Why your marketing isn’t working (plus a quick fix)

When people tell me that they’re not seeing any return from their marketing efforts, especially when it comes to social video marketing, one of the most common reasons I see is that they’re talking about all their services, all their areas of expertise, or all their offers. 

I get it — you want to make sure potential customers know everything you can do for them. But telling everyone about everything is actually what’s preventing you from seeing a direct ROI from your marketing

It's keeping you stuck on the new client treadmill where you’re constantly running and chasing after new clients. And it’s keeping you from attracting the clients that are the best fit to work with you.

Let me explain:

Most service based businesses make the mistake of trying to tell everyone about every single thing they do and every capability they have. What they're really doing is putting out messages that are muddy and unclear and that potential customers completely overlook. 

It's a lot of time, energy and dollars invested in video marketing that won't capture the attention of an audience, won't make it clear why you're any different than competitors — and is honestly just a waste of your precious resources.

Instead, what I teach my clients to do is identify your one thing.

Make a commitment to being known for one thing, which sounds counter-intuitive when you have a lot to offer. But look at companies like Starbucks. 

Starbucks is known for coffee. What does Starbucks actually offer? Lots of coffee, yes, but tea, bottled juice, refreshers, sparkling water, breakfast food, lunch food, pastries, cake pops — way more than just coffee

What is Nike known for? Shoes? Do they sell more than shoes? You know it.

How about Cheesecake Factory?  Known for cheesecake? Yes, they have over thirty kinds of cheesecake. But they also have a menu a mile thick with food items. 

I love the Cheesecake Factory backstory:

It was founded in 1972 by Evelyn Overton. Back then it was called the Cheesecake Factory Bakery and they indeed just sold cheesecake. But in 1978, Evelyn's son David decided to open a full restaurant that would showcase his mothers cheesecakes, but also serve food.

At that point, he didn't decide to rename the restaurant, “the Cheesecake Appetizer Salad Flatbread Burger Pasta Factory.” Nope. He knew that the cheesecake would bring foks in the door, and once customers were there, they could look at and experience everything else on the menu.

When you decide to identify your one thing, it’s going to give you three distinct advantages:

It makes you easier to remember

Is it easier to remember one thing or five things? When you give your potential customers one thing to focus on instead of five, you become much more memorable. 

It makes it easier for you to communicate what you do to people that aren’t familiar with you. 

When you’re basically a stranger to someone, they aren’t interested in hearing a ten minute list of everything you can do for them - even though it comes from your heart. You tell them your one thing, it takes thirty seconds, they move on with their lives, but you’ve lodged something memorable right here in their brains.

The more you become known for a single thing, the more clients will seek you out.

They remember you and when they need your one thing, they will find you. That means you get relief from constantly running after new clients. You can get off that exhausting new client treadmill.

Let’s break down how to find your one thing:
Get out a pen, and download and print the worksheet HERE .