Step 1: Be Sensational
The first step is to learn to be unforgettable. Be the kind of person and the kind of business people want to get more of. Same is lame. Boring is invisible. Average companies get average results. Sensational people and businesses attract more than their fair share of the business. They Gravitate prospects and customers naturally without any effort. How can you be sensational? Simple. Be interested in other people. Be unique enough to remember. Be fun to be around and do business with. Be willing to take risks and try new things. Be visible to the right people as frequently as you can. Be credible, by doing what you say you're going to do and get testimonials from past clients that prove your credibility. Be spreadable—that is, be worth talking about and worth recommending.
Step 2: Position Yourself As An Expert
Let's face it, people don't like to be sold. But they love to buy things. And who do people most want to do business with?
Experts. It's the difference between being a specialist and a generalist. People will pay more for a specialist, they'll feel more comfortable during a transaction with a specialist and they are more receptive to doing business in the first place with a specialist. In the end, people are more satisfied after working with an expert and more likely to tell other.
How can you become an expert? Declare yourself an expert today, do some research tonight, and start acting like one tomorrow. Understand that you know more about your business than most other people in the world. That alone makes you an expert.
There's no sense waiting for someone else to come and pin an expert button on your chest. So you may as well do it yourself.
Step 3: Determine Who You Want To Attract
You can't do business with everyone, so determine who wants what you have to sell most and target them specifically. Your marketing dollars will go further if you narrow your efforts to a specific group of people. You can be a big fish in a small pond instead of being lost in the sea of media clutter.
You'll be able to hone your message to match your target's wants, needs and desires. You'll be able to increase your visibility and credibility with a small group much more quickly than you can a large group.
Step 4: Know What Sets You Apart
Determine what unique emotional appeals and benefits your product or service delivers to your target. Create your marketing message around this uniqueness and stick to it. Don't get caught up with features or image or pricing. Instead, lock on to your target's emotional desires and craft a massage around it.
Step 5: Take Baby Steps
The biggest marketing mistake people make is they ask their advertising to do too much. Very rarely can you make a sale in a single ad. Instead, offer your potential prospects a simple, no risk, no cost, intermediate step that separates the ad from the sale. This will cause your ads to generate more leads—who are people who are interested in what you have to offer—and give you a chance to build a persuasive case with those people.