A Quick Read on Prospect Theory and Loss Aversion

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Prospect Theory or the loss-aversion theory in behavioral economics and behavioral finance, aims to determine people’s decision making and their tendency for loss aversion. What is Prospect Theory and Loss Aversion? Prospect Theory vs. Utility Theory.

Gain trust with your prospecting emails

SpeakerSue Says...

A salesperson just like you (okay, maybe marketing but they’re mostly interested in open rates not action) thought their email would catch your eye, motivate you to open it AND read it AND also to take your time to do what they want you to do. How many emails do you delete unopened each day?

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The Executive?s Guide to Marketing Automation

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Automation, analytics and big data are among the top of mind concerns for marketers these days. So it should come as no surprise that the global marketing automation market is predicted to hit $25 billion by 2033. The same often holds true for marketing automation.

Why offering promotions when you’re prospecting is stupid

SpeakerSue Says...

Marketing, your Director of Revenue, or maybe even your DOS came up with a “great idea.” They gave you a 25% off promotion that you can use when prospecting. When you prospect based on a discount, you devalue everything you offer. Top performers don’t prospect by discounting. They prospect by building excitement and value. Their thinking: We need business now. Yes (if you’re desperate). NO (in every other case!).

How to Use Business Systems to Find More Buyers

Speaker Launcher

Most Recent Post Speaking Business Strategy Building your speaking Business business foundation find more buyers finding prospects marketing processing sales funnels supporting business growth systems

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How to Get Your Top Prospects on the Phone

Succeed Speaking

” “I can’t get prospects on the phone.” Here’s the truth: Our prospects are under extreme pressure to do more in less time with fewer resources. Join us for a 29-minute sales training this Friday, October 28, at 1pm Eastern / 10am Pacific and you’ll learn: The criteria your prospects use to decide your fate — and how to influence them. How to gain access to crazy-busy prospects who haven’t got time for the pain.

Ideas - Prospects Want Those, Not Laundry List of Credentials

Jane Genova: Speechwriter - Ghostwriter

When prospects contact communications strategists/content-providers, they want us to showcase that we are a bulging source of ideas. For several months I had been marketing to a boutique public affairs agency. You owe yourself a complimentary consultation about your marketing and advocacy communications. The currency of 2017 is The Idea. Finally, I got that.

Step-By-Step Guide to Creating a Viable Go to Market Strategy

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Conquering a single market or customer segment is never enough – there’s always room for expanding further. These are just a few questions a go to market strategy is designed to answer. What is a Go-to-Market Strategy? A Go-to-Market Strategy (GTM Strategy) is a tactical framework that breaks down all the steps necessary to succeed in a new market or with a new audience segment. When Do You Need to Prepare a Go-To-Market Strategy? Product-Market Fit.

2019 48

Marketing & Power of Long-Tail Keywords

Jane Genova: Speechwriter - Ghostwriter

Marketers, no matter what their sector, have to factor in all of them in creating the kind of content which converts into clicks for the Call to Action. "   The words following the head narrow the scope and zero in on what e-marketers should have down cold about prospects.

2020 52

How Our Thinking Impacts the Bottom Line with Kris Plachy

Speaker Launcher

The Wealthy Speaker Podcast Building your speaking Business business foundation find more buyers finding prospects marketing processing sales funnels supporting business growth systemsWhat does it take to create a positive mindset?

2020 70

Why Marketing Like Starbucks Will Destroy Your Business

Succeed Speaking

“ Do NOT do what big companies do with their marketing, but instead do what those companies did when they were small and wanted to grow rapidly.” ” That’s some brilliant, powerful advice from Eben Pagan’s new marketing report which you can download free here (affiliate link). When they first started, they had a tight, focused marketing campaign, based on a powerful “unique selling proposition.”

2013 109

Best Practices in Permission Marketing: How to Follow the Law & Respect Your Clients

Speaker Launcher

How often should I email prospective clients – and how often is too much? The post Best Practices in Permission Marketing: How to Follow the Law & Respect Your Clients appeared first on Jane Atkinson. Most Recent Post Speaker Marketing email email marketing email permission email subscribers facebook facebook groups facebook marketing marketing online marketing opt in permission marketing

[Podcast] Marketing Strategies to Book More Business with Carolyn Crummey

Speaker Launcher

I think one thing anyone reading this article can agree on is that developing effective marketing strategies for your speaking business is essential for finding and securing new prospects and clients. So, let me ask you this: Do you have effective marketing strategies in place and are they doing what you want them to do? […]. The post [Podcast] Marketing Strategies to Book More Business with Carolyn Crummey appeared first on Jane Atkinson.

