WARNING: This is a frank discussion about marketing strategy for truly awesome entrepreneurs and their amazing business
I can talk about marketing strategy for days… but after all the theory is gone, it all boils down to 1 thing… How much money can you spend to acquire 1 new customer?
Guess what? The guy who can spend the highest amount of money to acquire 1 new customer… wins.
Plain and simple.
Obviously there are 2 ways to do this:
1 – pay less for each new customer
(this is tracked by measuring “Cost Per Profit” or “Cost Per Lead”)
2 – increase the profit that each new customer holds
(this is tracked by measuring “Allowable”)
If you’re smart – you make sure you’re always striving to do both. You should.
But all of that stuff aside… it’s going to be impossible for you to get paid what you’re really worth if you don’t get really good at communicating your true value to the correct people.
You see, SO MANY amazing entrepreneurs I meet systematically CHEAT THEIR CUSTOMERS out of the true value they could deliver to them and in the process… they cheat themselves, their employees and indeed their families out of the revenue they COULD be generating in exchange for delivering that value.
Wouldn’t it be great if you could…
- Get paid what you’re really worth
- By customers who LOVE you
- Who you can TRULY help and serve like no one else
Well, you can. And you only need to fix 3 things.
HORN TOOT MOMENT: I have successfully DOUBLED or otherwise radically increased the prices of the awesome entrepreneurs I’ve worked with, simply by getting really good at these 3 things.
STEP 1 – “Who are you?”
Get serious about figuring out WHO you are.
WHY ARE YOU AWESOME?
What is the most valuable thing you can help people do or obtain?
If the way you think right now is “I’m just a guy who sells _____.” you are seriously shortchanging yourself. You are NOT what you sell. You are a real life person. There’s a bunch of stuff you’re AWESOME at, and – if you’re like me – an even longer list of stuff that you REALLY SUCK at.
If you’re going to get what you truly want in business you need to get clear and honest with yourself… what makes you tick? What makes you get up early and stay up late? What is the most valuable thing you can do for someone else?
You need to discover this, document it and embrace it.
STEP 2 – “Who are they?”
Simply put, who is the person who wants the amazing, valuable thing that you are uniquely qualified to deliver?
Identify the desires or goals that triggers a person to need what you have!
Doing this well has some side-benefits. As a bonus, you’ll also learn:
- Where do they hang out?
- What do they like / dislike?
- What to they fear?
- What excites them?
Clearly identifying who your target is, makes it super easy and simple to put your message in the right place, in front of the right person at the right time. That’s right – get selective. You don’t want or need to reach everyone ”in your market”. (That costs a pile of cash and brings you customers you probably don’t want anyway!) You only want to reach the people who will be automatically attracted to your business because of YOU.
This is the big lesson here… being very clear about WHO YOU ARE and WHO YOU SERVE – helps the correct people identify and align with you, with surprising little work on your part.
STEP 3 – Bottom line it for them.
Position yourself in a market of 1.
If you’re reading this right now you’re likely competing against a number of other businesses who are all trying to sell the same thing to the same people in the same area at the same time.
I hear it over and over, “My market is people who want to buy ______.”
Listen, if you’re WAITING for your target to wake-up one morning and raise their hand because they are ready to buy… you’ve already lost – game over.
Because there are 100 other people ready to sell them what they want and it’s going to be virtually impossible to differentiate yourself on any meaningful basis.
Why are you placing your business in such a wide field of competition?
This is your key opportunity to learn about the things that trigger your prospect to respond, the things that truly drive their actions… and make them an offer that truly helps them in the pursuit of a goal they have, or a lifestyle they aspire to.
Quit just selling stuff.
Results and outcomes are far more interesting and worth a hell of a lot more!
You could choose to be the person that:
A) is selling the fanciest, most expensive, most high-tech vacuum cleaner there is
B) the person who will remove all the allergens out of your home so your children don’t have to suffer with allergy and asthma symptoms
If B is the thing I’m really after – offering that out loud makes me automatically attracted to you. And because the promise of the outcome is exactly what I want to achieve, purchasing that outcome is worth more dollars to me than the vacuum cleaner alone.
The side bonus is, thinking this way makes it substantially easier to get more new leads entering your business all the time. It sounds like this…
“If you want ____ to happen to you, here’s where you start…”
So, start playing, start tweaking.
If you don’t want to go it alone, schedule a call with me and I’ll give you some feedback.
But the important thing is you start CHANGING.
Making these types of strategic shifts in your business carries almost NO RISK of failure! If you get it wrong and totally screw up – what’s the worst thing that’s going to happen to you? You’ll stay the same. (Which I’ll admit – IS pretty bad – isn’t it?)
About the Author: Conrad Flynn
Hi, I'm Conrad Flynn, a direct response specialist and all around marketing geek! I'm the founder and chief strategist at Concur New Media, a boutique direct response online marketing agency. I'm also a coach, trainer and speaker on new media and marketing topics.