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The "Get Profitable Update" e-newsletter delivers original,

valuable and usable marketing information, success tips, and business strategies that you can use immediately to increase your revenues and profits.

Published by Clark Marketing Group, Inc. © 2000 Issue No. 0011-A

You are receiving this because you signed up for it at the GetProfitable.com website sometime in the last 12 months.

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IN THIS ISSUE:

I'm not certain that enough businesses (offline or online) who are

contemplating any type of marketing campaign, really consider the importance of giving their customers and prospects adequate incentive.

It seems like many businesses think more about their needs rather than the needs of their prospective customers. The thing about it is that nobody believes it about their own business. In my marketing consulting practice I have come in contact with literally hundreds of companies and can confidently say that most marketing failures can be attributed to failure to provide your prospective customer with adequate incentive to buy.

Let's look at the definition of incentive: Something that incites or has a tendency to incite determination or action.

Offering your prospect an incentive can take on many forms and can be conveyed in numerous ways. One of the most logical and unusual ways you can convey a marketing incentive is in the form of a money-back or risk free guarantee. Or, a purchase warranty provision or, a promise for satisfaction that will put your prospect into the comfort zone so they will be willing to try your product or service.

But incentives can be offered in many other ways also. The number one incentive is the benefits that your customer will get if they try your product or service.

Another type of incentive is the elimination of problems, distress, failure, loss or grief that your product or service will give them if they acquire it.

Another type of incentive is offering your prospect to be a member of your elite or privileged customer club. This addresses prospects desire to be part of your preferred customer core that will receive special treatments and benefits.

Another type of incentive of course is the financial kind that offers a reduction in the overall price or that offers an special additional bonus that increases the value of their purchase. Regardless of how much it costs you, the key secret is that your customers "perceive" your incentive as extra value to them.

Experiment carefully with a variety of benefit-oriented and incentive-based propositions. Incentives should become the central thrust of how you design all of your marketing programs. Think about it. You are a buyer right? Don't you love it when you are offered an incentive or bonus to buy something? I know I do. I mean you can even get a coupon for $0.35 cents off of Tide. And Proctor and Gamble ain't no dummies.

One final word... without incentives, few people will be attracted to your products and services. You have got to give them an extra reason and push to investigate what you have to offer so you can show them what great quality, excellent service and superior benefits you can deliver.

As we discussed in our last issue the media would have us believe that the days of the instant dot.com millionaire along with what may have been considered the Internet gold rush for any business with a dot.com suffix to it has ended. No longer can basement or garage startup companies launch unimpressive, poorly managed websites and still expect venture funding to magically appear overnight, along with exaggerated valuation and an over-the-top IPO fortune.

Well the truth is that they are part right but they are also part wrong. As we learned, the venture capitalist have rolled up their red carpets and pulled out a bigger calculator when it comes to evaluating dot.com businesses.

But for us, we remain completely positive on the prospects for dynamic growth and opportunity for e-businesses. Especially for the small to medium sized companies who target a real niche, e-brand their business and offer a higher-than-expected level of service.

In fact, Rafe Needleman author of and article titled, "Catch of the Day," published by Redherring.com, says that he remains optimistic because of "the Net's power to reduce costs and friction in communications and commerce"

Last issue I promised that I would deliver to you over the next two issues the 5 critical customer centered steps you need to implement if you're trying to troubleshoot an unsuccessful site or launch your company's first site. So here it is... the next installment.

1. Its all about them its not about you.

Who is really running your company anyway? Is it you telling your customers what they want or it is the other way around? When was the last time you really listened to what they said they really want from you? When was the last time you surveyed them to determine their desires and preferences? Have you inquired about how they want to use your website and how it can be designed to improve their online customer experience?

This type of customer survey process is a valuable tool you can not operate your online or offline business without. Many of us like to think we know our customers, but until we ask them you would be surprised at the answers you will get. In my consulting practice, I often get retained to conduct these types of customer satisfaction surveys and the results while usually very positive, always produce very enlightening information to the business owners.

The reason is that as an objective third party, your customers will tell me things they will very likely never say to you. And with a well designed survey instrument you can ask the key questions that will elicit specific information that will help guide your business into much more profitable growth.

So number one is to find out what they "really" want.

2. Be a billboard.

The key here is to get found online by making it easy for your targeted marketplace to discover your website. Probably one of the key areas here is to list your site in the key search engines. There are about 1550 search engines, but only 15-20 really count. And they do count when it comes to attracting traffic to your site.

As fast and serious as e-commerce is becoming you can't mess this one up by submitting the your site with the wrong keywords, keyword phrases etc. Search engines are just getting too sophisticated and are looking for themes and quality content.

In addition to search engines, you want to implement some type of offline targeted direct mail campaign that drives prospects and customers to your website because there is an incentive to go there. Like to register for a free drawing or a prize etc. While they are there you can present your sales opportunity to demonstrate your quality products and services.

Don't forget about e-mail marketing campaigns, viral marketing (digital word of mouth) and strategic link alliances and affiliate programs as well.

To be continued...

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We welcome your comments, questions and insights.

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Kevin M. Clark is a business marketing consultant and branding specialist and speaker to many nationally acclaimed groups.

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Written by Kevin M. Clark,

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(c) Copyright 2000 Clark Marketing Group, Inc.