You know those mornings when the alarm rings, you see a client meeting on your schedule, and your energy immediately drops? It's not because you dislike your job; you love what you do. It's just that one client, or perhaps, a handful of them. But flip the coin, and you’ll find clients you absolutely relish working with. The ones who are profitable, who respect your expertise, and view their association with you as a partnership.

Understanding the dynamics of this spectrum is crucial to developing a sustainable marketing strategy. Let's dive into why this matters and how you can leverage it for the benefit of your small business growth.

1. The Pitfalls of Being Everything to Everyone

If I've learned one thing over my years in business, it's this – trying to be all things to all people is a shortcut to inconsistent engagements and results. And trust me, this isn’t just a business philosophy I preach, it’s one I’ve experienced firsthand. Businesses, in their zeal to grow, often onboard clients indiscriminately, thinking more clients equate to more revenue. But is that revenue profitable?

There seems to be an unwritten, strange universal law in the world of business. Often, the clients who haggle most over price turn out to be the most challenging to serve. Can you relate?

2. Identifying Your Ideal Clients

Now, what if I told you that among your clientele, there exists a golden list - the top 20%. They aren’t necessarily the ones bringing in the highest sales volume, though that might be one of the criteria. These are clients with whom you have a rewarding experience. Those who not only value what you provide but might even be singing your praises to other businesses, referring you, and thereby enhancing your network.

Pause for a moment. Reflect on your current list of clients. Who among them fit this description? If you're thinking about sales volume alone, you're on the wrong track. Think profitability, the ease of collaboration, and the value of their network.

By concentrating on the characteristics, challenges, and problems faced by this top 20%, you get a blueprint. A blueprint that, when fed into your marketing strategy, can help you attract more of such clients.

3. The Power of Focused Marketing Strategy

Starting to direct your marketing strategy towards this identified top 20% doesn't mean excluding others. However, it does imply a refined focus. With a clearer audience in mind, your business can experience:

• Increased profitability.
• Attraction of more ideal clients.
• A boost in brand clarity and promise.

A widespread mistake is that businesses spread themselves too thin, trying to resonate with everyone. The result? Their message gets watered down, failing to attract the right clients. In fact, a diffused marketing approach makes it challenging to create a consistent customer journey, retain clients, or even understand what draws your ideal clients in the first place.

4. Recognizing the True Cost of a Mismatch

Working with the wrong client or one that isn't priced correctly costs you more than you think. Sure, the revenue number looks impressive, but what about the unseen expenses? The stress, the extra hours, the potential compromises on quality?

Embrace the mantra of quality over quantity. Don't be lured by mere numbers. Instead, understand the value behind those numbers. By identifying and nurturing that elite 20%, you not only bolster your profitability but also build long-term relationships that are rewarding both financially and experientially.

Building Momentum with the Right Partnerships

From a strategic standpoint, there's immense untapped potential with this 20%. Believe me, a significant portion of them would happily do more business with you. And when you nurture these relationships, the growth you witness is exponential, far outpacing the one-off projects that come your way randomly.

Directing your focus, or as I like to call it, "strategically narrowing" ensures you attract those ideal clients. The right clients, who align with your values, are the catalysts allowing your business to thrive, fostering momentum and growth.

To all the entrepreneurs reading this, I challenge you: go through the exercise of sifting out your top 20%. Understand them, value them, and integrate them into your marketing strategy. It's more than just a business move; it’s a pivot towards sustainability, growth, and satisfaction.

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There's a constant, niggling question that haunts every small business owner: "Am I doing enough in my business?" This is often followed by: "Is my marketing strategy hitting the mark?" If you've found yourself pondering these questions, you're not alone. The complexity of marketing today often leaves us wondering if we are doing too much or too little. It's a balancing act, trying to keep pace with the evolving digital landscape without squandering precious resources.

As the founder of Duct Tape Marketing, I've watched the scene evolve, with businesses trying to navigate the maze that is modern marketing. Often, I find entrepreneurs trying to be everywhere at once, which, in my experience, leads to two things: wasted time and wasted resources. A scattergun approach might cover more ground, but it rarely hits the target.

