Typically, business owners buy advertising in order to get the attention of prospects. I’m proposing you consider an alternative. Instead of buying attention with ads, I’m going to suggest you consider attracting attention.

I’ll include some examples of how this works, and I’ll explain some of the huge advantages of organically attracting attention.

Let’s go.

Here’s what we know about small business owners who want to be seen.

• Some of them pay for ads on Google, Linkedin, X and Facebook, etc.
• Others pay to be listed in directories.
• Then there are those who buy ad space in targeted publications.
• And some buy radio ads or pay to sponsor podcasts, etc.
• Or they do a combination of the above.

In those examples, the business owner is connecting with strangers and paying a fee every time. That’s a flawed combination. Why? Buying attention though ads leaves you exposed to the threat of a better funded competitor who will outspend you. I often hear from small business owners who have been priced out of online advertising, including Google Ads, because better funded competitors are outbidding them for the most important placements, words and phrases. And that half page ad you run in a publication, becomes vastly less effective when a competitor decides to invest in a double-page spread for the next 6-months.

If you’re tired of paying ever increasing fees to interrupt strangers or you want to avoid being vulnerable to a better funded competitor, it’s time to consider a different approach.

An attractive alternative

Some business owners attract attention organically, build their own community and nurture their own long-term relationships with prospects. This leads to sustainable growth for the business owner, with increasing, not diminishing, returns.

Can you give me some examples, Jim?

Yes.

Here are a few that came to mind immediately.

• I’m thinking of that wonderful example, where a small business that ‘doesn’t do social media’ is a social marketing star in their target marketplace area. Read it here: This creative marketing idea costs nothing and is super effective.
• I’m also thinking about the local accountancy firm, which provides a free, Zoom class every 6-weeks to help new business owners avoid common mistakes.
• And the art supplies store, which hosts crafting evenings or talks from local artists.
• Then, there’s the author who speaks at events, which compliment the author’s genre. They not only sell lots of books on the day, they also add lots of newsletter subscribers. This further builds their community. Win win.
• Naturally, I’m also thinking of my fellow content creators, who, like me, freely publish useful ideas to the market they serve.

In those examples, the business owner is growing a community of prospective clients or customers. They’re building their very own marketing asset and it increases in value all the time. Their community organically spreads the word, telling friends, colleagues and contacts.

And the connection to that community doesn’t belong to an advertiser or a social network. No. It belongs to YOU the business owner!

Yes, in each of the above examples you’d need to invest some of your time.

However, that modest investment is building you your very own, extremely valuable community. A community who will get to know you, trust you, recommend you, hire you and buy from you.

How do I know?

I know because I use this approach and haven’t paid for advertising in 30-years. So yes, I strongly recommend you seriously think about it.

When you own a high-profit chunk of your marketplace, everything improves. You’ll have no meaningful competitors. Growing your business will become easy. You’ll attract the ideal type of client or customer every time. And you will never again have to compete based on price.

I’m going to show you how to make this happen. I’m nice like that.

Let’s imagine someone is the owner of a small marketing agency. Ironically, that’s one of the most common industries with this problem. Now let’s assume they know that there are lots of ideal prospective clients in need of a new agency. But their agency isn’t getting a big enough share of these wonderful, prospective clients.

By the way, let’s assume this agency 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 answer?

The providers who win the best clients or customers, refuse to be just another superb, well branded example of a professional provider in their industry.

Instead, the winners get intentional. They choose an edge, based on the exact profile of client they want. Then they absolutely OWN it. Their edge gives them their unique voice and allows them to develop a very specific strategy, with which to attract and 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 100% relevant provider. It cuts through the noise and almost instantly commands their attention. 

So choose your edge. Then make it the cornerstone of all your marketing.

It’s how the prospect’s want is hatched.

It’s how you capture their eager attention.

And it’s what motivates ideal prospects to get in touch, who really, really want to hire you. Allowing you to own a huge, highly-profitable slice of your marketplace.

What keeps your prospective clients or customers awake at night?

There are 2 broad answers to that question.

1. The things they’re worried about. Their fears, apprehensions, worries or concerns.
2. The things they’re excited about. Their goals, dreams and the opportunities ahead of them.

Here’s why those answers are critically important to your business.

Urgent attention and immediate action

Anything that keeps your prospects awake at night, is an extremely high priority to them.

Why?

Firstly, it’s where their urgent attention is. Secondly, they’re looking to take action immediately. 

In order to help them, and for you to benefit from helping them, your task is extremely simple. Just 2 things are required from you.

1. You need to determine exactly what they’re worried about or excited about. How? By talking to your marketplace, by listening to them on social networks. It’s easy.
2. You need to clearly demonstrate how your services or products will help them in that key area. How? By providing a powerful message that talks directly to them and their pain or joy.