2017 44

Sales Generation: Prospecting Tips for a Slow Economy

Fripp THE Executive Speech Coach

Prospecting Tips for a Slow Economy by Patricia Fripp, CSP, CPAE. Frippicisim: It is not your clients' and prospects' job to remember you. Go through your address book, data base, Christmas card list and confirm everybody you know is familiar with your profession, what your specialty is, and who is the perfect prospect for you to best serve. The better your relationship with them the more they will want to send you new prospects. Tags: On Marketing

3 Keys to Make Your Marketing Campaign Rock

Succeed Speaking

During yesterday’s kickoff session for the Succeed Speaking Summer Marketing Camp , one of the focal points was how keynote speaker (and marketing guru) Allan Karl designed his powerful marketing campaign which had an impressive 20% success rate — compared to most direct marketing campaigns with a 2-3% success rate. That will overwhelm your prospects (at best) or just cause them to ignore you altogether (at worst).

Content Marketing - Long Form Dominates

Jane Genova: Speechwriter - Ghostwriter

Those public relations players who publish articles on industry newsletter O'Dwyer PR are engaging in content marketing. Those range from attracting prospective clients to reassuring current ones they have hired the best representation. So, yes, it's not mistaken to classify much of the outsider-bylined articles and opinion-editorials on O'Dwyer PR as content marketing. What we're seeing more of in that kind of content marketing is long form.

2016 54

4 Ways to Use Storytelling in Marketing That Have Nothing to Do With Heart Wrenching Videos

Duarte Blog

So many of the articles about storytelling in marketing today focus on brand storytelling. They typically explain the storytelling marketing techniques that we can use to stir up emotion via beautiful advertising videos. Marketers can use storytelling techniques to better understand customers, arm sales teams, get bigger budgets, and even edify a company’s culture. Marketers should have a solid foundation of empathy before they try and sell anything to anyone.

2017 69

Quiz Marketing in Professional Services

Jane Genova: Speechwriter - Ghostwriter

Quiz marketing is nothing new. The objective of the quiz is to motivate prospects to respond to the Call To Action (CTA). It is a fundamental of ecommerce to involve the prospect. And, two, they bring to the prospect's attention, in real time, what they need and might not have realized it.    The challenge in professional services, since prospects are sophisticated, is to make the quiz content engaging for educated consumers.

Blogging - Mature Medium, But Useful Marketing Tool (7 strategies)

Jane Genova: Speechwriter - Ghostwriter

Prospects, clients/customers, potential partners, media, and regulators do pay attention to the tone and content. That law firm has a superior marketing communications infrastructure, with content being continually brought up to date. Is blogging worth the time?

2020 52

Video - Marketing Power Tool, But Only If Used Right

Jane Genova: Speechwriter - Ghostwriter

It's all-good with video for marketing and sales. " And, "wrong" means not converting or converting at too low a rate to justify the resources being pumped into the marketing initiative. Essentially, "converting" is the process of moving the prospect to respond to the call to action.   To keep the prospect moving toward the call to action the focus has to laser-like.

2020 43

Strong PR Demand: Going back to pitching directly to prospects

Jane Genova: Speechwriter - Ghostwriter

  That ticket was golden until the market for ghostwriting and speechwriting tanked after Enron and 9/11.  The nice odds about sending out unsolicited requests for work - full time, part time, freelance - is that they result in quality responses.    Sure, the rate of those responses is low.    But, but when we are looking for work we don't have much else to take our time but to look for work.

Your Content Marketing (including your books) - That's Not About You

Jane Genova: Speechwriter - Ghostwriter

Too much of content marketing is ineffective. That is, it doesn't motivate prospects to take the Call To Action (CTA). One major reason for the miss is this: The content marketing, in tone, organization, and text/visuals, isn't created to engage prospects. The classic example of the wrong everything in content marketing is the book intended to both brand the author as an expert and to sell the whatever. 