The Realities of Entrepreneurial Marketing

There's no sugarcoating it: today's entrepreneurial world is complex, with an array of marketing channels at your disposal. Social media alone offers a plethora of platforms – Facebook, Twitter, Instagram, LinkedIn, Pinterest, Snapchat, TikTok… the list goes on. Add to this email marketing, SEO, content marketing, PPC advertising, influencer marketing, affiliate marketing - and you're facing a veritable buffet of choices.

With so many options and so little time, it's easy to feel overwhelmed. But rather than throwing your hands up in defeat or jumping haphazardly from one strategy to another, it's critical to devise a marketing plan. A well-thought-out, strategic approach helps you focus on the strategies that work best for your business.

5 Effective Time-Saving Tips

5 Effective Time-Saving tips for Small Business Owners to help them stop wasting time and start focusing on high-impact activities that drive business growth and enhance customer engagement.

To help you create a more efficient and effective marketing plan, here are five time-saving tips to consider:

1. Focus on Key Marketing Strategies

Don't fall into the trap of following every new marketing trend. Instead, focus on the key strategies that align with your business goals and customer needs.

2. Prioritize High-Payoff Tasks

All tasks are not created equal. Identify those that offer the highest payoff for your investment. This could be SEO optimization, targeted email campaigns, strategic partnerships, or another high-impact initiative.

3. Avoid Non-Productive Marketing Channels

It's essential to know where your ideal customers spend their time. If they aren't active on a certain platform, there's no point in wasting resources there.

4. Allocate Time and Effort Wisely

After identifying the most effective channels, invest appropriate resources into making them work for you. This could mean hiring a social media manager or spending more time developing high-quality blog content.

5. Consistently Evaluate and Adjust

Lastly, remember that marketing strategies should be fluid, not static. Continually track and assess the performance of your marketing efforts and be ready to adjust your strategy when necessary.

Why You Can't (And Shouldn't) Be Everywhere

As a small business owner, you might feel pressured to have a presence on every available marketing channel. Resist this urge. Instead, identify your ideal customers, find out where they hang out, and focus your resources there. By being strategic and selective, you can maximize your marketing impact and save valuable time and effort.

The Power of a Marketing Strategy

A well-crafted marketing strategy not only guides your efforts but also informs you of what not to do. It's a map that helps you navigate the vast marketing landscape, avoiding unnecessary detours and dead ends. This strategy-centric approach allows you to build momentum by focusing on key areas and tracking your results, which is essential for growth.

If you're feeling overwhelmed or stuck, it might be time to reevaluate your current marketing strategy and learn about the components to create a good one. Remember, it's not about doing everything—it's about doing the right things.

To aid you in your marketing journey, consider our Gap Analysis. This tool helps you uncover untapped potential and inefficiencies in your current marketing strategy, transforming chaos into clarity. It's a powerful first step towards a more efficient and effective marketing approach.

Remember, in marketing and in business, focus is key. Instead of scattering your efforts across every platform and strategy, hone in on what truly works for your business. Stop wasting time and resources, start maximizing your marketing strategy today. Your future self will thank you.

Have you ever felt as though managing a business is a perpetual climb or that you are spinning too many plates, constantly working to keep all the various projects and responsibilities moving without letting anything fall apart.

If you find yourself nodding in agreement, know that you're in good company. The path of an entrepreneur often resembles a never-ending checklist that can become burdensome. Managing customer expectations, staff, finances – it all adds up. So the question arises: How do we steer through this with success? It's a challenge, but with the right strategies and a clear mindset it is certainly possible.

The overwhelm problem

Overwhelm is like a hidden enemy. It doesn't just take away your calm and happiness; it stops you from moving forward. It can make you rush decisions, change paths, and lose faith in yourself. Without a clear plan, you can feel stuck, always reacting instead of acting. It's like drowning in tasks with never enough time. But with the right approach, you can get through it.

The potential of a marketing strategy

Here is where the magic lies - a potent marketing strategy. This strategy does more than dictate your to-do list; it helps decide what not to be done. A strong marketing strategy permits you to establish weekly, monthly, or even quarterly priorities. It plots a route from your current position to your desired destination.

