Image: Harnoor Dhaliwal
Most small businesses make the exact same, expensive mistake with their marketing. And once I tell you what it is, you’ll notice it everywhere. Maybe in your own business? If so, you’ll find what I’m about to share extremely valuable.
Because if you choose to fix this problem, it will dramatically increase the volume and value of your sales.
Here’s what the problem looks like and how to resolve it.
Let’s imagine someone is the owner of a communications agency, (as that’s one of the most common industries with this problem, along with marketing, design, law, hospitality and retail). Now let’s assume they know that there are lots of ideal prospective clients in need of a new agency. BUT their comms agency isn’t getting a big enough share of these wonderful, prospective clients.
By the way, let’s assume this company also has a well designed website, nice branding, some kick ass testimonials and experienced team members. As well as all the services you’d expect.
Given there are lots of outstanding prospects out there in NEED, why doesn’t this well-equipped provider get a really big slice of their market?
Yes, there are lots of wonderful prospective clients out there with a very real need. But unless those prospects WANT to hire you to fulfil their need, they’ll go elsewhere. And because the vast majority of businesses in every niche look similar, they each end up with a small slice.
You see, prospective clients EXPECT a well designed website, nice branding, kick ass testimonials and experienced team members. They expect to see a familiar list of services. As such, nothing there creates ‘want’. Nothing. Even the most beautifully crafted branding is no match for a predictably dull range of services / products and promises.
The providers who win the best clients or customers, refuse to be another superb, well branded example of a professional provider in their niche.
Instead, the winners get intentional. They shun the predictable. They choose an edge, based on the exact profile of client they want. Then they absolutely OWN it. Their edge gives them their uniquely individual voice and allows them to develop a very specific set of tools, with which to attract then utterly delight their ideal profile of client.
This gets them noticed by prospective clients who WANT a provider with that edge. Prospects are powerfully drawn by the connection they sense, when they encounter a radically more relevant provider. And they feel the attraction instantly. It’s so refreshing when contrasted with the ocean of similar looking, similar sounding competitors.
So choose your edge. Then make it the cornerstone of all your marketing.
This is how the prospect’s want (desire to hire you or buy from you) is hatched.
This is how you capture their eager attention.
And this is what motivates ideal prospects to get in touch, who really, really want to hire you. Allowing you to own the most profitable slice of your marketplace, ahead of your competitors.