Jim's Marketing Blog

Marketing tips and ideas to help you grow your business

What you don’t know, will hurt your business

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Successful business owners think different

You, yes you dear reader, are just one step away from someone, who already has a trusted relationship with more of your prospective clients or customers TODAY, than you could hope to reach in the next 10 years! And because this person is already trusted by your prospects, they’ll feel positively toward you when the contact recommends you to all of them.

Yes, there are people in that position who will do that for you.

Yes, this is something that happens all the time.

Better still, it’s just one of many tactics that wealthy business owners use. Tactics that allow them to make massive numbers of sales, incredibly fast!

Why I’m sharing this with you

The thing is, you’re not researching who that contact is. You’re not using a proven strategy to get their life-changing endorsement, either. Even though that tactic can make you rich. I know because I’ve used it for decades with people just like you, and it works in every industry.

Don’t be too hard on yourself.

You’re not working this amazing tactic, because you don’t know about it.

And it’s just one of scores of other powerful tactics, that you don’t know about.

All of which you could be using.

Any of which can improve your life forever.

So, in 2023 you’ll simply carry on looking for more sales leads, paying for ads, networking (oh my word), building your list or trying to get more traffic, or whatever low leverage tactics you’ve cobbled together over the years.

Enough is enough

You don’t need leads, ads, networking groups or traffic.

You need clients. Lots of great clients. And that’s where your focus must be.

If you were one of my clients, you’d have access to the right advice and someone who will help you. So, you would already have used the tactic I just mentioned, and you’d be enjoying the rewards. Today, you’d be looking forward to 2023 with justified confidence and excitement.

You wouldn’t trust an amateur to style your hair. That’s why you go to a professional. Someone who will provide you with exactly what you need.

Now it’s time to quit treating the lifeblood of your business as a DIY job and go to a marketing professional. Someone who will provide you with exactly what you need.

The trick is, be an April person!

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motivation, success 2023

Every year since 2008, January has been the busiest month for visitors here on Jim’s Marketing Blog. By the end of March, the numbers revert back to normal. This year will be no different.

January is also the busiest month of the year for new gym memberships. By the end of March, the gyms are way less busy.

Those 2 facts are not disconnected. And they bring with them a very useful insight into human motivation.

The trick?

The trick I referred to in the title of this post is this. Whether it’s growing a business or getting healthier, the ‘trick’ is to understand that success comes from an ongoing commitment.

Success comes from turning up, being there and doing the work.

Not in January when the motivation is strong, but in April [and beyond] when the average person has quit. So, become an April person and stay the course.

The rewards go to those who finish the race well, not those who start well and fail to finish.

Maximum or minimum can make you a fortune

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Business 2023

There are 2 business models, which have proven time and again to be extremely successful.

In today’s post, I’ll show you how both of them work, PLUS how to keep your current business model and open up a whole new marketplace!

The 2 models I’m referring to are:

  1. Focusing on the maximum you can deliver.
  2. Focusing on the minimum you can deliver.

Let’s start by looking at those 2 models.

The maximum model

The business owner who takes the first option, will focus on providing excellence. They’ll place a premium on exceptional customer service. They’ll set the highest possible standards and achieve them. They’ll need to unceasingly focus on delighting their customers at every opportunity.

There is a marketplace who are desperate to be treated this way. And they eagerly, willingly pay a premium. It’s an exceptionally profitable marketplace, too.

The minimum model

The business owner who takes the second option, will focus on cost efficiencies. They’ll consistently search for ways to lower their overhead. They’ll embrace automation and AI. They’ll know exactly what the minimum required is and then deliver on it.

There is a huge marketplace willing to pay for a stripped back product or service. We see them everywhere; no-frills airlines, feature phones, low price stores, etc.

The minimum model works. Really, really well.

Just don’t land somewhere in the middle

The problem comes if you fail to choose, and end up somewhere in the space between those 2 successful business models.

For example.

  • Better than the minimum quality, but not premium either.
  • Less expensive than the premium brands, but not inexpensive enough for the price-sensitive buyers.
  • Products or services that are absolutely fine, but not remarkable enough for people to tell their friends.

By failing to choose the maximum or minimum model, you land in the anonymous middle ground; where there’s very little interest and where it’s really, really hard to get noticed.

Middle ground businesses are why networking groups exist. They have to push for referrals, because their message doesn’t spread wide enough or often enough by itself. They’re stuck in a frustrating, unending and very expensive fight for attention.

Your highly lucrative, new income stream

Here’s something worth considering. Something that can help your business thrive, whilst still retaining your existing model.

What is it?

Develop an additional, new brand; dedicated exclusively to either the maximum or the minimum edge of your marketplace.

Think about that for a moment.

This gives you the safety net of your existing model. Plus, it provides you with all the amazing opportunities that come from serving one of those highly lucrative edges. It opens up a lot of potential, yet with relatively low risk.

Yes, it takes planning. But I’ve worked on this with many clients over the years, and the results can be spectacular. It will allow you to open up a whole new legion of prospective customers or clients. I’ve seen what’s possible and it’s definitely worth considering, as part of your business development plans.

