How To Make Money

 "Nobody cares about you or your company, what you do or how long you have done it, whether you are a family business or what products and services you represent."

- Rick Wallace

I firmly believe that. Then why on earth does every website have a home page that says those things? Why is it every time you ask someone what they do they simply answer your question and tell you? Why is it that every marketing piece or postcard or ad states the same thing?

Because of the lies/beliefs we have about the way to do marketing.

Let's see what Seth says about this:

"It's fun to believe that people buy the goods and services we make merely because they are excited, delighted and eager to engage.

But often, particularly in b2b selling, the call to action is very different. "Get off the tracks! The train is coming..." combined with the rumble, the smoke and the visuals of the train arriving. That's what causes action.

Action means change and change means fear, so of course we shouldn't be surprised that people (and organizations) are often as motivated by the fear of loss (or PAIN) as they are by the desire for gain."

So change everything - lead with the pain or fear most prevalent in your Ideal Customer/Prospect. Change your marketing message (your Value Proposition), then tell them how you can solve that pain/fear in a unique way - why you are the best solution provider.

You have to get people's attention in this crazy media driven world - so you have to show them you know what their pain is - in a way that will grab them as they think "Hey - that's my problem I bet they know how to solve it."

"Making money is easy. Simply find someone with a problem and solve it for them."

- Steve Chandler

Which one of these would get you to raise your hand and take some action on if you were a person in charge of millions of dollars worth of capital equipment?:

1) "__________________ has been in business for over 40 years. We are a family business with over 95 years of experience on staff to serve you. We carry these brands of XXXXXX and believe in servicing what we sell. Many of our customers have been with us for 30 years. We know this industry and can help you in all aspects of cleaning.  Give us a call and we can set up a time to talk."

2) "You manage millions of dollars of capital equipment that must be operational to make you money. Downtime and the lost productivity that accompany it can kill your profits. The best solution is CLEAN. Yes Clean!  Everything starts with CLEAN, it affects operator pride, thus better operator care, PM's can be done faster, inspections done easier and faster. Click here for an easy 10 step Guide to Reduce Your Downtime and Increase Your Profits."

Lead with the pain/fear and then serve them - help them solve it.