So what’s so important or unique about the Zyxter marketing system? Just this: Properly understood, it frees you; you no longer have to sell your products or services. The power behind the psychology of Zyxter marketing lies in understanding that properly positioning yourself as an expert means your customers sell themselves on your product and services.
So the logical next question is, “How can I properly position myself as the authority in my area of expertise?”
I’ve found that the fastest way to be properly positioned involves a better understanding of how positioning works. You can’t simply call yourself an expert or leader and be treated like one. You have to earn those titles. Let me illustrate.
I can spend a lot of money on expensive advertising campaigns that bolster my claim of being the number one leader and expert in marketing. That can become my personal brand: Marketing expert. But the truth is, that doesn’t make me any more of a leader or expert in marketing than I was the day I began. Sure, I may attract some business—but at what expense?
On the other hand, I can spend my time building a community of interested prospects by giving away valuable content and material on how to become better marketers. While doing this I’m educating my audience and providing them with tools and resources they can immediately implement.
Now, which of these two approaches will earn me the title of being an expert and leader? It’s obvious that the latter will not only establish me as the expert and leader, but it brands me as the obvious expert and develops a loyal following of prospects to whom I can sell. And it will do the same for you.
The better you can educate your prospect, the better you will you be positioned.
One word of caution as you begin: No matter what you do, no matter how you market and position yourself, stop trying to sell your products and services during your first exposure to a prospect. Instead, sell yourself and your tremendous knowledge in your field—that’s the value you offer them. Don’t be afraid to give your knowledge away.
If you aren’t already familiar with social networking Web sites, now is a great time to become familiar with how they work and what makes them so valuable to you.
Regardless of who you are, you are an expert at something. If you leverage your existing knowledge and put it into an educational format, someone will always want to know more.
A trend at the forefront of the advertising world today is the use of 360° media. What does this mean? It’s a way of saying you want to use every means possible to get your message out to potential customers. And this is what Zyxter is about.
You see, in the past, advertisers relied on just a few media in their various forms: print (ads in magazines and newspapers or via mail), outdoor (billboards), and radio and TV. Today, however, things have changed. The Internet has become the most popular place to advertise. In addition to straight Web ads, there are e-mail, text messages, blogs, vlogs and social networks, to mention a few areas. Let’s look at each of these tools and see how you can use them.
A proper utilization of e-mail marketing allows you to build a subscriber opt- in list from your Web site of people interested in hearing what you have to say. An “opt-in” list is one that people have requested to join; it consists solely of the addresses of people who have signed up to receive your emails. The number one way to get people to give you permission to market to them is to provide them with a valuable report that solves a problem they might have or teaches them to do something they want to do.
Remember the example about hammers? Well, if I sell hammers I might have a Web site that deals with building things—all kinds of things. Since the people who will be interested in buying hammers are the people who are building things, I want to provide visitors to my Web site the opportunity to receive expert advice and opinions every week, as well as a report on how to build an entire project. Within that initial report, of course, I may include a list of tools and supplies needed. There I’ll recommend a hammer—not just any hammer, but the hammers my company sells.
As I e-mail this database every week I continue to establish myself as an expert. It is through this relationship that I am able to sell my products and services without having to resort to a hard sell.
Another advantage to e-mail marketing is that I can track e-mails to see who opened them and what links they clicked on. This lets me see how effective I am with what groups; I can track what kinds of project plans spur sales, or which links prove most enticing to my readers.
Text Messaging
Obviously, text messaging follows a similar pattern. Thanks to recent advances in technology, we are able to create a subscriber base of cell phone numbers. These subscribers have given us permission to send text messages with news, updates and offers they may find of interest.
The genius of this is that e-mail has a lower open rate. However, text messaging currently has a nearly 100% open rate, is extremely fast, and is sent to a device that many users keep with them.
Think about this. Texting technology means that we can pre-schedule text messages that automatically go out on