Secret Marketing Strategies Helped Me Achieve Business Success – They Can Do the Same For You

Maketing strategies that are distinctive,original and different can help you achieve success, even in today uncertain economic climate. The business success I managed to achieve was largely due to the unusual marketing strategies I developed.

My sales staff referred to these strategies are as our “secret marketing strategies”. They can help you succeed in your business, the same way as they helped me.

Selling is becoming more and more difficult every day. Competition is cut-throat More and more people are competing for a share of a shrinking market.


It’s certainly not easy, but it definitely can be done.

There are three basic ways to handle the problem.

(1) To achieve business success you have to sell more aggressively than your competitors.

(2) Your marketing and sales skills must be superior. You have to learn to sell creatively.

(3) The third method is probably the most important of all and the one most business people ignore.

You have to use marketing strategies that are unusual and unique; secret market strategies that are quite different to the usual ways used by your competitors.

Instead of using the usual marketing strategies that everybody else uses, develop your own original, unique marketing strategies, that are distinctive, different and original.

When you use these unique, secret marketing strategies you will stand out from the crowd. Sales will soar and your business will grow.

Over the last few years we have experienced a period of economic boom. Customers were so eager to buy they needed no persuasion. Selling was so easy there was no need for sales staff to develop special sales skills. They were simply order takers.

But people have short memories. It wasn’t always like this. We have been through periods of recession before. Some companies went under. But many companies not only survived, they thrived and prospered. These were the companies that made use of unusual secret marketing strategies, creative marketing strategies and creative selling methods.

I was involved in business for many years as the owner of retail furniture and appliance stores. During this period there were definite periods of economic downturn, perhaps not as bad as the present day, but selling was certainly not easy.

Not only did my company survive, we prospered and recorded record sales. We managed to achieve business success by using unusual marketing strategies. We used our own secret marketing strategies that made us distinctly different to our competitors.

Let me give you a brief example of one of the promotional methods we used to attract customers. It was an example of how we used basic principles of showmanship.

We once used a very successful promotional strategy to promote a Japanese -made knitting machine for which we had been appointed the agents. It was a high quality, expensive item and we went to some lengths to advertise our promotion.

The demonstration of this machine took place at our business premises. The demonstrator was an attractive young Japanese lady, dressed in a magnificent, very ornate kimono. Her appearance was most unusual and very striking.

Although the Japanese lady spoke no English, this added to the exotic flavor of the demonstration. What impressed the customers we had invited to attend the demonstration,was the skill with which she was able to demonstrate what the machine was capable of doing.

The promotion was very successful and sales of these machines exceed ed our most optimistic expectations.

It is clear that the reason our promotion was so successful was because we used a marketing strategy that was different. The demonstration was different to anything people had seen before.

First of all, we made use of showmanship by mailing personal letters of an unusual design to a large group of customers we considered would be interested in buying a knitting machine of this type.

The letters included a personal invitation designed to represent an elaborate Japanese fan.

We also used a number of teaser advertisements in the press to announce the arrival of this exotic young lady.

We took advantage of our customer’s curiosity to see someone who was obviously very different. We also made a point of pre-qualifying the potential customers we invited to the demonstration.

Although there was nothing strikingly different or spectacular about this marketing strategy, it worked because it had a distinct element of originality. It was an example of creative thinking.

In order to be original you have to learn to start thinking creatively.

In spite of the difficult economic conditions we are going through at the moment, it is still possible to achieve business success. But you have to start to thinking creatively.

Creativity is the secret of success in every business. Use your creative imagination to develop original marketing strategies that are different to those used by others. Devise unusual selling strategies. It’s not as difficult to achieve business success as some believe. It can certainly be achieved – even in today’s climate.

The Do’s And Do Not’s Of A Reverse Network Marketing Strategy

Go getters in the home business arena are in a never ending search for a network marketing strategy that will catapult their business and send them straight to the top. If you are one of the serious players, then you already know the market is saturated with what many would consider old school techniques for building a business. If you want to be different and stand out, then you need a network marketing strategy that stands out, not just another invitation with a different name.