A lazy attitude limits your altitude

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industrious attitude, lazy attitude

Back when I was at school, I remember one of my teachers grading my work with an F, and I was lucky to even get that! Mr King also included the following 2 words: Lazy attitude! He was a great teacher and he was absolutely right.

He knew the distance between what I was capable of, and what I actually achieved. It took me a while, and a few more failures, but I eventually learned from it and have benefited from an industrious attitude ever since.

Working attitudes

Today, aspiring business owners often ask me for a tip that will help their business idea to succeed. I tell them that no matter how amazing their business idea is, it’s no match for a lazy attitude. Doing the work, all the work, is essential for success.

I then share how an industrious attitude to business manifests itself, compared to a lazy attitude.

Industrious attitudes

Those with an industrious attitude will get an amazing business idea. Then, they’ll find out what needs to be done, and do all the work required. Their idea stands a good chance of success.

But that’s not all.

Because these people have an industrious attitude, they’ll keep on working at it. They’ll keep on doing the right things correctly, achieving success upon success.

Lazy attitudes

Those with a lazy attitude will get an amazing business idea. Then, they’ll find out what needs to be done. But they’ll refuse to do all the work required. They will avoid tasks that are essential, but are outside their comfort zones. Consequently, their idea has absolutely no chance of success.

But that’s not all.

If they choose to stay in their comfort zone, they’ll keep failing to do what’s needed, suffering failure after failure.

Ditching a lazy attitude once and for all

1. There’s no comfort in your comfort zone. None. It’s a place of regret and lack.

2. Hard work is overrated. Great ideas are overrated. But when you put the two together, there’s no limit to what you can achieve.

Any of us can choose to leave the fake comfort of a comfort zone. It will take time. It will be hard. But it’s literally the only possible way to succeed and keep on succeeding.

What they want, not what you want

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Marketing focus

Which of these approaches do you find the most compelling?

  1. I wrote this blog post, now I want you to read it.
  2. There’s an idea I believe your business will benefit from, so I wrote this post for you.

And which of these 2 do you prefer?

  1. I recorded a business podcast, now I want you to subscribe to it.
  2. Business owners have some pressing challenges, so I created a podcast to help you.

Your marketplace is far more attracted to the second approach in those examples.

Despite this, almost every small business marketing message is based on the first approach. They market from a self-focused mindset, rather than concentrating on the needs (or wants) of their marketplace. And it loses them sales and client enquiries, all day every day.

Smarter marketing

Your marketing needs to be smarter than that, if you want people to hire you or buy from you.

Remember: Every business exists in order to solve problems. Your prospective clients or customers don’t care about what you want. They care about answers to their problems.

What next?

Spend some time reviewing your marketing. Shift the emphasis of any self-focused material, from what you want to what they want. Show them how passionate you are about helping them. Show them you care. And make solving their problems the cornerstone of your marketing messages.

Attract more clients with The Fine Print

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the fine print, marketing, the small print

I have something a bit different for you today. It’s a marketing tactic that helps influence people to buy from you or hire you, by destroying preconceptions about the fine print we often find in marketing messages.

Here’s what we all know about the fine print, before we even read it. It’s going to be some kind of disclaimer, informing us that the product or service they just told us about, isn’t as good as they made it sound.

This got me thinking.

What if my clients were to do something amazing and flip the fine print, so that it was a marketing asset for them?

I developed the idea in full. Then, I tested it and measured the results. Finally, I rolled the tactic out to my clients.

Here’s what happened.

Flipping the fine print

My idea was to create a big and positive impact on their cautious prospective clients [or customers]. The kind of prospects that read the fine print. Those who made bad purchasing decisions in the past, or who just like to be thorough.

Anyhow, what I did was to add fine print to my client’s marketing material. But instead of it containing a disclaimer, it gave their prospective clients an additional, motivating reason to make the purchase.

Think about that for a moment: The prospect is braced for a disclaimer, but they find a powerful benefit of my clients product or service, instead. That’s marketing dynamite!

  • It shattered negative preconceptions that their prospective clients might have had.
  • It was memorable for all the right reasons, with prospects often mentioning that they spotted it and it made them feel more reassured.
  • It built trust in my client’s services or products.

And this all combines and compounds, to make the buying decision that much easier.

Hold that thought.

Your prospective clients

Now, let’s think about your prospective clients.

How do you think they would feel about your services, if you added fine print to your marketing, which contained the same kind of preconception-shattering, motivating benefit?

Could it have a similar, positive impact on how your prospects feel about hiring you or buying from you?

Based on years of seeing it work in my client’s marketing, if you do it correctly, I believe it absolutely could.

Your economy is specific. The economy is general

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your economy, the you economy

The economy is general. It’s determined by outside factors.

Your economy is specific. It’s determined by you.

Your economy is what matters. That’s because it is always your actions that determine your results.

We saw this everywhere during the pandemic lockdowns, with businesses in the same industry, in the same towns, serving the same marketplace; one would flourish and the other would fail.

