1. The Marketing Formula
VINCE KOSTELNIK
LUFTIG WARREN
ARTICLES
What Is Marketing Supposed To Do?
In our last newsletter we explained how Strategic Marketing, Tactical Marketing
and Sales all work together to form a cohesive system to increase sales (see
Marketing & Sales). We also stated the purpose of marketing is to generate
qualified leads
Is There a Formula?
Unless the Strategic Marketing issues are dealt with first ---- it is absolutely
impossible to do Tactical Marketing well.
And if Tactical Marketing is not bringing interested parties to the Sales people ----
they will be wasting time trying to find qualified prospects…and your sales
volume will suffer for it.
So How Do You Do It?
1. Define “qualified” lead. Is it a company in a certain industry, using a
certain material, product or service? Is it a company in a certain
geographic region? Make a list of the things this lead “must be” and a list
of what the “may be”. Don’t try to sell to anyone or everyone --- then no
one will pay attention to you!
2. Do your homework. You need to learn what is and is not important to
this target market. What level of quality do they need? What is their
delivery expectation? What service or support systems do you need to
have in place?
Position Your Company as the Expert
Once you have determined all of the important issues, you can begin to think
about educating your prospects in your marketing program. You must show how
your company, above the competition, will do exactly what they want.
1 The Marketing Formula Luftig Warren

2. Show how your company is the one who has all the answers when it comes to
buying what you sell. Then provide the proof to back it up and you will have their
attention. If you can establish your credibility, it will boost their confidence
in you!
Communication Is the Key
You are an expert at what you do. Are you a communications expert? Probably
not. That’s where Luftig Warren comes in. We focus on communicating all the
right information --- in the right way ---- to the prospect. What is the right way?
All of our minds work in the same way. There are specific decision-making
processes we go through to make the best decision possible. We offer a formula
that will bring your prospects through the process, positioning your company as
the obvious choice to do business with.
The Marketing Formula
1. Cut through the clutter | Get the attention of the prospect by being
specific about what you do and then identifying what problems you will
solve.
2. Engage with education | Make them believe that by continuing to pay
attention to what you have to say, that you will give them valuable
information about making the best decision that they can.
3. Offer low-risk next step | Offer low risk ways for them to move on in the
buying process, step by step.
4. Bring them into the fold | Capture their contact information so you can
continue the process of educating them about the benefits of buying from
you.
All of these things listed above are relatively simple to understand, however
bringing it all together into a cohesive plan is not always easy.
Would you like to discuss how this can work for you?
Luftig Warren specializes in helping you bring it all together into a cohesive plan.
To learn more, request your FREE copy of 15-Steps to Effective Marketing by
visiting our website at www.luftigwarren.com.
2 The Marketing Formula Luftig Warren

3. Or if you prefer, we would be happy to meet with you personally and discuss your
marketing program. Contact Will Guerra at 248.680.8864 to schedule an
appointment today.
* * *
Vince Kostelnik is a senior marketing advisor for Luftig Warren, specializing in strategic marketing
development.
Luftig Warren is a marketing advisory firm‚ specializing in business growth strategies and tactics.
Luftig Warren applies a deep understanding of marketing principles to solve clients’ specific business
challenges in three key areas: revenue growth, new client acquisition, and client retention.
For more information on implementing a full marketing system into your organization, contact us or
visit us on the web at www.luftigwarren.com.
3 The Marketing Formula Luftig Warren