Customers pick YOU before your product.
Do you want to build a faceless drop shipping company that has huge customer acquisition costs OR a long lasting sustainable business that delivers revenue consistently?
I’m perfectly fine with those who have drop shipping businesses or generic e-commerce shops. If you’re making a living…good for you. Maybe you’re making big bucks and living the dream…good for you. For me these successful businesses are few and far between.
I’ve seen more success by building a brand, a trusted name and playing the long game opposed to something that hits big when it first starts, then customer acquisition costs start eating away the bottom line and before you know…POOF! The business is gone.
Your business. Your media company.
I spent a decade working in the media industry and I’ve seen it drive revenue. And I’m talking BIG revenue. The same sales structure most media companies use can be applied to your business no matter how big or small.
A few general ideas:
- Market yourself/product. More on that HERE. You have to spend money to make money. I’ve had BIG budgets and I’ve had tiny budgets, but I’ve always had a budget to acquire customers.
- Hammer down your ideal client and profile them to accelerate your sales (this one is more complicated). You have to know who’s buying from you and why. Then tap into that reasoning to speak directly to like minded individuals who will become your customers. Punch in your email at the bottom of this page to get my newsletter where I’ll be sending out how to define your ideal client in the coming weeks.
- Tell your story. More on that HERE. Please STOP following what others are doing and tell me about YOU. I don’t care about what your product can do for me. Tell me about you FIRST, then I’ll listen to whatever else you have to say. Remember, buyers pick you before the product.
- Give back to your customers and community. More on this below.
If you’ve heard the term inbound marketing, INWARD MARKETING is not it. I’m not even sure if inward marketing is a term, but it is now!
Quick note – if you don’t have any paying customers yet – then focus on marketing yourself. If you don’t have the dollars (you should find something…anything to marketing yourself) you can use the guerrilla marketing approach. I touch on that briefly here.
Instead of using your ad dollars to drive new customers and build your brand awareness by purchasing traditional (billboard, print, radio, tv) or through social media you turn those dollars inward and give back to your existing customers.
I worked with a Lexus dealership years ago and this is exactly what they did. Dealerships typically spend tens of thousands of dollars on advertising every month. This dealership took those dollars and put together exclusive concerts, deals, spa packages, trips, charity functions etc…but only for their customers. You had to be in the club in order to receive the perks.
You better believe word-of-mouth started to travel as this dealership’s existing customers were like chickadees spreading the the message. If you wanted to get pampered and treated like a God, then this dealership was the place to get your Lexus. Soon people were coming to them asking how they could get in on the perks. The answer was simple, buy a Lexus from us.
This simple concept was honed during my 10-years in the radio industry. We constantly ran promotions that benefited our listeners (aka customers). With the Lexus dealership – we took what I did in the radio industry, copied it and pasted it to the benefit of Lexus owners.
You need to start thinking of yourself as your own TV, radio station, magazine, social media company, etc…It may sound like a lot of work, but you’re probably already doing most of it. For your business – this is an amazing way to share your stories, your personal beliefs, and further connect you with your potential customers. You may not see giant sums of customers at first, but with time your CORE fans will develop that personal connection with you, and next thing you know – you’ll start to see your brand grow through referrals, and satisfied customers who come back time-and-time again.
Jordan ‘The Guy with the Bow Tie’ Rycroft
PS. Any questions? Need to dive in further on a subject? Sign up with your email addy below and get info direct to your inbox. It’s also your personal gateway to me (if you care about getting personal).