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Are You Marketing Backwards?
By: Developer Shed
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    Are You Marketing Backwards?
    by Charlie Cook

    Marketing is like rowing a boat. When you know how the
    pointed bow moves smoothly forward through the water
    encountering the least amount of resistance. Rowing
    backwards, the square stern of the boat pushes against the
    water, requiring more effort and increases the risk of
    having a wave come over the transom (back) and swamping it.
    Yet most people market backwards, trying to grow their
    business while pushing against the greatest level of

    Wouldnít you like to market your business so that it moved
    easily forward?

    Whatís the first thing most people do to increase salŽs of
    their products, services? They put together a description of
    their credentials. Then they pick up the ph0ne, run an ad
    campaign, send out a brochure and or build a web site and
    ask people to buy.

    Do you know anyone who has used this approach?

    Have you tried it yourself?

    Were you happy with the number of new clients and customers
    you attracted?

    Itís a common misperception that the fastest way to attract
    more clients and customers is to focus on asking people to
    buy. It looks like the obvious route, but in most cases it
    generates only a trickle of new clients for small business
    owners. It can work if youíre a large company with millions
    of dollars to spend building your brand. Why doesnít this
    selling approach work for service professionals and small
    business owners?

    A sale is the end point or one of the waypoints in your
    relationship with a client. Before they are ready to give
    you their m0ney prospects need to be confident that you have
    what they want, and they trust your product or service will
    deliver on your promises.

    When you lead with a focus on selling and your credentials
    you run into high levels of resistance. It is like trying to
    row a boat backwards.

    Marketing is about building relationships, one by one. Start
    by focusing on what your prospect wants, not on yourself.

    Think about it. When you pick up the ph0ne or encounter a
    friend, whatís one of the first things you say? Do you
    launch into a monologue about yourself? Most people usually
    start the conversation with a friendly questions or two and
    then find a topic of mutual interest. If you have
    information your friend is interested in, you share it.

    I frequently get calls from people who say they hate
    marketing. Why? Trying to convince people to buy feels

    An alternative that is more effective - and more fun - is to
    focus instead on giving people what they want. Get your
    prospectís attention by leading with a question or statement
    that succinctly gets them thinking about how you can solve a
    problem they have. This is your marketing message or
    elevator speech, not your salŽs pitch. Once you have their
    interest, give them something they want in order to prompt
    them to contact you. This could be a short report or

    Does your marketing approach give people what they want?
    Does it help start a conversation and a relationship?

    Once a prospect gives you their contact information, go to
    work and make good on their trust by showing an interest in
    their needs and giving them a steady stream of useful tips.
    The more you give your prospects, the stronger your
    relationship will be.

    Rowing a boat backwards is hard work and wonít get you very
    far. There is just too much resistance. To attract more
    clients and grow your business stop marketing backwards and
    pushing against high levels of resistance. Give your
    prospects what they want, build relationships and youíll
    find more prospects buying the solutions you provide.

    2004 © In Mind Communications, LLC. All rights reserved.
    The author, Charlie Cook, helps service professionals and
    small business owners attract more clients and be more
    successful. Sign up for the FrŽe Marketing Plan eBook,
    '7 Steps to get more clients and grow your business'

    DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware.

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