2019 40

Marketers - Headlining Your Content with a Question

Jane Genova: Speechwriter - Ghostwriter

Yes, involve the target market to participate in a poll, click for more information/insight, comment, like, and so on.   Salespeople with the highest close rate know how to get the prospect through each "door" by posing questions. It's part of the marketing mix. It's well-known that interactive content can be very effective. But one tactic that isn't well know is to headline that content with a question.

2019 43

Chief Marketing Officers - As the World Keeps Unraveling, Peril and Opportunity

Jane Genova: Speechwriter - Ghostwriter

"The average tenure of chief marketing officers and others in equivalent roles at 100 of the top U.S. It's not new that the function of the Chief Marketing Officer is the hotspot in organizations. It's all too easy to scapegoat marketing for the failures in financial performance and tarnishing of branding.    The core competence of the Chief Marketing Officer function is The Message. Essentially that mindset is: Think Marketability.

2020 43

Content Marketing - Keywords Are Not Forever

Jane Genova: Speechwriter - Ghostwriter

The keywords your target markets use to search the internet for services and products keep changing. If your content marketing doesn't track this and substitute the high-traffic new terms you are losing ground to competitors. Then content-marketing firms began using the term  "ghostwriter" to provide search engine optimization (SEO) to small businesses.

2016 54

Content Marketing - Be Interactive (8 Musts)

Jane Genova: Speechwriter - Ghostwriter

The problem with much of content marketing is this: The focus is on providing polished content, not a sales pitch. It's only by having the prospects directly involved that you can get and keep their  attention long enough to move to the Call To Action (CTA). Reality: Content marketing is, of course, about eventually closing the sale. That approach forces prospects to invest their time.

2016 50

New Decade, New Marketing

Speaker Launcher

So what’s in and what’s out for this new decade in speaker marketing? Even if you consider yourself a motivational or inspirational speaker, figure out what the outcomes of your message are and sell those in your marketing.

Developing a Sales Strategy for Booking More Speaking Gigs

Speaker Launcher

You need to perfect your message so that you can put strong marketing in place. Booking Speeches Emerging Speaker Rising Superstar Speaker Seasoned Speaker Speaking Business Strategy booking more gigs developing a sales strategy finding speaking gigs hiring a salesperson hiring an agent list building prospecting sales strategyThere is a lot that goes into building a speaking business.

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Marketing Professional Services - Google Is Our Store Front

Jane Genova: Speechwriter - Ghostwriter

So far, its target market is small business but that could change. " Google is our storefront and prospects enjoy peeking in and finding e-books to pick up and read, for free. 

2018 52

As Marketing Tools, Books Are Back - But, New In-the-Box Rules

Jane Genova: Speechwriter - Ghostwriter

Timing is everything, especially in marketing. And, even more the situation in publishing books as a marketing tool. Bob Dilenschneider , whose signature marketing outreach (in addition to snail mail) is publishing books, should know that.  We need prospects to experience our specific expertise in a clearly defined category. Leveraging a book as a marketing tool is back. That process consumes lots of resources so you better do it exactly right.

2019 43

Shoot all 5 arrows in your marketing quiver

Six-Figure Freelancer Blog

This blog post applies primarily to freelance writers who want to conquer corporate writing markets. We have at least five arrows in the marketing quiver , including: 1. What a marketing plan allows you to do is shoot them all in a planned and systematic manner to generate new and repeat business. That’s the key to any successful marketing campaign: implementing the marketing tasks that support your business objectives in a planned and systematic manner.

2013 59

Ghostwriters/Speechwriters - Yes, It's A Sellers' Market (Actually, Any Market Can Be)

Jane Genova: Speechwriter - Ghostwriter

  Yes, the professional-services market can be configured as a seller's one. What is relevant is the fee structure and terms and conditions we hammer out with each prospect. If the prospect didn't respond appropriately, Dilenschneider reportedly packed up his materials and himself and headed out the door. "306 responses came into my help-wanted on Mediabistro.com for a ghostwriter."

2015 53

Content Marketing in Professional Services - Stop Giving Away the Store

Jane Genova: Speechwriter - Ghostwriter

Every successful player in content marketing knows this: There is a clear line between providing enough information and insight to indicate you know your stuff and too much. Increasing competition in fields ranging from public relations to outplacement is pushing marketers to give away the store. Otherwise, the prospects can implement those solutions on their own. All marketing content should be oriented to move the prospect along to the Call To Action (CTA).

