Advertising, Marketing, Videography and Connecting Local Businesses with the Community
- LKNConnect & Associates
Most of know about the lead generation technique called a sales funnel. We understand the concept, but it’s the details many miss. All marketing starts a chain reaction down the funnel. Many times you’re not even aware it’s happening. At each stage your brand and materials must say to your customer, “Yes, I am the least risky solution” or you lose the sale.
Let’s discuss each stage briefly to see where your target will go and the determining factors in their decision. For this article we’re going to use a fictitious business, Fresh Coat Painting.
If your reviews are good and your name comes up a few times in various places they know. In addition, your website is decent—then you move down to the next stage, compare.
They’re comparing apples to apples at this stage. Your branding must convince them that you’re not an apple but you’re ambrosia! AND that’s what they really want. This isn’t deceiving, but differentiation. Once they’ve compared you and come back, they’re ready to be sold and will call or email.
Once you’ve demonstrated your system delivers results they buy. Now it’s time to over deliver by delighting them.
If you make the experience of doing business with you easy and enjoyable they’ll want to repeat it or even better, share it with others.
If you make it easy for them to share you with others, they will. Better yet, you’re work will do the selling for you, and new clients will go down the funnel quicker in larger numbers. That’s when brand growth happens. Until next time I wish you much success leveraging your brand to realize your dreams.
George Paul III is a branding expert and award-winning designer. He’s the Founder of Seize the Brand, an education platform designed to empower business owners by leveraging the power of branding to realize business and life goals.
