Sales and Marketing Objectives

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Sales and Marketing Objectives 2017-03-23T11:35:45+00:00

Sales and Marketing Objectives

Here is a list (in no particular order) of sales and marketing objectives I help companies reach.

 

Live Seminars

Getting people to seminars has always been a large sales and marketing objective for learning and training businesses. Getting “butts in seats”—as some people put it– isn’t always easy. It takes a lot of planning and effort to fill up your seminar. You need a real sales campaign to reach that objective.

Your seminar may cost a few hundred dollars or a few thousand dollars. In either case, you have to overcome your prospects resistance to spend money. This is NOT an easy task. This is where longer sales copy comes in.

You may believe or heard that people don’t have long attention spans, and that you must have short copy in order to get people to respond to your message. This is all WRONG thinking when it comes to people spending hundreds and thousands of dollars on your seminar.

To get people to open up their wallets for your seminar, you need to provide them with lots of information, and you need to overcome all of their objections.

Please call me at 203-209-5284 for more information about why you need long copy for your seminars.

Here are ways I can help to with your seminar attendance (or getting “butts in seats”):

  • Physical Sales letters
  • Online Sales Pages (long form 2,500-5,000 words)
  • eMail Campaigns
  • Registration
  • Landing Pages

 

Online Webinars

Webinars are great substitutes for full blown seminars. Low or no cost, no travel, no planning, ets. They’re usually Free, and you can easily get hundreds of people to attend.

Getting people to a webinars is a lot easier than getting them to a seminar, but it still takes work. And any work you or your employees have to do means money spent. If you plan your execution in the right way, you can expect to get a lot of new converts. BUT if you do it the wrong way, you can expect a lot of frustration and wasted money.

I’ve seen a lot of bad executions. As with live seminars, you do need good quality copywriting to reach your goals because you still need to sell your prospect on why they should attend YOUR webinar. Remember your prospect will always be asking, “What’s in it for me?”

Your webinar may be FREE, but your prospect needs to invest time from his day. And as we all know, we all have the same amount of time and have no ability to make more of it no matter how hard we try. Don’t take selling your free webinar lightly, and think about all the money you spend getting people to your sales page. Don’t drop the ball when they get there.

Call me so we can make sure next webinar has a high attendance. 203-209-5284.

Here are some ways I can help to with your webinar attendance:

  • Online Sales Pages
  • eMail Campaigns
  • Registration
  • Landing Pages
  • Squeeze Pages

 

Download Free eBook

Getting people to download your FREE eBook is not as easy as used to be. Competition makes it so, and people don’t want to be on every marketing list out there. This is why extra effort needs to be made in trying to get people to download your free eBook. (I emphasize “your” because too many businesses make it about themselves. It’s not. It’s about the customer).

People know they’ll be put on your marketing list, so they’re more resistant today to get on your list than ever before. Yes, it’s a free eBook, and your lead can easily unsubscribe at will, but you still have to SELL them on your eBook.

And because it’s free your customer may not put a high value on your eBook. Images of FREE sofas on the side of the road come to mind. Unlike paid live seminars, you don’t need a lot of copy for your squeeze page, but you do still need to have actual sales copy and the right kind of sales copy.  To further explore how I can help you make your next Free eBook launch a success, please call me at 203-209-5284 for further details.

Here are ways I can help to with your eBook launch:

 

  • PPC Ads
  • eMail Campaigns
  • Registration
  • Squeeze Pages

 

Download Free Whitepaper

Whitepapers are more geared to larger companies and enterprise solutions (See what I did there? I used mindless business speak. More on that later).  And these opt in forms tend to ask for a lot of information beyond what a free eBook asks for, so extra effort must be made to sell the whitepaper.

After all, you’re getting an interested prospect on your list. This shouldn’t be taken lightly. Too many businesses blow this off and think people merrily type in all their information to get some whitepaper that has not description and no sales copy. You still need to SELL your white paper—even if it’s FREE!

If you don’t make any efforts to sell (or show how your prospect will benefit), you’re not going to get as many people on your list as you dreamed about.

Also, many businesses use business speak—or business jargon, or better yet, gobbledygook. Don’t forget that you’re selling to a real person who just happens to have a business title. Use real words to sell what you have to offer, and remind your prospect why they will benefit from downloading and reading your whitepaper.

Here are ways I can help to with your Whitepaper list building:

  • PPC Ads
  • eMail Campaigns
  • Registration
  • Squeeze Pages
  • Opt In Form Optimization

 

Course Purchases

These course purchases can be either made online or offline. Courses can run from a few dollars (like on Udemy and Lynda.com) or to a few hundred dollars (like Great Courses) and even up to several thousand dollars for sales training courses.

Whatever the cost, it’s still a cost to the buyer (your customer), and in considering purchasing these courses people need information in order to make a decision about what the value is to them. Prospective buyers crave information:

  • “How does this course work?”
  • “Will this course make me smarter?”
  • “Will I advance my career?”
  • “Will this course help me reach my goals?”

This is the true art of selling learning courses online and offline. You have to allow the buyer to believe that they will be better off after taking your course.

Yes, they do want to know all the features your course has to offer, but you need to emphasize how much their lives will be improved through your product. Sadly, too many businesses miss this concept and just want to show off all the neat features they put into the product. Features don’t keep make sales; benefits do. Carefully crafted sales copy makes sales by showing benefits as well as features.

Here are ways I can help to with getting people to buy your course:

  • Direct Response Sales Letters
  • Online Sales Pages (long form 2,500-5,000 words)
  • eMail Campaigns
  • Landing Pages / Squeeze Pages

 

Free Trials

Yes, it is free but still it’s a minor obligation by the user. You still have to sell the free trial. It’s important to understand this. Nearly all of your competitors have a Free Trial, so how can you stand out? The best way is to inform your customer of what they are about to get into, and really sell them on how they’ll benefit by exploring your product or service.

Features are great, but benefits are better. Too many websites and landing pages tout all the great features of their product or service. This is good, but you have to show how a person’s life can be improved with your product. That’s why you made the product, right? To improve lives. I hope so.

Be specific. “Saving Time and Money” is just a vague and often used platitude.

It’s a sign that everyone is copying everyone else. Find out what’s really important to your customer besides time and money—although they do rank up there.

Here are ways I can help to with getting people to try your Free  Trial:

  • Sales copy
  • Benefit focused PPC Ads
  • eMail Campaigns
  • Landing Pages / Squeeze Pages

 

When you’re ready to take your squeeze pages for your Free Trial to the next lever, give me a call at 203-209-5284.

 

Free Demos

This is a bigger obligation for the prospect than a free trial. With a bigger obligation, you need a bigger sales effort. People will be resistant to get involved with your sales people to see a demo of your product or service. You need to overcome this objection on your landing page. If you don’t address all of their objections, you won’t get the response you need to reach your marketing objectives.

Here are ways I can help to get your customer to sign for your Free Demo:

  • Online Sales Pages (long form 2,500-5,000 words)
  • PPC ad campaigns