What Is The Difference Between A Good Marketer and A Great Marketer?

A reporter once asked legendary pool player Minnesota Fats what
made the difference between a great pool player - which Fats was
- and one who was merely good.

"The good pool player makes the shot," said Fats. "The great
pool player not only makes the shot, but does so in such a way
that the balls are lined up for the next shot."

I think the same applies to marketers.

A good marketer creates a product, runs a promotion for it, gets
a healthy response rate, and makes a nice profit.

A great marketer does all that too ... but he also designs the
product, promotion, or both so that the next sale is ready to be
made.

Example: a good Internet marketer I know created a new e-book,
which he priced at $39 a copy.

He paid a freelance writer a flat fee of $700 to write the
40-page e-book.

The first time he sent an e-mail about the new e-book to his
list, he sold 154 copies, making a quick $6,006.

But he made that six grand in orders within three days of
sending his e-mail blast. After that, the orders - and cash flow
- from that promotion dried up.

On the other hand, a great Internet marketer I know created a
new e-book.

Instead of paying a writer to create the e-book, he e-mailed a
few dozen experts he knew on the topic - and asked them for a
contribution.

About 30 experts responded. The marketer simply cut and pasted
their replies into a Word document to create the e-book.

But, more important, each of those experts markets high-priced
information products that would be of interest to the marketer's
list.

The marketer included the contributor's bio at the end of each
chapter of the e-book - with a description of one of their
products related to the discussion in the chapter, along with a
link to the landing page where the product can be ordered online.

However, the marketer signed up as an affiliate for all of the
authors featured in his e-book. The live hyperlinks in his
e-book were his affiliate links.

That means whenever a buyer of the e-book clicked on one of the
links, read the landing page, and ordered the contributor's
product, the marketer got a cut.

He too sold thousands of dollars worth of his e-book within a
few days of notifying his list about it via e-mail.

But unlike the good marketer, the great marketer continued to
get orders from the affiliate product links built into his
e-book.

Result: the great marketer's campaign made many times more
revenue than the good marketer's campaign for a similar product.

Why?

The good marketer was only trying to make the shot - creating a
product and selling it to his list.


He made nice money. And he was content.

The great marketer put more thought into the project.

He too made the shot and sold his product to his list.

But by building a "back end" directly into the product he
distributed, he also lined up his customers to make the next
sale.

Friendly's restaurant, regardless of what you think of their
food, is often a great marketer.

Yes, when you walk in, there are always specials, enticing you
to buy more during your visit.


These specials often include an ice cream desert, which many
customers, after the big meal, are too full to eat.

Instead of letting the customer walk out without getting their
desert - which would slightly increase the restaurant's margin
on the meal - my local Friendly's gives away a certificate
entitling you to get your free ice cream on your next visit.

Are they being generous?

Yes. But they are also being smart.

Because when you return to claim your free ice cream, you will
most likely buy ice cream for the people with you ... or pick up a
quart to take home ... or stop and have lunch.

Friendly's is a great marketer, because they are thinking ahead
to the next sale - not just focusing on today's transaction.


How about you?

Are you a good marketer ... or a great marketer?

Good marketers focus on the front end - the immediate sale.

Great marketers strategize ways to maximize revenues from every
product, promotion, and customer.

Good marketers make a good living.

Great marketers make a great living - and become rich beyond the
their wildest dreams.

Respectfully,

Glenn

Glenn E. Toler
Mainstreet Marketing Solutions

Glenn E. Toler is the owner of Mainstreet Marketing Solutions
http://www.webspawner.com/users/ge7774/index.html