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Which is better? Offering general or specific marketing help?

by MichaelWinicki
9 replies
Looking for some opinions please...

I know that testing is going to be the only way to know, but I thought maybe I could get some educated opinions.

Throughout our funnel process, we keep asking the prospect if they would like or need marketing help for their brick & mortar retail store.

Would we be better off asking if they would like help with a specific project like a direct mail project or a website redesign or helping them put in place a customer retention program?

Thank you for your input!

Mike W.
#general #marketing #offering #specific
  • Profile picture of the author iAmNameLess
    I think that maybe leading in as someone that offers general services is a good way to start more conversations with your prospects. A lot of people do multiple things or have the ability to offer multiple services but it's your job to figure out what the prospect needs.

    For example, if you call a company and you're offering redesign services right out of the gate, you're disqualifying them from having a chance to be a fit for another service you may offer.

    If you're having interaction with them, it's probably best to stay general, but if you're using non-interactive methods where you aren't having an on going conversation like direct mailing or mass postcard marketing, you may be better off being specific.
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    • Profile picture of the author savidge4
      I personally offer multiple services. Over time I end up trying to get each and every one of those services in with each of my clients. Most of the time I can and sometimes I cant.


      In EVERY instance, I communicate all of the things we do, and then based on a possible set of question or the like, will focus right down on one specific service to get me in the door. I hate to use the word "Trip whore".. ooops sorry "Trip Wire" because I don't discount to get in the door. But the same principles apply. get in with one service, and build trust, and then creep in with the rest.


      Hope that Helps!
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  • Profile picture of the author Tom Addams
    Your typical local business wants to know one thing: how will whatever you do bring in more income. Typically. When trying to land local business leads think in those terms. How can the BWM car dealership sell more cars. How can the local hotel rent more rooms. Then you either package up your marketing elements or offer singles.

    Tom
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  • Profile picture of the author Claude Whitacre
    Originally Posted by MichaelWinicki View Post

    Looking for some opinions please...

    I know that testing is going to be the only way to know, but I thought maybe I could get some educated opinions.

    Throughout our funnel process, we keep asking the prospect if they would like or need marketing help for their brick & mortar retail store.

    Would we be better off asking if they would like help with a specific project like a direct mail project or a website redesign or helping them put in place a customer retention program?

    Thank you for your input!

    Mike W.
    You position your service as specifically for brick and mortar retail stores. It sounds specific enough to start a conversation.

    The problem with opening with a specific project, or service...is that the prospect will make a decision, based on a few seconds of information. And the answer will be "No".

    So, you can be very specific about your target client (you already know what he does), and specific about the benefits you deliver.

    But I wouldn't offer specific solutions until you ask a series of questions. At the beginning, the prospect is looking for something to say "No" to. I wouldn't give it to them.
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    • Profile picture of the author Tom Addams
      Originally Posted by Claude Whitacre View Post

      You position your service as specifically for brick and mortar retail stores. It sounds specific enough to start a conversation.

      The problem with opening with a specific project, or service...is that the prospect will make a decision, based on a few seconds of information. And the answer will be "No".

      So, you can be very specific about your target client (you already know what he does), and specific about the benefits you deliver.

      But I wouldn't offer specific solutions until you ask a series of questions. At the beginning, the prospect is looking for something to say "No" to. I wouldn't give it to them.
      Sorry to talk across your post, Claude.

      Michael, Claude knows his stuff. I know he looks like an evil Bond villain, but I'd seek out Claude's other posts, and take on board the above. That's something I do myself whenever I want to really get to grips with unfamiliar territory: seek out the authorities and read everything they have to say.

      Tom
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  • Profile picture of the author MichaelWinicki
    Thank you folks for taking the time to reply to my OP.

    I agree with all of you.

    And although that's how we have been doing it, i.e. leading with the "We can help you make more money with better marketing" mindset, I can see that after getting stonewalled on follow ups, that maybe we need to hit them with a few specific area needs (like a direct mail campaign or a website rebuild) to see if they'll go to life for one of those.
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    • Profile picture of the author bizgrower
      Originally Posted by MichaelWinicki View Post

      Thank you folks for taking the time to reply to my OP.

      I agree with all of you.

      And although that's how we have been doing it, i.e. leading with the "We can help you make more money with better marketing" mindset, I can see that after getting stonewalled on follow ups, that maybe we need to hit them with a few specific area needs (like a direct mail campaign or a website rebuild) to see if they'll go to life for one of those.
      With certain worthwhile suspects or prospects, study their existing marketing efforts and online
      presence to at least establish talking points or be able to come in as the expert in the things you
      offer.

      I once responded to a Craigslist ad for just some web content. I did not capitalize because I'm
      not fond of the market she's in, but she said she viewed me as an expert and wanted to talk
      about her entire online presence. She had a website, ebooks, a sales funnel... Everything
      needed improvement and conversion rate optimization... And, she had passion about what
      she does and had funds.
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    • Profile picture of the author PDLaughlin
      Originally Posted by MichaelWinicki View Post

      ...although that's how we have been doing it, i.e. leading with the "We can help you make more money with better marketing" mindset, I can see that after getting stonewalled on follow ups, that maybe we need to hit them with a few specific area needs (like a direct mail campaign or a website rebuild) to see if they'll go to life for one of those.
      Michael,

      Do you specialize in something now that you're good at that you know will help most of your target market? If so, then you can lead with a specific offer that is geared towards that specialty. It all comes down to your message and your marketing.

      For example, I have a client who is a Mobile Site Marketing Consultant who does nothing more than mobile websites. His business is approaching $20k profits every month. He's been doing $17k+ for the past 6-months or so. He doesn't bother with anything else. It works for him because he has his niche and doesn't try to be all things to all people.

      Either way can work. Its usually just a matter of preference, making a decision and then going for it.

      - Drew
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  • Profile picture of the author MoneyDan
    Banned
    Definitely "general".

    Tell them you'll give them a free strategy session. Meet with them, ask questions, find out their problems. Think about what you offer and if you can help them.
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