Jim's Marketing Blog

Marketing tips and ideas to help you grow your business

Ignore the uninterested. Target the unhappy. Here’s why!

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marketing focus, unhappy, uninterested

If your marketing is not attracting enough paying clients or customers, I have an idea to share with you. It’s based on a strategy I use with my clients and the results are amazing.

It starts with a foundational truth of marketing.

You can make a fortune if you market to the right kind of people. However, you will waste time and money, if you market to the wrong kind of people.

So, who should you be marketing to? And why?

Allow me to explain.

Ignore the uninterested

No matter how great your service is, people who are delighted with their current provider are highly unlikely to switch to you. That’s because they’re not looking for a new provider. They’re simply not interested in dumping a service, which they trust and are extremely happy with.

We call the people who are not in the market for your services, the uninterested. Whilst it is possible to sell to those with no interest, it’s an extremely low leverage activity.

It’s also totally unnecessary.

Focus on the unhappy

It makes a great deal more sense to focus on those who are eagerly looking for a new provider. We call these people the unhappy. They are actively in the market for what you’re offering. They’re ready to make a purchasing decision. They are the exact type of motivated buyers your business needs. I wrote this post about how to get your prospects’ urgent attention and immediate action, which you might find helpful.

Certainly, build an awareness of how great your service is. Make it easy for people to find you, when their relationship with their current provider sours. That goes without saying. However, if you want to quickly connect with people who will give you their full attention AND who are ready to hire you or buy from you now, create a marketing strategy that focuses on attracting the unhappy.

This is a specialist area of marketing and not suitable for dabbling with. But when you acquire the correct strategy, it’s hugely more financially rewarding than the typical, let’s see who responds to our marketing, approach.

The retailer who’s killing his business

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marketing content, copy

There’s a powerful marketing lesson I’d like to share with you, from my own personal experience.

I visited a store yesterday morning. In the space of just a few minutes, they damaged their reputation and lost at least 2 customers instantly. They will almost certainly have already lost more by the time you read this, as the story has now surfaced on a local Facebook group.

Here’s what happened.

I was standing in line waiting to buy a new razor, at a local, independent store. A customer in front of me was trying to exchange a faulty hair dryer she’d bought from them. The hair dryer was, apparently, 2 days past the store’s return policy. The customer tried to explain that she’d just returned from a 14 day business trip and couldn’t return it sooner.

The guy at the store wasn’t interested. He just kept loudly telling the customer there was nothing he could do. The customer left the store, vowing never to return. I put my purchase back on the shelf and decided to buy a razor elsewhere.

A better approach leads to a better result for everyone

The guy at the store was wrong when he said there was nothing he could do. There were a number of useful things he could have done.

  • He could have listened to the customer as she explained her situation. Instead, he chose to avoid eye contact.
  • He could have looked at her passport, when she showed him the stamps that proved she returned to the country yesterday. Instead, he chose to look away, rolling his eyes.
  • He could have spoken to the customer with empathy. Instead, he chose to keep repeating the same mantra, over and over.
  • He could have been flexible because of the customer’s situation, offering her a working hair drier or maybe a discount on a second one. Instead, he chose not to.

And he could have turned the customer’s problem into a positive story.

He could have given her a remarkable customer experience, which she would share with her family and friends. After all, he’d sold her a defective product and her passport stamps (which she showed him) proved she’d been out of the country until the previous day.

Instead, he chose to give the customer a very poor experience. The kind of experience she has since used as a warning, via a popular local Facebook group. When I last looked, her story had almost 100 reactions, with comments from others who’d had similar experiences.

All this is happening, when the store had a great opportunity to delight a customer and give her a positive story to share. It would have cost them pennies.

Small business should play to our strengths

As an independent business, they had the flexibility to deal with that situation in any way they wanted. And that’s exactly what they did. Whether the guy who served the customer was the owner or an employee, it was clear that they operate a rigid returns policy.

