Today, I have a quick, yet really effective marketing idea to share with you. It’s simply this:
Success comes to the business owners, consultants, freelancers and trainers, who embrace the edges.
Allow me to explain what this means for you and your business.
Why it pays to embrace the edges
Clients will eagerly hire you if your service is measurably better than the competition. The best providers are few in number. They are always in demand. This means they earn the best fees.
Other clients will buy from you if you’re cheaper than the competition. If you know how to scale your business correctly for the low price model, you can make a fortune. And many business owners have.
Some clients will eagerly hire you if your service is measurably faster than the competition. The fastest providers in some industries are always in demand. The 2 hour dry cleaner. The express delivery service. Providers like these are always busy and can charge more, because they solve a problem fast.
- Better.
- Lower priced.
- Faster.
Did you notice what those 3 all have in common?
They avoid the middle ground
Most business owners choose to cling to the middle ground. They’re neither better or lower priced or faster. And as a direct result, they make it impossible to grow their business in any meaningful way.
Impossible?
Think about it: There’s nothing to motivate a prospective client to hire a middle ground provider. Nothing. They’re just average. Average and immediately forgettable. Average and unremarkable. And it’s spectacularly hard, if not impossible, to succeed in an average, forgettable, unremarkable business.
A far, far better approach
One of the first things I do when I work with a new client, is to show them how to get their business from the middle ground to the edge. Once we have done this, we have a massively more motivating proposition for their marketplace. It becomes far easier for us to market their services. Plus, because they’ve chosen an edge, my clients also attract a regular flow of referrals and recommendations.
So, they no longer struggle to attract clients or customers. Instead, they become a magnet to those who value the edge they have chosen to embrace. I recommend you do the same with your business, my friend.
Every one of us needs to intentionally decide where we position our business. I strongly recommend you embrace the edges… and avoid the overcrowded, unremarkable middle.