Sometimes you could be doing everything “right” and still not get results.
You’re putting out content. Putting out ads. You’ve got emails lined up for the next month (or two)…
But the results aren’t what you hoped for? Time to optimize. That’s what good marketers should do. Right?
On the surface, yes, but there’s another factor in there that’s not easy to measure. Master it and it makes a mammoth of a difference when it comes to getting leads and creating sales opportunities…
In fact, it’s the number #1 thing that your prospects care about most – even though they may not even realize it themselves.
This post will discuss:
- Why marketing strategies – even good ones in theory – fail
- Why that happens (spoiler: because they don’t put trust and relationships at the forefront)
- How you can incorporate the Number #1 thing that your prospects care about most – even though they may not even realize it themselves
- How you can get a free copy of my new book on this topic, “The Trust Equation.”
Before I go on…
I’m beyond excited right now because something I’ve been working on for a while is going public in just 7 DAYS –
My third book. It’s called “The Trust Equation”.
As a subscriber of the #MarketingMinute, I’d like to give you a copy. I’ll be including the link in my next post on Monday, February 3rd. If you’d like one just let me know in the comments below to make sure that you get the notification when the post goes live!
Alright, let’s continue…
The Number 1 Thing Your Prospect Cares About
Let’s start with this quote from Stephen Covey,
“Above, All, Success in business requires two things: a winning competitive strategy, and superb organizational execution. Distrust is the enemy of both. I submit that while high trust won’t necessarily rescue a poor strategy, low trust will almost always derail a good one.”
This is what marketing and sales are all about. You could have top-notch strategy and execution, but without trust, you derail both of them. That’s why trust is the #1 thing your prospect cares about.
Without trust, at best you will have little chance of gaining headway in your market, and at worst, you will struggle to make sales.
The truth is, if you don’t build trust with your prospects it doesn’t matter what you say or how many emails you send, or how much you spend on ads – they won’t talk to you.
Not fancy funnels. Not manipulation. No tricks. No hacks. Your prospects NEED to know that you know who they are. That you understand them. Their businesses. And that you can help solve their problems. I’m talking about you becoming THE solution to their problems, the one that can finally take them to the next level, the person they can TRUST to invest their money with.
The Root of the Problem
Technology has failed us.
You need more leads and clients to move your business forward, and so many of us over recent years have trusted these online tools to help us get there.
Here’s the problem…
Technology and automation were supposed to make things better but in reality, it’s often nothing more than a huge time suck. And the results are not what you were promised.
That’s because automation, by definition, is impersonal. Your prospects see it coming a mile away, and they ignore it. In so many cases, it actually pushes your prospects away because these new technologies lack the personal touch that your prospects need in order to build a real relationship with them, and for them to know that you have their best interests in mind.
With advances in automation and online technology, we were all promised more reach and more efficiency. But what we ended up getting was a way to overwhelm our prospects with NOISE, and tools that take a degree from MIT to figure out how to operate. It’s no wonder that more than 30% of small businesses fail within their first two years, but it’s really not your fault…
Marketing and client attraction has gotten too complex, and for many, the results are abysmal, because the real engine of business is TRUST, and technology has eroded TRUST down to all-time lows.
This distrust extends beyond the business world as Stephen M.R. Covey explained in his book The Speed of Trust:
“Trust in almost every societal institution is significantly lower than a generation ago, and in many cases, sits at historic lows. A 2005 Harris poll revealed that only 22% of those surveyed tend to trust the media, only 8% trust political parties, only 27% trust the government, and only 12% trust big companies.”
It’s time that we restore trust to the mechanisms of marketing because, that’s the way business is won, and I believe we can do better.
Tell Me If I’m Wrong
If you’re anything like my clients… you want more clients and more growth.
Is that fair to say?
You want to get out of the cycle where you’re either spending all of your time servicing clients, or you’re in “prospecting” mode spending all of your time scratching and clawing for new business, and going up and down.
For far too many small businesses, it’s one or the other, constantly on the rollercoaster. They just don’t have the manpower – the bandwidth – the time – to focus on both at the same time.
