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The Idea That it Takes Money to Make Money is Dead
In the old days (before 2003), people would spend a ton of
money to get their business in front of a lot of people.
Big national brands spent a BAZILLION Dollars getting their
name in front of everyone. The idea that it takes money to
make money grew.
Smaller businesses, with limited advertising buying power,
tried to emulate the national giants in some form or the
other and failed miserably.
It’s easy to understand why.
It does NOT take money to make money. It takes sales
to make money. Sales is the lifeblood of business and where
the focus must be for small businesses.
It’s time to change the spending mindset to
reflect reality
First, no one cares about you. They care about the value or
results you bring to the table.
Second, no one believes advertising. One more ad in the
yellow pages, local newspaper, or online portal is not going
to make the phone ring.
It takes interaction to create sales. Help people understand
the value you offer.
Show them that your expertise is the only logical choice to
solve a specific challenge they face.
Demonstrate that you have the expertise to help and care
enough about their business to be worthy of attention.
Following this new way of thinking attracts quality
prospects into your sales pipeline consistently.
Develop a position in your prospects mind for
minimal cost
Use contemporary ideas like:
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Providing content
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Offering thought leadership
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Positioning yourself as an expert in your niche
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Communicating value consistently
Pull don’t push to gain valuable attention
Attracting attention with relevant messages saves both time
and money. Pull people toward you rather than trying to push
them into listening.
Only sales, combined with marketing designed to attract
attention, can break through the clutter of messages.
Interaction is the answer and it’s inexpensive as well.
Ask for permission to communicate. Set up a process that
establishes your expertise up front. Then move to understand
your prospects challenge and offer a solution once you have
their attention.
The cost for providing content and thought leadership is
time and a few dollars. The cost of caring is personal
commitment.
Instead of screaming your advertising message to everyone,
ask permission to communicate to people who have reason to
care.
Your costs go down while your sales increase. That’s a
return on investment that everyone can live with.
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