Global Atlantic Financial Group - Leaders Insights Summer 2020 | Page 11

might offer the exact same features that you do, but if they don’t
describe the benefits of those features, nobody will know about
them.
Shift the focus of your marketing from your business to your
customer, and you’ll appeal to a lot more people—and increase the
effectiveness of your marketing as a result.
3. MATCHING YOUR MESSAGE TO YOUR MARKET
The best message in the world is useless if it falls on deaf ears.
My friend Gary Halbert used to ask his audience, “If you were
to open a restaurant and you could choose just one advantage
to improve your restaurant’s chance of success, what would you
pick? A great location? A great staff? The best quality food? A
wonderfully designed building?”
While all of these advantages would be nice, the most important
advantage to guarantee success for your restaurant would be a
starving crowd.
You want to market your products and services to people who
desperately want what you have to sell. If you determine who your
market or starving crowd is, you’ve just made your marketing 10
times easier. Most people focus on developing a great product
and then worry afterward about who might want to buy it. If you
can find your market first, you can zero in on your target audience
much easier than wasting time trying to attract as many people as
possible.
THE MESSAGE IN MARKET MATCHING IS NOT
ONLY WHAT YOU COMMUNICATE BUT ALSO TO
WHOM YOU’RE COMMUNICATING.
Remember: don’t sell the product or service. Sell the benefits
that it will create.
People don’t buy from you because they understand what you do.
People buy from you because they feel understood.
BONUS MATERIAL
1. GROW YOUR BUSINESS 10X
If you listen to the podcast Joe does with his dear friend Dan Sullivan,
founder of Strategic Coach, you can discover untapped potential in
your business, multiply your opportunities, and grow 10x. Learn more
by visiting 10xtalk.com.
2. I LOVE MARKETING: GET OVER 300 HOURS OF THE BEST
MARKETING EDUCATION ON THE PLANET
Check out this podcast with Joe and his co-host, Dean Jackson,
where they talk about new marketing ideas, direct mail ideas, lead
generation, lead conversion, getting referrals, stick strategies, email
marketing, psychology, books, people, productivity, and a lot more.
Visit ilovemarketing.com.
ABOUT THE AUTHOR
Joe Polish is one of the most sought after
marketers alive today. Known for his ability to
connect with almost anyone on the planet, he
leverages his networking prowess through his
highly renowned Genius Network, and GeniusX
masterminds with household guests like Peter
Diamandis, Tony Robbins, Sir Richard Branson,
Steve Forbes, and John Mackay coming in to
share their wisdom with the groups.
With these events, as well as his work as a
consultant, Joe has helped to build thousands
of businesses, generated hundreds of millions
of dollars for his clients, and changed the lives
of many others through his charitable causes.
He’s the co-founder of two popular podcasts,
10XTalk and iLoveMarketing.
Visit JoePolish.com
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