Marketing changed again just last year and I think the change is for the better.
The reason it changed is buyer's were blocking marketing and sales messages very efficiently. Everyone realized that was happening and started looking for answers.
No one was harder hit by this phenomena more than small businesses.
Many bright people cling to the traditional concept of marketing that says“Invent a big idea and show it around continuously. The right people will show up.” While that is the traditional form of marketing, used by large businesses successfully worldwide, it doesn’t work very well for small businesses.
The reason is, it is contingent on advertising frequency. Big companies have a huge budget to spread their big idea.
Small businesses need to create sales leads and interest with minimal budgets. This reality is not a good fit for spreading the big idea.
A new idea is learn to read your clients mind.
Understand what buyers value most about your business. Give them what they value at a price that is compelling yet not to inexpensive.
Share the value you’ve created using the words of your clients. They will hear you because you are using their words, their ideas. It's like you are tapped in and able to read their mind.
Then continuously educate your buyers. Be seen as a resource that has a value they want and new buyers will start hearing and caring about your marketing and sales messages.
They will care because you are showing that you understand their pain. You are demonstrating through education, that you have an answer that makes sense to them.
As a result, new prospects will raise their hand consistently and say, “Tell me more about that.”
And when you hear those words, the magic of marketing has worked.
You read your buyers mind and attracted them into your sales system. You are now ready to convert attraction into revenue for your business.
What style of marketing are you using, the big idea or reading your clients mind? How’s it working for you?
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