In this post, I’m going to share the answer to one of the biggest and most important problems facing business owners.
A fundamental truth
When we encounter outstanding value, we take action. We make a purchase. We tell our friends, so they don’t miss out.
- At no point do we need to be pestered to make a purchase.
- At no point do we need to be pestered to spread the word.
The 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 capture their attention. It will motivate them to hire you, 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. [That’s why we call effective marketing Viral Marketing].
There should be no need whatsoever to keep pestering the same people again and again with your marketing.
However…
- If you’re telling people about your service, yet they don’t hire you or tell their friends about you, you must take heed.
- If your clients are not a very regular source of new clients, you must take heed.
You need to listen to the silence. It’s telling you something. 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.
Confronted with this feedback, the typical small business owner does the exact opposite of what they need to do. Instead of pumping massively more value into their service or product, they look for magical ways to market an unattractive service, which no one is talking about.
Marketing begins with the service or product you provide
When I work with a new client, we start by making their service irresistible. I show them, often simple ways, to make their service vastly more attractive to their prospective clients. It’s only after this, that we dazzle their marketplace with the powerful mix of their newly-irresistible service and highly effective marketing.
Get those 2 elements right and the sky is the limit!
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