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Identidy Touch Points

Identity Touch points

Ok, so what is a touch point? We’ll get to that…. but first, let’s continue where we left off. You might understand capturing leads with your bait. Now, we have to do something with them. We have to figure out how we would treat these people as if it were a close personal relationship. We have to “indentify” our prospect and identify the form of communication that will “touch” them.

So, an identity touch point is simply who you are speaking to and what you are saying! Saying the right things will cause them to buy! Saying the wrong things will cause them to RUN!

Identifying touch points should be fairly easy for you as a business owner. You probably know your clients and prospects. So now you just need to segregate them into groups. For example, if you were selling widgets, you might have a couple different identities to market to. Many businesses only have one. It really depends on your products or services.

For example, let’s suppose you sell Widgets and you have 3 widgets in 3 different price points. Widget one costs $100, Widget two costs $1,000, and widget three costs $10,000.
You might have 3 identities to market to.

1. El Cheapo Widget Buyer
2. Middle Class Widget Buyer
3. Affluent Widget Buyer

El Cheapo might only care about price, while Middle Class might care about how long the widget will last. Of course, the Affluent Widget Buyer will only care how he will look with one and who else has one. So, you see each widget buyer is going to have different motives and they are a totally unique identity! Once you understand the identity of the buyer, you have the unique selling point and ideal client profile and you’ll know what to say.

I love this quote… “Marketing isn’t rocket science! It is simply knowing what every ‘John Doe’ wants to hear and then saying it every time you open your mouth!” Buyers will buy no matter what, if they want what you’re selling! They will find a way to purchase! It is simply how you word your marketing. As you can see from the example above you have to word your marketing based upon the identity of the prospect.

Next, let’s talk about touch points! A touch point is simply a “delivery” of information about your company with a warm and trustworthy tone. It could be a phone call, email, direct mail, or a post card! So, you might have 3 prospect post cards, one for each identity. Here are the key things with your touch points.

1. You must be genuine, trustworthy and warm!
2. You must say and market to their identity!
3. You must invite them into a deeper customer relationship or to buy!

For example, it might be a message on the answering machine!

“Hi Jim, this is Mel from Quigly Honda. I saw you filled out a request on our website. I tell you what, I’m going to add you to our system so you’ll receive email updates about our new Honda Civics that are on the market. Remember at Quigly Honda, you’ll never receive high pressure from us, and all of our cars come with free tires and oil changes for life! Again my name is Mel from Quiqly Honda, give me a call if you can and we’ll discuss.”

Notice a couple of things …

1. Genuine – Warm and conversational message – NOT SALES
2. Information prospect wants to hear – Free tires, oil changes, no pressure!
3. Invitation – Give me a call and mentions that emails are coming.

So your identity touch points would document all the pieces that would be going out on a systemized schedule. These are broken into campaigns! A campaign is a series of touch points that go to a specific group or identity. In a marketing funnel, you will have different campaigns based on your relationship with the prospect or buyer.
Here might be an example of a schedule.

Day 1 – Email – Welcome to our business
Day 3 – Phone Call – Thanks for visiting – call from manager/salesman
Day 4 – Direct Mail – Introduction Package with coupons, offers, etc.
Day 7 – Email (inviting to a special offer) – Email from salesman
Day 13 – Post Card – Reminder of special offer
Day 14 – Phone Call – Just checking in phone call
Day 30 – Email – Informational email
Day 45 – Email – Informational email
Day 61 – Prospect buys, joins, or signs and is now a CLIENT!
Day 62 – Start New Client Campaign – Email – Thanks for buying

Your touch points again, will be broken down into campaigns. You’ll have prospect campaigns, client campaigns, and special promotion campaigns. Again, campaigns contain touch points based on identity of the prospect. Touch Points say exactly what the client needs to hear to buy the product based on their identity.

In review, once you have the bait, you then need to have a solid message based on the identity of your prospects and buyers! Once you have that in place, the next step is automating the process!

Bob

Hi, I'm Robert (Bob) McCombie founder and CEO of McCombie Marketing Solutions. I am passionate about family, veterans, business and marketing.

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