A Surefire Marketing Strategy that Almost No One Ever Does
Painful though the recession is, it does have its upsides.
One of those is change.
In a period of stability, established firms have the advantage. Stability means that what worked days gone by will work today. And so potential clients primarily look to firms with long track records and client references.
When turbulence hits, everything changes. What worked days gone by no longer facility today. The long track records, testimonials and references count for less.
Clients want to know “what’s working now?”, “what facility in a recession?”. Days gone by’s answers no longer seem so relevant or valuable.
In this environment a new firm with fresh thoughts can thrive.
But they can’t be unproven thoughts.
When clients question “what’s working now?” they don’t want to hear untested concepts or thoughts on what might work. They want someone to tell them what’s working right now for other businesses (or individuals).
How can you tell them that?
You have to do some work. Some research. Find out what really is working now. Analyse or interview successful businesses in your niche. Figure out what they’ve done that made the difference. Extract the common themes and package them into recommendations.
Semms like hard work? Excellent.
You see, because it’s hard work, nearly no one does it. You can get a tremendous edge by being the one advisor in your niche who does that hard work. Who has the facts and the data to share.
If I was a local business coach, for example, what I’d do is identfy 10 local businesses who were on the rise quick despite the recession. I’d interview the 10 business owners for 30-60 minutes – maybe face to face, maybe over the phone. I’d develop a small model of what facility for these local “recession busters” and a presentation about it.
Then I’d market the hell out of it.
I’d run seminars on it. Write a report and use that as a lead magnet for the web, direct mail and telemarketing.
I’d record an audio and give it away at networking events. I’d get myself on the radio and in the local press talking about it.
I’d position myself as an authority on recession busting strategies for small businesses locally. I’d overtake the established firms.
And I’d stand out on my own. Because nearly no one does this. No one goes that extra mile to make this kind of intellectual capital.
All says they’ll do whatever business to get more clients. But few stretch to doing the hard intellectual work of making something valuable like this.
Are you going to do it?Similar Posts:
- Vertical Differentiation
- How To Differentiate Yourself When You’re Selling
- Robert Gutless Interview
- Accelerating Expertise – Part 1
- Do I really need a USP?
A Surefire Marketing Strategy that Nearly No One Ever Does is a post from: Get More Clients in Less Time: Practical Strategies, Proven Results