When unforeseen circumstances, customer complaints, or employee-related challenges arise, your marketing strategy will keep you grounded. Clear set priorities will keep you on track, preventing minor distractions or crises from knocking you off course. Here you can find out if your business needs a marketing strategy.

4 goal-setting tips to stop entrepreneurial overwhelm

1. Set SMART Goals

Make your goals Specific, Measurable, Achievable, Relevant, and Time-bound. For example, instead of vaguely aiming to "increase sales," target a 15% rise in sales over the next quarter. This framework lends structure and clarity to your goals, steering clear of the overwhelm that can accompany vague and unachievable objectives.

2. Prioritize

Not all goals carry the same weight. Discern which ones will make the most significant impact on your business and channel your efforts in that direction. Keep the 80/20 rule at the forefront of your decision-making process.

3. Develop a Marketing Strategy

A well-crafted marketing strategy serves as your roadmap, helping you make sense of the chaos. It helps you to discern what needs to be done to move your business forward. It's a decision-making tool, a constant guide, and a source of reassurance that your efforts are focused on the right places.

4. Break it Down

Large goals can be intimidating. Make them more manageable by breaking them down into smaller, actionable tasks. Say you want to expand your retail business into a new city; you can break this down into tasks like researching locations, securing financing, and hiring local staff. Each completed task becomes a milestone, making the goal feel more achievable and keeping overwhelm at a distance.

Growth without the overwhelm

By incorporating these four tips into your business routine, you can transform your approach to goal setting and dodge the business overwhelm. If you're ready to make this shift, the Duct Tape Marketing Gap Analysis is a perfect guide. It helps you identify your priorities, highlight your growth drivers, and scale without multiplying your stress.

With the right plan, you can say goodbye to the confusion and mess that marketing overwhelm brings. It's time to replace it with clear thinking, confidence, and growth. Let's remove the chaos from your business and put in place a focused strategy that really works.

A company's vision is its roadmap for the future. It encompasses the organization's long-term goals and aspirations and lays out its desired destination. Experience tells me that a successful vision is more than just an aspirational concept. It's a practical, actionable plan that should guide every decision and action within your business, including your marketing strategy.

Understanding the Role of Vision in Marketing Strategy

In the realm of marketing, your vision takes on an especially significant role. It provides the framework within which your marketing strategy operates, informing decisions about audience targeting, channel selection, messaging, and more. If you're a small business owner, it's vital to grasp this connection and ensure your marketing strategy is steeply aligned with your overall business vision.

Charting Profitable Growth Goals

Armed with your vision, you can begin setting realistic and profitable growth goals. This requires translating your vision into tangible, measurable objectives. It's not enough to say you want your business to grow. Make your goals SMART - Specific, Measurable, Achievable, Relevant, and Time-bound - to increase your chances of success.

Maximizing Impact with a Robust Business Vision

Your vision also defines the kind of impact you wish your business to have. What image do you want to project in the market? How would you like your customers to perceive your brand? The answers to these questions should be reflected in your vision. And this vision, in turn, should shape your marketing strategy, guiding you to attract the right customers and establish a strong brand identity.

Tips for Crafting an Effective Vision Statement

A vision statement encapsulates your aspirations and paints a picture of your company's future. It's more than just a series of words, it’s a communication tool that tells your employees, shareholders, and customers where your company is heading.

For crafting an effective vision statement, keep the following tips in mind:

• Keep it succinct: The best vision statements are concise yet powerful.
• Make it future-oriented: Your vision statement should look ahead, projecting where your company aspires to be.
• Ensure it aligns with your values: A good vision statement is in sync with your company's values and culture.
• Make it inspirational: Your vision statement should inspire and motivate, both internally and externally.

Making Your Vision an Integral Part of Your Business

Your vision shouldn't be a statement you craft and then forget. It must be a living, breathing part of your everyday business practices. From product development to customer service, every aspect of your business should be guided by your vision. The more consistently you align your operations with your vision, the more powerful your marketing strategy will be.

