Marketing Success in 2021
When I took martial arts, we went over the basics in almost every class. Why?
Because the most complicated moves were usually just a couple of different basic moves put together. Or an advanced move was based on the same simple motion of a basic move.
When you join the military what kind of training do they give you? Basic Training.
Success in any area of life comes from knowing and perfecting the basics. In other words, success is about the fundamentals.
Well, guess what? It’s no different when it comes to marketing and business success.
The 12 Marketing Fundamentals You Need to Succeed in 2021
On the first Monday in January of this year, I began a series called “The 12 Marketing Fundamentals You Need to Succeed in 2021.“
Today, I’m going to reveal the 8th marketing fundamental you need to succeed this year.
If you haven’t read the other articles in this series, then you should read the next section. It will help you to understand the importance of the marketing fundamentals I’m sharing with you.
*Skip This If You’ve Read the Other Articles in This Series*
In my first article of the series, I laid an important foundation that I have continued to build on. In that article I said…
Based on some things I’ve been reading from the experts I follow, there are some interesting trends and predictions that are said to be coming our way in 2021.
These trends and predictions will be opportunities for people that know how to leverage them.
But I believe that the sweet spot in 2021 is the place where opportunity and the fundamentals meet.
You see, the people and companies that succeed the most are the ones that keep their eye out for opportunities and then take advantage of them by harnessing the fundamentals.
What fundamentals? The marketing fundamentals that have existed for at least 100 years and that will probably exist for at least another 100 years.
-Scott Aughtmon, The 12 Marketing Fundamentals You Need to Succeed in 2021.
Before I reveal what the 8th marketing fundamental is, let me remind you what we’ve covered so far.
Because it’s important for you to have these in mind as you discover what the 8th marketing fundamental is.
Here are the first 7 of the marketing fundamentals you need to succeed this year…
The First 7 Marketing Fundamentals:
Here are the seven marketing fundamentals that I’ve revealed so far are in this series:
- The first marketing fundamental is attention. Because without attention, there is no marketing.
- The second marketing fundamental is attraction. Without attraction, all the work you put into capturing their attention will be wasted.
- The third marketing fundamental is follow-up. Because two of the biggest mistakes many companies make are tied to follow-up. They don’t follow up at all. They don’t follow up enough.
- The fourth marketing fundamental is a unique selling proposition. Because if you’re ever going to get your prospects to choose your company, product, or service over your competition, then they have to know WHY and HOW your business is different and better than any of the other choices.
- The fifth marketing fundamental is your Who or what is commonly called your “target market.” Because if you don’t get this group of prospects right, then all of your marketing efforts will produce little results.
- The 6th marketing fundamental is your offer. If you don’t create a powerful offer, even the right “whos” won’t end up purchasing from you.
- The 7th marketing fundamental is your copy or the words you use. Once you have the right audience and the most powerful offer for that audience, then the next most important thing to focus on is the words you will use to communicate to that audience.
Alright, you’re now ready to discover the 8th marketing fundamental.
Marketing Fundamentals Before, During, and After the Sale
So far, the marketing fundamentals that I’ve been focused on have all been ones that happen BEFORE the sale.
Well, believe it or not, marketing fundamentals aren’t just important before the sale. They’re just as important during and after the sale.
When you apply the first seven marketing fundamentals, a certain percentage of your targeted audience will take you up on your offer and purchase from you.
And it’s during that purchase that many companies miss a huge opportunity.
That’s why the 8th marketing fundamental is upselling.
The Real Creator of the First Combo Meal
Some of you might not realize this but there was once a time when combo meals didn’t exist.
When was this frightening and barbaric time? Pre-1958. Maybe you’re like me. I always thought that McDonald’s was the creator of the first combo meal. Well, that’s wrong.
From what I understand, a restaurant called Burger Chef came up with the idea for a combo meal in the late 1950s. Before they did that, you had to order a burger, fries, and a soda individually.
Even though the combo meal was a little cheaper than ordering each item separately, the total profit they made from each combo was more than if that customer didn’t order all three of those items.
That means they might have lost a small percentage of profit from customers who would’ve ordered the three items separately.
But think of the higher profits they made from the customers who might have only ordered one or two of those items.
Plus, think about how much easier and economical combo meals made it for the customers who would’ve ordered the items separately.
I bet that that ease in ordering and the money saved caused those customers to come back and come back more often.
4 Benefits of Upselling
You might not have realized it but you just heard the main reasons every company should implement upsells of some kind. Done correctly, upselling can:
- Increase your profit per customer
- Make ordering easier for your customers
- Help your customers save money
- Encourage repeat sales
In my upcoming articles, I’ll show you how your company can begin to implement upselling and/or improve the upselling that you’re already using.
I’ll also share some examples of businesses and companies doing upsells effectively, and dive a little deeper into why your company needs to maximize upselling. Stay tuned.
Catch Up on What You Missed in This Series
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