Risk & Business Magazine Hardenbergh Magazine Fall 2019 - Page 7
ATTRACTING IDEAL CUSTOMERS
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
including: JoeVolunteer.com, ArtistsForAddicts.com,
Genius Recovery, and Sir Richard Branson’s Foundation,
Virgin Unite. Joe continues to be a prominent figure in the
world of business and entrepreneurship, reaching people
not only through his business endeavors, but through
various forms of media as well. He’s the co-founder of
two popular podcasts, 10XTalk and iLoveMarketing.
techniques. However, most people are in
competitive businesses, so they need to
structure their marketing so that it drives
business to them by creating demand.
To do that, you need to talk about the benefits
customers will get by doing business with you.
Once you start focusing on what your
customers can receive, prospects can
clearly understand why they should do
business with you. Your competitors might
offer the exact same features that you do,
but if they don’t describe the benefits of
those features, nobody will know about
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
3. MATCHING YOUR MESSAGE TO YOUR
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
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...
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
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.
The message in market matching is not only
what you communicate but also to whom
you’re communicating to.