitions, hopes, dreams, and fears is highlighted as crucial for effective marketing. The speaker also emphasizes the need to identify the primary problem that the product or service solves for the customer, which is central to the business's success.
π Maximizing Marketing Efficiency through Concentration
The final paragraph discusses the fourth principle of marketing strategy: concentration. It stresses the importance of focusing time, money, and resources on the most promising segments to maximize advertising efficiency. The speaker provides examples of various media channels and the effectiveness of testing ads in small markets before scaling up. The goal is to create ads that generate high response rates and interest from potential customers, ultimately leading to increased sales and business growth.
Mindmap
Keywords
π‘Marketing Strategy
π‘Competition
π‘Specialization
π‘Differentiation
π‘Segmentation
π‘Concentration
π‘Unique Selling Proposition (USP)
π‘Psychographics
π‘Demographics
π‘Problem to Be Solved (PTBS)
π‘Concentration of Resources
Highlights
Four principles of marketing strategy are introduced as key to business success.
Competitors determine your sales, pricing, profit levels, growth, and future of your business.
Importance of considering competition in business strategy, akin to military strategy.
Specialization is about determining where to focus in your product, service, or market.
Differentiation is crucial, being better than competitors gives competitive advantage.
Segmentation involves identifying customers who value your differentiation and are willing to pay more.
Concentration means focusing all efforts on your best market segment.
McDonald's as an example of specialization in quick service and value.
Differentiation requires a clear competitive advantage that customers understand and value.
The story of Steve Jobs and the creation of the iPhone illustrates the power of differentiation.
A clear Unique Selling Proposition (USP) can significantly increase business success.
The iPad's launch and its impact on book retailing demonstrates the power of a strong USP.
Identifying and conveying a USP is essential for standing out in a competitive market.
Personality and relationship building can be a USP, especially in service industries.
Being the best in a specific area and continuous improvement can lead to recognition and success.
Segmentation helps in identifying the most profitable customers based on their characteristics.
Understanding customer psychographics, such as their goals and fears, is vital for effective marketing.
IBM's shift in marketing focus from company presidents to purchasing managers as an example of adapting to customer changes.
Concentration in marketing means directing resources towards the most effective strategies for your best customers.
Testing ads in small markets before scaling up to larger ones as a method for refining marketing strategies.
The importance of creating ads that generate a high response rate and effectively communicate value.
Transcripts
hi everyone its felicia here checking in
with you on day two of the total
business mastery seminar did you know
that there are four principles of
marketing strategy i didn't either
watch this brand new footage where Brian
explains exactly what they are and how
you will become more successful once you
start using them ourselves oh yes
sometimes I ask my business clients I
say who sets your prices sometimes have
a whole room full of business owners who
sets your prices by the way and who
determines your market share and who
determines your profit levels and who
determines how fast you grow and who
determines the future of your ism I do I
do we do know you don't your competitors
do your competition determines
everything your competition determines
your level of sales the prices you
charge and how much money you make I've
done a lot of work on military strategy
and one of the great principles I
learned in military strategy is that no
strategy can be made independent of the
enemy in other words you can't sit there
and plan military strategy ignoring who
your enemy is and where they are and how
big they are and what their plans and
intentions are so no strategy and
business can be made without thinking
about your competition and who are they
and what do they do and why do people
buy from them and how can I get them to
buy from me and how will they react if I
get their customers there's there's
volumes of books in the libraries on
this and I've got them all there's one
book called competitive analysis it's
this big by Michael Porter so a six
eight hundred pages and it's all on
things that you have to think about to
position against competition big stuff
you can get PhDs in marketing focused on
competitive analysis so the four
principles of marketing strategy are
these number one is your decisions in
these four areas whoops these that your
decisions in these four areas determine
the success or failure of your business
the first is specialization
specialization is determining where you
are going to specialize which we'll talk
about in your product or service and
I'll talk about this I'll define it a
little bit better the second is
differentiation differentiation was
really the key to business they say that
all business strategy is differentiation
strategy
competitive advantage is how it is that
you are different and better than your
competitors because human beings in the
marketplace customers always want to
know why should I buy from you rather
than from someone else and you'd better
give me a better reason than your
competitor does or I'll buy from your
competitor and it's not personal it's
just I want to get the very best deal as
a customer I want to get the highest
quality for the lowest price you tell me
