Bait Marketing eliminates the waste of prospecting and direct sales cost while generating new customer demand
Bait Marketing is specifically designed to sell technology services. It is ideal for selling technology services to non-technical and technical buyers in the SMB.
Non-technical buyers make up over 90% of the SMB and most technology buyers don’t know the value of technology or recognize the need for services or how to search or buy them.
Because of this situation, technology providers must provide a way for technology buyers to discover your service value for themselves to create interest when value isn’t obvious. Monetizing the value proposition of technology services is one method for creating interest value.
Interest is the key to consistent growth regardless of industry or buyer. If you need attention to sell your product or service interest motives behavior.
Curiosity is a fundamental human motivation that influences learning, the acquisition of knowledge, and life fulfillment. The elements of curiosity are simultaneous interest and warranted attention combined as interest value.
Curiosity can be combined into meaningful profiles to capture the curious meta persona of distinct types of curious people: the Fascinated, the Problem Solver, and the Empathizer.
Importantly these curious meta personas predict how to motivate attitudes, values, and use of money and time in interest, attention, and attraction for an interest valued goal.
Because of fundamental human motivation curiosity can do the catching, qualifying, converting, and scheduling for you!
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Bait Marketing is a lead generation strategy that combines curiosity and the monetized value proposition (MVP) of technology as interest value to deliver hot leads.
Bait Marketing is a paradigm shift from “pushing” information to prospects who didn’t ask for information or understand it, to prospects “pulling” information they find interesting from you!
Summary
- Interest is the key to consistent growth regardless of industry or buyer.
- Providers must create a way for buyers to discover your value for themselves to create interest when value isn’t obvious to the buyer.
- Non-technical buyers make up over 90% of the SMB
- Curiosity is a fundamental human motivation that motivates behavior.
- Bait Marketing is specifically designed to sell technology services to SMB buyers
- Bait Marketing fundamentally changes the buying dynamic.
Benefits of Bait Marketing
- Curiosity can do the catching, qualifying, converting, scheduling, and pre-sales for you!
- Is more effective than direct sales
- Puts you as the industry expert and thought leader from the start
- Is optimized for technology services for personas in the SMB
- Provides a showcase of samples, examples, and thought leadership
5 Steps to Bait Marketing
Step 1: Develop the Monetized Value Proposition
Determine the business logic that maps the monetized value proposition to your target customer’s key business drivers for more cash, customers, and profitability.
Step 2: Create smart messaging
Based on the MVP and curious meta persona, develop two types of 3 sequence smart messaging
Step 3: Cast
Cast and post smart messaging directly, socially, and to established channels
Step 4: Convert
Catch, convert, improve, iterate.
Step 5: Close
Presentation, proposal, close
Tune for performance: Now track, adjust, and respond to every click, visit, and reply. Refine the bait, message, location, and persona to maximize the effect.
“Nothing happens until a sale is made.” Thomas Watson, Sr., President of IBM from 1914 to 1956, coined this expression. He knew what he was talking about. Selling technology in the first half of the twentieth century, before the moon landing in 1969, was not an easy sale to make. Companies then, like many still today, did not understand the transformational power of technology to reshape industry and company fortunes.
What is a “sale” and how is it made? A sale is made when a buyer and seller agree to exchange values. The customer’s value is revenue, but what is your value to the customer? It’s not your price.
New sales are the lifeblood of every business, but not every business knows that yet. Without predictable new sales year over year, no matter how well intended a company’s mission or goals, the company will suffer with limited growth. New sales breathe life into all other company possibilities.
How to attract new customers year over year is the seminal question every business must solve first if it wants to maximize its value proposition and reach its potential.
Technology companies must monetize their value proposition to make more business. A company’s value proposition is the monetized value of its service or product to the customer - “your value.” If you don’t know the monetized value of your value proposition to your prospect, neither does he.
Sales are the problem, sales are the answer, sales are the point. Monetize your value proposition to make more sales and grow your business at scale.
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