How to quickly and easily grow your business, has been the positioning of Gentle Rain Marketing for close to twenty years. While our process is simple, and anyone can implement it in around a week, what’s even more important, is how our positioning has played a key role in the success of our company. Of even greater importance, this positioning is something most of you can adopt, which will enable you to “quickly & easily” grow your own business.
Allow me to explain.
People come to you to find the solution to a problem they have. (In fact, if you can’t readily articulate what the problem is that you solve, that’s a big warning sign about the viability of your business.) Naturally, when people are looking to solve a problem, they’re looking for a couple of things.
The first is quality. Will your solution really solve my problem? That’s obviously important, and this is where most entrepreneurs and consultants focus. In the strategy sessions I do with prospective clients, I’d estimate that 90% of the people are very good at discussing why what they offer is superior to their competitors.
I call this the better mouse-trap position. And don’t get me wrong, it’s important that your solution actually solve the problems your prospective clients suffer from. However, there’s one thing far too many people overlook.
If they added this component to their marketing message, there’s no doubt they’d significantly grow their business.
What’s that component?
Case in point.
The name Jenny Doan may not mean anything to you.
Unless you’re a quilter.
In which case, she’s a rock star.
Ms Doan’s Missouri Star Quilt Co receives up to 30,000 orders a month for pre-cut patches and other quilting supplies, according to a recent article in the Wall Street Journal. Now, I’ll admit that I’m not a quilter, but I do recognize that it is a huge business with lots of passionate buyers. In many ways it’s similar to the golf and fishing niches, in which people will buy lots of stuff because of their passion for the activity.
Which is both a good and bad case scenario.
The good is obviously that you have great needs, wants and desires on the part of customers. The bad is that these “passion” markets attract very sophisticated marketers, who do an extremely good job.
So, anytime I read about someone hitting the proverbial ball out of the park in a passion market, I pay attention, since there’s a lesson there that the rest of us should most likely be paying attention to.
In little Hamilton Mo., Jenny Doan can barely go to Wal-Mart without getting stopped for an autograph, and at quilting conventions she practically is mobbed.
So what’s the key to her success?
As Mrs Doan says, “I don’t teach people how to be the best quilter, I teach them how to do it the easiest.”
My mentor Dan Kennedy often says, “Good enough is good enough.” The reality is that the absolute “best” solution rarely wins. In fact, focusing on just the superiority of your product or services, is likely to do you a disservice in your market. (Again, don’t misinterpret what I’m saying-there is definitely a quality bar you have to clear.)
Another case in point is our own business. As you’re undoubtably aware, we earn the majority of our money developing marketing funnels and systems for our clients. So, what are the biggest issues we face when trying to attract new clients?
Sure, there’s a quality question. Will this work? And even more importantly, “Will This Work for ME?”
While that’s a issue, the larger one is that for many entrepreneurs, advisors and consultants, the whole idea of marketing is like peering into a black box. The natural assumption is that 1) it won’t work and 2) IT WILL TAKE TOO LONG TO SET UP & SEE RESULTS.
We actually do ourselves a disservice at times when we map out this elaborate sales & marketing funnel that shows how customers are segmented into micro-campaigns based on their responses to earlier offers.
Does that process work super-good? Absolutely.
But…Does it also sometimes overwhelm someone who has historically relied on word of mouth and referrals for all their new business? You betcha.
So, what we’ve done is streamlined the process. Created a basic sales & marketing funnel that works quite well. A funnel that doesn’t overwhelm our prospective clients. One that we can bolt on other campaigns in the future. One that we can set up quickly, so clients start getting more new clients quickly.
This second issue around “speed of implementation and results” is huge. My guess is that for many of you, this issue is the same in your market as well.
The sad thing is that in a lot of cases, speed of implementation & results shouldn’t be an issue. What you offer really does accelerate the time it takes your clients to get meaningful results. (If it doesn’t, I’d suggest offering some version of your service that gets 85% of the results. in a lot less time.) However…and this is important…you don’t emphasize it in your marketing materials.
Which you should.
Food for thought
Mark Satterfield, Gentle Rain Marketing — Author , Marketing Consulting Expert, Lead Generation, Business Development, Marketing Strategy, Get More Clients, Increase Revenue — Click here for his Facebook Twitter LinkedIn YouTube