why I should buy from you why you are
giving me the highest quality the lowest
price and if your answer is better than
that of your competitors I'll buy from
you and if it's not I won't and it's not
personal no emotion involved we get
emotionally involved because it's our
business so differentiation is the key
is how and why and where are you
different segmentation means looking at
your market and saying who are the
specific customers in the market who
value my area of differentiation and who
will pay more for my area of
specialization than anybody else so in
other words in every market place and
they say that all marketing out all
marketing today is segmentation is
segmenting and identifying those
customers who are most likely to buy
from you the fastest and finally there's
concentration once you have determined
your very best market segment for what
you do really well what you do is you
focus all your energies on them so let's
look at the specialization says this is
the product service customer market or
area of technology where you focus all
your efforts we also say in
specialization it can be a product or
service it can be a particular that you
want to serve or it can be a particular
market area that you want to work in
I'll give you an example McDonald's
McDonald's customer is people who want
to eat quickly and they want cleanliness
efficiency value price and pleasant
surroundings and so what they will do is
they will offer every product that they
possibly can for people who want to eat
quickly
whether it's a salad or whether it's a
a shake or whether it's a type of coffee
or whether it's in other words they're
constantly looking for other products
that they can offer to that customer who
wants who's in that market segment which
wants to eat quickly and efficiently and
they trust they test continuing very
clear about that so the next one is look
at that okay and so and so
differentiation is your competitive
advantage which you've heard me talk
about but you'll never hear me talk
about too much because if you can
identify and/or create a competitive
advantage and convey it to your
customers the dam will break you can
make more sales and more money in a year
with a clear competitive advantage to
your customers then you might make in a
lifetime if your competitive advantage
is unclear so number two it's your area
of excellence or superiority it's
something that you do better than
anybody else and I sometimes joke why is
your product or service better and they
say quality service quality service all
in in service we give quality service
and people don't understand that that is
only an answer if your competitors offer
zero quality and zero service in other
words other than that it's not an answer
if your person says well you should buy
from us because of our quality and
service they're saying I do not have the
slightest idea why anybody should buy
from me I am a complete idiot and I'm a
danger to my company and probably to my
whole society so it's interesting when
Steve Jobs looked at the BlackBerry
looked at all the cell phones that were
out there and he sent out with his
engineers and he said I want a phone
that you can activate with one button I
said it's impossible all these other
phones have all these other buttons to
turn off and on if I want a phone that
you can activate with one button and he
kept sending them back and saying in the
back so they finally came with the one
button you activate it put in your code
and bam you have all your apps and
you're ready to go the game is on one
button it's never been done before in
history can't be done can't be done
can't be done can't be done
I want it done and there's the phone I
said phones cell phones so they should
not be so darn complicated to start up
use get around and so on I had a
blackberry and to get
app on a blackberry which has far fewer
than Apple it's almost like it you need
an act of Congress to get a damn app I
mean you know what I'm talking about
they're so hard and you go to blackberry
and I go to go to Apple which my my
family and my staff got me into within
half an hour I have 30 apps loaded I
mean it's unbelievable or in the one at
a time at whoa and now you can float the
whole world and stuff the stuff that's
on there for apps just the free apps
blow your mind much less the paid apps
and now your four hundred and eighty six
thousand apps think about that but they
make it easy so Apple says you come to
us and it's easy you can access
everybody anything anywhere and then
they come up with the Apple too and they
put that vision video bot model on it
whereas you can act and hold it up and
you can talk my video to anybody in
anywhere in the world has an apple with
the same facility it's the most it's the
most amazing thing I mean you look at
it's almost like a kid how can this be
so what is yours and if you don't have
it you can't compete but if you do have
it yourself 50 million sets and become
the highest valued company in the world
in five years if you can be really clear
about an area of excellence that people
want and we'll pay for your unique
selling proposition what is it what is
it bit and this is called your USP your
USP is the one thing that you offer that
no other competitor offers in the whole
world it's unique
what do we know about the word unique is
it cannot be modified it's the only
adjective that cannot be modified you
can have more and you can have greater
and you can have greatest but you cannot
have more unique or unique er or less
unique or unique guest you have only one
word unique each person here is unique
you are not unique er you are not the
unique guest you are unique because the
only one of you in the entire world
so therefore what is your unique selling
proposition I've worked with people has
