Remember my stated mission from my article last week?
Killing Entrepreneur Do-It-Yourself Marketing Month?
DIY Marketing sure didn’t help Kelsey.
Her struggle made her feel lost in the weeds.
Something was off.
Kelsey was out-of-her-mind, perplexed and cranky because she struggled to find prospects.
She knew she had really effective programs. Customers told her so.
Yet, finding new prospects…the kind of people who connected with her immediately…was so hard. Everything she did…DIY Marketing-wise…didn’t work. And she had tried everything she knew how to do.
What ailed Kelsey might be an issue for you, too, as we see it in about 70% of the businesses we work with.
The problem rests where you might least expect it.
The focal point of her business—her marketing, the copy on her website, how she introduced herself—centered on her programs and services.
But her prospects…and your prospects…don’t care about your programs and services.
They don’t care about you, either.
At least not at the beginning.
Because, how you ATTRACT new customers isn’t the way you KEEP new customers.
Kelsey came to realize this little-bitty truth when she stopped trying to DIY her marketing, and she turned to experts to figure out the issue (yes, she turned to Wide Awake Business; that’s how we know this story).
New prospects care about themselves. They want to know what you’re going to do for them.
If you don’t tell them…and tell them extraordinarily fast…they are gone.
Don’t knock them or get frustrated with them. The same applies to you, too.
You care about what someone, in fact even this email, will do for you. You’re reading this to gain some nugget of valuable, actionable insight.
So, if new prospects care about themselves first, if they want to know what you can do for them…
…this becomes your #1 Responsibility.
…your #1 Priority.
…your Ground Zero.
Ground Zero. The center or origin of rapid, intense activity or change.
Ground Zero means you have insights into the mind of your Ideal Customer…
…and then talk about them immediately before you start talking about your programs, services and even yourself.
The best and most successful businesses build from the Ideal Customer in to them.
In essence, the error Kelsey made, and perhaps you, too, is her company was built from her perspective, from her OUT to her Ideal Customer.
Build your business from your Ideal Customer IN to you. Then your Customer becomes the centerpiece of everything you do. You begin to think like your Customer. You understand their motivation, their problem as they see it, and the language they use to describe it. When you construct your business from your Customer’s point-of-view, you create products and services they want, rather than programs you think they want because you wanted them.
Describe them, in detail. Who are they demographically? What do they aspire to have for themselves in your field of expertise (but not with you…they don’t know you exist yet in this exercise)? What is the problem they have, and are actively in pursuit to solve? Their desire must align with your solution.
Most business owners build their business from their own point-of-view, and assume their perspective is also their Ideal Customer’s perspective. They build their business centered on their view of the world, their belief of what the customer wants, because they wanted it. They miss the mark, because they can’t see the mark. You can only see yourself and your needs.
Your Customer is your Ground Zero.
They are your center, your origin of rapid, intense growth and change.
See why I want to kill Entrepreneur Do-It-Yourself Marketing Month?
It’s not doing you any favors.
Go forth and do great things,