Certainly, the retailer needs to avoid customers taking advantage of them. However, it was very clear that this customer was an exceptional case. This is the exact kind of situation, where a small business can use their agility and win a client’s goodwill and loyalty. It’s a golden marketing opportunity. (I wrote this piece explaining why everything in business is marketing that you might find useful).

Our customers will talk about us, regardless. It’s the way we look after them that determines the kind of story they share.

Let them make you better, not bitter!

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marketing, usp, different

There’s an old saying that tells us, let your past make you better, not bitter.

Business owners should use a revised version of that saying, let your competitors make you better, not bitter.

I’ve worked with thousands of business owners over the years and noticed a strong tendency, for them to drastically underestimate their competitors. This then creates bitterness, especially toward the most successful of their competitors. It seems totally unfair.

I get to see both sides. And there’s always a reason why one business is ahead of the pack.

  • They market their services extremely effectively.
  • They offer an outstanding service.
  • They offer a unique variation of a service.
  • They do all of the above, plus more.

The most useful place to look when our business is struggling against competitors, is the mirror. We’re either failing to market our business as effectively as they are, (or / and) we’re offering a less valuable service. This means we either need to improve our marketing, or we need to improve what we do. Preferably both.

It isn’t luck.

It isn’t magic.

It is fair.

And it produces predictable results. Every. Single. Time. But only if we care enough to do it correctly.

A genius marketing idea from a 19th century artist

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Back in the 1800’s, Edgar Degas said: Art is not what you see, but what you make others see.

The same is true of great marketing

Successful marketing paints a compelling picture in the mind of a prospective client. It doesn’t list a series of facts or features. Instead, it talks directly to the needs and wants of your clients. It paints a picture of how you can help them. It illustrates how you’re passionate about helping them. Everything is rooted in what’s best for them. Everything.

Ineffective marketing paints a picture of the provider. It’s all about their business and the products or services they offer. It’s dry. It’s dull. It’s forgettable. And it fails to motivate people to take action.

The message, my friend, is simple. If you want to attract better clients, paint better pictures.

Have an unfair advantage over your competitors

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unfair advantage

Today, I’m going to give you an unfair advantage over your competitors.

I was just 29 years old when I started my first business. So I made darn sure to seek out as much advice and as many tips as possible, from those with lots more experience. That’s when I discovered what I’m about to share with you.

It’s so effective, I’ve used it with great success ever since!

It came from my first accountant, back in the 1990’s. He suggested I work 1-hour a day longer, than the average for my profession. This is what he himself did, and it gave him what he called “an unfair advantage” over his competitors.

I did as he suggested and the results were amazing.

Your unfair advantage

Here’s how it works, in just 3 steps.

  1. I’m an early bird, so I chose to start work an hour earlier than others in my profession. You can equally add your hour to the end of the day, or add 30-minutes to the start of your day and 30-minutes to the end.
  2. I would finish around the same time as them, so I just worked 1-hour more.
  3. The pay-off: Over the period of a working year, this gives you an additional 6 weeks (based on the typical 40-hour working week). That’s an amazing one and a half months worth, of extra, highly-productive time, to produce, create and deliver for your clients or customers.

The positive impact on my results came fast and were easy to measure.

But that’s not all.

You automatically get another unfair advantage

Yes, it genuinely helped me get a lot more done. But it helped in another way, too.

By knowing I was working while my counterparts were not, it provided me with an instant, mental advantage. It made me feel that I was more committed, more motivated and more driven than them. This may not have been true, but the inspiration it gave me, and still gives me today, is absolutely true.

If you’re in a tight spot right now or just want to give your business a sustainable, measurable lift, I strongly recommend you give yourself this unfair advantage!

Get more referrals with this simple idea

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marketing, referrals, word of mouth recommendations

Give this a try.

