Whisper Marketing™ is part of our “build the little yeses to get to the big YES” strategy. The scope of what we do here is much like most marketing: get maximum exposure, proliferate the brand, engage the prospect and close the deal. The whole goal of this marketing strategy is to make selling easy. Great marketing will make the product sell itself, so to speak. However, most marketing by small businesses are not done this way. As a matter of fact, most business use marketing to try to go for the win, but what they don’t realize is that the win/loss ratio under this model is only reaching at most 7% of their potential market.
It’s like meeting someone for the first time and asking him/her to marry you. Will he/she say yes? Of course not or at least highly unlikely. The better approach is to go on a few dates and then pop the BIG question. Marketing is much like this whole process. Truth be told,
Whisper Marketing™ is about building the “yes momentum”. Here’s a quick breakdown of all the places that a prospect gets to say yes. And if we do the marketing correctly, we will get them to come to us, hand over the money and say “YES, I want that please!”
See our ad (or brand) and choose to take a close/second look (yes=1)
Save the ad (or brand) for current or future use (yes=2)
Complete the form, pick up the phone and/or visit the website (yes=3)
Confirm his/her email (yes=4)
From this short scenario, we already have 4 yeses, albeit small, but they are yeses nonetheless. When we combine these with additional yeses from followup campaigns, the opportunity for them to say no diminished ever so slightly. That’s the power or the little yeses. When done effectively, they will say something that Rich Harshaw popularize in Monopolize Your Marketplace, “I must be an absolute fool to do business with anyone else, regardless of price!”
If we look at the largest companies with the greatest brand, that’s what they’ve done. However, they didn’t get there overnight. In fact, when they roll out a new product or services, they often have to go through the whole cycle all over again. Certainly, if they have a great brand it is much easier each time.