Same restrictions.

Same opportunities.

But massively different outcomes.

Your economy and amazing opportunities

Every business owner today, who’s doing the right things for the current landscape will thrive. I know because I work with these business owners every day. We’re working on their economy. We’re focused on the things they can control. It turns out that’s 100% of what actually matters, for the success of their business.

And remind yourself that every time we see economic uncertainty, the number of new opportunities multiply. Look for the new needs and new wants of your marketplace. Their needs and wants are begging for you to provide solutions. Bring them your new ideas, new products, new services and new packages, etc.

The opportunities are all around you, so start developing your economy now.

Forget networking events!

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Forget networking events

A caller once asked me on a live radio show, for tips on how to work the room at a networking event. I can still remember the shock in their voice, when I gave them my answer. However, the listeners found it really useful, so I thought I’d share it with you.

Here it is. Drum-roll please…

Forget it!

I explained that I wouldn’t spend much time, learning how to get the most from networking events.

No. I wouldn’t spend any time whatsoever on it… none, zero, nada.

Instead, I suggested they focus on ‘why’. Specifically, why they needed to go to networking events. Why their clients, website, social networks, newsletter, customers and contacts weren’t providing all the leads their business needs.

Whenever a business isn’t attracting enough sales or new clients, it’s always because they’re neglecting something. So, rather than pestering strangers at networking events, I offered a few alternative strategies.

Attract interest rather than pestering strangers

Here are some of the things I do for my clients, which work extremely well.

  • I bake marketing into my client’s products or services. This means making their products or service so remarkable, that they almost market themselves. Just think about that for a moment.
  • I create a story about their business, which is so remarkable their marketplace want to share it.
  • Most importantly of all, I put an FTA structure in place for my clients. It’s extremely effective. Here’s what an FTA structure looks like.

So, be kind to yourself. And choose marketing that actually works for you. Marketing that allows you to focus on what you do best.

On reflection

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Someone emailed me with a question, which I’d love to share with you.

She wanted some free advice, on how to “deal with the losers” who ask her for free advice.

The lesson here? It pays to look in the mirror before we’re critical of others. With a little reflection, we may learn something about ourselves… or avoid looking silly.

Scientists agree: First impressions are crucial to sales success

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first impressions, initial impressions, more sales, get clients

First impressions count. And they count far more than most people know.

Alex is a web designer.

Think for a few moments about the mental picture you’ve just built of Alex.

With only a name and job title, you’ll have almost instantly started to think about how they look.

Perhaps, you’ll have pictured them dressed a certain way.

You may have decided they’re arty. Or maybe a bit of a geek.

Here’s the thing. Your first impression of Alex wasn’t based on who she really is.

It can’t possibly be!

Your impression was based on what your perception of a web designer is.

How to create high value, first impressions

Using Alex as an example, try thinking for a moment about the initial impression a prospective client or customer gets, when you describe yourself by your job title, industry or profession.

Remember to include the fact that some people, perhaps many, will have had a bad experience with one of your counterparts, before encountering you. This is an important factor to take into consideration.

If we want prospects to form a powerful first impression of us, based on the huge value we bring, we need to start by focusing on that value.

initial impressions, first impressions,

Here’s an example of what I’m referring to.

When Alex describes or introduces herself, she starts with something very like the following:

“I help companies attract high quality clients and sales, with websites that deliver consistently outstanding results”.

Alex is a former client of mine. So I know that her description works extremely well. You only have to consider how your impression of her radically changed, when you read it!

But that’s not all.

Something else happens

When you intentionally guide a prospect’s first impression, you also switch their perception of your service or product, from a cost to an investment.

  • Yes, on an intellectual level, most business owners know that there’s a difference between a cost and an investment.
  • But on an emotional level, many still regard the procurement of a new service or product as a cost. And sales are made based on emotions or feelings, way more than on logic.

By encouraging them to focus on the value you bring, it’s easy for them to firmly position you as an investment. This dramatically increases the likelihood of them hiring you or buying from you.

What about the science part?

Remember at the start where I mentioned how scientists have proven this?

Well, they have.

Well, they have. Back in 2014, scientific research confirmed that first impressions are so powerful even facts won’t change them. In other words, once they have formed their initial impression of you, positive or negative, that’s how they will regard you and value you… even when facts show them that their impression is wrong.

Let’s recap first impressions

  1. You set the foundation, upon which prospective clients or customers will form their first impression of you.
  2. If you start off by referring to yourself by your job title, industry or profession, you’ll create potentially damaging preconceptions.
  3. By intentionally starting off your conversations, presentations and marketing messages with the value you bring, you position yourself far more attractively to prospects.
  4. You also switch the perception of your services or products, from costs to investments.
  5. This all combines to dramatically improve your results.

In short, people will form their first impression of you, regardless. It’s your job to make certain that your marketing and sales presentations / demos form the right impression. An impression that builds trust and value. An impression that makes buying from you or hiring you the obvious choice.