The ‘Secret’ Marketing Strategy That Will Guarantee Your Business Success If You Use It, Or Kill Your Business If You Don’t

The ‘Secret’ Marketing Strategy That Will Guarantee Your Business Success If You Use It, Or Kill Your Business If You Don’t

There’s a secret marketing strategy I’ve seen over the years that makes and breaks more businesses than any other.

The reason I say it’s ‘secret’ is not because no one knows about it but because hardly any one does it. Yet it’s so important that it can make or break your business. It’s the difference between bitter failure and massive success.

Hunting Versus Farming

Imagine yourself as a hunter. You wake up in the morning, gather your weapons and head out to the hunt. Some days you come back with a kill and your family eats a feast. Other days your family goes hungry. The pressure is on every single day to hunt successfully – it’s a constant battle.

Now imagine yourself as a farmer. You plant your seeds and wait for them to be ready for the harvest. In the meantime, you nurture them and treat them with care. You water and tend to your crop. When they’re ready you start harvesting.

In my experience, most businesses are hunters – not farmers:

  • They cold call to generate new business
  • They spend huge amounts of time and energy trying to get a new customer and do anything to close the sale as soon as possible
  • They’re advertising reeks of desperation as they try discounting and competing on price just to make a quick sale
  • They waste huge amounts of time pestering people who are not interested in their product or service

The Transition From Pest To Welcome Guest

How do you feel about a dear friend who shows up at your front door? Contrast this with how you feel about a stranger selling door-to-door who interrupts your dinner or family time.

What’s the difference? The former is a welcome guest, someone you have a relationship and connection with. The latter is a pest. You don’t know who he is, where he’s from and most likely you don’t even want or need what he’s selling.

The welcome guest brings value to your life, whereas the pest is just there to interrupt you and to take.

Wouldn’t it be great if you could approach a prospect and be treated by them as a welcome guest rather than a pest? Selling suddenly becomes much easier and more pleasant when you are welcomed with open arms and when the prospect is deeply interested in what you have to offer.

This is the transformation I’d like you to make in your business and in your marketing. Transition from being a pest to a welcome guest. Here’s how..

Understanding The Goal Of Your Advertising

Most business owners are clueless about the purpose behind their marketing. They slap the name of their business on their ad with a pretty logo and some meaningless slogan claiming to be the leader in their industry or area.

If you ask them what the purpose of their advertising is, most will say it’s to sell their products or to “get their name out there”. This is WRONG! Dead wrong. They may as well be flushing money down the toilet.

The whole purpose of your advertising is not to immediately make a sale – it’s to find people who are interested in what you do and put them on your follow up database so that you can build value for them, position yourself as an authority and create a relationship built on trust.

After doing this, the sale comes (if it’s right for them) as a natural consequence.

This will take a mindset shift but is an absolutely vital concept to understand.

Delay Gratification

Why not try to sell to them from your ad? It’s true that some people reading your ad might be ready to buy immediately, but THE VAST MAJORITY will not be ready to make a purchasing decision on the very day they read your ad – even if they are interested in what you do.

If you don’t put them on a database then you’ve lost them. They might have been ready to buy in a month, six months or a year. But since your advertising was “one-shot” you’ve completely wasted that opportunity. Your chances of them remembering your one-shot ad from six months ago is extremely slim.

This also has a secondary side effect with the people who are ready to buy immediately. They see you’re not desperate to sell or discount your product or service. They see that you’re interested in building a relationship first rather than just going for the jugular.

This kind of marketing is similar to farming. It is an investment in your future because as your database grows, so will your business and your results.

Marketing Your Business Farmer Style

Accept the fact most people will not buy right away.

Put them on a database – and by database this could be email or physical direct mail (preferably both).

Mail them something regularly to stay in touch, positioning yourself as an expert in your industry or field.

And like a farmer, wait for that prospect to become ready for harvest.

This growing list of prospects and the relationship you have with them will become the most valuable asset in your business. It’s the golden goose.

Now when the prospect is finally ready to buy, you’re a welcome invited guest rather than a pest.

The most important thing you can take away from this message is to become a marketing farmer. It’s a simple three step process:

  1. Advertise with the intention of finding people who are interested in what you do. Do this by offering a free report, video, CD etc. etc. Any kind of free information that presents a solution to a problem them have. This positions you as an expert and as an educator rather than a salesperson. Which would YOU prefer to buy from?
  2. Add them to your database
  3. Continually nurture them and provide them with value. For example a newsletter on your industry or information on how to get the most from whatever it is you do or offer. Important point – do not make this a constant sales pitch. That will become old very quickly. Be sure to offer them valuable information with an occasional pitch or special offer. Most important of all be sure to keep in contact regularly – at least once a month, otherwise the prospect will forget you and your relationship will then be relegated to that of a cold prospect and pest salesperson.