Reverse marketing is a network marketing strategy which although not new in concept or idea, is still fairly new in the home business industry. The reason I believe it is not widely used, is basically because not enough people know how to teach or train the method effectively enough to duplicate and produce serious results for their teams. In understanding how to use reverse marketing, you also must know how not to use it.

What A Reverse Network Marketing Strategy Is Not

To begin, let’s focus on traditional marketing and sales. Traditional marketing is selling. A business places an ad specifically marketing a product or service addressing how that product solves a problem or need. With traditional marketing the approach is geared more towards appealing to the consumers emotions, creating feelings of what they’ll be missing without using their product or service. In this case, you can also think of this as direct marketing.

When using a traditional approach as a network marketing strategy, you are basically leading with an advertisement specifically about your products or services. In other words, your main objective is to expose your products or opportunity to generate leads for potential clients or business partners. With this type of network marketing strategy, there is no doubt that you are trying to sell something. If you are using a traditional sales network marketing strategy, most likely you have an ad campaign using various options, paid or free, that strictly exposes your products or opportunity, meaning your objective to create sales is in plain sight.

What Is A Reverse Network Marketing Strategy?

Reverse marketing in terms of a network marketing strategy can also be thought of as attraction marketing. If you are confused by that statement, don’t worry, I’ll explain. Attraction or reverse marketing is an opposite network marketing strategy. Your sales objective is not quite as obvious. Rather than promoting your products or biz opp, you focus more on providing valuable information to your target market and your service makes a subtle introduction.

There are various methods people prefer to use for a reverse network marketing strategy. As an example, one person may examine why a consumer would want their item, and address the need in the form of information like a digital info pack. An example might be, perhaps a particular company promotes a wellness product that addresses a specific ailment. The reverse network marketing strategy could be producing content that educates an individual about that ailment and answers questions about viable solutions. At the end of that content the reader would then learn about the person who authored the content, their company, and the product solution for the problem. This is a value driven proposal, since the subject matter is not focused on the products, but instead on educating the individual on the ailment or addressing important questions people may have regarding the problem. Since you have given something of value to a person, they are more inclined to trust you and purchase from you. Additional methods can include article marketing, instructional video, free reports, free or paid training programs, etc.

The important point is that a reverse network marketing strategy must focus on giving first, at the same time as leading a person to making the conclusion to purchase what you have, entirely devoid of you having to convince them. If you have a great reverse network marketing strategy in place, you may never have to talk with a lead until after they’ve made a purchase!

To Do Or Not To Do With A Reverse Network Marketing Strategy

Do – Provide content or offers that are always applicable to what the consumer is actually searching for. In other words, any information you give needs to answer the questions that are posed by the individual who is seeking the information. Irrelevant garbage will return nothing and just damage your reputation.
Do- Always provide offers of real benefit. Nothing sends the message that you don’t really care like giving people useless junk that doesn’t actually help them.
Do- Make sure you have some sort of opt-in lead capture form to collect each person’s information, so you can follow up with them either by phone or by using an auto-responder email system.
Don’t – Use Spam reverse marketing. This one is incredibly important. If you have ever been on the receiving end, you know how irritating it is. Allow me to illustrate. You receive a communication from someone asking whether you continue to work with XYZ business or do you still sell XYZ merchandise, and if so they must talk with you because they have questions about it. Then, they ask you to email them back. And you do, and in return you receive the first of many emails about their product and company asking you to purchase something or worse yet, join their company. Ouch! This is the lack of ethics rearing it’s ugly head in the form of a so-called reverse network marketing strategy!
Don’t – Friend anybody and everybody on social networks looking to network, while only intending to spam their email. Perhaps you can tell I’ve had to waste my time cleaning up junk email.
Don’t- Spam period. Except of course you don’t mind being blacklisted, then spam away. Plain and simple, if you don’t have anything of value to offer, a reverse network marketing strategy isn’t for you.

Regardless of what approach you choose to employ for your reverse network marketing strategy, the key is in promoting value driven information that is relevant to your target market. Again you must aim to give first, establishing trust, and let your content direct your prospective customers to making the right decision to buy what you have.