spent hours to identify this and when
they finally identified it their
business went up five hundred percent in
the next twelve months they could not
believe it they went from struggling to
living in a big home driving a Cadillac
or a Mercedes because they finally found
it and then all of your advertising all
of your promotion all of your work is
focused and conveying that USP to your
customers getting it to them
so that they are clear what it is and if
it's what customers want and value and
will pay for they will line up around
the street
remember when they brought out the iPad
at because of the iPhone nobody really
knew it was in the iPad except it's
going to be like a whole broad screen
it's gonna have everything that a
computer that they line up around the
streets by the hundreds to beautify to
lay five hundred dollars now five
hundred dollars I don't know about you
but I think five hundred dollars so long
money wouldn't you say five hundred
dollars these are poor people with
flip-flops and sandals and tractor caps
well then they have to put their five
hundred dollars down to get this because
they didn't they didn't know what what
it was but it's going to be like that
it's going to be like an iPod iPhone
with a bigger screen plus all kinds of
other capabilities Wow and they know
what they did they sold 25 million of
them in in less than a year 25 million
and they totally changed the book
retailing industry the book retailing
industry like a ship that turnover went
from basically hardcover books in
bookstores it flipped now 51 to 55
percent of all books are being purchased
on as ebooks and the reason is because
of the iPad because iPad owners are
readers and they buy an average of two
to three hundred books in the first year
and the whole market flipped and borders
one of the biggest and oldest bookstores
in america went bankrupt all in less
than a year when the ipad was introduced
can you imagine I mean we're living in
pretty turbulent times would you imagine
a company that spent decades building
this bankrupt nationwide within a year
with the advent of one new technology so
what is your unique selling proposition
there's this convenience you can get
everything get everything fast
everything convenient more convenient
than anyone else everybody tries to
compete with the iPhone or the iPad
can't do it the Nook can't do it the
hewlett-packard got into it with their
tablet and just quit let's just can't do
it now
who is it not Samsung but the the Korean
company is trying to compete and so on
but they have a unique selling
proposition so my question is what is
yours and I'm going to ask you to answer
that what is yours
what is it that you offer that nobody
else offers now here's is an insight if
you're offering something that everybody
else sells let's say you're a real
estate agent what's your unique selling
proposition as a real estate agent if
every other real estate agent with 100
miles has same unlimited access
to the yeah the MLS what's what is your
what is your USP or can be what could it
be what should it be
come on cheese well the answer is
yourself because you the product is all
the same you don't even control the
product you even control the marketing
everybody else can have it so what makes
top realtors I work with top Realtors
the average realtor makes about 25,000 a
year I work with entire roomful of
Realtors average incomes $833,000 a year
on straight Commission selling and they
all started off with nothing and they're
now at the top of the field and some of
them make several million selling homes
what's the difference personality
personality preparation punctuality
friendliness warmth follow-up notes
phone calls contact in other words they
make a supreme effort to build a really
high-quality relationship with a home
buyer or home seller so that that person
will never think of going anywhere else
I know because I worked with some of
these people in buying and selling my
homes and I would never buy or sell
buyer through anybody else but these
people because they have they are so
good at what they do and every one of
them started off on the street knocking
on doors and diving for dollars and made
a decision that their unique selling
proposition was going to be themselves
and and you as an independent business
owner can make that decision as well
make the decision that I'm going to take
such good care of my customers my
customers would never go anywhere else I
don't have to give them blandishments or
discounts I'm going to take such good
care of them that they will eagerly come
back to me so number four is where are
you or could you be the best where are
you or could you be the best and this is
the great question because everybody
here has the ability to be the best at
something everybody here has the ability
to be the best at something that people
will eagerly pay for and tell their
friends about and your job is to figure
out what it is your job is to figure out
what it is and then do continuous and
never-ending improvement until finally
people say you know you're the best you
are really good at what you do you are
really good look at Lady Gaga I was saw
her at the Grammy Awards as well I don't
know anything about Lady Gaga I've never
listened to a lady Gaga song she came
absolutely from our
you know which is 25 years old she's one
of the top ten tweeted people in the
history of the world and she made last
year 660 million dollars and where was
she singing nightclubs or or bars five
years ago and she's an incredible
entertainer and there ain't nobody like
Lady Gaga you know is unbelievable why
she knew what she had and she goes to
the extreme with her dress and her
appearance and everything else and she
wraps it around a good voice and just
literally has taken over the world of
