“I’m having trouble. I know my marketing pieces are glossy, professional and well written, but I’m not connecting with as many of my target customers as I expected. What am I doing wrong?”
Without actually seeing your materials, it’s hard to pinpoint the exact cause. However, I can give you a few pointers to help you evaluate your own marketing efforts. In fact, right here and now I’m going to reveal a system that has literally earned me and my clients millions of dollars… I’ll give you the best marketing method ever for free, word for word.
This system was created through a lot of trial and error that resulted in several big successes and a few big blunders along the way. I’ve spent millions perfecting it, and now it’s easy to learn. With a bit of practice, it will help create explosive growth in your business, too.
The system is my trademarked PSP MethodTM.
The Positioning System for Profits (or PSP) method helps you focus your efforts and connect the right message to the right target market using the most effective marketing methods.
It works for all industries and types of companies, regardless of size, products or services. It works for advertising, publicity, online marketing and traditional marketing strategies. At first glance, it may seem over simplified, but please don’t be too quick to judge it until you’ve actually applied it to your business.
Let’s review the components first, and then I’ll show you how it can be applied to your organization. Please write down the following words… make sure to leave a few lines between them on your notes.
Next to the word Message, write – “the WHY?” (your benefit message)
Next to the word Market, write – “the WHO?” (your target market)
Next to the word Method, write – “the HOW?” (the advertising and publicity)
Seems simple enough, right?
You’d be surprised how many highly paid professionals, adverting agencies, and businesses miss the mark entirely. Sure, I know you understand these simple concepts… I’m not trying to insult your intelligence… but ask yourself: Are you really 100% sure that you’re sending the best marketing message to the right target market using the most effective and profitable methods?
The real magic of this system is in creating profitable combinations. These are like digits of a combination lock… if you don’t have the right combination, you can’t open the lock, or in this case, unlock the profits of your products or services.
Don’t take my word for it…
Look at your own website, and review your brochures and other marketing materials. Are you trying to send the same message to multiple markets or buyers? Are you even tracking your results so you know which marketing methods give you the best performance?
I’ve learned the hard-way that “profits can hide a lot of mistakes.” Why waste your money, time, and other resources on combinations that don’t produce? Once you master this system, you’ll be able to stamp out the wasted marketing efforts and easily increase your results.
Let me give you an example of how my PSP method worked for my business. A few years ago I invented a line of oak and aluminum bicycle storage systems that went from floor-to-ceilings to hold bicycles inside in a limited space. At first, my message was ‘protect your bikes.’ My target market was bicycle owners who attended bicycle races, because they usually invested most of their money in their bikes and I figured they’d want to protect their bikes. My method of getting that message to that target market was attending the large bicycle races across the country and setting up a booth at the finish line consumer expos.
But after attending several races, I’d only received a handful of orders. It’s was hardly worth the time and effort. Okay, it was a total bust.
After applying the PSP Method (I didn’t have it called that at the time), I changed my message, changed my target market, and the method. Now as a marketer who believes in testing, usually I suggest only changing one element at a time, but sometimes you just need to re-evaluate what you’re doing and make drastic changes. So that’s what I did.
The result? I generated over $80,000 in orders in just three days. Want to know what I did?
First, I listed all of the compelling benefits I could think of. Next I created a list of the types of prospects that could use those benefits, and then I made a list of potential marketing methods.
Again, sounds just like a simple marketing plan, but what I did next was mix and match combinations to determine the best way to sell the most, with the least amount of effort, and earn the most money.
So my message changed from “protect your bikes” to “earn money in your store.”
I changed my target market from end-users (consumers who owned bikes) to bicycle dealers, specialty catalogs, and mass merchant stores.
My main marketing methods changed from consumer shows (open to the public) to industry trade shows (for businesses only).
After exhibiting at the first industry show, I collected orders for over $80 grand. Okay, that created a whole host of other issues like production, cash-flow and management—but those were all problems I could fix now that I had the right combination to keep the orders flowing in.
I could share hundreds of other real-life examples of how this system works, but I want you to start using it right away. You’ve got the method, now put it to work and let me know how it turns out for you. Good luck!
If you’d like to learn more about writing killer marketing copy, check out Randy Gage’s popular 12-part study course “How to Become a Copywriting Stud!” in our online Success Store.