Ten Things I Learned About Marketing

Ten Things I Learned About Marketing This
Week and How to Apply Them to Your Business or
Coaching Practice
AUTHOR: Susan Dunn, Internet Marketing Coach (see contact info below)

1. My grocery store now has a checkout stand
immediately inside the front door and beside it is
a cooler with milk, orange juice, butter, coffee,
bread and the things you'd run into a convenience
store for.

MARKETING TIP: Right at the top of your website
have a link to your email or your ezine, and some
items they can buy immediately with a PayPal link,
like a lasar coaching session, or a mini-course.

2. At the grocery, I passed a display with free
cooked hamburger samples. If you bought the bag of
frozen hamburger patties they said they'd give you
5 items FREE. Those 5 items were right there and
would compose a small meal -- diet coke, avocado
slices, and (all their brand) -- a bottle of
catsup, a bag of buns and a small bag of chips.

MARKETING TIP: Do this for your web visitor, i.e.,
Sign up for one month's coaching and I'll give you
3 items free: an emotional intelligence
assessment, my eCourse on Optimism, and my eBook
on Resilience. Click and pay.

3. When I tasted the sample of the hamburger, it
was awful. The young woman who handed it to me saw
my reaction and said, "I know, it's not good. We
cooked it too long in the microwave, that's why.
It got dried out."

And there she was standing in front of her
microwave which was in front of a bin of hundreds
of the frozen patties.

MARKETING TIP: What was she thinking?

4. Today is June 13th. I have a son who's a
wonderful father. The 15th is Father's Day, but
also the birthday of his daughter, so Father's Day
slipped my mind.

This evening I received an email offering me last
minute gifts for Father's Day.

MARKETING TIP: Anticipate your consumer's needs,
meet them. Make it easy for them to spend
their money with you.

5. Today I received a post card from a dentist
saying "Since purchasing Dr. Feelgood's practice
last year I have not had the pleasure of meeting
you."

It went on to offer me an exam and 3 xrays free if
I'd come on in.

MARKETING TIP: Keep after possible consumers in a
tasteful way.

6. Last week my realtor came over to talk about my
house which is on the market. He said, "You got
new carpeting, a new roof, it's spotless, it shows
well, everything's repaired, best school district,
new landscaping ... What else can we do to make it
sell?"

COACHING TIP: When a painful conclusion must be
drawn (lower the price), set it up so the customer
draws that conclusion.

7. I threw out the box my new cell phone came in
and then found out I needed that bar code for the
$50 rebate. I called the phone manufacturer and
they said there was nothing they could do about
it. No bar code, no rebate.

I said "Then I don't want this phone. What's the
address you want me to mail it to?" She said
"Okay, how about if I deduct $50 off your first
phone bill?"

MARKETING TIP: She was thinking right.

8. Last week I had a computer problem I needed
fixed immediately and it was 10 pm. I emailed
computer/web coach Nancy Fenn, and she wrote back,
"Call Unbelievable Computer Guy Erol,
1-555-HELP-NOW. He'll fix it from California right
away. It's only 8 pm here and emergencies are what
he's here for."

MARKETING & COACHING TIPS: (1) If you're a coach,
give service and have resources for your clients.
(2) If you offer a service be available 24/7. And,
(3) Know the name of an Unbelievable Computer Guy
who knows how to get inside your computer LD and
fix things. They can't do it without your coding
them in, and it sure beats waiting for someone to
come to the house or carry the computer somewhere.
(Like that's an option at 10 p.m.)

9. I visited my physician this week and we got to
talking about multicultural, different practices,
generations, etc. She said, "Sometimes someone
comes in here and I think -- 'What is this? Is
this a social call?' " She also mentioned she was
going to pay a home visit to an elderly client
whose sons weren't taking good enough care of her,
"even though they tell me not to do anything I
can't bill for." She then took some of my coaching
cards and brochures for her clients who needed
coaching and wellness support.

MARKETING TIPS: (1) If you really care about your
clients, do what it takes. It isn't all about
money. (2) Sometimes it is "just" a social call
that heals, in medicine, in coaching, in life; and
how alliances are forged. (3) If you're a coach,
contact physicians and psychiatrists and let them
know what you have to offer their patients that
they can't or won't.

10. Went with my 80 y.o. friend to the root canal
specialist to see if her problem tooth was root
canal or periodontal. She passed the root canal
test. I asked the receptionist as we left, "So
what if it's gum disease? What happens?"

"They cure it," she said.

COACHING TIP: That's what they call "anodyne
(serving to assuage pain; not likely to offend or
arouse tensions) therapy." When we go to the
periodontist, I betcha my friend's tooth will be
okay because she now "knows" they can heal it.
Remember the healing power of positive thinking!

(c)Susan Dunn, http://www.eqcoach.net, Internet
marketing strategies and implementations for your
success. Most coaches fail because they don't
know how to market. Web strategy, consultation,
implementation; web design; computer, top tens,
article-writing service.

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