Having a clear, well-articulated vision is not a luxury—it's a necessity. It’s the compass that steers your marketing strategy, helping you navigate the challenges of the business landscape and stay on the path to success.

Do you want to be a Walmart? No, I'm not talking about turning your small venture into a multinational retail corporation overnight. I'm referring to the way you position your business in terms of pricing and the pitfalls that come with competing on price alone. 

While Walmart's low-price leadership model works for them, it is - in my opinion -  not the best approach for most small businesses. I've seen many businesses fall into the trap of competing on price, sometimes without even realizing it. The real trouble starts when you underprice your services, resulting in a cascading effect on your overall business growth. If your margins are too thin you won't ever be able to scale effectively. 

The Problem with Price Competition

For small businesses, the allure of being the low-price leader in their market can be strong. But herein lies the trap. By focusing on price as your primary competitive advantage, you're stepping into a cycle of lower profits and higher stress. When you continuously undercut your prices to keep up with competitors, you inadvertently become a low-profit leader.

However, the cost of winning the price game is high. You end up with demanding clients who expect more for less. This unhealthy cycle doesn't just eat into your profits but can also stall your business's growth and innovation.

Recognizing the Trap of Price Competition

So, how do you know if you're stuck in the price competition loop? Here are a few telltale signs: 

• You're attracting clients who are very demanding, hard to please, and always looking for discounts.
• Despite working more your profit margins are still minimal.  
• The continuous pressure to keep prices low stymies innovation and restricts the time and resources needed for growth and improvement.

Another sign is that you're unable to articulate what differentiates you from your competitors beyond price. If the only answer to the question, "Why should a client choose you?" is "Because we're cheaper," then you're caught in the trap of price competition.

4 Tips to Escape the Price Competition Trap

Escaping the price competition trap is not a pipe dream. It requires a shift in mindset and a renewed focus on the unique value your business brings. Here are some strategies to break free from the price competition cycle:

Value over Price

Rather than competing on price, you should compete on value. Aim to enhance customer experiences and provide exceptional service that your clients won't find elsewhere.

Identify what makes you stand out to your most loyal customers and the specific issues you're resolving for them, aside from price.

For instance, if you're known for responding to new client inquiries promptly, consider creating a promise to respond in under 5 minutes.

Similarly, if you own a landscaping or gardening business and your customers frequently express appreciation for your expert recommendations on which plants best suit their home or climate, you should capitalize on that. Build a program centered around providing this in-depth industry knowledge.

This approach enhances your value proposition by going beyond mere product selling, transforming it into delivering personalized solutions instead.

Premium Pricing

Don't be afraid to charge a premium for the exceptional value you offer. This strategy is not about being more expensive for the sake of it, but rather pricing your products or services at a premium to reflect the exceptional value you provide.  Convey to your clients that your higher prices are a direct reflection of the quality and benefits they'll receive.

Unique Selling Proposition (USP)

Clearly articulate what sets your business apart from the rest. Your USP isn't that you're cheaper; it's the unique elements that make your product or service superior.

This goes back to competing on value over price. Stop simply trying to be better than the competition and start figuring out how you can be better and different than your competition.

Ideal Clients

Identifying your ideal clients is another key strategy for escaping the price competition trap. Your ideal clients are those who appreciate the value you provide and are willing to pay a premium for it. They understand that cost is not the only factor to consider when purchasing a product or service and value quality, service, and the unique benefits that only your business can provide. 

Focus your marketing and sales efforts on attracting and retaining these clients. Understand their needs, preferences, and pain points, and strive to exceed their expectations at every turn.

The Power of a Marketing Strategy

The right marketing strategy is your ticket to escape the price competition trap. A compelling message of difference, a well-packaged offering, and an understanding of your ideal client's needs can provide the foundation for a profitable pricing strategy.

Remember, the key is not to be cheaper but to communicate your value better. Your competitors might not necessarily be better than you, but they may be better at marketing their value. And clients are willing to pay more for perceived value.

A marketing strategy that emphasizes your business's unique value can help you attract your dream clients willing to pay premium prices for the quality service they receive. With this approach, you can effectively compete on value, not price.

