The Secret Marketing Strategy for Small Businesses – Revealed!

Share on facebook
Share on twitter
Share on linkedin
Share on email
Share on google
Share on pinterest

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’ isn’t because people don’t know about it. Nope, it’s because hardly anyone does it. And yet it’s so important it can mean the difference between eye-popping sales or a foreclosure sign.

I’m going to share how you, as a small business owner, can sell more easily, more often. When implemented correctly, this marketing strategy will deliver massive returns.

I’m going to show you how to market like a farmer. Here’s what you need to know.

    Add a header to begin generating the table of contents


    Then you need to market it. But not just any marketing will do. In my new 1-Page Marketing Plan Course I show you the exact techniques I've used to start, grow, and exit several multi-million dollar businesses, so you can too.
    The Secret Marketing Strategy for Small Businesses

    Hunting versus Farming (from a marketing perspective)

    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

    I’m not saying hunting is generally bad. What’s bad is when you solely rely on it.

    When it comes to lead flow, you can get these two things from farming:

    • Predictability. When it comes to lead flow, no one wants to be stuck on a feast and famine roller coaster ride where today, you’re doing great; the next day, you’re not. 
    • Consistency. What you need is to get a consistent lead flow and fill your sales pipeline with prospects that you can nurture for future conversion.

    Why you need to 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…

    The real goal of advertising, it’s not what you think

    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.

    Three ways to sell more

    1. Position yourself as an authority

    So how can they see you as a welcome guest instead of a pest? Position yourself as an authority, a trusted figure—someone who can bring genuine value to your prospects’ lives. The best way to demonstrate this is to help them before they become a paying client. 

    Think about it. From a prospect’s perspective, would you rather buy from a salesperson constantly following you up for his next commision? Or would you buy from someone who actually listened to your concerns and gave you great advice? It’s a no-brainer.

    2. Don’t pressure your prospect

    On the sales side, a lot of marketers always think about ABC (Always Be Closing) and all that sort of stuff. But if you’re on the customer side, how would you deal with a salesperson doing tricky, weird closes? What would you do if he’s pressuring you to buy right now?

    You might have been on that side too before building your own business.

    In sales, you want to diffuse pressure. Pressure is a major turn-off. It triggers people to stay away from you. Bombarding their inbox with multiple follow-up emails creates pressure. And they won’t reply back because you introduced pressure into the situation.

    Stop selling and start talking. Have a conversation. Get to know them. Discover what they’re struggling with, and help them in advance. Make the sales process natural and authentic for your potential customer. 

    3. Delay gratification

    Stop trying to sell from your ad. It’s true that some people reading your advert might be ready to buy immediately. But the vast majority of people won’t be ready to make a purchasing decision on the day they read your ad – even if they are interested in what you do. 

    If you don’t put them on a database 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.

    Recap on marketing your business farmer style

    Accept the fact most people will not buy right away. 

    Put them on a database – and database 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 something free like a report, video, CD etc. Any kind of free information that presents a solution to a problem they 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.

    23 thoughts on “The Secret Marketing Strategy for Small Businesses – Revealed!”

    1. 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.

      1. 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.

    2. Tyson F. Gautreaux

      I just want to say I am newbie to blogs and actually liked your web site. Almost certainly I’m likely to bookmark your blog post . You actually come with very good well written articles. With thanks for sharing with us your blog.

    3. san diego dentist

      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.

    4. 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?

      1. 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.

    5. 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!

    6. 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

    7. Mark Sherbrooke

      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.

    8. Adrienne Chambliss

      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.

    9. 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!

    10. 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! 🙂

    11. 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?

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

    13. 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!

    14. I have just stumbled across your site and am so glad I did. I would like to say what a great article this is, I feel I can take a lot from this so thank you for sharing.

    15. Your blog is quite amazing. However, you have to agree that the purpose of marketing is twofold. The first one is to create awareness about the existence of the brand, and to make some instant sales. As such, the strategies and skills applied are fundamental in this respect. Therefore, it doesn’t matter whether one utilizes the “hunter” or “farmer approach. “

    Leave a Comment

    Your email address will not be published. Required fields are marked *