Tagged: cultivation RSS

  • admin 12:29 pm on July 12, 2009 Permalink | Reply
    Tags: , book, cultivation,   

    Cover | Advertisings’ Missing Link: Cultivation 


    advertisingcultivation

    As you may know I am putting a little ebook together on advertising. Here’s an introduction

    Some time ago a fisherman had a problem. He had this fish cage in the water right where big and small fish were. He noticed that many large fish came to visit him, made use of his offer and then disappeared again. He also noticed that some of his large fish never came back. But he saw them at his friend’s cage. This was upsetting. After all the work he did giving fish what they want they had the audacity to leave him.

    The fisherman made another starling discovery. There were many small fish reading the story that he left on the door of the cage. But they all stopped there. They read and disappeared. But as these small fish grew fatter his friend collected most of them.

    He gathered all his courage and asked his friend why he was so successful? The friend said it’s pretty simple. But he was not sure if he wanted to share the secret. This secret has been part of his family for ages.

    However he noticed how desperate his friend was and decided to help.

    You already have your cage where the fish are but you have a problem. You are only attracting the few big fish who want what you have on offer today. Most of the fish coming past your gate and reading your story are not ready or don’t want what you have. They don’t want it when they read it. They do want it tomorrow but then they have moved on.

    You have no bait for the small fish who want it later. You must add other bait that will attract them to you even if they don’t want to take your main offer.

    Let me say that to take your main offer is a major commitment from the fish and they cannot or will not make that commitment yet. What I want you to do are to offer something they want today! But something that does not need any major commitment from them.

    The other problem that you have is that when you do catch a large fish, and you exchange the offer, you let the fish go. This is a waste.

    I want you to go and create two cultivation pools; one for the big fish that grab your offer, and another pool for small fish who are not yet ready to make the major commitment.

    Then I want you to change your story on your cage door. Tell them about your major offer but also share information about your cultivation pool. Tell the fish that you will feed them tips and secrets on how to survive. You will share “For Free” when they become part of your cultivation pool. The cultivation pool is their place where they can grow huge with knowledge. And only when they are ready can they take you up on your offer or they can leave. There’s no obligation.

    But you may say that I am stupid telling them there’s no obligation. This is a long story and I will suffice to say that I am getting more fish in my cultivation pool because of my “no obligation” statement. I think it helps fish coming into my pool because they feel at ease.

    But that’s not all. You must also offer a cultivation pool for the large fish who took your offer. This will keep them happy until they are ready to take another offer.

    It is that simple.

    If it’s that simple why are more fisherman not using the cultivation pool?

     

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  • admin 11:29 am on June 18, 2009 Permalink | Reply
    Tags: , cultivation, , two step marketing   

    What Is Two-Step Marketing And How To Use It? 


    Two-step marketing means the prospect must respond to your (step 1) advertisement to (step 2) get more info. This info may be a letter, a free report, and tips. The intention is that the letter or brochure does all the pre-selling of your product or service. The two-step (1) advert normally directs your customer to a web page. (2) At the web page they exchange their name and email for the free information. Let’s look at…

    One-step advertising is when the ad goes all out and asks for the sale. This is also known as ’selling off the page.’ It is by far the hardest advertising method, and is very difficult to achieve successfully when selling a high value or complicated product or service. [I call this kiss on the first date advertising]

    (More …)

     

  • admin 10:38 am on June 17, 2009 Permalink | Reply
    Tags: 2 step advertising, , , , cultivation, , , , ,   

    How To Create The Cultivating Pool 


    You have now decided to follow the small business marketing advice and create a cultivating pool for the fish (clients) you plan to catch. Therefore you are not using a fishing net designed for Hippos like traditional small business advertisers do. Let’s now create the cultivation pool.

    (More …)

     

  • admin 10:53 am on June 12, 2009 Permalink | Reply
    Tags: , cultivation, , ,   

    How Small Businesses Can Cultivate The Market 


    I have discussed traditional advertising; it’s like catching small fish with a net designed for hippos. That’s not all the bad news; when a traditional small business advertiser eventually catches a client he doesn’t know what to do with the client. Yes. He will take his money but that’s it. He will not try and cultivate long term relationships because he does not know how this can be done. (I am not saying that this is true for all small business people……)

    Unfortunately the small businesses have to continue wasting money on expensive advertising. But when they start incorporating a cultivation stage then they find that advertising becomes the net catching clients in their cultivation pool. In this pool potential clients are fed with gifts and education until the clients are ready to pull out their purses and spend money.

     

    Like in the traditional small business advertising post we have the same stages but we have included the cultivation stage; consisting out of a ‘gifts and committer’ stage. I will discuss these two stages today and then in a follow up article I’ll illustrate how to implement the cultivation pool. 

    Let’s consider the diagram above;

    We get the target audience that we want to advertise to, as soon as they read the ad some of them will become wanters. A very small number of the wanters are hot prospects and may become payers (willing to take out their purses and pay for the goods). However most of the wanters are only lukewarm and not convinced yet; they may not have the money to pay today, they may not feel comfortable with the advertiser yet, they may not know if what’s advertised is what they want. Now is the time to educate and create relationships with them……… in the cultivation pool.

    What Happens The Cultivation Pool?

    We provide the lukewarm wanters with gifts until they are ready to commit and then buy. Therefore the intention is to keep them with in our sphere of influence and not send  them back to the target population. Because when they are sent back to the target population we need to use expensive advertising to get them back. So lets rather keep them in the pool.

    While they are in the pool we give them gifts.

    What are these gifts? We provide them with:

    • Testimonials from happy customers
    • Information on the products and services
    • How to use the products
    • Elaborate write-ups on guarantees
    • Education

    Basically we are creating a trusting relationship so that our lukewarm wanters can take out their purses and buy our products.

    You’ll also notice that we can send our post-payers (people who have paid) back to the cultivation pool until they are ready to buy something else.

    1. With the cultivation pool we never have to let anyone, who has seen our advertisement, back to the target population.  
    2. With the cultivation pool we can increase our advertising conversion rate by more than a 100% and reduce the cost to get a new client by a factor of more than a 100.

    Please note: I am not suggesting that small businesses should spend less money on advertising. All I am saying is that traditional advertising is expensive because it makes the same mistake over and over again.

    When you advertise with the idea to catch lukewarm wanters for your cultivation pool your advertising becomes effective and cheap.

    As I have mentioned; the next article will look at how you create a cultivation pool. Then we will look at how you adopt your advertisements to get more lukewarm wanters in the pool.

    Good luck 

    johansig

     

  • admin 4:03 pm on June 11, 2009 Permalink | Reply
    Tags: , , cultivation, fishing, , , ,   

    Why Traditional Advertising Is Like Using A Large Eyed Fishing Net 


    When you prepare for a fishing expedition you’ll select the net according to the size of the fish you plan to catch. But why then do traditional advertisers drop any sized net into the water.

    Let’s look at the traditional advertising cycle and see how it relates to a fishing net.

    The traditional-advertising cycle used by most small businesses follow the same cycle. Basically they pay for an advert without thinking about the mentality of their potential customer.

    (More …)

     

    • Bad Boy 5:43 pm on June 11, 2009 Permalink

      This is really a great resource of info. Thanks for giving the heads up!

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