Carrots have always been a symbol of motivation. Remember the scene in the
old movies when a carrot was tied on a string and hung in front of a horse
to motive him? We all require a little incentive to act on something that
will fill a need or improve ourselves. This is especially true when it
comes to motivating your clients to buy your product or service. You need
some marketing carrots.
Unlike those old movies, these carrots are not a joke. A marketing carrot
is any activity, communication, or interaction you employ to motivate
prospects and clients to purchase products and services from your business.
Simply put, marketing carrots are the incentives and reasons you dangle in
front of them to entice them to take action.
Marketing carrots are the primary tools that are employed in
24 Carrot Marketing.
This is a systematic approach to developing the marketing you need to
attract the clients you want. A marketing carrot is used with your clients
in much the same way as it is with that old horse: get the prospect’s
attention, focus it on your benefits, and motivate them to action.
Marketing carrots are centered on three important functions: 1) defining
what you have to offer, 2) discovering the wants and needs of your clients,
and 3) telling them why they should purchase from you. To motivate your
clients, carrots need to be used in bunches – creatively, consistently, and
constantly.
So,
how do you get baskets of marketing carrots? You build yourself a carrot
farm, of course!
Farming is an excellent analogy for running a business. You cultivate the
soil, plant the seeds, yield the harvest, rotate the crops, and take the
crops to market…season after season after season. Likewise,
24 Carrot Marketing
is about planting and harvesting the tools, your carrots, that are needed to
successfully market your business. When you properly build your carrot
farm, you will always have the right tactical approach for marketing your
product or service.
Raising the carrots to increase your business is not difficult or
mysterious. Nor is it a one-time event that you use when you need to gain
instant business. Just like farming, it is a continuous process that you
cultivate everyday, step-by-step, to build sustainable marketing success.
The
ancient proverb of “You reap what you sow” is an absolute truth in
marketing. It requires time, patience, and knowledge to create exceptional
marketing and is only successful when you are fully committed. A farmer is
never separated from his field of crops; he is always part of what his farm
is producing. It is the same with you and your business; you have to
nurture your marketing so it is something that follows the natural seasons
of the marketplace. When you do, you will create an outstanding enterprise
with superb marketing.
