Good marketing doesn’t sell, sell, sell.
Good marketing connects with the people who are looking, sometimes desperately, for precisely what you sell. It connects by being where they’re looking AND by telling your story with clarity and power. Precisely, in that they want what you’re selling, but also want a company whose personality is your personality — to be treated the way you treat customers.
You’ve had the experience of a prospect breathing a sigh of relief when they realize they’ve found the right company when they find you. They can feel it, and so can you.
Now, all this is harder than a simple sell, sell, sell. But it’s much more effective, more permanent, AND less expensive.
Isn’t it amazing when this type of connection happens? They’ve found a company, finally, that understands their problem, is good at what they do, and is more interested in doing the job right than closing the sale. You feel renewed. You know the relationship is going to be a great one. They’ll be happy, they’ll refer people to you, and you’ll be reminded why you started the business in the first place.
This happens for you now, it just doesn’t happen often enough. Why? Because your marketing isn’t tuned to speak to and attract these people. Think broadcast not narrow cast. Just imagine having more people like this…
A client took a call from Southwest Airlines in response to our marketing campaign. They wanted to schedule his 2-day business writing seminar. He said, “Great, but don’t you want to know the price?” ($8,000 by the way). They said they realized he was “their guy” and were comfortable they’d come to agreement about the price, so he should pull out his calendar.
A company was frustrated their sales had slowed after a solid launch. We trimmed their marketing back to their core message (it had gotten bloated and they were sounding like their competitors). Sales immediately picked back up to their pre-bloat levels. Why? They got back to talking specifically and precisely to the people who were looking for and would appreciate why they were different.
Simple? In many ways, yes, it’s very simple. Easy? No, it isn’t easy at all.
Okay Hamilton, how do I “tune” my marketing to attract more of the right people?
I’m glad you asked. This is not:
This ISN’T a new technology, cool dashboard, or branded process that I sell you with really slick-looking graphics.
What this is:
We meet regularly. I do my homework. And we implement early and fine-tune as we go, iterating as quickly and inexpensively as we can until we start seeing results. I know, that’s not very specific. But every situation is different. It’s a little like planting something (that’s why I used the image above). You prepare the soil, plant it, watch it, and give it what it needs based on what you see (more water, less water, more fertilizer, etc. So, again, I (we) do what needs doing. We meet regularly for clarity and momentum. And we start implementing and fine-tuning as quickly and inexpensively as possible.
Is it possible we can be successful for you, you and I? Of course. That’s always the goal, I’ve been doing it for more than three decades, and I’ll put my track record up against anybody’s. No, I’m not 100% successful 100% of the time. But you know that.
Spend some more time on the site, or send me an email and let’s schedule a time to talk. I love talking marketing and I’m happy to learn about what’s happening with you.
Hamilton
