8 Touch Stones of Marketing

Regardless of your definition of marketing, there is a process related to marketing your business, products and services. This process or plan should be framed as one or more goals (I prefer smart goals), bound by one or more strategies (a defining statement of action or policy). These strategies are then accomplished using a series of strategies or action steps.

Definition of fast marketing
Before I get into 8 touchstone marketing, let me give you another definition of marketing:

Marketing is a two-way interaction with the public, prospects and peers to present them with the best face of the business. You do this to inform them about the benefits of buying from this business and to make them understand.

8 Touch Stones
I see a lot of small businesses whose marketing plans are just their doors – physical or digital – and hope to open people up to the storm.

The next step is to find a way to open the door and then shout, “I’m here!” It’s a little better but what do you do when people show up?

Your marketing plan should include strategies to inform people about the benefits of doing business with your company. But once contacted, to keep them informed and happy, you need to take them on a journey and take them to the place where they will be purchased from you.

These touches should be included in your marketing plan in this order:

Lead by interacting with people (“Something happens with lead heartbeat”)
Make these raw leads possible (people interested in your product or service) start an informative relationship with them
Help persuade prospects to buy
Help new customers enjoy their purchases (reduce customer frustration)
Persuade existing customers to buy more / more often
Help people move from being customers (buyers of service products) to business fans
Help fans find more possibilities (become a sales representative for Raw Marketing / Business)
Start the cycle again
Line vs. Spiral
Basically, your marketing plan is on the way to helping early buyers, happy repeat customers, fans, unpaid marketing and sales representatives through steps or guides.
Many entrepreneurs think of taking this marketing process as a line. Probably not a straight line, but they saw it by following the steps – first A, then B, C and so on. But this process is actually a cycle; It starts in one place and then moves again until it reaches the initial stage.

Of course, when you reach the initial stage, you can choose more people to insert your marketing process. But one of the purposes of driving people through this process is to make them better than they are. For example, a cycle can be defined as taking a person from leadership, leading to possibilities, purchasing them first. Now they are back and where the lot of marketers throw the ball. They leave new customers at the same level as people who have never bought from the company! The idea here is to raise these new customers to a level and help them be comfortable enough to make more purchases from their business. The strategy is similar (“help them feel happy enough to buy”), the strategies are different at this level (for example: instead of a price discount on an item, you buy them a bigger discount based on the volume). In this cycle you want to create them from first time buyers, happy repeat customers, business fans.

These cycles should be a ward upward spiral. You can bring customers “on the same old basis” but you are both familiar with the process so you can use more detailed and complex techniques to communicate with them. For example, you’ve probably added a possibility with the first name and email address in their list. When they first purchase them, you can add more details to their records; Last name, address, date of birth and phone number. You can then ask them for more detailed information about them. If you have improved the relationship enough, they should be happy to provide it.

Effective strategy
Of course, the 8 touchstones themselves are almost useless. You need to put together a plan of effective strategies that will help you go through the 8 Touch Stones. We will discuss them in more detail soon!

I welcome comments, questions and suggestions. Just post them below!

Regardless of your definition of marketing, there is a process related to marketing your business, products and services. This process or plan should be framed as one or more goals (I prefer smart goals), bound by one or more strategies (a defining statement of action or policy). These strategies are then accomplished using a series of strategies or action steps.

Definition of fast marketing
Before I get into 8 touchstone marketing, let me give you another definition of marketing:

Marketing is a two-way interaction with the public, prospects and peers to present them with the best face of the business. You do this to inform them about the benefits of buying from this business and to make them understand.

8 Touch Stones
I see a lot of small businesses whose marketing plans are just their doors – physical or digital – and hope to open people up to the storm.

The next step is to find a way to open the door and then shout, “I’m here!” It’s a little better but what do you do when people show up?

Your marketing plan should include strategies to inform people about the benefits of doing business with your company. But once contacted, to keep them informed and happy, you need to take them on a journey and take them to the place where they will be purchased from you.

These touches should be included in your marketing plan in this order:

Lead by interacting with people Something happens with lead heartbeat
Make these raw leads possible people interested in your product or service start an informative relationship with them
Help persuade prospects to buy
Help new customers enjoy their purchases (reduce customer frustration)
Persuade existing customers to buy more / more often
Help people move from being customers (buyers of service products) to business fans
Help fans find more possibilities (become a sales representative for Raw Marketing / Business)
Start the cycle again
Line vs. Spiral
Basically, your marketing plan is on the way to helping early buyers, happy repeat customers, fans, unpaid marketing and sales representatives through steps or guides.
Many entrepreneurs think of taking this marketing process as a line. Probably not a straight line, but they saw it by following the steps – first A, then B, C and so on. But this process is actually a cycle; It starts in one place and then moves again until it reaches the initial stage.

Of course, when you reach the initial stage, you can choose more people to insert your marketing process. But one of the purposes of driving people through this process is to make them better than they are. For example, a cycle can be defined as taking a person from leadership, leading to possibilities, purchasing them first. Now they are back and where the lot of marketers throw the ball. They leave new customers at the same level as people who have never bought from the company! The idea here is to raise these new customers to a level and help them be comfortable enough to make more purchases from their business. The strategy is similar (“help them feel happy enough to buy”), the strategies are different at this level (for example: instead of a price discount on an item, you buy them a bigger discount based on the volume). In this cycle you want to create them from first time buyers, happy repeat customers, business fans.

These cycles should be a ward upward spiral. You can bring customers “on the same old basis” but you are both familiar with the process so you can use more detailed and complex techniques to communicate with them. For example, you’ve probably added a possibility with the first name and email address in their list. When they first purchase them, you can add more details to their records; Last name, address, date of birth and phone number. You can then ask them for more detailed information about them. If you have improved the relationship enough, they should be happy to provide it.

Effective strategy
Of course, the 8 touchstones themselves are almost useless. You need to put together a plan of effective strategies that will help you go through the 8 Touch Stones. We will discuss them in more detail soon!

I welcome comments, questions and suggestions. Just post them below!

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