05 Jul Stand out in the crowd
Silly pickup lines don’t get sales anymore, but most marketers haven’t learned this yet.
They’re still serving up the same self-congratulatory messages: “Call the best in the business” or “We are working for you!”
You need to realize, however, that customers don’t care about you; they don’t care how great you say you are. Customers care about themselves. Marketers who understand this can shift the way they market and capture the huge market share that is being lost by others.
Logos, slogans, awards, and pictures don’t matter. They might look good, but they don’t close leads. To grow your business, you need to always remember that the customer does not care about you—they care about themselves.
As the marketer, it is up to you to set yourself apart from everyone else so as to give the customer a real reason to care about you. This means doing things differently than 99% of the people who are doing the same thing.
If you do what everyone else does, you will be perceived as being the same as everyone else, and you will have no special perceived value since you look just the same as everyone else in the market who is offering the same service.
It doesn’t matter if you are genuinely the best in the world at what you do. If your marketing doesn’t distinguish you from the competition, you won’t be able to achieve the best results in your business.
If you do what everyone else is doing, you are not visible, but if you do what nobody else is doing, you are very visible.
Publishing a book is the best way to become visible in any market regardless of how crowded the market may be.
Ninety-nine percent of people in any market have not published a book despite it being the absolute best way to achieve visibility and differentiation in that market.
Credibility before all else
It wasn’t long ago that marketing was all about being polished and professional. Being good at sales meant knowing all the tricks of manipulation, including looking the part. The new reality, though, is that when you show up at a sales pitch the brand of your shoes matters far less than your credibility.
Credibility trumps superficiality in today’s marketing environment. To succeed, you should be investing in your credibility, not your look.
Just because someone looks good does not mean they are trustworthy and credible. Focus on presenting yourself as trustworthy and not (just) polished.
You want to be seen as an authority figure in your field because then people will come to you, and they won’t need to overcome that initial hurdle of vetting you, since you are already regarded as being an authority.
Imagine sending a potential client your book before meeting with them. By the time you do meet with them, they will already perceive you as being credible, and closing the sale will be that much easier.
A book is the most effective marketing tool available today.