Lawrence from New Jersey emailed me with a question. He wanted to know why I don’t provide any step-by-step marketing guides in my blog posts. Here’s my answer. It contains an exceptionally valuable marketing tip, which I hope you find useful.
The thing about cookie cutters
Cookie cutters are extremely effective when you’re making cookies. They let you produce lots of identical looking cookies, very fast.
Conversely, a cookie cutter approach to marketing is of very little value.
Because by using the same marketing approach as your competitors, your marketing becomes identical to theirs. You become camouflaged. This makes it very hard for prospective clients to find you. And when they do find you, you’ll seem way too similar to your competitors, so there’s no reason to contact you. Oh, and if they do contact you, they’ll be price-sensitive.
Throwing away the cookie cutter
Successful marketing is about standing out. It’s about being visible to all the right people and giving them a compelling reason to hire you or buy from you. And for that you need an individual approach.
- You need marketing that sets you apart from your competition.
- You need marketing that gets you noticed for all the right reasons, by all the right people.
- You need marketing that’s specific to you, your unique business, your unique situation and your unique goals.
The challenge here, is that the marketing guides available via blogs, websites, seminars, webinars, and books is designed to be of value to a wide spread of business owners. And industry specific marketing advice is even worse, as it gives you and your competitors the same ideas, so you just cancel one another out.
That’s the exact opposite of what you need. It’s also why I don’t provide “step-by-step” guides on Jim’s Marketing Blog. They’re of no value to you. Instead, I try to inspire you to stand out, get specific and take marketing seriously. It’s the lifeblood of your business.
If you find it hard to get noticed. If you get too few sales leads. If you get too few client enquiries. It’s because your business is telling you something. It’s telling you to stop dabbling with general marketing and start getting specific.
That’s the only way to get the attention you need, the sales you need and the results you need.