I just got an email from a new subscriber:
Hi Dov,
I listened to “How to Build A Step-by-Step Selling System that Brings You All the Customers You Want.” (The seminar recording is available to new subscribers. You can subscribe using the form on this page.) Brilliant seminar. No one ever explained small business marketing to me in such a clear, simple way.
You say to focus my marketing around a single problem that my product solves.
But my product solves many problems. If I choose only one, I’m afraid that people with other problems won’t realize that my product can help.
Do I really need to choose?
Jim White (Name changed to protect the innocent.)
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Hi Jim,
Most business owners are afraid to focus on ONE problem. For more years than I care to admit, I refused to do it myself. Looking back – it was plain stupid. I was trying to flout human nature.
Today I know that my ideal customers will pay attention to me, when I “enter the conversation already going on in their minds.”
How do you do that?
Maybe your product can solve ten problems. But your ideal customer only cares about one or two at any given moment.
Zero in on that ONE problem in your marketing and you immediately stand out.
A chiropractor who’s going through my 12 Weeks to Your Ultimate Selling System coaching program firmly resisted choosing one problem.
“I can solve a long list of problems,” he complained. “Look at this list of more than two dozen illnesses I treat from my website.”
I said, “Yes, but most of your potential patients have only one. And when they see a list, they don’t read it. They tune out. Pick one and focus your marketing around it and I promise you people will start to ask you if you can help with the others.”
And that’s exactly what happened.
He began offering a free consultation for a very specific illness. Immediately, he started getting calls from people saying, “Hey, I don’t have X, but I do have Y. Can you help with Y too?”
It’s how our minds work. We’re attracted to specific problems, to specific tragedies, to specific worries.
So make a list of specific problems your product solves. Narrow it down and just pick one.
And there’s no “right” answer, so don’t fuss. Just pick one and move on to the next step.
Dov
PS – In the “Step-by-Step” seminar recording you got a glimpse of my system for building a steady, consistent and predictable flow of first rate customers.
To make building your own system easy and quick, I recommend you get a copy of my manual “How to Systematically and Consistently Attract First-Rate Customers.”
It’s full of simple next steps, worksheets, examples and scripts. You can easily adapt them to your business and build a marketing and selling system that brings you all the customers you want.
For a limited time, when you order the Manual, you also get 6 months free access to my private online community, The Alchemist’s Oasis. ($282 value.) There you can ask me questions as you build your system. You can even post your work and get direct feedback both from me and from others who are following the same process.
