A few weeks ago, I started this list of the “5 Ways to Avoid Marketing Overwhelm” with “Focus.” And now it’s time to write about Focus. The articles have come fill circle. I left the first item to the last.
Why? Because sometimes we can’t really focus on focusing till we have something to focus on. And that’s what I’ve been giving you in my last 4 blog posts. Steps about your social media and your website and your marketing and your systems.
Now you’ve got a framework on which to focus.
Focusing groundwork you need for your business
Like systems, focus applies everywhere in your business. But let’s just focus in on one because we can’t cover everything in one short article.
Let’s focus on your overall business. And leave things like your scheduling, your work load, your financial decisions—other big things to another day.
Right now, in focusing on your business, I think we can cover some really big ground with 5 simple questions.
1)What is Your Uniqueness?
Everyone needs a uniqueness. Sometimes called a Unique Selling Proposition (or USP), your uniqueness is what makes YOU stand out.
This is something you might think you know, but I can bet you that you really don’t know.
Do you think “best pie in town” or “great service” is a good uniqueness.
I’m going to have to break the sad news to you—that ain’t good enough. Sorry.
You’ve got to hit your uniqueness so out of the park that people will definitely remember it. How many other businesses promise “great service”? A lot!
But something like “best mile-high pie in town”—now THAT’s memorable. And it differentiates you.
Or “service as great as the queen’s”—well! Now that’s saying something. That just might convey the message you want to get across. And you’d better know what that means, because your customers will be reminding you of it all the time if you don’t live up to their standards.
2) Who are you selling to? I’m going to burst another bubble here, I’ll bet. You can’t live on Facebook—sorry.
You’ve got to focus on who your customer is. And if she’s married or single, tall or short, old or young. Attach specific numbers here. She’s 31 years old, 5’8” tall and married for the second time.
You need to know her, or someone like her, and start talking to her through your marketing words. On a website, in emails, in conversations even.
Tell HER, and you’ll be amazed at how many people self-select to be in your groups.
It just happens that way.
And what’s even more amazing—those people you thought would never be attracted because they’re outside your attracting zone—you’ll be surprised at how many of them find you attractive, too.
Just as soon as you start being really direct, people will perceive you as an expert and want to work with you, even though they don’t seem to be your target.
They don’t care, as long as they get someone who’s an expert.
3) How are You Going to Attract Them?
There are many ways of attracting clients, but here are ones I thinks would do you good to pursue.
A free download like a case study
Writing articles and guest posts
Choose one of these and work on it for a whole month. Then choose another and work on that (while not neglecting the first one).
Pretty soon you’ll be the one people want to go to for your services and products.
4) How are Your Going to Convert Them? Great copy does wonders for converting clients. So does actually asking for the sale. Or you can contact them directly and personally and ask them what they’re currently struggling with, thereby creating relationship.
The biggest one here so far is “ask for the sale.” I’m always amazed by how many people do NOT do that. You must ask for the sale.
Let me hear you practice—uh, oh. People are not going to hear that. A little louder please. And a little more vibrance!
5) How Will You Keep Them Coming Back?
This could be the hardest of all. But many companies do it. And you can take a cue from them.
Offer a free something. Like a blog with amazing free content. Or a free weekly eZine.
Or a contest with a deadline.
You could offer prizes, you could offer a free something from your product or service line.
Now it’s your turn—tell me about YOUR experience with any of these ideas in the reply section below.
If you have any questions about them, ask.
And I’d love it if you’d tell me about any experiences you’ve had with getting and keeping clients. Have you made some good connections? Some good future partners? Some good initial meetings? Who’s your target person? And what is your uniqueness?
I really do want to know! Tell me more. Now, please . . .