Powerful Marketing Principles Identified

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Sales and marketing publicity pioneer identifies the 8 most powerful marketing principles to drive companies into national prominence

These principals are not being applied by businesses

John W. Elliott is not your typical PR man, as his sales and marketing publicity campaigns are uniquely structured around the eight most powerful marketing principles - hitherto undefined - which if understood and used, guarantee expansion in good economic times or bad.

For the past 14 years, as Founder and CEO of Power PR, he has led this product publicity firm into a new realm of marketing. Utilizing a full complement of these principals, he is the architect of one of the most significant methodological changes to affect the public relations industry in years.

"These principals are not being applied by businesses," says Elliott. "But they should be. They can bring a company from unknown to national prominence in a matter of days. We can now educate a client's prospects about a complex product at a fraction of the cost of display advertising. This establishes credibility for a company and its products like no other marketing tool."

"First, it is vital to know your whole market and saturate every corner of it. Nearly every company you want to do business with has a decision making team of at least several people. Your salesmen can't reach every one of them, and ads are expensive and aren't believed. You need to find a method of promotion where the message is believed by all decision makers, and where the cost is not prohibitive."

The second principal is that it must carry a very clear, short, simple and compelling marketing message, which must then be repeated over and over in your market.

Third, it is a mistake to rely on ads or commission salesmen, as customers do not believe people who stand to benefit if they buy its products.

"Your qualified prospects must believe you. Trust, in sales and marketing is everything," says Elliott. "People believe articles, and they believe happy customers and other objective third party endorsements. Ads will fall flat if not preceded by sales and marketing publicity."

The fourth principal is that generating word-of-mouth is essential, and so one should arrange to get a lot of third party endorsements. It makes prospects feel more confident in making their purchasing decision.

Fifth, a company must differentiate its product, elevating the company to a position of superiority over its competition. A company must offer its prospects a unique and distinctive benefit, or the prospective customer will look to the competition for a better deal.

Elliott reminds clients that there are only three ways to increase business - to increase the number of clients, to increase the average sale per client, and to increase return business. Every action should strengthen and expand business in one or more of these ways, or shouldn't be done.

The seventh principal is a secret Elliott won't give away, except to his clients. When applied, it gets people to talk about the product spontaneously and favorably.

Finally, for a sales and marketing publicity campaign to be successful, the articles must accomplish the essential steps of the sales process itself. This includes contacting prospects, building agreement, determining interest, qualifying prospects, making an excellent presentation and handling objections. The article must be an effective sales presentation that sells the product before ever reaching the sales team.

Because Power PR uses all eight of these principals in its programs - and is the only product publicity firm to do so - they are able to offer a month-to-month contract and guarantee monthly published articles in volume for its clients.

As more and more companies are exposed to sales and marketing publicity, and become accustomed to the volume of published stories possible when these principals are applied, traditional advertising and PR may just be left in the dust.

For more information: contact John W. Elliott at (310) 787-1940; Fax (310) 787-1970; 18103 Prairie Ave, Torrance, CA 90504 or by e-mail at johne@powerpr.com.

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HEATHER METCALFE

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