pop music
so segmentation is who are those
customers who most appreciate your area
of superiority who are your very best
customers you see your best customers
are really easy to sell to they'll buy
and buy again they're happy they like
you they come back they bring their
friends they give you recommendations
and testimonials whereas your worst
customers your customers from hell you
have to literally break your back to
sell them anything they complain all the
time they don't pay when the do pay
their checks bounce and you stand back
and bounce it to you like a basketball
so who are they what are their
demographics why are their
psychographics the demographics are
things that you can observe from the
outside age income education family
formation psychographics are what
motivates them and this is where the
future is in your business and every
pitch that has psychographics and they
have a key psychographic I'll tell you
this in a second how would you describe
your perfect customer I do this by the
way I said imagine that you were at a
social or business gathering and you're
networking and someone came up to you
and said look I know a lot of people in
this community how would you describe
your perfect customer don't tell me what
your product or service is I don't here
just tell me who would your perfect
customer be in terms of their wants
needs a check a shin income position and
so you would have to describe your
perfect customer without mentioning your
product or service a tall person would
not even know what you sold you describe
the customer this is what this person is
is where they are give you an example
IBM at one time at 80% of the world
computing market 80% then they made some
mistakes and now they have much less but
they had 80% they had so much that the
federal government tried to break them
up for about 24 13 years they
right antitrust suits against IBM just
like they tried to break up Microsoft
they finally Reagan came into power they
started in 1970 in 1983 the bot was
brought to Reagan's attention they said
the federal government has been pursuing
IBM in 50 million hundred million dollar
lawsuits for 13 years and what did they
come up with people buy IBM because they
really like IBM and IBM treats him
really well they said well if they can't
come up with something on IBM they have
to drop the lawsuit and I said we can't
come up with anything they the custom
did antitrust is supposed to be in favor
of protecting customers IBM's customers
loved him worldwide and dropped the suit
they dropped the suit after 13 years
they did the same thing with Microsoft
they harassed them and harassed them and
harassing because they weren't giving
enough political contributions that was
the major reason they weren't giving
enough political contributions finally
after years I had to say why do people
buy Microsoft because they like the
product the product is good and it's
cheap and it's flexible and everything
so so so here's so how would you
describe your perfect customer this
point I was making with IBM his IBM
realized that when they first started
selling the 360 mainframe in 1964 the
customer was really the president of the
company making a major strategic
decision are we going to put everything
in our company on computers because
everything was paper at that time you
know and so they would have to make
their presentations to the senior
executives of the company and work out
all the numbers and so on but as
computers became more and more popular
and they start to have pcs and desktops
and so on the whole decision-making
shifted to the purchasing manager of the
large companies and so they had to focus
and change all of their marketing so it
focused it on purchasing managers and
they learned more about how purchasing
managers think and walk and talk and eat
and breathe and communicate and where
they're educated and the size of their
family and their income and their
psychographics and demographics and they
focused all of their effort on
purchasing managers and became the
biggest selling company in the world 80%
of the world market because they knew
their customer I hope I'm making a point
here many people you say describe your
customer to me without mention your
product or service they go home
well somebody wants it the alright so
demographics here that here are the key
demographics by the way if you don't
know these find out what we do you know
we find out do surveys ask your
customers offer them a prize if they're
fill-in-the-blanks age gender that's
important income how much do they earn
education how well educated are they
occupation what sort of work do they do
location where do they live and so on
and family status those are the main
demographic features and you've got to
be very clear because if you change the
demographics of your customer you change
your total marketing approach your
selling approach your packaging your
product your service your people and
everything else now your psychographics
are even more important and this is
really neat is what are their goals and
ambitions because remember people are
motivated to buy because you offer to
help them achieve a goal that they have
or what are their wants and needs and
motivations that want to buy because
they have a need for what you're selling
and what are their hopes and dreams and
aspirations what do they want to be in
the future and can your product or
service help them get there and for what
are their fears or doubts or worries
here's one of the great breakthrough
discoveries for me in the last few years
it's as always one reason why people
will buy from you there's one major
reason and you have to find out what it
is and convince the prospect that you
can give them that benefit there's
always one major fear that will hold
