" If you ’ re looking to nail your marketing strategies , it ’ s simple : You must be different ."
2 . Attract : In A Way That Attracts Your Ideal Prospects .
Next , ensure that your approach will appeal to the people you want to serve , not turn them off . How will you establish your marketing as an opportunity they will consider instead of a threat they will avoid ? Make sure how you are attracting works for who your community is .
3 . Direct : Illustrate A Clear Message Of What Action You Want Your Prospects To Take .
Finally , your strategy must compel your ideal prospects to take a specific action you desire . Now that you have prospects ’ attention and they are engaged , you need to tell them what the heck to do . Marketing guru Jeff Walker says that marketing is every step you take to get the customer to the buying decision , and the sale is the final action on their decision to buy . So , your clear , singular directive should get them to the next step .
Does the prospect see the reward of doing what you ask as greater than the risk of taking that action ? And will their compliance with your directive help you achieve your marketing goals ?
Forgetting to include a specific call to action is one of the most common marketing mistakes I ’ ve seen ( and done ). Along with being specific , this step must be reasonable . Maybe my marketing win is to sell you a house , but once I have your attention , I wouldn ’ t immediately ask you to plop down a million bucks on the spot . It ’ s way too much , way too soon , and unreasonable . An excessive ask will cause prospects to walk ( or run ) away . Conversely , inadequate asks will slow down ( or stop ) any progress toward the outcome you want . Once I catch your attention with uniqueness and maintain it with relevance , the Direct step must be specific so you know what to do and reasonable so you feel safe doing it and move efficiently toward your goal .
To sum up the DAD : Get different to get noticed in a way that attracts your ideal prospects and directs them to act . That ’ s it . That ’ s the framework . It ’ s simple yet powerful . When you follow it , you will land new prospects . Every . Single . Time .
Better isn ’ t better ; different is better . So get different . n
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Mike Michalowicz is the author of " Profit First ," " Clockwork ," " Surge ," " The Pumpkin Plan ," and his newest release " Fix This Next ." By his 35th birthday , Mike had founded and sold two companies — one to private equity and another to a Fortune 500 . Today , he is running his third multimillion-dollar venture , Profit First Professionals .
Mike is also a former small-business columnist for The Wall Street Journal and the former business makeover specialist on MSNBC . Over the years , Mike has traveled the globe speaking with thousands of entrepreneurs and is here today to share the best of what he has learned .
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