WHAT IS THE PROBLEM?
"Often, its not the medium, but
the message, or the lack thereof, that fails.
Randall Blake Mitchell
When it comes down to promotional efforts, the basic problem is there ... is no message.
In any given industry, most everyone is saying the same things to the same people. It's a blur of sameness. When there is no real message, every dollar works harder for a lot less return. No one is memorable.
"Why is there no message?"
There is no real, targeted message because there's no real target. Businesses don't want to miss anyone who could possibly give them money. So they pursue the generic 'everyone' - just in case.
Ask a real estate professional, "Who's your market?" Generically you'll hear, "Anyone with a house." Ask an insurance professional the same question and you'll get "Anyone with a house, business or car." When you hear those generic client descriptions, does anyone come to mind? Are those 'target markets' specific enough for you to think of a family member, friend or colleague that has that specific need right now? Probably not.
The Lesson?
When you go after everyone, it's impossible to craft a message that penetrates and resounds. When you try to leave your 'message' so broad that half the planet's population is included ... you have no message.
Now, if business people are actively engaged in promotional efforts, due to putting something out there, yes, there is some return, but it's meager and disappointing to say the least.
A Sad, But True, Fact: Very few businesses have the resources to go after everyone who, one day, could buy whatever it is they sell. But they keep pursuing, hoping, trying to attract the attention of 'the masses'. They skim the surface water, but there's no depth. And so many draw the conclusion, "Marketing doesn't work for me and my business." They're right, if they add these words at the beginning of that statement, "Bad, generic, unfocused marketing doesn't work for me and my business."
What's the Solution?
The answer is very, very simple. Out of the myriads of potential customers that lay before you, by necessity, you must choose a clearly defined 'reachable' portion (segment or niche) of them. Then target their concerns. Speak directly to their needs. When you do this: You get penetration. You get marketplace identity. You maximize return on any and every promotional effort.
Makes sense? Of course!
However, this brings us to another challenge. Perhaps right now you're thinking, "But among the universe of prospective customers, which 'niche(s)' should I choose? What are their needs and concerns? And just how can I target them?"
This is exactly what we can help you with. To check out some available tools, READ ON ...
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