Sick of always being caught in the race to the bottom on price?
I get it. If you’re selling a service like me, there’s no magic switch you can flick to turn strangers into customers. And yet so many of us are trying to do just that with our marketing efforts.
The biggest mistake we so often make is that business decisions are devoid of emotion. That we don’t need to conceive trust in order for someone to buy from us.
That may be true if we’re selling a widget. You need X to do Y and you pay the ten bucks.
But what happens if I’m a business coach, for example? I’m not selling a widget. I’m selling business improvement, maybe even a lifestyle change. Why would you let me speak into your life and / or business if you don’t trust me?
Yes, I may consider myself an expert, but if you don’t know me from Adam Business Coach why would you choose me over Adam – even if you perceive a need for my expertise? (This is why so many of us get stuck in a race to the bottom on price – we’ve given our potential customers zero relational context on which to base a decision – so it always comes down to price.)
This is where good marketing strategy plays a key role.
- Great positioning (ideally for a niche).
- Content that conceives trust.
- Engaging with others’ content to build rapport.
- GREAT POSITIONING
Business coaches are ten-a-penny. Why would anyone choose me if I’m just a ‘generalist’ business coach? I’ll just blend into the magnolia background. No, I want to identify a niche, focus on the pain points of that niche, and position myself as an empathetic coach that understands their challenges and can help them overcome them.
- CONTENT THAT CONCEIVES TRUST
Simply this: if I’ve got my positioning right, all I then need to do is start ‘narrowcasting’ to the niche market I’m seeking to reach. How do I do that? By sharing tips and advice that help that niche see I’m the go-to expert in my field and not just another business coach. By doing this consistently I can create a competitive advantage.
- ENGAGING WITH OTHERS’ CONTENT
If I’m a business coach, I want to be perceived as a ‘human’ business coach. One who can relate to others and isn’t just seeking engagement on my posts. Of course, by engaging on others’ posts, reciprocation is often the outcome – and I find that others are more readily engaging with my content as a result. It’s a win / win!
CONCLUSION – FOR ALL SERVICE PROVIDERS
If I want to escape the race to the bottom on price and start attracting potential clients that matter, I need to start conceiving trust with people. And the tools available to us – like LinkedIn – make all that I’ve described above possible.
We just have to be willing to do the work.
What’s the alternative? You tell me! AdWords, Facebook ads, referrals? All may work to a point, but there’s nothing like conceiving trust to create opportunities.
The question is, friend, what are you going to do about it?
(And if you need some help, contact me.)
Connect with me on LinkedIn.