The vast majority of small business marketing doesn’t do this. This means the door is wide open for you. What an opportunity to thrive. I couldn’t be more excited for you.

Note: This approach works in every economy… BUT it works 10X better when times are uncertain.

This is one of the easiest and fastest ways to dramatically increase your sales or client acquisition numbers. It starts to work for you, the moment your prospects see your new, optimal marketing message.

Discover their need.

Talk to their need.

Provide for their need.

Everybody wins.

Here’s a powerful, proven thought experiment I often use, to help people rapidly increase the growth of their businesses. I believe you’ll find it useful, so here it is.

I’d like you to muse on the following.

1. Think of a business, which offers a unique blend of services, unlike others in their industry.
2. Think of a business, which dedicates time every week to improving its effectiveness in one key area.
3. Think of a business, which is dedicated to customer retention, so it seldom loses a client or customer.
4. Think of a business, which actively builds a valuable network of decision makers.
5. Think of a business, which uses highly effective marketing strategies, so it attracts the best customers.

Now, take a few moments to consider the following. What will happen when that type of business moves into your area, targeting your customers and targeting your future customers.

Here’s how to protect your business, AND make a ton of extra sales along the way.

Let’s go!

Be the threat

Before something like that happens to you, it’s essential for YOU to do it first. Become that threat, to your existing competitors. Take action on every one of those 5 steps above and watch your business grow faster and stronger than ever before.

The hardest part is not applying those 5 steps. There’s lots of ways to put all 5 of them into play. By far, the hardest part is getting started as soon as possible and working on it until your business is protected.

If you’re not quite motivated enough to take action yet, this may help. It’s what we see happen every time a well-prepared competitor targets an area.

• The competitor arrives with a well-planned strategy in place and is making waves.
• The competitor also has total control of the time line. This gives them a massive advantage.
• The unprepared businesses are shocked to find themselves in the middle of a commercial attack.
• The unprepared businesses are left scrambling for ideas as they try to figure out what to do. All the while, the competitor is gaining more and more market share.

In short, don’t wait. Be the threat. Plan for massive success right now. Choose to become that proactive, uniquely valuable, constantly improving threat to your competitors.

Plus, once you get started, you’ll quickly find yourself with more confidence, energy and greater peace of mind. It’s a natural consequence of proactively planning for success.

Photo by Ant Rozetsky

Without doubt, customer experience is one of the most powerful forms of marketing. Here’s a look at why, plus some examples to help your business create an outstandingly valuable experience for your customers.

Let’s go!

Isn’t it just another name for customer service?

Customer experience is a term often used incorrectly. Some use it interchangeably with customer service, but they’re very different things.

• Customer service is about the quality of service you provide to your customers.
• Customer experience is about the feelings your customers experience when they do business with you.

When deployed correctly, your customer experience becomes a powerful marketing asset. It’s an experience your customers will value enormously. An experience they’ll talk about and share with their friends and contacts. And an experience that will make them fiercely loyal customers.

That’s why I strongly recommend you embrace it and optimize it. To get your creative juices flowing, here are a couple of very different types of business, who provide an equally wonderful experience for their customers.

Customer experience in diverse businesses

1. A vinyl record store: When you visit a store that sells vinyl records, you notice something. Customers don’t simply walk in, ask for what they want and leave. No. It’s an experience. Customers connect with the staff and other customers, who are also fellow vinyl lovers. They talk about new releases, decks and cabling, etc. They listen to music.

It’s where they buy music and related hardware. But it’s so much more than that. It’s an enjoyable experience.

NB: Very similar examples can be found in the most talked about cycling stores, book stores and indie coffee shops, etc.

2. My dentist: Yes, it applies to every type of business, including dentists. I enjoy visiting them for my check-up. I look forward to it because it’s an excellent experience. The staff are friendly, welcoming and clearly love working there. The premises are creatively designed to be relaxing, but also to make it easy for patients to chat. The ambience is outstanding. Utterly unlike any other dental practice I’ve ever used.

I’ve lived in my area for well over 20-years and I’ve never seen that dentist advertise. Their patients do that for them, willingly, for free.

If visiting a dentist can be that great a customer experience, yours certainly can.

Your customer experience

I’ve seen amazing examples in every industry and profession. I’m certain it will work in your line of business, too.

What next?

Here’s a useful way to get started. List all the providers that you enjoy the experience of doing business with. Then look for what makes it so good. Write it down. Unpack it.

Now work on how to apply the very best from those experiences, in order to create an amazing customer experience of your own.

Photo by Count Chris