If you become a “marketing farmer”, you’ll have a rich and continual harvest as your database grows in number and quality.


Connect with Allan Dib on Google+

19 Comments

  • Jim Zawada

    Reply Reply January 24, 2012

    Great hunter vs. farmer metaphor. I strongly agree with the idea of using quality content to educate and “invest” in ongoing relationships with potential customers. Customers are likely to tune out or ignore the hunter’s ad or sales pitch. More effective to focus on prospects that are interested in your products when they’re ready to buy.

    • Allan Dib

      Reply Reply January 24, 2012

      Jim,

      Exactly. People like to buy but they don’t like being sold to. Put the customer in the drivers seat you’ll find it’s a heck of a lot less effort for a lot more reward.

  • Tyson F. Gautreaux

    Reply Reply February 26, 2012

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  • san diego dentist

    Reply Reply March 4, 2012

    I have recently started a blog, the info you provide on this website has helped me tremendously. Thank you for all of your time & work.

  • David Williams

    Reply Reply July 31, 2013

    All great advice, but what happens when the purchaser is not the actual customer. I run a football (soccer) coaching company for kids, it is usually a soft sell market and I am not sure whether your advice about not going for the sale straight away is valid here or not?

    • Allan Dib

      Reply Reply July 31, 2013

      Hi David,

      Why do you feel the advice might not be valid just because the buyer is not the actual customer? I can’t think of any industry or business where building more trust ahead of selling makes you worse off. That’s not to say you can’t sell immediately if the customer is ready to buy. Of course you can do that. It’s all about meeting the customer when they’re ready to buy and positioning yourself as the trusted authority in your niche. Hope that helps.

  • Thank you for sharing your thoughts. I truly appreciate your efforts and I am waiting for your next write ups thanks once again.

  • raffles school

    Reply Reply August 19, 2013

    First of all I would like to say superb blog! I had a quick question which I’d like to ask if you do not mind. I was curious to know how you center yourself and clear your head before writing. I have had a difficult time clearing my thoughts in getting my ideas out there. I do take pleasure in writing however it just seems like the first 10 to 15 minutes are usually wasted just trying to figure out how to begin. Any recommendations or tips? Thank you!

  • Reta

    Reply Reply October 17, 2013

    Hi! Would you mind if I share your blog with my zynga group?
    There’s a lot of folks that I think would really appreciate your content.
    Please let me know. Thanks

  • Mark Sherbrooke

    Reply Reply May 12, 2014

    A very common sense approach to marketing. So many marketing dollars are wasted on “brand awareness”. Your approach using direct response marketing techniques is what genuinely works for small to medium businesses.

  • Aidrennen

    Reply Reply June 15, 2014

    This post is fantastic. Keep up the great work!

  • Adrienne Chambliss

    Reply Reply June 21, 2014

    Thank you for the efforts you’ve put in writing this blog. You’ve got a unique and refreshing take on marketing and I hope to be implementing a lot of your strategies in my own business.

  • Jack Monte

    Reply Reply August 7, 2014

    Thanks for a marvellous post! I enjoyed reading it, you might be a great author. I want to encourage one to continue your great posts, have a nice morning!

  • Melika The Violinist

    Reply Reply November 5, 2014

    Thankyou 😀 xxx

  • Dmytro Sichkar

    Reply Reply January 2, 2015

    Very insightful post about marketing. Thank you for sharing such a great insight.
    Building a trust takes time like growing a garden too.

    Keep watching you Allan! 🙂

  • khumbu

    Reply Reply September 24, 2015

    Wow very helpful. Thank you so much. I just have one concern. Am in the nutrition industry i distribute a variety of health products, and i just relocated few weeks ago. I dont know anyone here am at work 8-5 i only get to see neighbours on weekends, how do i go about building that “welcome guest” relationship ? what is the 1st step?

  • Ollie Belts

    Reply Reply November 7, 2015

    Great topic. I need to spend more time on my marketing. Thanks for fantastic information and looking forward to more.

  • hafsa

    Reply Reply October 3, 2016

    Thank you so much for this write up. It is exactly the steps I’m searching for, my business is not moving well and I guess it’s because I’m a shy person and retains old customers without looking for new ones. I have to summon up courage and start the door to door in my neighborhood to get new clients. Wish me luck!

  • ben

    Reply Reply November 28, 2016

    Great content over there
    i like the farming and hunting bit
    cheers

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