One of the reasons many entrepreneurs limit their marketing efforts is because they are afraid of crossing the line.
The line between being seen as a welcome guest and becoming an unwelcome pest.
I hear entrepreneurs saying things like, “I don’t want to send them too much stuff”, “I don’t want to upset them!”
But the line between Guest and Pest is not as thin as some people seem to think it is.
That is, if you know what information to send!
The real issue for most entrepreneurs is not so much the fear of overwhelming their prospects. The real problem is they have NO IDEA how to maintain a CUSTOMER CENTRIC MESSAGE.
If you are sending prospects a self-centred message that is all about you, who you are, what you do, or your messages are always about buy now, big sale and limited special offer opportunities, you will quickly move yourself from a Guest to a Pest.
However, if you can provide valuable information, ideas and advice that your TARGET AUDIENCE will find helpful, insightful or useful, then you will be perceived as a guest who is always welcome to visit.
In fact, if you know how to do this really well, you will not only be welcome, you will be eagerly anticipated!
Smart marketers understand that you don’t grab, gain or maintain anybody’s attention with the stock standard (and incredibly boring) message of Who, Where and What, yet this is exactly the message so many entrepreneurs (hopefully not those in the Marketers Club) continue to push out.
Let me be very clear.
• Who you are
• Where you are or
• What you do
What they do care about is:
• Can you help me solve their problem?
• Can you give them the advice they need?
• Can you show them a better way?
Marketing relies on you first identifying the problem your buyers are seeking to solve.
• What is it that keeps your buyers up at night?
• What don’t they know how to do that they wish they did?
• What challenge or problem would they happily pay someone to resolve?
These are the areas your marketing messages need to be focused on. If you fall into the all too common trap of simply promoting your skills, then you will quickly be moved from the guest list to the pest list.
People do not enjoy being pitched to.
They want to be heard. They want to know that they are being understood. This requires you to keep your focus on the delivery of information that adds value, informs and benefits the reader, listener or viewer in its own right without requiring them to make a purchase.
THIS DOES NOT MEAN GIVING AWAY YOUR SERVICE FOR FREE!
Far from it.
In fact, if you do this process well, you will be far more likely to receive a premium price for your expertise.
If you are experiencing a lot of people unsubscribing from your list, then I recommend you take a good look at the quality of the information you are offering.
Is it all about YOU or does it offer REAL VALUE to your prospect?
Do you have enough valuable information to sustain a connection with a prospect or do you quickly drop into self-promotion?
As long as you can deliver value, then you won’t need to fear being seen as a pest, and you will always be welcomed as a guest by your prospects.