The Quality of Your Prospects Is A Reflection of
The Quality of Your Outreach & Offer.
Remember the 80/20 rule?
20% of buyers will bring you 80% of your revenue.
Focusing on the 20% will always bring you a greater impact, and it's also much more cost effective.
If you're spending $1,000/month on random advertising, you're using a "shotgun" approach to 99.9% of whom will never buy what you have to offer.
What if you could take that same $1,000/month and target the top 20% prospects in your area, neighborhood, or niche?
You have to have your business go through the following progression in the minds of your market's best potential buyers:
"I've never heard of that business. → I think I've heard of that business → Oh yeah, I've heard of that business. → I want to know more about that business. → I like that business! → That's the business that I work with. → You have got to check out this business!"
This is what Malcolm Gladwell talks about in The Tipping Point—bringing your business to the place where it's the talk of the community and your popularity is unstoppable.
Your top 20% of prospects might be only 25 people or it might be 250 or 450, but it's always cheaper to go after the best and most influential buyers rather than all the buyers.
Your target group should in some tangible way, beyond digital media, hear from you once a month to once a quarter—at a minimum.
Remember that you're committed to building a reputation, not simply getting clients.
Building a reputation is a strategic objective, not a tactical one.
And if you want to build one on purpose, this means that you must be targeting the people who will help you accomplish this faster.
And who are they? The Best Buyers.
How? You're going to mail something valuable to these people monthly or quarterly.
Like a Giant Postcard or other direct mail campaign that activates a 'wow' factor.
When executed smartly, it won't cost you a lot of money.
Just the price of a stamp, ad design and printing.
Then you're going to continue to contact them every month or quarter and you use that opportunity, not just to sell, but to show that you're the best.
That means you use education-based marketing—telling them what's happening in your industry, what to look for, what to avoid … and why you're the most logical choice when they decide to buy.
Consider that one of the top 20% just might become your customer for life… and how that would change everything for you.
Keep up the direct mail campaign with enticing offers, experiences, and information and your pipeline should rarely be empty.
The key is always repetition and consistency.
Take time this week to start making this strategy work for you.