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Successful Marketing Strategies 2 - Belief

According to the online dictionary the definitions of “Belief” are as follows”

  1. An acceptance that a statement is true or that something exists
  2. Trust, faith, or confidence in someone or something.

The Business dictionary has the definition as:

  1. Assumptions and convictions that are held to be true, by and individual or a group, regarding concepts, events, people, and things.

How do customers react to selling messages? We know that order to motivate ourselves we have our thoughts which turn into feelings which lead to our actions and then create our results. With marketing the researchers look at these attitudes and position themselves to marry their product, service, or idea to the corresponding attitudes of their target market. Consumers have a composite consisting of beliefs, feelings and behavioural intentions.

When it comes to “beliefs” a customer can hold positive and negative belief toward your product. It can be difficult to come up with the one message or the one vehicle that will work every time to make a sale for you. The affect or feelings invoked towards a campaign or medium also is hard to pinpoint because there are many layers involved. Finally, the “behavioural intentions”, or in simple language, what is the prospective customer going to do with the product, service, or idea, is also hard to pinpoint. Particularly whether someone is going to buy or not.

This brings us to the key point, marketing is more than selling and advertising, marketing is a plan on how and where you are going to develop your business. Included in that plan, is how your business projects itself to your prospective clients, and how it behaves and interacts in the marketplace.

To begin with let’s find out what consumers believe in regards to marketing and advertising. The Nielsen ratings, found on Newswire, tell us that people believed advertisers as follows:

84 % trust Word of mouth recommendations from family and friends, globally.

70 % believe in advertising on branded websites.

66 % state they trust in online opinion.

67 % editorial content in newspapers.

63 % Ads on TV

61 % Brand sponsorships

60 % Ad in newspapers

58 % Ad in magazines

57 % Billboards

57 % radio ads

56 % emails that are signed up for.

56 % ads before movies

55 % tv program product placement

48 % Search engine ads

48 % online video ads

48 % ads on social networks

45 % ads on mobile devices

42 % online banner ads

37 % text ads on mobile phones.


Nielsen’s research shows that trust and action are clearly linked, but credibility is not always a prerequisite to purchase intent. Even lower-trust formats can be extremely effective in driving consumers to the point of purchase.

Does trust always correlate to people taking action and actually purchasing? The answer is no. Although 83% of people take action on recommendation and 70% people take action on branded websites. Here is where it gets interesting; 47% trust search engine results 58% take action, 46% trust ads on social media 56% take action, and 36% trust ads on mobile phones 46% take action.

Lab 42 found this out:

  • 76% of respondents said ads in general were either “very exaggerated” or “somewhat exaggerated”
  • 87% think half or more cleaning ads are photoshopped
  • 96% think half or more weight loss ads are photoshopped

More interesting thoughts

These thoughts give us a starting point from which to build our marketing plan and advertising program. In the articles to come we will look at each critical step to help you with marketing and advertising success.

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How would you like:

- An increase in productivity (by 53%)

- Increased customer service (by 39%)

- Increased retention of senior people (by 32%)

- Reduction in costs (by 23%)

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Coaching is one of the most powerful ways of developing people and adding to bottom line business performance. A study of Fortune 1000 companies using coaching showed the above results from the coaching they received.

(Source: Manchester Review, 2001, Vol. 6, 1; and Executive Coaching - With Returns A CFO Could Love, Fortune Magazine February 19, 2001)

58% of organizations say they have increased their use of coaching in the past year. They say it helps:

• Increase revenue and profits

• Learn specific marketing and business skills

• Extend reach and find new customers

• Craft a cohesive action plan for growing your business

• Boost clarity about your business vision and big projects

What is stopping you?

There comes a point in time when you realize you can’t do everything or know everything and need advice. Particularly – impartial, outside advice from people who have been there!

If you keep trying to do it yourself, asking the same people the same old questions; you are going to get the same tired answers.

Do these nagging questions sound familiar:

1. What can I do to get more customers, clients or patients?

2. How can I make more money?

3. How can I use social media effectively and cheaply?

4. How can I increase cash flow?

5. I put in so many hours and I am bagged – what can I do?

6. What can I do to motivate my employees and keep them happy?

7. My overhead is killing me, what’s the answer?

8. I just don’t have enough time to do what I need to do, help?

9. How can I go from working in the business to working on the business?

10. Marketing and advertising, there is so much out there and it is so expensive, what’s the best use of my money?

Well you are not alone. My team went out and talked to business owners and over 85% of all business owners ask the same questions.

At first glance, it might seem as if only a struggling business would hire the services of a professional business coach. But we can do a great deal more for successful businesses and individuals, we can bring you to the next level.

The will to win, the desire to succeed, the urge to reach your full potential... these are the keys that will unlock the door to personal excellence. 

By having a "Sober Source of Second Thought" you will make fewer costly mistakes. Imagine what it would be like to have an advocate to test your company decisions. Having been where you want to be I become your third eye because I have learned by experience and coached others in similar situations and know what it takes to get where you are going.

You will make more money because you are focused on success. When you are actively involved in making your life what you want it to be, you will naturally attract what you desire. Life becomes less of an effort and more of a success when you have effective business coaching.

Why wait? Let's work together to create an easier and brighter life for you - guaranteed.

That’s right – I guarantee your results 100% for both companies and individuals!

Yours in Health, Happiness, and Success!

Your Friend and Coach,

Chuck Groot CPA,MPA,MBA



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