Stop Pushing and Start Pulling - Or How To Make Your Marketing Work

Is your marketing getting you the RESULTS you are looking for … or would you like more clients right now?

Does the thought of having to market your business and you send shivers down your spine?

Most small business owners are not entirely comfortable with having to get out there and win new business. So they run a few ads (which typically do poorly), go to a few networking events, tinker with their website and hope that someone refers them on.

This is not a strategy for SUCCESS which may explain why many small businesses do not reach their full potential.

So why is it that we don’t like the sales & marketing process?

Well have you ever heard the term ‘pushy salesman’?

Of course you have, right? We have all heard of or experienced pushy sales people before and for the most part its a huge turn off. For this reason many small business owners do not see themselves as being in sales.

Marketing is no different … there is pushy marketing as well. Push Marketing is any form of marketing that is designed to interrupt you so they can impose their marketing message on you.

I was in Hong Kong last year waiting to cross the road at the lights. I must have stepped to close to a sensor and this building beside me lit up in a full blown commercial right in my face … talk about pushy.

Push Marketing is the telemarketer rining you at 7pm at night at home when you are about to have dinner. It is the annoying TV commercials which signal time for a hot cuppa and a biscut. It is radio jingles with ever more insane and stupid character voices desperately trying to engage a disinterested audience.

Push Marketing is the person on the street corner who trys to stop you as you pass so you can sponsor some poor child in Africa.

Push Marketing is the full page advertisment in your favourite magazine that flick past in search of your favourite articles. It is the letter box full of JUNK MAIL.

Push Marketing is the countless emails we receive telling us we will miss out if we don’t buy their super duper once in a lifetime product with a hundred bonuses TODAY!

Push Marketing is every attempt a business makes to push their marketing message out and INTERRUPT you long enough that you might make a positive buying decision.

Push Marketing … most people think it SUCKS … most small business owners don’t want to use it.

Big problem is that Push Marketing is the only form of marketing that most people are aware of.

Think about this … what if every Real Estate agent in Australia agreed that they would no longer advertise any houses for sale. Sellers would save thousands! But what would happen to the Real Estate market … do you really think people would stop buying and selling property? Of course not … however the entire industry dynamic would change.

So what is the alternative?

Well instead of trying to PUSH yourself and your business onto the unsuspecting public … what would happen if you could attract clients to you?

How different would your business be if you could literally PULL new clients to you in a steady stream?

Would your business become more PROFITABLE if you had a waiting list of clients? Could you increase your FEES?

Consider this … how come brain surgeons don’t have to use PUSH marketing?

It is because there are few of them, there is a high demand for their service, they charge a lot, they are always referred, they are perceived to be industry leaders, they have specialized knowledge, and they are well connected amongst their peers and associates.

If you could model your business along similar lines is it possible that you could PULL clients to you?

Could your business become so magnetic that clients seek you out?

If there is a demand for what you do … in other words there are enough people out there willing to pay you for your service, then you could model your business in such a way that you attract more clients than you will ever need.

The key is to break away from how everyone else in your industry is marketing because most of them are using Push Marketing which as we have discussed no longer works.

You want to think about how you can have people seek you out, engage them in conversation, build a relationship with them, help them articulate their needs, and lead them to their own conclusion which is to use your service … after all … you are the only one out there helping them rather than trying to sell them.

Imagine the possibilities …

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