peer, they will trust you. But, if they see you or your product as inferior, well, go back to Step 1.
and leaving it in the hands of people who have no skin in your game. Don’t cross your fingers and hope people hear about you. Marketing is one of the things in your busi- ness you can actually control. If you want to get noticed and get results in a crowded market, follow the DAD methodology in “Get Different.” Based on years of marketing research and experiments, “Get Different” contains a blueprint for engaging and converting your prospects into leads. DAD stands for Differentiate, Attract, and Direct. The first step, differentiate, is quite literal. To stand out in the constant hum of marketing, you must get different. You must identify a marketing approach intrinsic to you that stands out in a sea of sameness. What will make your prospect’s minds stop and pay attention? How can you engage them during the marketing milliseconds? What is your “est”? Are you the smartest or the funniest? How is your business the best? Use that quality in your marketing to stand out among the others. Now, I’m not saying dress up in tight, shiny clothes and create a book release video (like we did), but you can use your unique qualities, the ones authentic to who you are and what your ser- vice offers, to market the heck out of your product. Get creative, or no one is going to see you. Don’t be afraid to stand out. It’s not natural for everyone, and you may have to leave your ego at the door and take a risk — one that will be worth it.
media influencers, though there’s a similar idea here.) Attraction influencers are the key attributes your business needs to attract and influence your audience for the long term. Authority: First, you want to be sure your customers see you as the author- ity in your niche. This increases their trust in you because they see you as the expert who can serve them best. And, it’s human nature for people to want to be associated with the top dog.
5 Nurturing Is Marketing
It may seem inauthentic, but it’s true. No one wants to be sold to in every email they receive from you or every social media post that pops up on their feed. Customers need to know you get them. They also like a window into the day in the life of you. When you nurture your audience and customers, you’re letting them know you’re on their level and that you can connect with them when they need you. Nurture techniques are also a great way to measure your progress. Sending out a survey to your customers is an excellent resource to find out what your customers need and if what you’ve been providing them actually serves them. Be ready for feedback and to find a way to combine the overarching message in your offering so you can serve them better than anyone else can. Remember, if you mirror your compe- tition, you are doing the one thing that guarantees invisibility. A prospective customer or client’s first impression of you is your marketing. Is yours easy to ignore, or does it send the message that you care about getting your service to them to help with their pain points and get them what they need? Does it tell them exactly what to do after you grab their attention? We have an innate fear of standing out. And that is what you need to overcome. That’s the adversity in marketing. Please don’t fear adversity. Adversity fosters growth and draws out our strengths. We become more adaptable, a survival skill every busi- ness requires. Reimagining your business will feel daunting, maybe even risky. But you didn’t come this far to only go this far. Once you start thinking outside of the box, you will be more equipped to manage the detours the world chucks at your business because you will have practiced and succeeded at getting different. Oh, and that first book I mentioned? I didn’t slump into defeat and walk away from
Trust: Speaking of trust, if you are already a trusted source in your field, people will have established confidence in you. Repetition: Here is an interesting fact: The more something is repeat- ed, the more likely it will ring true for people. So if you know your offering is life-changing, yell it from the rooftops over and over. Social Significance: Even the most humble people want to feel they’re
Your strategy must compel your ideal prospects to take a specific action you desire. Now that you have the prospect’s attention and they are engaged, you need to tell them what the heck to do. Market- ing guru Jeff Walker says that marketing is every step you take to get the customer to the buying decision, and the sale is the final action on their decision to buy. So your clear, singular directive should get them to the next step. With every mar- keting offer, provide very clear, concise, and short directions. If the directions are too wordy or involved, you’re going to lose that prospective client. The easier the better — it ensures you will get more responses. Be someone your prospects aspire to. If they see you as an authority in your field, they are more likely to take your directive. Similarly, if you’re seen as an equal, or a 4 Direct Toward Your Call To Arms Alignment: Alignment validates us. When we relate to something, we are more likely to want to stay connected in that space. Letting your customers know your priorities are aligned with theirs creates familiarity and comfort. doing something important to serve their community (business or otherwise). Some prospects will be attracted to the idea of being elevated through association with you and/or your service.
3 Attract For Engagement “Different isn’t doing more of what everyone else does, it’s doing more of what you do.” –Mike Michalowicz
You have their attention. Now what? Next, ensure that your approach will appeal to the people you want to serve, not turn them off. How will you establish your mar - keting as an opportunity they will consider instead of a threat they will avoid? Attraction is what holds that attention you garnered from being different. You can show a shiny object and get attention, but that’s not the same as attracting, at least not successfully. Successful attraction engages your prospects for the long term. After years of research, I can say that gimmicks and talking without doing the walk will only work for the short term. How will you keep customers engaged in your marketing? The biggest component of attracting your customers is to establish attraction influencers. (No, not social
my dreams. I marketed it like never before by following these steps. I ended up selling every copy. And then I sold 100,000 more. The world needs you. Market accordingly. You’ve got this. n
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