Your time is easily the most valuable asset you have. So in today’s post I’m going to show you an effective way to eliminate time wasters and replace them with high quality, eager prospective clients. The root cause probably isn’t what you’re expecting.
To begin, I’d like you to think for a moment about how similar salt and sugar look. They’re almost indistinguishable to the human eye. Even close up.
So, why don’t people regularly add salt to their coffee by mistake? Sure, at home people know where they keep the salt and the sugar. But when they’re out? Why don’t we constantly see people in coffee shops and restaurants, having salt and sugar related accidents?
Here’s the thing
A salt shaker looks very different from a sugar bowl. That’s why we never pick up a sugar bowl and assume it contains salt. Or vice-versa.
- The container (packaging) gives us powerful clues about what’s inside.
- These clues send us a direct message regarding what to expect.
- They also guide the action we decide to take.
People use clues like this all the time. And that includes your prospective clients. When they need a new provider, they’re looking for guidance that confirms you offer exactly what they need.
So, what kind of decision making clues are in your marketing?
- Do your clues set the right expectations regarding your fees – or do they attract fee-sensitive enquiries?
- Do your clues motivate people to want to purchase now – or do they attract early stage researchers, who’re not ready to buy?
- Do your clues clearly demonstrate what’s great about you – or do they make you seem similar to your lower quality competitors?
If you’re attracting the wrong kind of client enquiries (or too few of them), check your clues. Look at them through the eyes of a stranger; someone who doesn’t already know how outstanding your business is. Then, make sure the picture they paint clearly positions you in the correct way.
You may find it useful to review the marketing of non competing brands that successfully attract the same profile of client that you want to work with. Look for the clues they leave. Then consider how you can adapt their clues, so they work for you and your business.