7 Ways a Marketing Strategy Will Grow Your Business

“What is the best money I can spend in marketing to grow my business?” Without a doubt, this is the question I’m most frequently asked by small business owners. It may seem like a question that is promptly followed by an “it depends” type of answer, however, it’s actually quite easy to pinpoint one tool that is relatively inexpensive, delivers a high ROI and, sadly, is not commonly found in a small businesses’ toolbox. It’s a marketing strategy.

Why is a marketing strategy the most powerful tool for growing business? The straight-forward answer is that a solid marketing strategy will address current challenges and map out paths by which a business can grow in the future. It will audit a business’s brand and message, but isn’t limited to branding alone. Rather, a marketing strategy is a combination of big picture and detail analysis that incorporates a wide range of marketing channels tailored for that business’s industry, market, and budget. The majority of marketing strategies I write for small businesses include a high number of items that can be performed for free by current in-house staff, resulting in a plan that won’t lead to a fortune spent. In fact, a good marketing strategy is an investment in saving money because it targets a business’s efforts and helps avoid waste.

At this point I need to qualify my earlier statement; the best money spent in marketing is a smart marketing strategy written by an experienced marketer on behalf of a specific business, not something sketched out by a rep at a service shop (think printer or web firm) or from a generic, ‘small business strategy’ check list. For a marketing strategy to be truly effective, it needs to be a customized effort involving research, analysis and a careful matching of opportunities with the business’s resources and budget. This can never be a quick or off the shelf effort – a smart marketing strategy takes some time to develop properly. My own typically take less than a month and are generally under $2,000.

It’s important to keep in mind that while a smart marketing strategy won’t force a business beyond its means, it will present a mix of opportunities that meet immediate goals and show paths for growth. A marketing strategy’s advantage is that it paints a picture of a business, highlights who that business is targeting, focuses its marketing budget, and develops a schedule for reaching out to buyers. It accomplishes this in 7 key ways:

1. Develops Brand & Message

A brand is simply a business’s public look and message. Businesses all have the beginning of a brand – an official name – and some have taken steps to identify a logo, tagline, and possibly a general color scheme or style guide. In small businesses, these are often a reflection of the owner’s personal taste rather than an evaluation of the market and targeted buyers (years ago I had a client who chose her corporation’s color scheme from her kitchen wall’s paint chip). They may be a result of a family brainstorming effort or an owner’s flash of inspiration. Sometimes they are geographically influenced or an attempt at gimmickry. The point is that while it’s rare to find a small business that developed its name, logo, and message as the result of true market research, it’s a universal rule that, for good or bad, small businesses will refer to these items as their business’s brand.

And this is where a marketing strategy steps in. A smart marketing strategy will thoroughly evaluate a business’s brand through experienced and unbiased eyes. The marketer is not (hopefully) a member of the family and most likely hasn’t seen the kitchen’s walls. Instead, an experienced marketer will audit the brand as both a buyer and a marketer, and evaluate its ability to quickly convey the business’s story, whether or not it targets the appropriate buyer, and if it is unique enough within the marketplace to set the business apart from the competition. The marketing strategy will highlight any brand challenges, inconsistencies, or weaknesses before suggesting modifications and improvements.

Unfortunately, ‘brand’ seems to be a point at which many small businesses abandon their strategic efforts. A business’s brand is essential and well worth a hefty effort, but ‘branding’ isn’t enough of an action item to grow a business and isn’t where a smart strategy ends…

2. Audits Current Program

Which segues nicely into the next stage of a strategy: auditing the current marketing program. This stage goes beyond branding to review all of the business’s marketing efforts and is an essential component to any smart strategy. It’s at this stage that wasted money or effort is discovered, missed opportunities highlighted, or where I find that a client had started down a positive path in the past but either abandoned it too early or was off in its message. Has the business’s marketing program been well thought out or has it been a shotgun approach through a series of one-off efforts spread over time? This is where we find out.
My audits look for strengths as well as holes and weaknesses in a business’s marketing program by dissecting the marketing channel mix, promotional locations (both online and traditional), frequency, and more, then matching the entire program to the targeted buyer profile. I spend quite a bit of time looking through the business’s marketing tools such as its web site, brochures, newsletters, and social media and evaluate the business’s staff resources, factoring any strengths into the final evaluation.

