Tales from the web Marketing Crypt #12
Why you are not Getting More Clients and Leads (and it isn’t for a scarcity of trying)
I remember the day as if it happened yesterday. Well, almost.
It was a summer Saturday morning and my Dad said to grab a lover, it had been time to go to the auction and devour some calves for our little 10-acre farm.
My friend Lynn and that I hopped into his Econoline van, happy to travel on a little adventure, albeit it had been kinda boring. (Now this is often where the “almost” comes in. I’m pretty sure it had been Lynn but not positive! Sorry to Lynn or the opposite friend who accompanied me. This was ahem decades ago and well, memories fade… )
Lynn and that I got settled at the highest of the bleachers within the old firm while Dad sat within the front row with auction paddle ready for bidding.
Cows, pigs, and other animals of all types came, got purchased, and went on to their new home. When Dad got the calves he came for, I had assumed we might be heading home, but Dad kept sitting in his seat, the auction paddle still in hand.
I didn’t think much of it, he was probably tallying up his purchases and that we just needed to attend it out.
But then the horses came into the auction ring. Finally, something to seem at!
To say I used to be a horse lover some time past was an irony.
I read every Black Beauty book from cover to hide.
I was crazy with The Black Stallion and every one of his incredible adventures.
I drew horses at every opportunity.
I even played the horse within the backfield behind Bradner grade school with my friends during recess.
So with this in mind, imagine my delighted shock once I saw my Dad bid on a gray three-quarter Arabian mare! I jumped up in my seat and couldn’t believe what I used to be witnessing.
We had been on the farm for 2 years and that I had been begging for a horse every opportunity I got.
What does one want for Christmas Susan? A horse.
What does one want for your birthday, Susan? A horse.
And now my begging finally paid off! Or was it Law of Attraction in action?
Dad won the bid and Lynn and that i literally ran to the rear paddocks to travel meet my new ally . (Sorry Lynn.)
Upon reaching the horse I ended up naming Misty, the owner who just sold her asked if she was getting to be mine. Beaming I exclaimed, “Yes sir!”
Then my heart sank.
He said, “She’s not broke; you cannot ride her and she’s pretty feisty.”
Fearing my Dad had made a horrible mistake, Lynn and that i ran back to him, sharing what we just acknowledged. Thankfully he alleviated my fears and reassured me that we could break her in ourselves and I’d be riding her in no time.
And surely, during a few weeks, she was broke and prepared to ride.
The only thing was, she ended up being more sort of a stubborn mule than Black Beauty!
Sure, I could ride her. But only where SHE wanted to go!
Well, I did have some control, but not much. seems she liked it once we rode to our neighbor’s house on the left. i assume their grass was greener than ours. and fortunately on behalf of, many of the days I rode her, was to go to the neighbor’s house.
So we got along famously.
But then there have been times once I wanted to travel somewhere different. Like, turn right out of the driveway to a special friend’s house instead.
She wouldn’t budge.
Not. One. Step.
Beyond frustrated, I’d turn her around and she’d jump into a gallop, over to her tried-and-true grassy oasis.
Now I bet you’re wondering what this possesses to try to do with entrepreneurship? Besides the entertaining value of this story that is!
Well, here’s the thing. Most of you’re a bit like Misty. I say that in the nicest way… I’m not calling you a horse! More sort of a stubborn mule…
Case in point: what percentage of times has your coach or mentor told you to vary how you were doing things so as to grow your business, but you didn’t?
I can’t count what percentage of times this went on to me when consulting our clients. I make suggestions, provide many reasons to form the shift, provide step-by-step instructions on the way to make the shift.
But nothing happens.
One of the most important areas I see this happen is when entrepreneurs within the coaching industry are focusing an excessive amount on their modality, rather than the result their clients will get after working with them (using said modality).
Whether it’s hypnotherapy, Law of Attraction, Tapping, Guided Meditations, a 10-step process then on, these are all modalities coaches use to urge the specified results their clients are seeking.
And logically, it is sensible to market the modality as that is the tool that will make a difference.
But from a marketing perspective, the potential client doesn’t care about your modality.
They care if their problem or challenge are going to be solved. By any means necessary.
The same thing applies to your product or program concepts, ideas, theories, features, and experiences.
None of that matters to your audience.
They don’t awaken within the morning saying, “I need hypnotherapy”. No, they awaken saying, “I can’t stand feeling this manner anymore. i want help.”
Then they are going hunt down who can help with their specific problem.
They aren’t typing “hypnotherapy” into Google or posing for a hypnotherapist recommendation on Facebook.
No, they’re posing for help solving the matter they can not stand any longer.
See the difference?
It’s Not About HOW; It’s About WHAT.
So I ask you: What specific problem do your business solve? If you are not sure, you would like to try to do your homework and determine, fast. otherwise, you will still struggle to get qualified clients.
And once you’re certain about what problem you solve, then answer: what is going to your client’s life appear as if , specifically, once you’ve solved that problem?
Your business must stop being stuck getting to the familiar pasture like Misty did and instead, specialize in the precise problems your modality solves, wherever which may lead you.
While it’d feel a touch uncomfortable initially to travel in a new direction, it might be the simplest choice for your small business.
So do not be a stubborn mule like Misty! Take an in-depth check out how you’re presenting your business. Let your coach, mentor or consultant be your guide and stop fearing the unknowns of an unfamiliar path.
You never know, that grass could be even greener thereon side!
To your business succeed,
Susan Friesen, founding father of the award-winning web development and digital marketing firm eVision Media, maybe a Web Specialist, Business & Marketing Consultant, and Social Media Advisor. She works with entrepreneurs who struggle with having the shortage of data, skill, and support needed to make their online business presence.
As a result of working with Susan and her team, clients feel confident and relieved knowing their online marketing is in trustworthy and caring hands in order that they can specialize in building their business with peace of mind at having an ideal network in situ to guide them every step of the way.