In the race to compete on price, businesses often find themselves in a maze with no exit. A narrow focus on pricing overshadows the true value of the product or service, leading to a vicious cycle of thin margins, high-stress clients, and stifled growth.

By refocusing on the value you provide and implementing a strategic marketing approach, you can steer clear of these pitfalls. Remember, the clients you attract should be those who are willing to pay for the exceptional services they receive. 

If you liked this post, check out our Ultimate Guide to Scaling a Fractional CMO Business.

In today's competitive business landscape, standing out from the crowd is crucial to success. Your core marketing message, often referred to as your brand's "unique selling proposition" (USP), is the key to making your business shine. Crafting an effective core message can transform your brand from being just another player in the market to becoming a compelling and sought-after choice for your target audience.

1. What is a Core Message?

The core marketing message or your brand's "unique selling proposition" (USP) is essentially your business standout statement. It's your bold declaration about what sets you apart from the competition.

Examples of effective core messages are:

 “Ride, Run, Strengthen, Stretch, and Socialize.”

This core message is succinct and compelling. It directly addresses the problems of busy individuals looking for a comprehensive, flexible fitness solution without giving up their community. With Peloton, customers get a platform that offers a full suite of workout options (ride, run, strengthen, stretch) and a community (socialize) to keep them engaged. The message encompasses what Peloton does and how it addresses the needs and problems of its target audience.

 “I'm Lovin' It.”

This core message conveys the joy and pleasure customers derive from consuming McDonald's food. Too often, people are left unsatisfied with their dining experiences, feeling disappointed by the lack of quality and enjoyment that fast food establishments offer. So with this core message McDonald's directly addresses the problem their customers have of wanting a quick meal without giving up the quality.

Both of these brands have identified a specific problem their customers face and addressed it directly, setting themselves apart from competitors.

2. The Power of Differentiation in Your Core Message

It's a truth that might feel a bit hard to swallow, but here it is: nobody wants what we sell. At least, not really. What they crave is solutions to their problems. And if we, as business leaders, cannot craft a compelling message that highlights our unique ability to solve their most significant challenges, we risk becoming invisible in a crowded marketplace. That's why it's important to understand the art of messaging.

For many businesses, the trap is in attempting to mimic the competition, blending into the industry landscape instead of standing out. The downside? If prospective clients cannot identify a compelling difference between you and the other players, their decision often hinges on one key factor: price. When you fail to distinguish your services or products, you're destined to compete on this level. Check out this article for some ways to avoid competing on price alone.

What Makes Your Brand Unique?

Building trust with your target customer involves more than just highlighting your product range or how long you've been in business. It's about clearly identify their problems and convincingly illustrate your solutions. Lacking a distinct promise or point of differentiation can negatively  affect not only your ability to attract the right clients but also your capacity to recruit top talent. Employees want to be excited about your business, and without a compelling reason that sets your company apart, you may struggle to attract and retain the best.

3. How to Identify Your Core Message?

The voice of your customers is a gold mine for identifying and understanding your unique selling proposition and what your core message should be.

First, ask yourself these questions:

• What are the significant problems your customers face?
• How does your product/service solve those problems?
• Why should they trust you over your competitors?

Write down the answers and use them to craft a unique and compelling core message.

Next, check your Google, Yelp, or any kind of reviews. The insights you glean from happy customers might surprise you. It's often not about the service you provided or the product itself but about the experience and the problem you solved for them. You might be surprised to find that your customers value simple things - timely responses, courteous staff, and punctual service - often overlooked by many businesses.

By focusing on these aspects, you can distinguish your business, become a brand people are willing to pay a premium for, and tap into the customer journey's power in your value-based marketing approach.

4. How to Create Your Core Message?

Once you've identified the problems you solve for your customers, it's time to blend an understanding of their needs with your unique solutions to create a persuasive core message.

When you have a handful of ideas, select the top two. These should be easy to spot as they represent the most common and impactful themes you've seen.

Now, sit down and draft your message. Cut out any unnecessary fluff and aim to keep your core message between 5 to 8 words.

