by J.R. Orsoni/JMC Jmar Marketing Concepts
From the periodic table chart of elements in chemistry to recipes for
cooking trendy pasta meals, everything is in a constant state of change.
It seems that nothing in life is more permanent than change.
So too, methods of selling are constantly evolving. What worked last
year may not work this year and what worked yesterday may not work today.
The key ingredient in marketing is educating the prospective buyer
by imparting clear and concise information in an interesting manner.
More and more, informative is fast becoming the most necessary
passive/aggressive marketing tool.
A good example of how selling tactics have evolved can be found in
the automotive industry. We have all run across car salesman who
were more aggressive than helpful. Some of the more aggressive
ones would shake a prospect's hand and not let go until he had
his or her name.
As a result shoppers became suspect and withdrawn. When shoppers, are
asked how they can be helped, almost without exception, they have been
conditioned to answer, "I'm just looking".
Today's savvy car salesman take a more passive approach, they create
a pleasant, less aggressive atmosphere by being helpful and providing
necessary unbiased product information. They no longer push the
customer to buy on the first visit, they let him shop, ask questions
and plant seeds encouraging a second visit. Car salesmen who have
adopted this approach are setting sales records.
It would be well worth our effort to transfer this concept into the
Internet arena. Since there is no "face-to-face" interaction, we
must substitute other tools necessary to plant the seeds that encourage
a more detailed investigation in order to make the sale.
The Internet was designed to impart information for educational purposes.
How convenient and fortunate for marketing a product or service.
Here are the three passive/aggressive ingredients
1.Create. 2.Impart. 3.Harvest.
Create the information
Make claims that are believable, non threatening while creating
a desire to own the product or subscribe to the service.
Some online marketing companies make unsupported claims. Most
of us will not believe them but there are a number of gullible
people out there that will. Be honest and state your claims in
a logical, honest fashion. If the product or service is good
fills a need and is reasonably priced, and the advertising campaign
has been well laid out.
Impart the information
There are many ways of getting your message out. Some of them
include snail mail, email, (bulk or opt-in), E-zines, banner ads,
and partner programs. The most effective method in any passive
marketing campaign is sequential emailing. By imparting the proper
information, sequential emailing will produce the loyality
to make not only the first sale but follow up sales as well.
statistics prove that buyers who are exposed to this type of
marketing become regular customers.
Harvest the results
This point may sound redundant or unnecessary but let me assure
that it is very important. Email address should be treated like
because they are. They are the link between a first product sale
future sales with each customer. Each email address can be used to
sell "back-end" products (products which are similar in
nature to the
Experts tell us that it is useless to send email to prospects that
are not interested in the product. Further some get upset when they receive
spam mail and that could spoil chances for future sales.
Information is the key to marketing on today's Internet. Patience and
persistence is the underlying foundation. The term passive marketing
can be thought of as being synonymous with sequential emailing.
For more information about sequential emailing click