2017 40

Digital Marketers - Ditch All Those Links, Except for CTA

Jane Genova: Speechwriter - Ghostwriter

Some digital marketers tend to want everything documented. Those links provide a pathway for prospects to escape your content - and not return. Your prospect clicks that on. The prospect follows that narrative - and does not navigate back to your content.  So you include plenty of links in your blogs, web content and email blasts. Big mistake. For example, your link can be to the PRWeek.com article explaining X or Y.

2017 40

How To Screen For Dead-End Prospects

http://delicious.com/akarrer/prospeaker

);} else {document.write( );}return true;}LoadMenus(); NAME E-MAIL ZIP CODE Resources Articles Events Online Tutorial FAQs Links Article: How To Screen For Dead-End Prospects RainToday.com, September 2007 By Vickie K. The calls and emails are coming in from prospective clients interested in your services. You want to spend the most time with your ideal prospects who are ready to make a buying decision, while continuing to nurture future possibilities.

Bloodbath Expected in Stock Markets - Businesses Have to Re-Think Pricing Strategy

Jane Genova: Speechwriter - Ghostwriter

She will probably have plenty of company after the stock markets do their thing today. BusinessInsider reports: "US stocks set to tumble after soft data from China cast a somber mood on global markets on the first trading day of the New Year." " The BusinessInsider headline reads: "New Year, new stock market bloodbath …" The mindsets of many businesses as well as consumers have shifted to extreme apprehension. It is 6:29 A.M. New York Time.

2019 43

Marketing Communications By Any Other Name Will Pay Us Less

Jane Genova: Speechwriter - Ghostwriter

  That's why it's imperative to present our communications services as "marketing communications," not "content-creator." Two clients for my marketing communications services had no problem agreeing to $35 an hour.  A prospect for content-creation offered me 10-cents a word. The tone of the prospective client was harsh. As competition increases in most lines of business, so does demand for marketing communications.

2016 43

What is Behavioral Economics: Your Quick Guide 

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Loss Aversion and Prospect Theory. Prospect theory (or loss-aversion theory) analyzes why we value losses and gains differently and how this tendency impacts our decisions. Learn more about loss aversion and prospect theory from our previous post. For instance, you may hold on to an inherited property you grew up in instead of selling it when the real estate market is hot. The reciprocity principle is often used as a marketing tactic for lead generation.

A Quick Guide to Buyer Personas

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Every marketer today understands that personalized messages hit the mark way more frequently than generic pitches. Hidden with this word personalization is the word persona – the key tool for developing those irresistibly attractive marketing campaigns. Personalization.

Buyer 52

Business Marketing Tips for the Non-Stop Marketing

Fripp THE Executive Speech Coach

Business Marketing Tips for the Non-Stop Marketing. Frippicisms on Sales and Marketing strategy. • It is not your client’s job to remember you, it is your obligation and responsibility to make sure they don't forget you. • The real sale comes after the sale. • Your best customer is the hottest prospect for your competitors. • Your efforts have to be ongoing and consistent. Every single thing we do is marketing.

Using LinkedIn to Fill Your Sales Funnel with Jennifer Darling

Speaker Launcher

She has over 20 years of experience in sales, marketing, and management for media company working for tv station affiliates such as FOX, NBC, CBS, and Comcast. Jennifer is an expert in using LinkedIn to fill your funnel with prospects so you can get more customers. How can you use LinkedIn’s publisher to gain exposure and add prospects to your email marketing list? * How do you fill your sales funnel?

Marketing Message - We Help You Regain/Increase Control

Jane Genova: Speechwriter - Ghostwriter

Obviously, one powerful marketing message is: We help you regain/increase control. The prospect needs to know someone is in control. "The broad theme that seems to run through the feelings of many Americans right now is loss of control - inability to control their economic fate, inability to control the level of fairness in society, inability to control the country's borders, inability to control world affairs." " - Gerald F.

2016 43

Market Your Services with Auto- Responders

Great Public Speaking

With this process, you tend to attract prospects and stay top of mind. As they gain interest in you, you are granted the opportunity to offer your services and market your speaking gigs. Here are some ways of building your list in order to make your services marketable. Auto responders are very important for your business growth. You can use auto responders to promote your products and services.

2014 52