  • Think of some amazing things, which you would LOVE your marketplace to be telling their friends about your business.
  • Write those amazing things down.
  • Next, put a plan together of what you will need to do, in order for your marketplace to say those amazing things.
  • Finally, get to work on your plan.

This is a switch of focus, from the vast majority of advice on getting referrals.

Most referral advice is about how to motivate others to recommend your services or products to their friends and contacts. How to change their behaviour.

This advice is focused on you taking direct control. It’s about you crafting an experience, which makes people want to recommend your services or products.

People are naturally hardwired to communicate with each other. When we give our marketplace an experience worth talking about, that’s exactly what they do.

The wonderful thing about this, is that it means your referral stream is always, always under your direct control.

Why you need a story. From the original Mad Man

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marketing, business, brand, story, ogilvy

Someone recently asked me why her business needed a story. She thought it was, “a load of trendy nonsense”.

When I answered her question, she emailed me back to say it had changed her perception completely. She said it would improve her approach to marketing forever.

So today, I decided to share my answer with you. I hope you find it just as useful.

Why your brand needs a story

My answer begins with a quote from advertising legend, David Ogilvy. Ogilvy was the inspiration behind the hit TV show, Mad Men.

Here’s what he had to say.

“There isn’t any significant difference between the various brands of whiskey, or cigarettes or beer. They are all about the same”. “[…] The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand will get the largest share of the market at the highest profit”.

That message isn’t new. It was written decades ago, as you can tell from the examples he uses. But it’s even more valid in 2023, than when Ogilvy shared it.

Think about it. Apple’s iPhone is the best selling mobile phone in the world, despite being one of the most expensive. It doesn’t have the best display, the best camera, the best signal reception or the best battery life.

But it does have the best story.

Emotions drive decisions

Your prospective clients or customers are motivated by emotions, far more than logic. The way they feel about you and your brand, is what will drive their decision to hire you, buy from you and recommend you. And it’s your story, which determines how they feel about you. (I explain why in this post, Does your business pass the coffee shop test?, which you might find useful).

Build a story, my friend. A story that people will embrace and share.

Is it easy? No. It takes a little creativity.

Is it possible? Yes. Very possible.

Is it worth the effort? Absolutely.

Suddenly it smashes you in the face!

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Jim Connolly marketing, fix your marketing

Marketing tactics and strategies seldom fail overnight.

Instead, they become a little less effective over time. The decrease in effectiveness is usually so gradual that for weeks, often longer, you hardly even notice it. Then you look at your sales leads, your upcoming sales meetings and your sales figures and the reality of the situation kicks in.

Your marketing is no longer effective and you’re about to feel some real pain, unless you resolve things.

One guy went 5 months without a sales lead, before he contacted me. He said, and I believe him, that he hoped it was just a long blip, and that things would pick up ‘next week’. It was only after his bank refused to increase his lending that he reached out for help.

That months-long period is how marketing problems usually manifest themselves. There’s a slow, very gradual decline in results. Then suddenly the numbers punch you in the face. It’s at this point, where most business owners will take action.

Other business owners do things differently.

Here’s what I see regularly, with new clients. They have been keeping an eye on their marketing and the results generated. They then paid extra attention as soon as they saw a negative pattern emerging. The moment they believed there was a bigger problem ahead, they contacted me.

So, why do most small business owners hesitate?

There are a number of reasons behind the decision of some business owners, to wait longer than others, before proactively taking control of their problem.

Here are the reasons I hear most commonly from new clients.

  • Some are sat on a fat bank account, which decreases their hunger to fix things. They’ll try to ride it out.
  • Some hate the idea of change, so leave it as late as possible.
  • Some have far less motivation or need to make money, as the vast majority of their family income is from their life-partner, wife, husband or parents.
  • Some have a well-paid job and their business is really just a hobby or pastime.

It boils down to different circumstances and different attitudes.

Whatever your current situation or mindset, marketing problems are easier and faster to resolve, the sooner you get started. Because the moment you start doing the right things correctly, you change the direction of your business.

