Micropersuasion - Get The Biggest Bang For Your Small Business Marketing Buck哪吒博客-获得最大的邦为您的小型企业市场营销降压

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How many times since the commercial release of the Worldwide-Web have you seen sudden "breakthroughs" of great fortune-making potential come and go where just a few people were in the right place at the right time to be able to take advantage of them?多少次，因为商业发布的全球Web的，你突然看到“突破”的巨大财富的潜力来来去去的只是很少人在正确的地点在合适的时间，以便能够利用这些机会？ -- You're right ... -你说得对. .. very, very few.非常，非常少。

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"How the heck can my little local gym afford to buy an ad on TV?" “如何赫克可我的小地方健身房买不起的广告在电视上？ ” I got this question yesterday from a nice lady that works for a web development company.我昨天这个问题从一个漂亮小姐的工程，网络开发公司。 The answer is that new technology allows most cable providers to place commercials into specific zip codes.答案是，新的技术使大多数有线电视运营商把商品转化为具体的邮政编码。 Because the ad isn't going out to wider audience, it's less expensive - and affordable for many small businesses.由于广告没有走出去更广泛的受众，这是不太昂贵-和负担得起的许多小型企业。

This is the beginning of micro-persuasion.这是年初微劝说。 Putting your marketing message in front of smaller, not larger audiences.把你的营销信息前面的小，而不是更多的受众。 But isn't bigger better?但更大更好？ Well no, not always.以及不，不总是。

Think of that local gym.想想，当地健身房。 Marketing convention tells us that most local businesses don't get a lot of action from people that are more than a 10 minute drive away.营销公约告诉我们，大多数地方的企业没有得到很多人的行动是超过10分钟车程。 There are certainly exceptions, but imagine if that local gym scraped enough cash together to take out a national ad during the Superbowl.当然，还有例外情况，但可以想象如果当地的体育馆刮掉足够的现金一起采取了一个国家的广告在超级碗。 It would be a waste of money, because 99.9999999% of the people who saw it can't or won't become customers of that gym.这将是一个浪费金钱，因为99.9999999 ％的人谁看见它不能或不愿成为客户的健身房。

Pay per click advertising, like those ads on the right hand side when you do Google searches, can be a great micro-persuasion tool.每次点击支付的广告一样，这些广告右侧当你谷歌搜索，可以是一个伟大的微型说服工具。 One of my coaching clients practices a very specialized type of law here in Massachusetts.我的一位教练客户的做法非常专门类型的法律在马萨诸塞州。 It is illegal for him to practice law across state lines.它是非法的，他的法律实践跨州。 I am helping him target his pay per click campaign so that only people in Massachusetts who need his services will click.我帮助他的目标他每次点击付费运动，只有在马萨诸塞州的人谁需要他的服务将点击。 It's estimated that he'll get about 15 clicks a day.据估计，他还将获得约15天的点击次数。 That's not a lot, but if he converts even 1% of those clicks into customers he will have more clients than he can handle in less than a year.这不是很多，但如果他皈依甚至1 ％的人点击变成客户，他将有更多的客户，他可以处理在不到一年的时间。 And this is only a very small part of his marketing campaign.而这只是一个非常小的一部分，他的营销活动。

For most small businesses good marketing needs to go smaller not larger.对于大多数小企业良好的市场需求去没有较大的规模较小。 Small businesses shouldn't burn their money in a marketing incinerator by trying to market like Nike or McDonald's.小企业不应该燃烧他们的钱在营销焚化炉试图像耐克公司的市场或麦当劳。 While some general public marketing is OK, it should be the smallest part of your marketing effort.虽然一些一般公众营销是确定，它应该是最小的一部分，您的营销努力。

Micro-persuasion in a pure form is marketing only to those who are interested in and can buy what you're selling.微说服一个纯粹的形式的营销只有那些谁有兴趣，可以买什么你卖。 You might even create smaller sub-niches to get even more granular.您甚至可能造成较小的分领域获得更精细。 Let's say that you own a local craft store.比方说，您有自己的本地船只商店。 You might offer free classes in things like candle-making, scrap-booking, cake decorating...etc.您可能会提供免费的班级像蜡烛的决策，放弃预订，蛋糕装饰等... Because you are a good marketer, you always capture the students' mailing address and email (if they want to give it).因为你是一个很好的营销，你总是捕捉学生的邮寄地址和电子邮件地址（如果他们想给它） 。 Now you have a list by interest.现在你有一个清单的兴趣。 Whenever you run a sale on scrap-booking stuff - you send a personalized letter to each of your scrap-bookers and maybe a special coupon.当你运行一个废品出售预订的东西-您发送个性化的信到您的每一个签名， b ookers，也许一个特殊优惠券。

The more personal and tight that your marketing can become, the better.在更多的个人和严密的营销，你可以成为越好。

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