MARKETING MYTH #2: “Marketing doesn’t work as well today as it once did.”
THE TRUTH:
If your marketing isn’t working, it’s likely due to a ineffective and incomplete Marketing Message. Don’t blame “marketing” when it’s really the message that’s lacking. You should develop your marketing message as carefully as you design your products and services.
As you develop your key message, ask yourself these questions:
“Who are my most likely buyers?”
“What drives them… what do they fear… what do they want most?”
“How can I consistently reach them?”
“How can I most easily and predictably convert them to long-term, highly paying clients and attain my goals for business growth?”
Virtually every top producer has answered these questions. They craft their key message precisely for the specific, targeted buyers who most want what they offer. It’s called niche marketing… Don’t try to be all things to all people. Instead, identify your Key Buyers and capture the dialogue that is already going on in their minds.