ROB RASKIN - Business Owner, Sales Trainer, Consultant, and a die-hard Patriot!
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Chapter Eight Review

In this Chapter we learned Eleven Important Axioms:

Axiom Number Twenty-NineTHE TOP PRIORITY IS TO MAXIMIZE THE QUANTITY OF THE VISITORS YOU ATTRACT

THE REALITY IS THAT YOU NEED TO GO AND FIND THEM, AND ENTICE THEM ENOUGH TO COME AND VISIT YOU!

Axiom Number Thirty WHERE ARE YOUR POTENTIAL CUSTOMERS RIGHT NOW?

First, you need to consider all the places that you can think of where Your Potential Customers are right now. They’re not all only in one place, waiting for you. Depending on what subject your Information, Product or Service is, there are certain places where there are bound to be a HIGHER CONCENTRATION of Potential Customers than in other places. What you don’t want to do is to waste your time advertising in areas where the people most probably have NO interest in what you are offering

Axiom Number Thirty-One DEFINE YOUR TARGET MARKET TO BE AS WIDE AS POSSIBLE AND STILL BE CLEARLY DEFINED

For example, “HOW TO PLANT AZALIAS” might better be changed to “HOW TO PLANT AND CARE FOR PLANTS AND SHRUBS”, because it widens the Market for the product. However, “HOW TO CARE FOR EVERYTHING OUTDOORS” waters down the Market, so that while there are more things outdoors to care for than Plants and Shrubs, the TARGET MARKET is no longer clear.

Axiom Number Thirty-Two – PERSISTENCE PAYS

Your message needs to be CONTINUAL. Consumers need to gain a COMFORT LEVEL by hearing about you over time. If you put out an ad, get your 1% response, and stop advertising, then even if you do have a Large Market, what will you do AFTER you send out that ad? The answer is simple: DO IT AGAIN, AND AGAIN, AND AGAIN, AND AGAIN!

Axiom Number Thirty-Three SEND THE SAME AD TO THE SAME GROUP A MINIMUM OF THREE CONSECUTIVE TIMES

Send out the ad to the same group a MINIMUM of THREE CONSECUTIVE TIMES. Keep track of the results and if the fourth time is giving you diminishing returns, THEN you might want to run it once more, or move to another area, depending on whether or not the return has diminished to the point where it is no longer Profitable.

Axiom Number Thirty-Four THE THRILL OF THE CHASE!

“ULTIMATELY, YOUR SUCCESS OR THE LACK THEREOF WILL BE DIRECTLY RELATED TO THE AMOUNT OF TIME, EFFORT AND ENERGY YOU SPEND MARKETING YOUR BUSINESS”

Axiom Number Thirty-Five THE REASON WHY FOLKS WILL VISIT YOUR SITE IS BECAUSE YOU ATTRACT THEM TO YOUR SITE.

THE AMOUNT OF TIME THAT YOU SPEND SUCCESSFULLY ATTRACTING VISITORS TO YOUR SITE IS DIRECTLY RELATED TO THE AMOUNT OF PROFITS YOU GENERATE.

Axiom Number Thirty-SixTHE FUNCTION OF MARKETING IS TO CREATE VISITORS TO YOUR SITE IN SUFFICIENT QUANTITY AND TO BE COST-EFFECTIVE IN THE PROCESS!

THE COST-EFFECTIVENESS OF ANY MARKETING TECHNIQUE IS DETERMINED BY THE PERCENTAGE OF THE COST OF THE TECHNIQUE AS IT RELATES TO THE AMOUNT OF PROFIT GENERATED FROM RESULTING SALES.

Axiom Number Thirty-Seven – YOUR ADVERTISING COST, WHEN DONE EFFECTIVELY, IS YOUR FRIEND, NOT YOUR ENEMY!

LOTS OF TIMES THOSE WITHOUT A LOT OF BUSINESS EXPERIENCE THINK THAT IF THEY CAN HOLD THEIR ADVERTISING COSTS DOWN TO NOTHING, THEY ARE MAKING THE MOST PROFIT. THIS IS NOT NECESSARILY TRUE!

Axiom Number Thirty-Eight – TIME IS CRITICAL ELEMENT TO THE GENERATION OF PROFITS:

GENERATING $10,000 IN GROSS SALES FROM $2,500 IN ADVERTISING COSTS IS SOMETHING TO GET EXCITED ABOUT IF YOU CAN DO IT EVERY DAY. IF HOWEVER, YOU CAN ONLY DO IT ONLY ONCE A YEAR, THAT’S NOTHING TO CELEBRATE ABOUT!

Axiom Number Thirty-Nine – THERE ARE THREE POOLS FROM WHICH TO MAKE SALES: COLD MARKETING, REFERRAL MARKETING AND REPEAT MARKETING.

These THREE SEPARATE AND DISTINCT MARKETING STRATEGIES Are the lifeblood of Your Business. The Successful Understanding and Performance of these CRITICAL FUNCTIONS will MAXIMIZE the amount of Visitors to Your Site.

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