As Americans we like to subscribe to the theory of bigger is better, but that isn’t always true when it comes to marketing. Especially today, in the age of Social Media and total transparency.
You can’t just hit a button and SPAM someone with 50 Tweets, or 10 emails in a week and expect the leads and sales to roll in. It just doesn’t work that way.
I see this time and time again. The tools are so efficient, that is is almost TOO EASY to post the comment, send the email, blast the Tweets, and business owners forget about the best interest of their prospect. They only think of their own need, before putting their prospects and their needs first.
Where less is actually more…
What if, you actually gave your best stuff away. All your secrets, pulled out all the stops and just gave it away. This is often referred to as moving the “Free Line”. Basically to say that when marketing to your ideal client, you should be giving them the best content you have. Help them solve their biggest and hairiest problem. Maybe it through an email, your blog, or maybe you crank a quick video out. But help them solve their biggest problem related to your product or service, or your industry.
Wait a second, that’s my “secret sauce” you say…
I know, it seems counterintuive but that’s hwo you build trust. You want your ideal client to say Holy Cow, if they are GIVING this kind of content away, I wonder what it would be like to be a client.
And that’s where you build your authority and position yourself as an expert.
So, back to less marketing…
Don’t stop marketing, but make sure every interaction, post, and piece of content is the best stuff you have. Do a quick inventory of all the marketing you do and make sure it solves a problem.
One key warning sign is if all of your marketing talks about YOU and not your prospect.
Go Target, Attack, and Profit!