Your Marketing – From The Couch To The Cash Register您的营销-从沙发到收银机

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Article source: http://www.keen-intellect.org/ . 文章来源： http://www.keen-intellect.org/ 。 Used with author's permission. 用作者的许可。

When you put time or money into any marketing plan, your only objective is to MAKE A SALE.当你把时间或金钱到任何营销计划，您的唯一目的是使销售。 Are you sure your marketing is going to get your customer from their couch to your cash register?您确定自己的营销将会让您的客户从他们的沙发到您的收银机？

When somebody hears your message or sees your logo from some medium you have created, what does the path from that first 'touch' to your cash register look like?当有人听到你的消息或看到您的标志，从一些中型您已建立，那么路径，首先'触摸'到您的收银机会是什么样子？

We call this path the yellow brick road.我们呼吁这条路的黄砖路。 If your yellow brick road is well built, then your customer will follow a developed path from a recognition point to your cash register.如果您的黄砖路的建设，那么您的客户将遵循发展路径承认指向您的收银机。 If your road is not well built, there is confusion in your message and because of others' more developed avenues, this customer will end up at your competitor's cash register.如果您的道路是没有得到很好的建立，有混淆您的消息，因为其他国家的比较发达的途径，这个客户最终将在您的竞争对手的收银机。 Therefore, your road must stand out, and it must be designed in a way that will lead the customer through a predetermined path with a transaction being the primary goal.因此，您的道路必须脱颖而出，必须设计一种方法，这将导致客户通过一个预先确定的道路，正在交易的首要目标。

An example of a marketing plan without any such road is one that puts advertising out into the community and does not have a clear actionable next step; or one that has the clear and actionable step, but the step is too big for the customer who is not ready to make an immediate purchase.一个例子营销计划等没有任何道路，是使广告的融入社会，没有一个明确的可操作的下一个步骤;或具有明确的和可操作的步骤，但步骤是太大的顾客是谁不准备立即购买。 A person who has been casually contemplating the purchase of your product will not react to a "One Day Sale Next Friday" advertisement.一个人谁一直随便考虑购买你的产品将不会作出反应“一个日销售下星期五”广告。 She may consider dropping by your store next Friday during your advertised sale, but chances are that will be forgotten after five minutes.她会考虑放弃你的店下周五在你的广告销售，但机会将被遗忘的后5分钟之内。 This customer has no path to follow because the timing and the conditions were not yet right for her.此客户已没有道路，因为时机和条件尚未对她的权利。

Your advertising in this case, has been somewhat wasted.您的广告在这种情况下，已经有点浪费。 A woman who will make a purchase in the next six months received it, but the only option that you gave her was to buy next Friday.一个女人谁将购买在未来6个月收到的，但唯一的选择，你给她购买了在下周五。 You do not know who she is and you have no way of following up with her.你不知道她是谁和你有没有办法追踪她。

Your own aimless advertising cost yourself a warm lead.您自己的放矢广告费用自己温暖的领先。

The only way to keep in touch with this person is to continue to run costly advertising, and maybe, just maybe, when she is ready to purchase, she will receive another one of your mailers or hear your radio commercial and she will come right in and buy from you.唯一的办法保持联系此人是继续运行费用昂贵的广告，也许，只是也许，当她愿意购买，她将得到您的另一个邮寄或听到你的商业电台，她将权并从您那里进行购买。 I would not hold my breath if I were you.我想我不会呼吸，如果我是你的。

Now we'll run the same example with a message that clearly has a road for this customer to follow.现在，我们将执行相同的实例的信息，明确了道路，此客户跟踪。 You run an advertisement in the Sunday paper.您运行的广告在周日文件。 The advertisement is designed in a way that creates a clear path: a visit to your website.广告的设计方式，创建了一个明确的路径：访问您的网站上。 She will visit your website because you have an offer that both interests and engages her; something that caught her eye and sparked her interest.她将访问您的网站，因为你有一个提供双方的利益和从事她的东西被她的眼睛和激发了她的兴趣。 This could be anything from a product recommendation tool your website offers, to a free book about how to pick the perfect product.这可能是任何一种产品的建议工具，您的网站提供，可免费书籍有关如何挑选完美的产品。 You will intrigue her enough that she will take the first step down this path.你将她足够的阴谋，她将采取的第一步沿着这条路。 This is powerful because when she goes to the website or calls you on the phone, you will capture her information.这是强大的，因为当她去的网站或电话你的电话，你会捕捉自己的信息。

The minute that you capture her information, you have capitalized on your marketing investment.每分钟，你抓住她的信息，你必须利用自己的营销投资。 Information, when it is in the right hands, is as good as cash.信息时，它是在正确的手中，是一样好现金。

Therefore, instead of positioning your advertising, or any other marketing program, to go right for the sale, you should instead also create a more comfortable step for people to take that will give them something of value in exchange for their information.因此，而不是定位您的广告，或其他任何市场营销的计划，去正确的买卖，你也应该创造一个更舒适的一步人民采取将给予他们有价值的东西，以换取他们的信息。

When you have their information, this puts them on your road.当你有自己的信息，这使它们在您的道路。 Once they are on your road, you will have everything choreographed so that you touch these future customers as often as possible in a systematic way.一旦你的道路上，你将拥有一切编排，让您触摸这些未来的客户尽可能多的有系统的方式。 With these frequent touches you will be keeping that top-of-mind awareness and you will be flying a holding pattern until they are ready to buy.这些频繁的接触你将维持这一最关心的认识和你将飞的控股模式，直到他们准备购买。

Each piece that you put out into the community will have a specific objective about where you want them to go.每一块，你提出融入社会将有一个具体的目标在哪里你想他们去。 You will have to choose the destination (website, phone, or to stop in) based on your chances of success of actually getting them there.您将有选择的目的地（网站，电话，或停止）的基础上您成功的机会实际上让他们有。 This being said, obviously, you want them to come into the store, but this is the hardest objective to achieve.这是说，很显然，您希望他们走进商店，但是这是最难实现的目标。

You must understand the proper objective of marketing.你必须懂得正确的营销目标。 This objective will be one of three things.这一目标将是三件事。 It will either lead the future customer to click, call, or stop in. It is important that you understand your own path as to deliver a clear message to the customer.这都将导致未来的客户点击，通话，或停止英寸重要的是，你了解你自己的道路，提供了一个明确的信息给客户。

When your path is well structured, it will lead right from the customer's couch to your cash register.当您的路径是井井有条，这将导致从客户的沙发到您的收银机。

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