We Love Predictions But Are Horrible at Making Them
There’s something deep within us that wants to know the future, what’s coming ahead.
But the funny thing about this fact is that we are pretty horrible at making predictions.
Don’t believe me?
Check out the four horrible predictions these experts made in the past:
- “Theoretically, television may be feasible, but I consider it an impossibility–a development which we should waste little time dreaming about.” – Radio pioneer Lee de Forest in 1926, inventor of the cathode ray tube
- “I think there is a world market for about five computers.” – Thomas J. Watson in 1943, former Chairman of the Board of IBM
- “I see little commercial potential for the internet for the next 10 years.” – What Bill Gates allegedly said at one Comdex trade event in 1994.
- “There’s no chance that the iPhone is going to get any significant market share. No chance.” – Steve Ballmer in 2007, former chief executive officer of Microsoft from 2000 to 2014
With that understanding of our love of predictions and our inability to effectively make them, I want to make a marketing prediction that’s guaranteed to be true about 2022.
My Marketing Prediction for 2022
In 2022, I believe that the biggest marketing breakthroughs will take place at the intersection where opportunity and the fundamentals meet.
The people and companies that will succeed the most this year are the ones that keep their eye out for opportunities and take advantage of these opportunities by harnessing the fundamentals.
What fundamentals? The marketing fundamentals that have existed for at least 100 years and that will probably exist for at least another 100 years.
How do I know this will be true? Because this has been true for a century, before and after the internet.
(I don’t have time to go into details here, but the success of Google, Facebook, LinkedIn, and other top companies are inextricably connected to the same marketing fundamentals that were used in 1922 and even earlier.)
For that reason, I’m going to continue the series I began a year ago at the beginning of 2021. (Important: I will be updating all of my previous articles to refer to 2022.)
Stay Tuned for My Podcast Coming in 2022
As soon as I finish going over the last marketing fundamentals, I will be starting a podcast version of this series. I’ll share more about it in the future. For now, stay tuned.
The 12 Marketing Fundamentals You Need to Succeed in 2022
Today, I’m going to reveal the 9th marketing fundamental you need to succeed this year.
If you haven’t read the other articles in this series, then you should read the next section. It will help you to understand the importance of the marketing fundamentals I’m sharing with you.
Here are the first 8 of the marketing fundamentals you need to succeed this year…
The First 8 Marketing Fundamentals:
Here are the eight marketing fundamentals that I’ve revealed so far are in this series:
- The first marketing fundamental is attention. Because without attention, there is no marketing.
- The second marketing fundamental is attraction. Without attraction, all the work you put into capturing their attention will be wasted.
- The third marketing fundamental is follow-up. Because two of the biggest mistakes many companies make are tied to follow-up. They don’t follow up at all. They don’t follow up enough.
- The fourth marketing fundamental is a unique selling proposition. Because if you’re ever going to get your prospects to choose your company, product, or service over your competition, then they have to know WHY and HOW your business is different and better than any of the other choices.
- The fifth marketing fundamental is your Who or what is commonly called your “target market.” Because if you don’t get this group of prospects right, then all of your marketing efforts will produce little results.
- The 6th marketing fundamental is your offer. If you don’t create a powerful offer, even the right “whos” won’t end up purchasing from you.
- The 7th marketing fundamental is your copy or the words you use. Once you have the right audience and the most powerful offer for that audience, then the next most important thing to focus on is the words you will use to communicate to that audience.
- The 8th marketing fundamental is upselling. All successful companies use upselling to increase their profit per customer.
Alright, you’re now ready to discover the 9th marketing fundamental.
Marketing Fundamentals Before, During, and After the Sale
The first seven marketing fundamentals that I shared focused on what happens BEFORE the sale.
With the eighth marketing fundamental, I focused on what happens DURING the purchase, a huge opportunity that many companies completely overlook or don’t fully employ.
Well today, with the ninth marketing fundamental, I’m going to focus on what happens AFTER your customer purchases.
The ninth marketing fundamental is backend marketing.
In other words, it’s marketing that you make to your existing customers as opposed to prospects you’re trying to get to buy from you for the first time.
Where Your Biggest Revenue-Generating Opportunities Lie
The backed is where many companies unintentionally leave so much money on the table.
If you and your company are looking to increase your revenue in 2022, one of the places you should look first is at your backend marketing.
Why? Because it’s cheaper and easier to sell more to current customers than it is to sell to prospects.
Alex Mandossian says this in the first volume of my books How Your Business Can Survive and Prosper in a Recession…
“We direct marketers must never forget that our biggest money-making opportunities lie in our customer lists and not our prospect or suspect lists. Selling more things to existing customers is easier and more profitable.”
Jay Conrad Levinson, author of the best-selling marketing series in history, “Guerrilla Marketing,” also said this in volume one of How Your Business Can Survive and Prosper in a Recession...
“Remember that it costs you six times more to sell something to a new person than to sell that same offering to a customer.”
- Do you see why your biggest revenue-generating opportunities in 2022, reside in your customers?
- Do you see why your company’s revenue-generating goal this year must include how to serve them more and sell more to them in 2022?
If you stick with me, my upcoming articles will show you the key reason all companies and businesses must master backend selling, ways you can begin backend marketing, and/or improve backend marketing you’re already using.
If that sounds interesting to you, then subscribe below so that you will be automatically notified when my articles go live.
Catch Up on What You Missed in This Series
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If you would like to learn more about any of the above fundamentals, then click here to choose any articles you’d like to read. (There are now 40 articles you can read in this series.)
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