This is Part 5 of a series Business Building Blocks from Brendon Burchard’s book, “The Millionaire Messenger.” This article focuses on a different way of approaching marketing.
Step 7: Campaign Your Products and Programs
Brendon Burchard likes to substitute the word “campaign” for “promotion” because “campaign” includes more value. He defines a value-added campaign as a “sequence of promotions that leads to a desired consumer behavior.” The idea is to deliver a lot of real value before you ask for the sale. And there’s no place where that practice works better than in the coaching industry.
As a coach you are working very closely with people. And because of that, more time is needed for the customer to feel comfortable enough with you to hire you and share personal parts of their lives. You wouldn’t want to do that with a stranger, and neither would they. Continue reading