Jim's Marketing Blog

Marketing ideas to help you grow your business

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What everybody needs to know about scarcity

I have a powerful question for you to ponder today.

It’s simply this: Where is the scarcity in your business… what do you provide, which is in short supply?

Scarcity creates value

When something is in short supply and there is a requirement for it, its value increases. For example, a bottle of water can cost pennies at your local town (where there are lots of other stores selling water.) That same bottle of water could cost you 2 or 3 times as much, when bought at a theatre (where there is no competition).

One off

Most small business owners have 2 problems, because they fail to build scarcity into their products or services:

  1. People don’t talk about commonplace products or services. So, they attract few if any word-of-mouth referrals.
  2. People won’t pay a premium for commonplace products or services. This drives profits down. It also causes those who provide similar sounding products and services to compete on price – as price becomes the only way for potential customers to determine value.

I want you to avoid those problems!

Here’s a tip. It’s a simple exercise, to help you determine where your business fits into the scarcity scale. I want you to take some time out to think about your business, your competitors and your marketplace.

Then, I want you to focus on answering this question: ‘How simple would it be for my customers, to replace me with a competitor who provides a similar sounding service?’

Here are 3 posts, which will help you build unique value into your business. I hope you find them useful:

How to attract the best clients and the highest fees – Part 1.

How to attract the best clients and the highest fees – Part 2.

How to attract the best clients and the highest fees – Part 3.

Why getting the basics right is so important

Snazzy product launches and gimmicks are no substitute for a great product or service.


Getting the basics right

When our customers buy from us, they expect great products and services. At the very least, they expect us to deliver on all the promises we made in our marketing. They will hope for more than that, of course. Keeping a promise really is no more than the baseline. It’s the start point. It’s not the destination. It’s just providing the basics!

It’s what we add to that experience, which turns customers into super-satisfied customers and passionate advocates.

Here’s what doesn’t work

What doesn’t work, is an average product or service wrapped up in lots of hoopla.

As customers, we don’t care if a company has a zany, media friendly image, if they fail to look after us – fail to get the basics right. It doesn’t matter to us that they have a snazzy looking website, if they fail to reply to our emails.

We want the basics. Simple things:

  • We want them to pick the phone up when we call.
  • We want them to take ownership of problems they create and resolve them – not waffle.
  • We want them to listen to us, so they get our order right.
  • We want them to deliver on time and on budget.
  • We want them to care about us after the sale, not just during the sales process.


Getting the basics right may sound less exciting than dazzling people with ‘the sizzle’. However, those basics form the foundation of our business. We ignore them at our peril.

Think big – No, bigger than that

In today’s post, I want to share some thoughts with you on why you have to think big, if you want your business to reach it’s potential. The answer may surprise you!

Think big

All business owners place a self-imposed limit on what we want to achieve from our business. Some set that limit high, whilst most set that limit far too low. The challenge created by thinking too small, is that it places a very low ceiling on what we can achieve. Without an exciting, compelling, inspiring vision, we lack the energy and motivation to operate at our best.

Let me explain…

Puny goals fail to motivate us

For example, if we set ourself a goal or task, which causes us to stretch just a little and would only lead to a modest reward if we succeeded, we would ask ourselves things like:

  • What if people laugh at me?
  • What if I lose money on this?
  • What if it doesn’t work out the way I want it to?

Without a compelling reason to risk those potential pitfalls, there’s little motivation for us to get started.


When inspired by a compelling, exciting goal or task, the same potential pitfalls exist BUT the potential reward is far, far greater. This then provides us with massively more motivation, to get the task completed.

If you find yourself struggling to grow your business, take a look at the goals you have set for yourself. Are they truly inspiring you? If not, this could be a great time to start thinking bigger and set some goals, which are worthy of you.

Please check out this post’s sponsor, Hire Imaging, LLC.
Barb Poole has helped thousands of people to explore, find and keep their career dreams. She can help you move forward in your career too. To learn more, click here or call 877-265-2750.


