I didn’t take any marketing courses at university! I’m guessing you probably didn’t take any marketing courses if you took a certification in wellness, life coaching, bookkeeping, financial advising, or real estate, etc.?
It took me MANY years and MANY mistakes to learn how to market to my dream client … and to create marketing that actually converts into clients.
Today I want to share one of my BIGGEST AHA’s I ever learned in marketing that helped me attract more clients.
Like many of you, early on, I engaged in what’s commonly known as ‘Here I am now’ marketing. In my early days of my retail store, I would place ads in newspapers (pre internet days) informing potential customers of where my store was located, what I sold and the opening hours. Today I often see practitioners such as bookkeepers, accountants, real estate agents and lawyers just to name a few doing this type of marketing.
However this type of marketing is just informing those people who are looking you or your services NOW where to find you, i.e. “Here I am now”. The results of that type of marketing — poor!
The truth is only about 3% of your dream customers are actually looking for you this instant – right now! That means a GIANT 97% of your dream clients aren’t looking to hire you or to use your services now!!!
Let me demonstrate with this example …. fictitious real estate agent. Susan. Currently Susan places weekly ads/marketing on newspapers & radio; on her social media she posts pictures of her current listings; and perhaps her infrequent newsletter talks about national or provincial housing trends. Basically, her marketing tells people what agency she is with, her phone number and perhaps email address. It’s typical “here I am’ marketing. Susan is only marketing to 3% of her dream market. She’s frustrated as she feels her marketing just isn’t getting her the number of clients she wants or the type of clients she wants!!
Then there are 7% of Susan’s dream clients who are open to THINKING about purchasing a new home and open to meeting a new agent or being introduced to one. They aren’t quite ready to make a move yet but they are ‘open minded’. Perhaps they are visiting the occasional open house.
Then there are about 30% of Susan’s dream clients who are newly married and thinking about raising a family some time in the future. They are open to using a real estate agent but not just yet. In fact, the whole process is a little scary & overwhelming to them.
Then there are another 30% of Susan’s dream clients who are totally unaware that they might be needing a real estate agent in the future. It hasn’t crossed their minds that they are going to need to upsize in the near future when their apartment or condo becomes full to the brim of baby accessories and there is no playground nearby.
Then there’s the last 30% of Susan’s dream clients who will NEVER use her services – either because they won’t use a real estate agent; they have a family member or friend they would use; or they already have a preferred real estate agent.
3% are looking now
7% are opening to introductions, special offers, etc.
30% are thinking about it sometime in the future, but not just yet
30% totally unaware that they will need these services
30% will be a no.
As I mentioned, most marketing/advertising is “here I am now’ based – focusing only on the 3%. That makes a crowded marketing place if all real estate agents are targeting the 3%. Most of this type of marketing is sales or PUSH marketing.
Now let’s ignore the 30% that are going to say NO anyway!
That leaves 67% of the market that you are missing if you’re using PUSH marketing! Perhaps it’s time to try something different?
BIG AHA – it’s time for a shift. Instead of marketing to the crowded market, why not market to the other 67% …. Those that will eventually need you? Why not try something different? This type of marketing is called EBM – education based marketing – which talks about the benefits and educates the eventual consumer.
Let’s go back to our example of Susan, the real estate agent. Instead of creating marketing that talks about national housing trends and posting pictures of current listings (this targets the 3%) ….. what if instead she targeted a specific niche i.e. first time home buyers, new parents, soon to be parents. She could then create marketing about she helps new parents or expecting parents to find a larger home for their growing family; how she helps them navigate the scary mortgage & insurance challenges; what to consider when purchasing a new home; which neighborhoods have the best playgrounds, or schools? That information/education would be extremely useful to her potential clients.
This type of marketing would educate young couples who know that eventually they will need her services; and positions her as an AUTHORITY/EXPERT in that field; and addres the 7% open to introductions; and the 3% who are currently looking now!
With this SHIFT in her marketing to EBM she accomplishes several things:
1. markets to a larger audience (67%)
2. differentiates herself from others in her field
3. positions herself as the go to AUTHORITY/EXPERT for first time buyers and is more likely to get referrals
4. reduce the amount of time, money & effort spent on marketing that isn’t working
What could you do to SHIFT your marketing to educational based marketing so your efforts will be focused on the 67% instead of 3%?
What additional VALUE could you offer your dream client?
Do you have a specific niche? In other words, do you solve ONE earthshattering problem for one particular type of individual?
If you’re finding these questions difficult to answer, I’d love to be able to support you to SHIFT your marketing so that you attract more clients and are positioned as the AUTHORITY/EXPERT in your field
Book a FREE Business Breakthrough Session with me here. We’ll identify your challenges & roadblocks that have kept you from attracting & converting more customers and increasing your profits; and you’ll leave with a 3 step action plan to increase the return on investment of your marketing.
Or reserve a DISCOVER YOUR DIFFERENCE session — $197 coaching with Diana to help you identify your own unique Entrepreneurial D.N.A.; use your strengths in your marketing; and to positon you as the GO-TO- EXPERT in your field (link). Once you have registered, Diana will forward an in depth questionnaire for you to complete prior to your Zoom session. After the hour coaching, you will receive the recording as well as Diana’s notes about your DIFFERENCE and a scheduled follow up session.
1. discover your ‘difference’ that will separate you from others in your industry and position you as the GO TO EXPERT
2. translate this difference to your various marketing platforms (website, social media, etc.) using language that compels your dream client to use your services
3. increase your brand’s know-like-trust factor so that when people are ready to purchase your services, they already know like & trust you and you will be top of mind
(I’m sitting in the Ottawa airport putting the final touches to this blog — waiting for luggage to arrive! It was an amazing trip to Australia to visit with my daughter. I also had time to visit with 2 new entrepreneurial friends! It’s going to be good to sleep in my own bed tonight!!! Hugs to all! )
Go out there and BE UNSTOPPABLE!!!
To get the most from your marketing; here’s more info…..
2 Easy Peasy Ninja Marketing Shifts (here)
If your marketing isn’t bringing you clients, why? (here)
STOP THE HUSTLE: Use Your Entrepreneurial DNA (here)