The Desert of Arizona
Sunny 52 Degrees
I worked with a client once who was in the fortunate position of selling valuable stuff to an extremely passionate and “hungry” crowd.
I worked with this client for a while and got to create a lot of marketing materials that sold REALLY well.
Back to him in just a minute…
When you’re out there in the trenches, busy with your service, it’s easy to forget to stick your head up above the fray every now and again to take stock of what the hell you’re doing 🙂
In my experience, it’s pretty easy to get addicted to “hard work” and just go do that even though there are far more effective and streamlined ways to reach your goals.
Staying busy is one of the easiest “goals” to achieve. You can do it immediately. Unfortunately, the busier you stay, the lower your chances of actually getting anywhere you want to go.
Who’s got time for progress when you’ve got so much to do?
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One of the things to think about every now and again is whether or not your SIGNAL that you’re broadcasting to the market (what do you, who you do it for, why you’re the superior choice, why you’re one-of-a-kind) is what you want it to be.
Most service providers are so busy working they never even give this a thought. And because of that, they pretty much go around in circles.
So what happens when you NAIL this and actually focus your signal so it deeply connects with your prospective clients?
What happens when the message to market match is right on?
Well, I can tell you what happened with my client years ago. The one I was telling you about earlier.
To say the message to market match was right on would have been an understatement.
And that’s how I could sit down and write a sales email that got a 91%+ open rate… this to a list of I believe about 25K subscribers at the time.
Business is not hard. It’s not hard when you get the message to market match RIGHT and you have a hungry crowd with problems you can solve.
We make it hard because we try to make up for a lack of a message to market match by working harder, or by selling harder, or by trying the latest silver bullet technique for getting a flood of clients.
The real work is to understand the problems of your prospective clients and make it obvious that YOU are the one to provide the solution.
It’s real work.