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The Sales Whisperer® blog is a compilation of podcasts—The Sales Podcast and The CRM Sushi Podcast—How-To articles and videos, inspirational posts, a little humor, and a whole lot of common sense. Subscribe here to have Wes Schaeffer's musings sent to your inbox for free from time to time. It's the best way to keep your sanity in this world of flash, gimmicks, and goo-roos.

The ABCs of Sales and Marketing Automation Step One: Attract

Posted by Wes Schaeffer | March 05

Let me get your opinion on a couple of people:

  • Rush Limbaugh
  • Howard Stern

Are you ambivalent about either of them?

People love them or hate them. There is no in between.

Rush Limbaugh is worth $370,000,000 and earns $70,000,000 a year according to Celebrity Net Worth.

Howard Stern is worth $500,000,000 and earns $95,000,000 a year according to Celebrity Net Worth.

So I'd say they are the leaders in their industries.

They do not compromise their beliefs. They do not apologize for who they are. They know to whom they appeal. They know to whom they do not appeal. And they cater to the former and ignore—or ridicule—the rest.

In other words, they

Choose who to lose.

We cannot win 'em all. We cannot make everyone love us or what we do or how we do it.

As soon as you embrace that fact of business and of life, you can get on with growing your business and living your life as you see fit.

To grow your business you must master the ABCs of Sales and Marketing Automation.

Today I'm talking about the A: Attract.

365-Day Guarantee

You must not only attract visitors to your website or storefront or get them to call you to inquire about your services, you must also attract them with a good enough offer that makes them hand over their contact information so you can transition to the "B" of Sales and Marketing Automation, which is Bonding. But we'll talk about that later.

When it comes to Attraction marketing you need to know exactly who your audience is. Are they,

  • women between the ages of 18 and 35?
  • men between the ages of 35 and 55?
  • college educated?
  • home owners?
  • C-Level executives like CEO, CIO, CFO?
  • Mac users?
  • parents?
  • grandparents?

Once you know exactly who wants or needs or uses what you have to offer, speak to them in their language.

Howard Stern is crude and rude and that speaks to his audience. (Some say Rush Limbaugh is, too.)

What they both have in common is that they entertain their audiences while they interview strippers or excoriate politicians.

Is your marketing entertaining? Is it fine-tuned to resonate with the exact persona in your audience that you know through trial and error and research and measurement is your ideal client?

Once you have their attention to you have an exciting offer that makes that person convert himself from a passive listener or web visitor or window shopper into a self-identified consumer via some type of free offer such as a resource guide, a free trial, a discounted trial, a free consultation, etc.?

Do you then have processes in place to automate not only the collection of this person's information but also the segmentation and the delivery of sequential, relevant, multi-media, multi-touch follow-up that creates a lasting Bond (which I'll discuss in my next post) with that person?

Let's not get ahead of ourselves and freak out over the follow-up because until you attract visitors to you and then attract them even more to convince them to hand over their contact information, you have no one to sell to.

Want to discuss this in more detail for free? Contact me here.

Want to see how this is done in a webinar? Check out Marketing Simplified: How to Automate & Dominate Your Space.

If you need more help growing your sales, check out the following resources scattered around this site and a few others I operate, such as:

Good Selling,
Wes Schaeffer Infusionsoft Sales & Sales Training Signature

Topics: Weekly Whisper, Sales and Marketing Automation, Howard Stern, Sales Automation, Rush Limbaugh, Marketing Automation

Written by Wes Schaeffer

The Reassuringly Expensive, Ruthlessly Pragmatic pig-headed entrepreneur dedicated to discovering proven, transferable, effective tools for creating inbound sales so he can help you automate, integrate, and dominate your niche.

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Wes Schaeffer, The Sales Whisperer® helps you grow your sales. Sales | Marketing | Technology

Great marketing makes sales easy. Great selling makes great marketing possible. Great technology delivering great marketing and sales makes you rich. The World of The Whisperer is a community of doers, of action takers, of those who walk their talk. I'm thrilled that you are here. ~Wes Schaeffer

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