Bring your Core Message to Life

The next step is to make it 'live' within your business. It's not just about printing it on your business card or displaying it on your website, but integrating it into your processes and maybe even developing products around it. 

Train your staff. Everyone in your company, from customer service to sales and marketing, should understand and be able to articulate this message.

Use customer testimonials. Leverage the power of social proof by sharing testimonials that reinforce your core message.

A well-crafted core message is the cornerstone of your brand's identity and success. By understanding your customers' needs and aligning your solutions with their challenges, you can create a message that resonates deeply and sets you apart in a competitive market. Remember, it's not just about words on paper; your core message should permeate every aspect of your business, from customer interactions to product development.

Embrace the power of differentiation, leverage customer insights, and confidently communicate your unique value proposition to the world. With a compelling core message at the heart of your marketing strategy, you can build trust, attract the right audience, and propel your business to new heights.

So, get started today and unlock the full potential of your brand with a powerful core message that leaves a lasting impression on your target market.

To start developing your complete marketing plan, Download our AI prompts for building a marketing strategy. Or better yet, work with our team to do the strategizing for you. Book a call with us, and let's grow your business together.

Scaling is the business owner's dream, but it doesn't always work out the way they imagined...

The reality is, growth and scale aren't the same thing. A lot of times, you might be growing your business, seeing more revenue, and attracting more customers. Yet, instead of scaling upward, you're scaling sideways. You're running faster, spinning more plates, and despite the apparent growth, you're working more and earning less. 

Does this resonate? If so keep reading.

In order for you to actually start scaling your business upward without adding unnecessary overhead, you'll need to first shift your mindset. You have to transition from being the doer to the orchestrator. Get out of the weeds, stop focusing solely on the tactics, stop trying to actually play all of the instruments and instead start conducting the orchestra. 

How to Stop Scaling Sideways

In the chaos of scaling, it's easy to get stuck in the cycle of running as fast as you can and trying to balance acquiring new customers with retaining existing ones. Sideways scaling will quickly drain your resources and leave you feeling overwhelmed.

So, how can you transition from being the doer to the orchestrator?

1. Define Your Package

You need a repeatable scope. Come up with a strategy or package that outlines what you do, how you do it, the expected results, and what it costs. This approach streamlines the process and sets clear expectations.  

Sometimes our clients don't know what they actually need and our job is to give them what they need and help them understand why they need it. So if you can develop your value offer or package, and share the exact steps with your potential clients the path to growth will be clear for them and you will start to attract more of the right type of clients.

2. The Price is Right

It's price which allows you to make the profit that you need to scale your business without adding overhead. When you have the right message and the right package, you attract the right clients who are willing to pay a premium because you have identified the problem that they are trying to solve.  

A few tips to decide how you should price your services are to focus on the top 20% of your customers,  go for quality not quantity, and work backwards from your growth targets. Here are some more tips on how to better price your services. 

3. Build a Repeatable System for Fulfillment

The third part of scaling upward without adding overhead is creating a repeatable system for fulfillment. Once you've sold the package at a premium price, you need a system for delivering that service in a repeatable way. This allows you to delegate certain tasks to third parties, partners, or freelancers without having to hire more employees.

If you can successfully package your service, price it correctly, and develop a repeatable fulfillment system, you're well on your way to scaling your business without adding overhead.

4. Climb the 'Exit Ladder'

This may all sound great, but you may be wondering how to put all this together and where you will find the time. Well, that's where the concept of the "Exit Ladder" comes in. If you're ever going to create this package and develop partners, you need to start removing yourself from certain parts of your business.

The first step is to get out of the day-to-day admin work. There are people who would love to handle this for a fraction of what you can afford. Once you've done this, you can focus on creating a fulfillment system and developing partners.

Remember, scaling your practice without adding overhead is possible you just have to have the right system in place. 

