The Dalek principle can help you get a new client too.
Many business owners fear being focussed in their marketing worried that it will rule some people out. Clarity and focus will help you attract more leads, not less.
Knowing what you stand for will help you sell more.
It’s a simple message that many people don’t really get, it’s true for all aspects of marketing your business. How many times have you listened to somebody, or read their flyers and walked away more confused than before you started?
My Dalek discussion.
Recently I wrote about a discussion in our office when people saw a two foot tall Dalek sitting on my desk. That article led to a tip to help you sell more (click here to read it).
The discussion caused some merriment and a little leg pulling – here comes the big secret.
I like Dr Who and the Daleks!
In the office we went on to discuss how clear marketing statements and making it easy for people to associate themselves with you is good.
How many business owners have you met who list about 10 different business categories that they’re involved with and then name their ideal client as “everybody and anybody”. What do you then think about them?
Honesty and clarity helped our discussion
Later I had a meeting; my prospect walked into the office, noticed the Dalek and laughed. The others in the office later admitted that at that moment they thought that I’d put him off. He went on to say that he used to be one of the voices of the Daleks! Far from my Dalek putting people off, this clear statement had allowed him to connect more rapidly.
Now, I’m happy to accept that this wasn’t a traditional marketing. But the principle is the same; rather than fearing that a message might put somebody off, but the right message will attract – focus the message on who you want to attract.
Improve your Marketing.
Understanding your key messages, focusing on who your target clients are will allow you to focus your messages so that more of them are attracted to you. If you try to send out messages that will appeal to everybody, you are more likely to appeal to nobody.
A common fear is that it will put others off, that’s unlikely. It is far more likely that you won’t attract relevant people unless you are clear and focused.
Your action?
You may not choose to include a large Dalek in your marketing; but what can you do to put out clearer, more focussed messages in your business? What interesting aspects about you and what you have achieved for clients might you let others know?
Finally are your messages clearly targeted, accepting that this may rule out some people!
What do you think, have clearly focused messages helped you? I’d love to read your comments
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