3. Profiles Buyers & Marketplace

It may be hard to fathom but there are small businesses that face each year without knowing much about their own marketplace and the very buyers upon which their livelihoods depend. As a marketer, it baffles me how any business can hang its shingle without taking the time to first evaluate who it will sell to and from whom it will grab market share. Questions such as, “how many buyers are out there?”, “how do they like to be reached?” and, “who am I competing against?” are all fundamental to business success because it’s only through this knowledge that a company can adapt and grow. The only way to create this profile is through research!

I start by pulling information directly from my clients through a combination of interviews and surveys filled with carefully crafted questions. I’ll ask then re-ask until I’ve developed a complete profile from my client’s perspective. My work then turns to generating a buyer profile from a marketing perspective that stems from my client’s high level buyer description. I’ll dig and research until my profile is complete, then compare my profile with that of my client’s. Hopefully we’re in synch, but if not, I’ll point out where we differ and evaluate where my client can hone his or her efforts.

At this point I’ll also want to look at the marketplace from my buyer profile’s point of view, and will “shop” the competition. I’ll look at the business’s geographic reach and investigate both demographic data and local economic growth plans. All of this data will play into the final evaluation of whether my client should continue in its current market or branch out into an area that’s buyer-rich.

4. Evaluates Competition

“Who is my competition and how do we differ?” That’s a question every business owner should be able to answer at any given time! Business owners should be aware of who is snagging market share from them and how each competitor compares in services, quality, customer service, messaging, and overall marketing efforts. It’s wonderful to be the best service provider available, but that won’t mean anything if the competition is signing more buyers!

For this stage of a marketing strategy, I like to shop the competition from a buyer’s perspective before comparing my findings to my own “client shop”. Since I’m an outside consultant, it’s fairly easy for me to assume an unbiased buyer’s approach to most shopping efforts, be it B to B or B to C, and I look for easy shopping situations, who could satisfy my buyer needs, would entice me to make a purchase or conversely would turn me off as a buyer. I use these results to suggest ways my client could improve his or own business’s message and to…

5. Determine Marketing Mix

This stage of a marketing strategy is a game of, ‘find the buyers’. After all, what is marketing if it isn’t an effort to communicate with buyers and lure them to a business? To me, this is the truly strategic stage of a strategy, but one that could not exist without all the previous steps. It is at this point that the strategy should answer questions such as, “should a business adopt the latest trends or stick to more traditional methods?” or, “what will provide the biggest bang for a limited budget?”

It’s also the stage where experience really pays off as there are many, many ways to spend money in marketing and only so many options that will reach the right buyers. I enjoy this stage the most and spend time looking under rocks to discover new options and find cost effective solutions. No two strategies should be ever be the same at this stage, making this the most custom portion of the entire process. A good strategy will look beyond paid search and Facebook ads and find new ways to present the business – within budget.

This is also the most flexible portion of a smart marketing strategy. I like to include a variety of options that range from ‘incorporate immediately’ to more longer term efforts that make sense once the business has grown or has put other marketing tools in place. A good mix will pull in multiple marketing channels and allow a business to reach buyers on many levels.

6. Finds Internal & Low Cost Options

Many businesses have low cost and free marketing options already at their disposal and may not realize it. A good marketing strategy reviews a business’s internal options, evaluates the business as a whole, and discover resources that can be used in the marketing plan. I like to empower my clients and give them the chance to save their budget for bigger ticket items down the road.

7. Designs 1 – 5 Years Marketing Plan

I wrap up every marketing strategy with a 1 year, month by month, marketing plan. This marketing plan lists carefully selected marketing efforts determined in the strategy and provide a schedule for when they should be launched and evaluated. For smaller businesses, I try to stick to the low cost options that can be maintained internally with optional efforts that may cost more money or should happen after an early goal has been achieved. More expensive or involved opportunities are generally reserved for a 2-5 year plan and are contingent upon achieving goals.

By incorporating the above 7 stages into a thoroughly researched and carefully crafted strategy, a small business will have a map by which it can achieve its goals and grow its business. It’s money well spent and something a business really shouldn’t exist without!