My son plays college hockey so, needless to say, I’ve seen
quite a few hockey games over the years. Lately I’ve been wondering about the
phenomenon of “getting hot.” A player scores and then he goes on a streak of
scoring. It’s as if he’s seeing the ice and the net differently all of a
sudden. Hot streaks happen in all sports and they are enviable. The same
happens in business.
When people share that they need more
marketing, early on in my career I understood that this is not what anyone
really wants. No one wants more social media posts, advertising, direct mail,
seminars to run, videos created… or more work to do. No, they just want more
interested people to talk with about their services.
Marketing is not about doing more activity, it’s about increasing
the number of people you can impact. In financial services,
Welcome to 2019. What are you going to do this year? I’m not a big fan of New Year’s Resolutions because for me and many who have tried them – they mostly fail. I have started something similar, however, with a different foundation. It is a New Year’s promise of one big, meaningful change.
2018 was to get healthy. Starting January 1, 2018, I completely changed the way I eat (diets have never worked for me) and I’ve not wavered.
I think many people get marketing all wrong. Many will spend much time deciding what they are going to DO for their marketing in 2019. Whether that is hosting prospect events, running a direct mail campaign, requesting referrals from existing clients, or managing social media channels, your approach may be wrong.
I believe you should instead focus more on what you are going to SAY. When you’ve fine-tuned your messaging, you’ll see much better results no matter what your marketing efforts are.
If you think the most important element of acquiring new clients is the time you spend on marketing efforts, the number of events you host, how many times you ask for referrals, or how often you post on social media – you will likely be disappointed.
Do you know the best way, with the least cost, to upgrade your marketing and business development efforts? Change the words you use. Verbally, on your website,
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