Launching today!

I have some exciting news, for those who enjoy reading Jim’s Marketing Blog and those of you, who would like to use my blog as a way to market your business.

Big news

More blog posts and additional, free marketing material

As I wrote in December, I am committed to being of more value to my readers in 2013 than ever before. This means writing more blog posts for you and also developing free marketing materials for you – audio downloads and marketing documents etc. I am extremely excited about this opportunity to be of greater service. Of course, all this additional work means I will need to invest even more of my time, developing content you will find useful.

Spending more of my working hours, writing for you

I currently spend 95% of my working hours each week, working with paying clients. I then spend the remaining 5% of my working hours and some of my personal time, writing posts for the thousands of readers who rely on me for free marketing ideas, tips and advice. That 95% – 5% balance needs to shift somewhat, in order for me to have the time I need, to be of greater service to you. This means me working with fewer paying clients and finding a way for me to cover the lost client income.

I believe I have found a superb answer and that’s what this post is all about.

Let’s promote your business!

Starting today, I am offering you the opportunity to advertise to thousands of business owners, by sponsoring one or more of my blog posts. For the past 5 years, every post I have written has had a very effective, small advertisement under it, offering you my services. That advertising space is now available to you! Just one sponsored message will be available per post.

You now have an opportunity to promote your business, products, services or events, to a great community of small and medium-sized business owners. Your 35 word advertising message, including 1 link, will be added to the bottom of a blog post. See the example below.

ad screen pic

The reason I used this approach myself and now offer it to you, is that it provides 2 huge benefits over ‘normal’ advertisements.

  1. Because your sponsored message is added to the bottom of the actual post, it will be visible not only to those who read Jim’s Marketing Blog, but also the thousands of people who read my posts via email and RSS feed readers. It has proven to be extremely effective.
  2. Your advertisement will remain on the blog for the entire lifetime of Jim’s Marketing Blog. Most advertisements expire after days, weeks or months - yours will live here for years to come. This is really important. Many old posts on this blog are still read every day, some are read dozens of times a day; as new people discover them via search engines and social networks. Whilst it’s obviously impossible to say how many times someone will see your advertisement over the years, the fact it’s here means you could be generating results for years.

To find out how it works, including the price, click here.

Always free

I have always been inspired to help as many people as possible with my work. This means I never considered switching to a paid subscription model. I want the marketing material I write to be available to everyone who needs it.

By replacing the advertisements for my services on some posts, with a sponsored message, readers will notice no difference to their reading experience. As this is a marketing site, read by business owners and entrepreneurs, I know you will appreciate the contribution my sponsors make, funding the time required for me to make Jim’s Marketing Blog a more valuable resource for you.

To promote your business, products, services or events on Jim’s Marketing Blog, click here.

What every business owner needs to know about prices and fees

How do you decide what to charge for your products or services?

I ask this question because one of the biggest and most costly mistakes small business owners make, is that they set their prices or fees based on what they need to sell them for. Here’s an example of what I mean.

fee setting

People buy for their reasons, not ours

I had a chat last year with the owner of a coffee shop, who was worried about how few customers she had. She explained that her prices were between 10% and 30% higher than other, equally good coffee shops in her area and as a result, the place was almost always quiet. I asked why she charged so much more, when there was no clear reason as she was stocking the same quality of products as her competitors. She said that she HAD to charge more than her competitors, because her rent was far higher than theirs.

I noticed last week that the coffee shop had closed. As she discovered, local coffee drinkers didn’t care that she negotiated a crappy rent agreement with her landlord. They just saw that she charged more money for the same coffee, so they went elsewhere.

The role of value

In almost every industry, there are businesses who serve the bottom end of the market and others that serve the top end. In each case, their customers are buying based on value.

  • Those who value a super-low price will make their decision based on the cheapest deal they can find.
  • Those who value outstanding products and services, will make their decision based on quality and excellence.

