Like anything else, marketing is something that only produces returns if you put sufficient time and effort into it.
We all want our businesses to grow. We want customers to buy what we have. We want phone-calls from people who epitomize our “ideal clients.”
But many of us make one of two mistakes:
A) Invest too little effort into marketing and developing a brand, dismissing it as too costly or time-consuming, hoping that our good work or name alone will somehow get across and attract people to come to us.
This mistake is fatal because what ends us happening is we don’t get the attention we need in a world where attention is increasingly hard to get.
And, worse we spend money and time on marketing, but since we’re going about it “half-pregnant,” and not fully investing our efforts, time, and creativity, the time and money we spent ends up being a waste.
B) We try to rush the sale. If our business is new or our numbers are lacking, we scramble to move prospects and leads to the finish line.
Desperation is a foul smelling cologne. Your prospects can smell it. Furthermore, it causes you to resort to short-term tactics and behaviors.
You end up thinking small and neglect a key part of effective marketing and sales — providing value.
When you become a one-way broadcast machine constantly pumping out promotions and pushing prospects to claim your offers without first providing them any value, it’s clear that you’re thinking primarily of yourself and not about your prospect or customer.
This is a HUGE turn-off. And in our customer-centric world where people’s attention spans have numerous outlets across platforms and devices, that old style of “push-marketing” is increasingly ineffective.
The only way to avoid either of those mistakes is to spend the time and do due diligence to learn about your audience and figure out the best way to provide them value.
Worry less about the sale and focus more on helping the prospect by giving away value — either in terms of content which they find helpful or interesting, educating them and giving them practical advice, or literally giving some product away.
I believe that if you do that, the sales and loyalty will follow.