MARKETING MYTH #5: “My current source of leads will send me all the new clients I want.”
The Truth:
Relying on any ONE source of leads can be fatal. Referrals, on-line search engines, or cold calling—if your main source of leads runs dry, you could be scrambling to find new business… or out of business! Even two or three sources of new leads are not enough. With today’s technology, you can and must develop multiple point of contact with your key buyers.
Certainly, if your marketing strategy is working right now you are grateful. But if you lean on a few sources of leads, you’re likely to come up short down the road. Opportunities change, markets shift… what works fabulously today might not work at all tomorrow.
You must develop a consistent, multi-channel marketing campaign that will attract clients directly to you from many sources so you don’t rely on any one channel.
Exploring, discovering, and launching a client-focused, education-based Key Message that can be adapted to many uses is invaluable. Think of Your Key Message as an accordian–short and sweet in a tweet, or well laid out in a seminar full of valuable insights your Key Buyers can use right away–that’s the power and flexibility of developing the right educational message.