Bruce Stachenfeld, writing at AboveTheLaw, views marketing the way Non Sequitur views boat ownership. Something you rain cash on without expecting much in return. Asserting that “marketing is a game of pure statistics,” Mr. Stachenfeld advises: “The best chances of success will come from making as many marketing attempts as possible.”

Random Acts of Marketing

I don’t see throwing buckets of money at your firm’s marketing, then whistling at the futility of it all as a good approach. What Mr. Stachenfeld promotes as a best practice, is better described as “random acts of marketing.”

“Spray and pray” marketing is the norm for book publishing and Hollywood films. These industries depend on the occasional blockbuster, but have a woeful record of predicting what will be a blockbuster. As with venture capital, they throw buckets of money at the problem because they haven’t come up with a better alternative.

If your clients aren’t as fickle as moviegoers, you should be focusing your marketing rather than spraying and praying.

Committing random acts of marketing is no way to win your ideal clients. Click To Tweet

Low-Friction Path to Growth

You gain focus by taking the time to understand your prospect’s situation and challenges from their perspective. While your competitors wax eloquently about themselves (how they’re “different”), you lock your spotlight on your prospect’s situation and needs. You’ll be shocked at how often you’re the only one taking this approach. You make yourself the easy choice.

Be careful. It’s easy to think you’re talking about your prospect, only to have the prospect perceive that you’re talking about yourself. I wrote a previous article on this challenge.

Focusing on your prospect from the get-go does more than steer you away from distractions. It demonstrates goal alignment and builds trust that speeds the decision process. Often, a prospect will make an emotional “pre-decision” to hire you early on. When the final decision looms, they cherry-pick data that validates their pre-decision to hire you. It’s the way our brains make decisions.

According to Raj Raghunathan of the University of Texas, this type of post-hoc rationalization is found whenever we make decisions. Raghunathan found “The earlier you make the emotional connection the better, because once the buyer has decided they like a particular option. . . their thinking falls in line with their emotions.”

As long as you are honest about how you’ll work after they buy, you’re helping the prospect choose the best option.

Huge Impact

The difference between pinpoint focus and random acts of marketing is eye-opening. While your competitors are still enmeshed in the opening 10 slides “About Us,” your prospect is already firmly in your camp. They see the value to their business from working with you, so they are quicker to make a decision and less likely to get hung up on price. The best growth is not merely more clients, but more of your ideal clients.

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