What doesn’t work, is when a provider sets their prices or fees based on their need – rather than the value they offer. Your prospective clients don’t care that you need to earn X every month. They care that the value they receive from you, is greater than the price.

The importance of adding value

Smart business owners have figured out that if they pump enough value into their products or services, they can have an extremely profitable business. They have also discovered that it’s a lot more professionally rewarding, to work with clients and serve customers who value quality. I believe that in an age, were customers can find the cheapest provider on Google, in minutes, it has never been more important to focus on value.

Photo: Taro

A visionary way to improve your business

I have an important message today, for any of you who are going through a tough time right now.

Vision and visionaries

Vision is the ability to see. A visionary is someone, who uses her imagination to see what will be.


Most people get so caught up in the moment, that they fail to see what’s coming. As a marketing professional, I see examples of this all the time.

For example:

  • When times are tough, business owners often get disheartened about their future. After days, weeks or months of problems, they start to believe that THIS is how things will always be.
  • When times are great, they assume things will never change. So, they fail to market their services. It’s only when they lose a major account that they decide to start marketing again. Thus begins the common feast and famine cycle.

Turning a bad situation around

We need to learn how to not only see things the way they are, but also the way they will be. Yes, your business (or life) may be going through a tough patch right now, but you are never more than one good idea away from turning it around. Never let yourself forget that.

Here are some free ideas, to get your business back on track.

If you think it’s likely that some of your friends are going through a tough time right now, please share this message, using the buttons below.

A marketing lesson from an interesting place to sit

How interesting is your product or service, to a prospective customer?

I was walking along The River Trent, earlier today when I saw the seat below. I don’t usually notice seats and certainly don’t take photos of them.


This got me thinking about how our attention is captured, whenever we see something interesting or different. I must have walked past dozens of seats on my walk today and can’t recall one of them – but this one really stood out. There’s a valuable lesson here for anyone, who is marketing anything.

An interesting place to sit

The people who look after the river walkway could have bought normal, predictable seating, however, someone decided that an interesting place to sit (the river bank), deserved an interesting place to sit (the oddly designed seat). Now, the design may not be to everyone’s taste, but it’s certainly a little more interesting to look at than many of the seats along this riverbank.

The designer took a chance and made something that looked different. The buyer valued that difference enough, to buy it instead of a boring alternative. I valued it enough to stop and take a photo of it and share it with thousands of people. It’s a good example of what can happen, when a product or service stands out for all the right reasons.

Smart business owners have figured out that if they dare to be different, they can bake marketing into their products or services.

The temptation to follow our competitors

It can be tempting for us to copy or emulate what we see our competitors doing, but there’s no art there. It doesn’t get people talking about us. It doesn’t give people a reason to recommend us. It’s predictable. Dull. Boring.

Yes, it feels safe to follow the crowd and do what’s expected, but it places huge limitations on our potential. There’s little room for growth in doing average work for average fees – or selling average products for average prices.

Let’s work together and grow your business. To find out more click here!

A simple yet powerful tip to help you overcome procrastination

I’d like to share a wonderfully simple, yet extremely powerful decision making technique with you. It works in seconds and although it involves tossing a coin, it’s probably not what you are thinking of.

So, here it is!

Decision making and tossing a coin

toss coin

The next time you have a decision to make and you are not sure which way to go, toss a coin.

  • The value here is not that the coin makes the decision for you.
  • The value is that whilst the coin is in the air spinning, you will discover which side you are hoping it will land on – which result you want.

This then gives you the answer you need, regardless of how the coin lands.

How it works

It seems that even when we are consciously unaware of what decision to take, unconsciously we have usually already decided. The process of tossing the coin and our awareness that there are just seconds until we know the result, causes us to automatically hope for the decision we want the most. The idea is centuries old and works extremely well.

I hope you find this as useful as I have.

Let’s work together and grow your business. To find out more click here!

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