Jim's Marketing Blog

Marketing ideas to help you grow your business

What’s inside the box?

I want you to imagine you have a very special box, which you place on a table in front of a prospective client or customer.

  • You explain to the prospective client that the contents of this sealed box, will be of so much value to them that once they have it, they will wonder how they ever managed without it.
  • You tell them that other people are using what’s in that box, and they love it so much that they write to you and thank you.
  • You then tell the prospective client that the price for what’s in the box, is a fraction of what it’s worth.

You then ask them: Would you like to see what’s in the box?

Their eyes widen as they lean forward and say: Yes please!

So, what’s inside the box?

As a business owner, your job is to develop a product or service that fits inside that magical box. In order for it to fit inside, your product needs to be able to deliver on those promises you just made, so when a prospective client sees it, they want it. Really want it.

Even great marketing is no match for an average or slightly above average product. That’s why the most successful businesses bake marketing into their products, so they are as desirable as possible. When you adopt this approach, marketing becomes a lot easier and massively more effective.

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Jim Connolly

I help small business owners make massively more sales and boost their profits. To see how I can help you and your business, read this.
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14 Comments

  1. Hi Jim!

    I love this post my good friend. Desire is a big motivator in turning a lead into a client or sale!

    I wonder what’s in your box for Christmas!!
    Gavin.

    • Hi Gavin. So many small business owners invest huge amounts of time and effort marketing something, which they have not pumped enough value/desire into.

      They then market it harder and harder, rather than figure out why people are not interested – why existing clients are not spreading word of mouth.

      Thanks for the feedback, my friend.

  2. Very nice post i like your idea of comparing the business with a gift box. Everyone gets the point very easily. Thanks for sharing it.

  3. I love this post Jim. Short and powerful. BOOM!

    • Thanks, Andre.

      I always find it strange that Google discourage bloggers to write shorter posts, because of their ‘need’ for at least 300 or so words. I think Google need to work on that.

      • I agree with you. Seth Godin too is doing shorter and shorter posts. So is everyone. Google needs to tweak its algorithms here. Content/substance counts, not mere length/size.

        I enjoy reading this a lot.

        • I think many busy business people appreciate being able to get their information in as few words as needed.

          Personally, I tend not to read longer posts. It may keep Google happy when they see hundreds and hundreds of unneeded ‘keyword rich’ words in a post, but it reads like fluff. It dilutes the message.

          Write for people, folks!

  4. Fantastic post, as always, Jim. You always hit the nail on the head with your innovative ideas! You’ve really got me thinking about doing this now, good on you!

    Have a great weekend, and remember, your advice is invaluable.

    Martyn

  5. Your phrase “bake marketing into their products” is a direct hit. I believe, like you, marketing should be a lot farther upstream, a lot closer to product conception, idea generation, product brainstorming etc than is usual in businesses these days.

    Thanks.

    • I agree. It makes little sense to waste time trying to market something, which is just not good enough or valuable enough.

      Thanks for the feedback and welcome to the blog.

  6. Hi Jim,

    What a marvelous development tip. I love the idea of thinking of my service as being inside a box. It allows me to think of what it could be, without seeing the actual service in my minds-eye. Easier that way to focus on the improved service without the limitations of the current one.

    Thanks,

    Jackie

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