© 2009 Linda Feinholz
Business building is a marketing game – the greater your marketing focus (the number of ways you keep your message on the results your clients want) the greater all your results will be – results like products and services, prospects, customers, and profits.
The challenge for most business owners and entrepreneurs is to be able to keep enough focus on marketing and delivering clear solutions that makes a difference.
The 3 Most Common Mistakes People Make Over and Over Again.
Mistake 1 – Thinking it’s about you.
This one is really easy to do, especially since we each want to find a sweet spot in the market, but don’t know what to do with ourselves until we find it. Many people therefore tell their market all about themselves… rather than the solutions their buyer is seeking.
Sorry, but your buyer is not that interested in you. If they are, then they can read your succinct 2-paragraph profile in your marketing materials. The buyer is interested in what is in it for them.
Mistake 2 – Saying “Yes” to every request
Trying to be everything, to everyone, means that some people forget the vision they have for their business – the solution they want to bring to the world. They tell themselves it’s “just for right now” that they’ll take any customer request that comes along. Once their client gets a sample of their approach and the results they can produce, they’ll tell them about the Vision.
If you keep track over time you’ll see that transition never takes place. Your attention is diverted from doing the focused marketing you need to do to become know for your solution.
Mistake 3 – Talking yourself out of ‘Niche-ing”
This is the biggest trap most business owners and entrepreneurs fall in to. First the news media tells them about trends… that aren’t real. Then they hear of a program a competitor is offering… but never the true results. They even go to conferences where gurus tell them what to offer the market.
Most people never ask the true source of the answer: their customers, clients and prospects. If this is you, you’ll be spending tens of hours designing and marketing the wrong solutions to people who aren’t looking for them.
What to do instead – This is the part of business building that will set you apart from other entrepreneurs and professionals. Choose a specific topic in your niche – The more specific topic, the easier it will be to name mistakes that will get the attention of your prospect so they will see themselves in the mistakes. Now get out there and talk to your prospects face to face to test whether there are buyers for your solution. Let them tell you what they want solved.
And listen, really listen.
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