Focusing on one question holds the key to turning your firm's marketing into great marketing. Marketing that shortens sales cycles, grows revenues, and increases profits.
Answering The One Question is the key to great marketing.
Most professionals think about marketing as describing what they do or why the client needs to hire a firm like theirs. The result is the dreaded list of bullet points of "What we do."
Great marketing doesn't come from finding better ways to describe the tasks your firm performs. Success comes from delving into why your best clients select your over other, often excellent, options. Uncovering the answer will profoundly change the way you think about marketing—and if you let it, your entire firm.
Learning why your best clients select your firm over other options tells you how to position and differentiate your firm in ways that help you attract and win the best clients and projects.
Great marketing is aligned with what potential clients need to know to make a decision, not what you think they ought to hear. Learning why your best clients select your firm over other options tells you how to position and differentiate your firm in ways that help you attract and win the best clients and projects.
The One Question helps you think about marketing much more broadly. Start by thinking about exactly why your best clients select your firm. Not why they hire a firm like yours. Not why you would select your firm. Why they select your firm above other options.
This is a much deeper question than you want it to be. It's a bit uncomfortable. Don't rush to answer it. Taken seriously, this question will cause you to re-think what your firm does, not just how you do marketing.
It's about communicating why your best clients select your firm. Better yet, it's thinking in broad terms about the impact on your client's business.
Once you can answer this question, your positioning, your differentiation, how and where you spend your time and money all improve. If you let it, great marketing will supercharge everything your firm does, including:
The projects you pursue
The relationship you have with your clients
Where you focus your marketing—and what you should ignore
Even your firm's attractiveness as an employer and who you hire.