Part 1 to the series
Secrets more successful
Again and again, we think about the reasons why, on the one hand, most companies do not succeed in firmly establishing themselves on the market, and on the other hand, they face a small number of elitist companies that achieve enviable success.
An observation that is subject to constant, rapid change and can not be dealt with in a single thought process. Because many factors are crucial for the success of individuals, companies, their products and services.
Especially in view of this change and the diversity of decisive reasons, we have decided to launch our own series under the motto "Secrets of Successful Entrepreneurs" for this important topic.
With this series, we want to draw your attention to current changes and principles for successful corporate management. We want to create impulses. We will not only live up to this task with theoretical explanations, but also demonstrate practical examples for this purpose.
Unfortunately, there are far too many existences out there that, although they call for success in their idea and their idealism, have to be buried by the flood of daily demands, overburdened demands, and operational blindness. Countless fates are connected with it and many of them could be avoided by a few impulses from the outside.
It is important to us to provide such impulses and thus, through this series, we will regularly provide food for thought and ideas for implementation. Impacts that should significantly contribute to the success of your business.
We warmly welcome you, look forward to your opinion, experiences, ideas and especially about your story.
Let's start with Part 1 of the series "Secrets of Successful Entrepreneurs":
Right at the beginning a basically sobering statistic,
- In the first 5 years after founding the company, 80 percent of companies fail
- Of the remaining 20 percent of companies, another 80 percent fail within the next 5 years,
- This means that within the first 10 years after founding the company about 96 percent of companies fail and only 4 percent continue to develop successfully in the market.
This statistic is based on the findings of the US management guru "Michael Gerber" who has analyzed the development of thousands of companies.
The reason that 96 percent of start-up companies fail to successfully establish themselves on the market within the first 10 years has, of course, several causes. But one of the main causes is a wrong marketing strategy, which is usually completely lacking.
It is therefore highly interesting to analyze the 4 percent of successful companies more closely and to ask themselves the question, why just these 4 percent hit the nerve of the time and develop more and more successful in the market.
The most difficult answer here is that the majority of these successful companies have sophisticated, professional, and often exceptional, marketing.
It is striking that this is not a marketing that is used only occasionally, but a marketing that is driven consistently and ironically, incessantly coupled with a controlling which permanently determines the efficiency through regular success analysis.
Controlling in marketing plays an extremely important role in determining whether or not a campaign brings the desired success. What should be the use of work and capital in a customer acquisition as well as customer care instrument that is not accepted as a result of the customers?
I think we all agree on the core content of this statement. But let's be honest, who of all the many companies is actually putting this knowledge into practice? The answer is as simple as it is simple ⇒ the ones that are successful in the market!
And that's exactly where the implementation comes in, which offers a great opportunity to stand out from the competition and position itself at the top of the market.
- Out: Marketing aimed primarily at the sale of its products or services
- In: Marketing that offers the prospective customers and nevertheless the existing customers an excellent added value or also an information which satisfies the thirst for knowledge.
Now two examples from practice:
1. Radio advertising furniture store chain
Currently, the radio advertising of a large Swedish furniture store chain is broadcast in many broadcasters almost exclusively with the words "Did you know that ..." begins.
What follows is a brief piece of information that is designed so interesting by the content for us consumers that we accept this advertising, whether consciously or unconsciously, as pleasant.
Just an information with an added value. Because we now know something that we did not know before. And incidentally, this added value is then also associated with the products of the furniture store chain, which are also advertised in the commercial.
The advertiser's goal is reached.
As you can see in this example, a rather cost-intensive airtime is not used as previously only for brand or product advertising. This is much more effectively occupied by a right at the beginning of the radio advert added value and only then is the actual brand and product advertising.
The effect, we consumers are more influenceable and receptive to the advertised thing. We thereby perceive the advertising as it offers us an added value. Our confidence in the brand grows and as a result there is a willingness to make a purchase and spend money on the advertiser.
In the area of the Internet not only in the past but mostly today, the visitor to a website was primarily offered a product or service for sale. And this is then added to a content that has been written in self-love. As exemplary content is called "we are the best" or "we are the best in the market" or "no one can do it as well as we do".
This may be true in the matter, but no visitor to a website still speaks. The opposite may even be the case here and the visitor will even "reward" this with a mental punishment.
We all know that the variety of offers on the Internet is unspeakably large and with this offer is showered on each of the Internet users. Trust is therefore at the forefront of a website visitor. It is the measure of things and a basic need. And this is where the art of the visitor comes in his need to pick up and give him security.
Exceptions for a direct product and sales offer are granted to the online shop and a pure product page. But here too, as website visitors, you will increasingly find a free added value. This can be, for example, a product testimonial or product group-related tips or building instructions.
A short further example
2. Website of the craft industry
Thus, the really successful websites place prominently here not the sale of their products but eg
- product related, available funding programs or
- ecological explanations or
- independent product tests or
- DIY instructions for the DIY enthusiast or hobbyist or
- Green tips
This creates trust because the website visitor does not recognize a superficial product sales but an added value. Because he can deal here with specialized topics whose specific information is provided by a specialist company and this, without having to get in personal contact.
A provided added value of trust creates and leads to the fact that the website visitor lingers on the page, the presenting company gets to know each other and thus the willingness to contact and purchase increases.
And the nice thing about it is that so-called amplifiers as well as technical aids can be installed within the provided added value, so that it becomes a pleasant obligation for the visitor to want to get in touch with the company. So the ticket to you.
The role of one of the most powerful tools for maintaining contacts, namely e-mail marketing, is described in the article "E-mail marketing - no witchcraft, but magic"
In a nutshell:
- Avoid the mere sale of a good, thing or service. Only a few exceptions confirm this rule
- Give up on self-praise, because we are all great
- Stay authentic, open and honest
- Offer your prospects as well as your customers a regular free added value
- Build trust, that is a basic need of your customers to meet
- Generate the e-mail addresses of your customers and stay in contact on a regular basis
Take advantage of your opportunities and set yourself apart from your competitors