The journey of growing your small business can be an exciting one, but also full of challenges. To make the process smoother, here are my top 5 critical actions I believe every small business needs to take to grow strategically. These simple but effective steps can help you create a solid growth strategy, keep your customers satisfied, and ensure your business keeps thriving. Whether you're at the starting phase of your business journey or already managing an established operation, these practical tips can guide you toward achieving long-term growth:

1. Narrow the focus to the top 20% of your customers

In my experience, these are usually the most profitable customers. They're the right fit because they have the right problem and the right beliefs. It's important to understand everything you can about this group, as your marketing efforts should focus on attracting more of these ideal customers. The more you know about them, the better you can serve them and, subsequently, scale your business. Remember, chasing after customers who aren't a good fit often results in missed opportunities and may even be costing you money.

2. Promise to solve a problem that matters to your ideal customers

We call this developing a core message, and it revolves around a promise to solve a specific problem. To discover this core message, engage with your customers directly, or analyze your Google reviews. The language they use will provide great insight into the problems you are solving for them. Remember, your customers don't just want your product or service; they want their problems solved.

3. Build a complete end-to-end customer journey

The customer journey doesn't stop when someone becomes a customer. In fact, the days when the main objective was driving leads into a funnel and converting them into customers are over. Today, the buying process has changed dramatically, with 86% of buyers stating that they would pay more for a better customer experience. Thus, marketing today is less about creating demand and more about organizing behaviors.

I've developed a model called the Marketing Hourglass, emphasizing the journey beyond the purchase. It's not just about getting people to realize you exist, but creating an experience that turns one-time buyers into repeat customers and advocates.

The 7 Stages of the Marketing Hourglass

I believe we all pass through seven stages in this journey: know, like, trust, try, buy, repeat, and refer. We want to know who's out there, and we want to like them before we venture any further. We certainly aren't going to buy anything until we feel like we can trust them. And I don't know about you, but I love a little sneak peek of what it might be like to work with a business before I commit.

If you hit the nail on the head with these stages, price becomes less of a factor. You see, when trust and experience are high, people are willing to pay more. Remember that stat I mentioned earlier? Well, that's your golden ticket to building a profitable business.

So, here's my challenge to you. Think about these stages – know, like, trust, try, buy, repeat, and refer. What are you doing at each of these stages to enhance your customer's journey? Are there gaps that need plugging? Instead of just trying to get from 'no' to 'buy', focus on the stages before 'buy'. Trust me, that's where the gold lies.

4. Do less, but do it brilliantly

Focus on what you do best and strive to deliver exceptional results in those areas. Don't try to be everything to everyone. Instead, concentrate on delivering the best possible value and experience to your target audience.

Stick to The Rule of 3

It's tempting to come up with a dozen strategic objectives every quarter, only to find you're spreading your efforts too thin and achieving none. Why not narrow it down to three solid goals? 

This approach makes it easier to stay focused and allocate resources effectively. If a task doesn't map to any of these goals, it's time to park it. Remember, focus is key to achieving objectives.

Don’t fall into a social media frenzy

Focus on 1, maybe 2, social media channels, and do it well. You can use these tools to help. 

For example, imagine a local small business trying to maintain a presence on Facebook, Instagram, Twitter, LinkedIn, Pinterest, and even TikTok. This means a small, sometimes one-person, team must constantly juggle content creation, audience engagement, and analytics across multiple platforms. It can quickly get very overwhelming. Instead, understand where your target audience mostly resides and focus solely on that platform. 

A crucial aspect of running a business is realizing that there's always more to do. However, the secret to effective marketing is deciding what not to do. Avoid falling into the trap of chasing after every shiny new thing. A laser focus on doing less but doing it well often yields better results.

5. Create transformations, not just transactions

The goal is to have a profound impact on the lives of your customers. The focus should be on making a real difference, not just on completing a transaction. 

What if you came to think of your customers more like members that join your business because they want to go on a journey? 

Remember, marketing isn't just about getting that click or that phone call. It's about understanding your customer's journey and providing a seamless, enjoyable experience. It's about building trust, delivering on your promises, and exceeding expectations. And most importantly, it's about making a genuine difference in the lives of your customers.

To navigate this journey effectively, book a call with our strategy experts. We're ready to help you map your path to strategic growth. Click here to book your call now, our strategy experts are standing by.