Quick Tip
Don't Describe a Giraffe to a Zookeeper
That's a line from a marketing newsletter I read this week.
The article was about the importance of matching your message to the level of knowledge of your prospects.
Most of us sell to prospects who are Solution Aware.
Solution Aware means prospects know that solutions to their problems exist. But they don't know about your solution yet.
They know giraffes exist.
They need to know what makes the giraffe you're selling unique.
How is your solution different?
The question your marketing needs to answer is...
"If I am your ideal client, why should I buy from you rather than one of your competitors?"
Business owners know about accounting services. What makes your accounting services different?
They know sales trainers exist. Tell them how your sales training is different.
Building owners know they can hire commercial cleaning companies. Tell them how your commercial cleaning is different.
Yes, educational marketing is important, BUT...
Don't waste time describing giraffes to zookeepers.
Have a great weekend!
Bill
913.962.9261
News, Tips, & Tricks
Facebook is splitting its home feed into two tabs
Seems like the "secondary" tab will be most peoples' primary one - what do you think?
Canva's Content Calendar
Did you know Canva, the popular image creator service, also has a planning calendar?
Write Better Headlines by Asking These 3 Simple Questions
Want to get your content read? Write better headlines.
Another reason to get Google Reviews
It now takes more online reviews if you want to use Google Local Search Ads.
Book of the Week
The Sale Is in the Tale
John Livesay teaches how to make more sales by turning your case studies into case STORIES.
Tool of the Week
Untools for Better Thinking
UnTools is a collection of thinking tools and frameworks to help you solve problems, make decisions and understand systems.
Like this newsletter?
Let me know. Reply, email me at [email protected], or find me on LinkedIn to hit me with some feedback. I’d love to know what you think.
Thanks for reading.
Bill
913.962.9261
P.S. - And whenever you are ready, here are 3 ways I can help you grow your business:
1) Get more referrals - Want help creating your system for orchestrating referrals?. Reply to this email with "More referrals" to set up a time to talk.
2) Get Help Quick - Day Rate Consults are the easiest way to get marketing tasks off of your to-do list. See what you can get done
3) Get more leads from your website - If your website isn't delivering enough leads, reply to this email with "website leads" and I'll send you the details about my Website Leads Audit.