“Somebody said to me, ‘But the Beatles were anti-materialistic.’ That’s a huge myth. John and I literally used to sit down and say, ‘Now, let’s write a swimming pool.'” (Paul McCartney)
Of course, they wrote and played stunningly brilliant music.
But what’s instructive is, how could they have done it without their fan base?
Without that, they could do squat; With it, they could literally bang out some chords, lyrics and a melody, and voile – here comes a flood of new money!
Of course, they were lucky… Couldn’t happen here, right? Or could it…
Here’s what blows my mind… It’s when – as happened a couple of times last week – I’m talking with a business owners who just doesn’t seem to grasp the value they have in their customer and prospect lists, their fan base or community, or whatever you want to call it…
Okay, so I’ll assume because you’re reading this, that you have at least one customer or prospect list. If you ever wish you had more profits at the end of the month, I’ll bet there’s hidden, untapped value here…
Listen, I’ve been there, done that. Like throwing money out the car window!
So I want you to check up from time to time, and audit your marketing expenditures of time and money against these three essential questions:
1. Are we squandering hard-earned profits on shotgun style advertising that brags about our business to the world at large?
Or are we getting awesome marketing return on investment by strategically placing messages that magnetically attract our best clients, unnoticed and uninteresting to the rest, like a dog whistle, that only our dog is trained to hear?
2. Do we systematically follow up on leads, building and maintaining a warm relationship until they are ready to buy?
During the process are we educating them to appreciate the unique value of our proposition so that when they are ready to buy, there is obviously no other choice?
And…
3. Once they have bought, do we tend to celebrate success and move on to our next victim?
Or do we simply consider that first purchase a prelude to a lifetime of value given and in turn profits earned from an ever growing (and preferably scalable) client base, year in and year out?
Whew! What a mouthful…
If you have to think hard about it, the good news is, you have great opportunities ahead.
If it’s easy to grasp, the news is better still, because your business is probably doing very well, or is poised to do so.
And in that case, want a swimming pool? Go write one!
With the right customer attraction strategies, all you need do is add a little fresh baked content.
For a great set of little known methods for getting new business, be sure to check out
The Small Business Customer Attraction Formula For Endless Profits
A Seven-Step Guide to Quick and Sustainable Growth
From Mike Connolly the More And Better Clients Faster™ Guy
