I’m writing today to those who consider themselves experienced marketers. If you’ve pretty much heard it all-I think you’ll find this of interest.
Speaking from personal experience, it’s easy to get into that type of thought pattern. As my wife knows, I was in it for many years. I was a student of marketing and there wasn’t anything that Dan Kennedy and many others produced that I didn’t buy and immediately read. The fact that I actually read what I bought put me in the top 5% of customers.
You’re probably like that too.
Yup, I knew an awful lot about client attraction, lead magnets, sales funnels, traffic, conversion…you name it, I knew it.
But here’s the thing…
My sales weren’t going through the roof.
In fact they hadn’t really moved off the dime at all. Despite all this great knowledge that I had.
And here’s the reason why.
It’s the one thing you can (and should) do today if you’re really serious about getting some new more clients.
Here’s the interesting thing that tripped me up for years.
I thought knowing something was the same as doing something.
Big surprise. It’s not.
But lots of us think it’s the same.
I had a consult with a guy named Jack last week. Nice guy. Student of marketing. Knows a lot. I always enjoy talking with people like Jack.
So anyway, I start to outline what a marketing funnel for his business would look like, and after a few minutes, he interrupts me and says, “I know all that, tell me something I don’t know already.”
So I say, “Let’s take a look at your website-I’m curious to see your funnel.” (And truth of the matter is I’m really interested-it’s totally cool what people are doing with their funnels.)
And then something weird happened.
He didn’t want to give me his website address. But I pushed and he finally said that “He was in the process of updating it.”
“That’s cool-websites are always a work in progress, Let’s look at it anyway.”
So we got there, and I asked him about where his lead magnet was.
Turns out he never actually developed one.
I asked him about what types of messages he sent out once people opted in.
“Oh, I have a newsletter I send.”
Cool. How often do you send it? What type of content are you finding your readers like the most? What other offers are you making?
Suddenly, Jack remembered another appointment he had, and off the phone he went.
Yup, Jack knows a lot about marketing.
You’d be hard pressed to tell him anything he hasn’t heard before.
But Jack fell into the trap of confusing knowing something with doing something.
So, if you really want some more new clients…
Go implement something you know.
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