|The Client Letter|
|What Business Are You Really In?|
September 23, 2011
Do you know what business you’re in?
Sounds like a dumb question right?
If you’re a freelance writer, you’re in the freelance writing business.
If you’re a CPA, you’re in the accounting business.
If you’re a massage therapist, you’re in the massage business.
Pretty simple right?
Marketing expert, Dan Kennedy, might say we’re all in the marketing business. His point is that we’re not in the business of what we do but in the business of marketing that which we do. Of course he might be a bit biased, but I get what he means.
Let’s take his idea and move it one step farther.
I think the business we’re in is the delivery (and or marketing) of the benefit that our client is ultimately seeking in the first place.
Take web design as an example.
No offense to the web designers, but I doubt too many business owners wake up in the morning and say something like, “I’m so excited, I’m going to buy myself a website today!!”
Instead, the business owner wants to create a website because of the benefit they perceive they will receive from the website.
This is common sense right? Well, it’s really easy to forget.
Your clients aren’t excited about what you do. Don’t take it personally, it’s just the way it is.
Clients are excited about what they think they will get because of what you do.
That’s totally different.
So to show up to a client meeting and blab on and on about what you do (in an effort to prove you know what you’re talking about) is really a waste of your time.
Talk about something that interests your client. Like their ultimate goal.
That’s how you get people interested in what you do.
You connect it to something they really care about.
Let your competition blab on and on about something that bores your client to death. It’ll make you stand out even more.
See you Monday,