In marketing, you easily have the choice of 50 or more different channels of distribution. You’ve got radio, TV, print, digital and that’s not even considering all the different variants of each one.
When you can get one channel of distribution working, go to the next. Once you’ve mastered email, go to Facebook. Then to direct mail. Then to radio. And so on.
This is how you build a business that creates immense wealth for you.
In this video, filmed at the Titanium Mastermind in the Bahamas, Fred Catona gives you a blueprint for adding a series of new marketing channels into your business.
START WITH RADIO
Radio has a unique advantage in that it costs less.
A study found that it cost about $10 to reach 1,000 people with television advertising, $24 to reach 1,000 people with online video and only $4.50 to reach 1,000 people with radio advertising.
If you’re well-connected in the direct-response marketing industry, like Fred Catona was, you can get a better rate still.
You don’t want radio to be the only medium in your total marketing strategy, but it’s a smart and inexpensive way to get in front of cold prospects and turn them into warm leads. Then, use other forms of marketing to follow up.
GET A TRUSTED ENDORSER
Radio ads work well when there’s a trusted endorser. This could be a national celebrity, a local celebrity, a local or national radio personality, or an expert of some kind. Think authors, doctors and inventors.
Not only do celebrities attract attention, but they increase credibility. People think that if a celebrity is willing to associate themselves with your brand, then you must be safe.
Best of all, it becomes difficult for your competitors to outbrand you. Even if they can find another celebrity, they only come across as a “me too.”
Fred Catona often used Jack King’s celebrity broker service to secure celebrity endorsements for his radio ads.
PHONE, EMAIL, SOCIAL MEDIA AND DIRECT MAIL
After starting with radio, you can start adding other media into your strategy.
Live phone sales is something you can add into your strategy in the earlier stages. Once you start getting too many calls, however, you may run into problems. Until your business reaches that size, Answernet is one of Fred Catona’s recommendations for phone sales.
Email marketing is another medium you can add in early on, and one you will probably never outgrow. To the buyers, you can email upsells, and to the non-buyers, you can email additional information and value. It’s worth staying in touch, because they may come back some day. AWeber is Fred Catona’s recommendation for email marketing.
Later on, consider publishing a newsletter. It can be a paper newsletter that you send out in the mail, or an electronic one. Newsletters have a number of advantages. They keep you in contact with your list, they are another selling opportunity and they boost your credibility by turning you into a celebrity of your own. Fred Catona worked with Jim Palmer to produce newsletters.
The MOBE Gold Masterclass goes into more depth on this topic. It will show you how to use different channels of distribution and build a consistently profitable business using a Customer Acquisition Process. To learn more about the Gold Masterclass, click HERE.