Whenever people get excited about Exponential Marketing Strategies they often make this mistake that KILLS SALES…
This mistake is MIXING UP SIGNALS AND COMMUNICATIONS that impede, prohibit or delay your sales.
Here’s an example for you: Someone (we’ll call him Frank, not his real name) created a YouTube video about how he goes about meditating and getting inspired to find new business opportunities…
He sells a CONSUMER PRODUCT which has nothing to do with his business process to come up with new product ideas.
It confuses the issue – as I explained at the encore presentation of the Exponential Internet and Business Building Bootcamp, if it doesn’t compress your Pathways To Profit™ don’t use it – it will only LENGTHEN your sales cycle.
Of course Frank has some friends that liked the video – that’s not the point. ONLY ONE PERSON’S OPINION MATTERS…
“Mr or Mrs Market”
That is YOUR PROSPECT OR CLIENT.
I can’t say this often enough – you don’t get a second chance to make a first impression. Use it wisely.
Exponential Marketers understand this and make sure each and every communication ADDS value and creates increasing reciprocity for people to do business with you.
I know these strategies and concepts are fun, but UNLESS THEY COMPRESS your Pathways To Profits™, keep them to yourself.
How you come up with product ideas, inspiration and vision is of NO CONCERN to the buyer – I couldn’t care less when I go to buy a consumable, I want the product and its benefits. I can’t go into the details of Frank’s products because this is NOT about Frank and criticising him in public – it’s about you learning from his marketing mistake and avoiding it.
Onward and upward!
Marc
P.S.
Of course there is a nuance that IF the story ADDS to the cachet, intrigue and personality of the product, you WANT to include it, but there is a fine line that you don’t want to cross.
Ask yourself the following questions:
- “Why would anyone care about this?”
- “How does this ADD to the sales process?”
- “How does this REDUCE the objections to purchase?”
- “How does this INCREASE the chance of them buying?”
- “How does this fit into the positioning and brand I’ve created?”
It’s all about interpretation and perception – the best sounding board is to ask someone who will ‘tell you the truth – not what you want to hear, but what you need to hear…”
If you don’t have someone like this, you’ll want to consider creating a MasterMind Group – one that is educated and informed about Exponential Marketing Strategies.
Otherwise you’re asking vinyl record owners in the 1970s what they want – a vinyl record without scratches and that doesn’t gather dust on the needle – never in a million years would they ask for Internet audio streaming that they can listen to on their iPhone.
That’s why Jack has to be careful who he asks about his YouTube video… Chances are he will get steered down the wrong path because the people he asks don’t know what you know.
An Exponential Mindset is a rare skill – not known to many. That’s what makes it so powerful.
To put things in perspective, I’ll use a squash analogy. I am an A-Grade competitive squash player. Who do you think I ask for advice? Squash players or CHAMPION squash players?
That’s the whole point – be careful where you get your feedback from!
