Today, I’m going to share the answer to one of the biggest and most important marketing problems facing business owners.
When we encounter outstanding value, we take action. Sometimes we make a purchase. Sometimes we request additional information. Other times we tell our friends, because we don’t want them to miss out. But we always do something. Here’s the thing:
- At no point do we need to be pestered to make a purchase.
- At no point do we need to be pestered to accept additional information.
- At no point do we need to be pestered to tell our friends.
In short, outstanding value captures our attention and then motivates us to take positive action.
Your prospective clients are just the same.
If your prospective clients encounter outstanding value, it will attract their attention like an electro magnet! It will motivate them to hire you, to buy from you and / or spread the word about you. If you offer outstanding value, once a handful of people know what you do and how you do it, the word will spread like a virus.
It looks like this
You show your product or service initially to 20 people. Those 20 people tell a few friends or share how amazing your service is on Facebook, Linkedin, etc. Suddenly, 60 people or 120 people know about you and a subset of them also buy from you and / or spread the word about you. The cycle then repeats (and repeats and repeats).
The best marketing spreads from person to person – NOT from you to every prospective client. Once your service is mature, there should be no need for you to keep pushing the same people again and again with your marketing.
The huge value of silence
If you’re telling people about your service, yet they don’t hire you or spread the word about you, it’s extremely valuable feedback. And if you find your clients are not a regular source of new enquiries, this is extremely valuable feedback too.
You need to listen to the silence of their inactivity. And take heed.
That silence is telling you something. Something of huge value to you and your business. It’s telling you that your service isn’t interesting enough to capture people’s attention and not valuable enough to motivate them to take action.
When the typical small business encounters this kind of disappointing feedback, they tend to do the exact opposite of what they need to do. Instead of pumping massively more value into their service or product, then marketing it professionally, they look for magical ways to market an unattractive service. Instead of making their offering more attractive, they make it more irritating.
Bake marketing into your service
When I work with a new client, we start by making their service irresistible. I call this baking marketing into their service. I show them some simple ways to make their current services vastly more attractive to their marketplace. It’s only after we’ve done this, that we dazzle their marketplace with the powerful mix of their newly-irresistible service and super-effective marketing.
Get those 2 elements right and the sky is the limit.