Why You Matters (But You Don’t)

Ryan WellsMarketingLeave a Comment

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Here is a stone cold reality that as a business owner you absolutely must cement into your brain:

In the eyes of your customer/end user, you do not matter.

This is so hard for all of us to grasp. From the time we we were born, we have been the star of our own show.

Everything is seen through our own eyes, and it is literally impossible for us to see through another's.

And this is fine for the most part, you can get through 99.999% of your day simply focusing on you and how the world relates to you.

In fact, our entire society is designed around this.

School systems teach you that you must get a good grade so that YOU get praise from your parents. These good grades lead to good jobs, which more or less have predefined functions for YOU to do.

It's a remnant of the factory model that Henry Ford, John D. Rockefeller and Andrew Carnegie so brilliantly created in the early 1900's to maximize production.

The Wealth Of Nations backs up this model of factory production when Adam Smith talks about how much more efficient your job is done when that is all you focus on.

But here's the kicker:

When you own a business, you are (hopefully) creating something that people will want to buy.

And this is where so many business owners run into problems. We (meaning, you, I, our friends and family) were not brought up in a world where we learned how to solve a difficult problem.

And the fact of the matter is, if you are not solving someone's problem, there is very little chance you will ever get them to give you any money.

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And as a business owner, you are not working in a factory. You do not have a predefined job to do every day with a checklist and if you complete the checklist, you get that check in the mail.

No, you have an interesting problem to solve, that being:

How do I get that person to give me money, then deliver him/her the product/service for less than the amount of money they gave me?

(For the purpose of this article, we are only going to focus on the "give me money" part)

But still, simply understanding this will not lead to an increase in sales.

It may trouble you to learn that, on average, 96% of first time website visitors will not buy from you.

Why?

Because they don't know who you are, they don't trust you.

This is by far the average business owner's biggest problem because really, if you don't have sales, you don't have a business.

So, that's a pretty big problem, right?

But as a business owner, you are not focused on problems, you are focused on solutions.

And the solution to this problem is to get that visitor to trust you.

Have you ever wondered how a massive company like CocaCola measures the effectiveness of an advertisement?

I mean there is no way they can seriously measure how many people came through and bought something because of that 30 second spot on Monday Night Football, right?

The truth is that it doesn't matter, because that isn't the goal of that 30 second spot.

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The goal of the 30 second spot is to get you think "Coke" the next time you want a soft drink. It's to have that awareness, that presence in your mind already when you have a demand for something.

They're paying for it because in the long run you have already built up trust with the company, and who do people buy from?

People they trust.

This must be your #1 mission as a business owner, and if you build your message correctly, this will lead to people to have the same sort of association with your service as they do with Coke.

But the question here is how do you do this? Coke has billions to spend every year on advertising, you most likely don't.

And the answer is:

Email Marketing.

  • SEO is a must.
  • Social Media gives you access to (literally) billions of people.
  • Word of mouth is the most qualified lead source you can get.

But email marketing is by far the best outlet you can use to market your business.

Because it does exactly what the Coke advertisement does above - it markets your business to the world.

It puts you in your customer's mind, so when they go to get something that you have to offer, you are the first person they think of.

By then, you've already built trust. You've done the hard part, you've qualified them as someone who is genuinely interested in something you have to say.

But wait - that's not all.

Yup you read that right - we still haven't covered everything we need to cover.

Because just sending an email out with some pictures and a couple of small blurbs of text saying "Click Here" still isn't going to generate revenue.

In fact, I'd be surprised if it increased your click through rate.

Because any 12 year old with a phone can send an email. There's nothing special about that.

What's special is an email that asks you for nothing. A message that is purely there just to help you. A couple of lines of text that when you read it, at some level you are thinking to yourself "ahhh, okay this guy/gal gets it."

What's special is an email that is focused on you (or them in this case).

An email that doesn't talk about "we" or "our services."

An email that isn't obsessively focused on the next big sale.

What is special is an email that solves a problem. That makes you laugh. That makes you remember the company when the time comes and you think "Okay, I'm ready to buy something"

When that time comes, if you've done your job right, you will be the person that comes to your customer's mind.

And then, you will have earned their business.