Risk & Business Magazine JGS Insurance Magazine Fall 2019 - Page 18

ATTRACTING IDEAL CUSTOMERS it does. A benefit is what that product actually does for the person who’s using it. guarantee success for your restaurant would be a starving crowd. Imagine that the world’s supply of toilet paper suddenly evaporated and you’re the only person left with a closet full of toilet paper. Even if you’re not a smart marketer or a great salesperson, you could easily sell all the toilet paper you own, for hundreds of dollars a roll if you wanted. All you’d have to do is scribble on a cardboard sign “I have toilet paper for sale!” Or put a post on Facebook or upload a video on YouTube, and you would sell out of your supply quickly and easily. 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. That’s the advantage of having supply and demand on your side. The message in market matching is not only what you communicate but also to whom you’re communicating to. If you happen to be in a business where there’s so much demand for what you offer, you don’t have to rely on any marketing 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 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 18 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 visit 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. 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. JoePolish.com