them back there's always one major doubt
that holds them back from buying and you
must find out what that is and alleviate
it you've got to do both in every sale
what's the major reason how does Brendan
relieve e8 the fear of making a mistake
of going to his program how does he do
that yes not only that not only n is the
entire the entire fees refundable he'll
pay your airfare and your hotel and he
does by the way he'll pay your airfare
and hotel for coming just to not waste
your time because he's so confident in
the value of his program so in other
words he's making it a risk-free thing
for you to do what is the biggest risk
that you have with Brendan's terms and
conditions that you'll really like it
and we'll watch your money back and
you'll be out the money that you at
faith because you really enjoyed it
because you've got your money's worth
that's a real tough downside number five
is what is the problem to be solved is
pp we call this PT BS PT BS PT BS
problem to be solved problem to be
solved problems to be solved people buy
your product or service because they've
got a problem to be solved like a parent
problem to be solved problem to be
solved problem to be solved and a goal
and achieve is a problem unsolved and
need unsatisfied is a problem unsolved
the pain not taken away is a problem
unsolved this is the focus of your
business what is the problem that you
solve for your customers when they use
your product or service and you must
know that with crystalline clarity you
know like that in the movie with Tom but
was it was it another perfect gentleman
you're the movie I'm talking with with
Tom Cruise and yeah not risky business
did you move my with a head Jack heart
Jack yeah what does he say when he says
do you understand what I'm saying and he
looks into the camera he says crystal by
that is my is what I'm saying crystal
clear he says it's crystal well you must
be Krystal when you're clear when you're
thinking about what it is you do for
your customer and all your advertisers
all your promotion all your business is
based around conveying that crystal to
your customer so they understand crystal
you know how a cafe advertises on the
side of the freeway or the highway
you're going down the road you see a
great big it doesn't say mom and pops
best selling meatloaf and family cook
food and and come and visit us sometime
it says the big sign is hungry question
mark and the next one says turn at the
next exit for the best food on the
highway in other words they first of all
get your attention because if you're
hungry what happens hungry you'll see
that reciprocal the reticular activating
system will see that see that word
hungry now it's got your attention the
next time is turn here our food want
food turn now
real simple so concentration is the
fourth part concentration is where you
folk
your time money and resources remember
the old saying 50% of my advertising is
wasted but I don't know which 50% it is
well maybe 80% 90% of advertising and
promotional dollars are wasted and if
you can just increase the efficiency of
your advertising by focusing your
message with greater clarity on your
best customers you can get 5 and 10
times the response per dollar of
advertising that you were getting before
so what are the best possible ways to
contact your ideal customer and this is
moving very quickly today it's shifting
all the time second of all what are the
best possible media for you to use most
of you use the internet exhaustively but
the Internet is only one method of
communication and it's still small
relative to all the other forms of
advertising and promotion I have a
friend who does 35 million dollars a
year with radio ads 60 60 120 minute
radio ads to get people to phone a
number where then they are interviewed
and then sold into another telephone
call where they are introduced to a
product which takes into another
telephone call just 35 million a year
and with radio ads so there's all kinds
of ways
imagine if you could run an ad 60
seconds and how do you test an ad we're
working with one of the top companies in
the country they develop an ad they
narrate the ad they are happy with the
ad and then they run the ad in a tiny
market a small town they pay $5,000 get
50 spots and see what kind of response
rate they get they will run the ads 5
days a week they'll run one ad on Monday
one hour Tuesday Wednesday Thursday
Friday and 5 different ads and they see
which one causes the phones to ring and
then they'll take that and they run it
in New York and what works in podunk is
called podunk is going to work in New
York at a hundred times the scale in
other words they debug the system got a
nice ad and what if you can have an ad
that would cause qualified people to
phone you all day long phone you and
call you and say please please PLEASE
sell me your product or service I've got
my credit card handy is that possible
say yes it's been done all that's been
done all the time you ever listen to
radio those people are not advertising
for fun they're advertising because
they're making a lot of
doing it hi everyone thanks for tuning
in to your virtual backstage pass
you just watch Brian explain the four
keys of marketing strategy which ones
will you be implementing we want you to
share what you've learned with us so
make sure you leave us a comment below
this concludes our backstage pass for
day 2 at the total business mastery
event but if you want to see what
happened over the past two days and get
live streaming access to day three click
the get virtual access Now button below
we've got great new segments to share
with you on the third and final day of
your total business mastery backstage
pass so please make sure you stick
around we'll see you then
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