What many people don’t realize is that not having cash flow is actually a secondary problem – even though on the surface most people think it’s the real issue. And I don’t blame them. Because it causes anxiety and frustration in your business – so when you’re in that cycle where you’re either servicing clients or prospecting for them – it’s tough to grow. You begin, or you continue, to stagnate because cash flow is tight and things just aren’t reliable.
I actually call it the cash flow roller coaster. Because that’s exactly what it is!
Sometimes you’re high, with client payments coming in, and other times you’re so low you don’t know how to get out of the ditch – you’re caught in the cycle. You spend your energy servicing clients, not gaining new ones and then once you’ve finished those projects, you need new clients – and until you get them, cash is tight. But again, being tight on cash flow is a secondary problem – because it’s actually a symptom of the real problem… which is a lack of trust.
One reason we don’t trust easily is because the market has trained us not to.
Everyone has become so much more aggressive and with that, all doing the same old tired playbook of the last decade. And as a result, we’re drowning in ads, offers, and sales pitches everywhere we look.
No wonder trust isn’t given easily!
Technology Can Help Maintain Trust – If It’s Used The Right Way
The double-edged sword to that secondary problem is that not only do you need more clients, but you need more time!
If you are on the cash flow roller coaster, you know what I mean – you’re likely stuck in that cycle between servicing clients and prospecting. It’s hard to do both at the same time. And this is where technology can be really useful – if you use it the right way – because there is a way to still stand out in the market and win the trust of your prospects, so you can book more clients while servicing them. That’s why right now there is no better way than to leverage technology to give you both trusting clients and more time.
However, you have to do it the right way. It’s not about taking the “typical” approach that most people take – they spend thousands on complicated software hoping it will increase their productivity but they only end up wasting time and more money trying to figure it out. What are they missing? Why doesn’t technology work as promised? Why does everything have to be so complicated?
The unfortunate truth is that so many of these powerful marketing automation solutions were really built for bigger companies. They’ve failed most small businesses.
Like I said earlier, what they’re missing is trust.
- There is no shortage of information or advice online.
- There is no shortage of funnels to go through.
- Webinars to attend.
- Books to read.
Your prospects want a way to cut through the noise and finally find the RIGHT solution that they can trust to solve their problems. And even more than that, they’re biologically driven to want to trust and build relationships. These days, people are starving for it. That’s what they care about. That’s what they get excited about. That’s what they are interested in. That’s what drives them to buy.
But think about it and put yourself in your prospects’ shoes… how many times do they get bombarded every day? How many emails do they delete… or just plain skip over?
How many emails end up in the spam filter? How many ads are they just ignoring?
How many emails don’t ever even get opened? Or if they do… how many emails come off as annoying sales pitches instead of perfectly timed, helpful resources your prospects can’t wait to dig into?
And I’ll tell you this… people, these days aren’t opening emails that come from big-box marketing software like MailChimp or Constant Contact. Because they know the game by now… and they know they’re just canned marketing messages. And even if they do open the email, even less are taking any action. It’s a serious problem for businesses.
According to Forbes Agency Council, the average human sees 5,000 ads, marketing messages, and emails every single day.
So how do you stand out?
How do you turn their overwhelm into an opportunity for how you’ll approach your prospects?
How to Attract Quality Prospects With Trust
You see, we, as entrepreneurs, leaders, sales professionals, and marketers tend to think that our prospects care about us more than they do. In reality, they do NOT care about you. Why should they? They care about solving their problems, relieving their pain, and having trusted advisors or service providers there to make sure the solution is a lasting one.
So how can you overcome this distrust, this skepticism, this high barrier you have to overcome in the marketplace and still get off the cash flow rollercoaster?
It starts with taking a step back.
Again, the promise of the online world has failed most businesses today but using technology has built a wall between people – and therefore has created distrust. The principles of my book The Trust Equation is what makes it possible to automate this trust-building and relationship-building system… something that in the past just wasn’t possible, but now it is – with the right technology used in the right way.