Obligated to succeed

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marketing, professional , excellence

You’ve connected with a prospective client or customer.

You’ve taken time to fully understand their needs.

You are now absolutely certain that your service or product is exactly what they require. Experience of your industry assures you that they won’t find a better match than you, anywhere.

You now have a professional obligation to the prospect. Your obligation is to make sure they don’t make the mistake of hiring or buying from another provider.

Your professional obligation

The reason you have an obligation, is that as a professional, you always act in the interests of the market you serve. You have no way to know just how badly people will be served by one of your competitors. The only thing you can know for certain, is that you take great care to provide your clients with a superb, professional service. In short, your prospect needs you!

Okay. Please hold that thought for a moment.

Now consider your next conversation with a prospective client.

Before you begin, simply remind yourself of the facts above; that you can provide exactly what the prospect needs, that you’ll serve them better than any of your competitors and that the prospect needs you.

Here’s what often happens

Having shared this idea with countless business owners over the years, here’s what I have found again and again.

By approaching the conversation with your prospect, mindful of your genuine commitment to their best interests, it improves how they feel about you and how they feel about what you say.

Interestingly, you don’t need to deliberately change the words you use.

Why?

Because what you’re doing is 100% sincere.

It’s natural, not scripted.

It’s genuine, not a trick.

What changes by default, is how you communicate; your eagerness to listen fully to what they say, the cadence of your conversation, your facial expressions and your body language, etc. You’re now communicating with them as an ally who is looking out for them and their best interests. Because that’s exactly who you are, and it’s exactly what you’re doing.

It all stems from a simple reminder of how much you care for your clients, and how committed you are to delighting them.

The false assumptions that ruin your marketing results

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marketing, assume nothing

Unsure why you’re attracting too few sales or too few clients? It could be down to false assumptions. Allow me to explain.

I’m sure you’ve heard the old saying, ‘if the words don’t add up, it’s usually because truth wasn’t part of the equation’. Here’s my marketing equivalent, ‘if the numbers don’t add up, it’s usually because truth wasn’t part of the equation’.

In other words, when your sales numbers don’t add up the way you expect, it’s usually because false information entered the equation. False information, rooted in a false assumption, to be precise.

Here’s a very common example of what I mean.

Failing to check the source

Small business owners are often poorly advised. If they wrongly assume the advice is correct when it’s false, and then follow the advice, they’ll lose money, waste time and miss opportunities.

The golden rule here is to always check the source of advice, before you act on it.

For example, if a sincere friend gives you marketing advice, make sure they have the marketing background required. As Jim Rohn used to tell us, sincerity is not a test of truth. It’s possible to be sincerely wrong!.

Equally, before you pay for advice from a marketing provider, check them out. As you may have already discovered, there are plenty of ineffective marketing providers out there.

The easiest way to check a marketing provider out is to look at how they market their own business. Effective marketing providers attract clients via referral and reputation; so people already know us and our work long before they hire us. Less effective marketing providers are unable to attract enough clients or get enough referrals. You find them at networking events hunting for clients or on Linkedin pestering people for leads. That’s a huge red flag.

Here’s another cause of false assumptions.

You need more sales, not more leads

Imagine the following scenario.

A small business owner urgently needs more sales or more clients. However, they make a false assumption. They wrongly assume they need more sales leads or client leads.

Their focus is now on lead acquisition tactics, when it should be on sales / client acquisition tactics. As a result, they get leads, maybe lots of leads, but few additional sales or new clients. In short, they got what they went for, leads, but they went for the wrong thing. They should have focused on bankable results.

For those who don’t know, in most cases you can attract clients or customers massively faster without spending time or money on lead acquisition or advertising. Only after direct, faster options have been deployed would I consider lead generation.

What next?

When it comes to marketing your business, make it a habit to never assume anything. Check your sources. Ask relevant questions. If you do, you will dramatically increase your chances of finally getting the results you deserve.