There’s a secret marketing strategy I’ve seen over the years that makes and breaks more businesses than any other.
The reason I say it’s ‘secret’ is not because no one knows about it but because hardly any one does it. Yet it’s so important that it can make or break your business. It’s the difference between bitter failure and massive success.
Hunting Versus Farming
Imagine yourself as a hunter. You wake up in the morning, gather your weapons and head out to the hunt. Some days you come back with a kill and your family eats a feast. Other days your family goes hungry. The pressure is on every single day to hunt successfully – it’s a constant battle.
Now imagine yourself as a farmer. You plant your seeds and wait for them to be ready for the harvest. In the meantime, you nurture them and treat them with care. You water and tend to your crop. When they’re ready you start harvesting.
In my experience, most businesses are hunters – not farmers:
- They cold call to generate new business
- They spend huge amounts of time and energy trying to get a new customer and do anything to close the sale as soon as possible
- They’re advertising reeks of desperation as they try discounting and competing on price just to make a quick sale
- They waste huge amounts of time pestering people who are not interested in their product or service
The Transition From Pest To Welcome Guest
How do you feel about a dear friend who shows up at your front door? Contrast this with how you feel about a stranger selling door-to-door who interrupts your dinner or family time.
What’s the difference? The former is a welcome guest, someone you have a relationship and connection with. The latter is a pest. You don’t know who he is, where he’s from and most likely you don’t even want or need what he’s selling.
The welcome guest brings value to your life, whereas the pest is just there to interrupt you and to take.
Wouldn’t it be great if you could approach a prospect and be treated by them as a welcome guest rather than a pest? Selling suddenly becomes much easier and more pleasant when you are welcomed with open arms and when the prospect is deeply interested in what you have to offer.
This is the transformation I’d like you to make in your business and in your marketing. Transition from being a pest to a welcome guest. Here’s how..
Understanding The Goal Of Your Advertising
Most business owners are clueless about the purpose behind their marketing. They slap the name of their business on their ad with a pretty logo and some meaningless slogan claiming to be the leader in their industry or area.
If you ask them what the purpose of their advertising is, most will say it’s to sell their products or to “get their name out there”. This is WRONG! Dead wrong. They may as well be flushing money down the toilet.