Lawrence from New Jersey emailed me with a great question. He wanted to know why I don’t provide any step-by-step marketing guides.
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.
Why?
Because by using the same marketing approach as your competitors, your marketing becomes identical to theirs. You become camouflaged. This makes it very, 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 noticed by 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, so you are the one who gets hired.
- 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.
However.
The marketing guides available via blogs, websites, seminars, webinars, and books, etc., are designed to be used by a wide range of business owners. This means you end up with the same generic marketing ideas as everyone else.
That’s the recipe for how to be ignored! It’s also the total opposite of what you need. And it explains why I don’t provide step-by-step guides.
Instead, I strive to encourage you to stand out. To get specific. To take your marketing seriously. Because that’s the only way to get the attention you need, the sales you need and the results you need.