Low or High Payoff Marketing -
You Decide!
© 2006 - 2009 Kendall SummerHawk
Small business owners think they're marketing enough (after all, their days are certainly busy), then they look at their numbers—of clients and in'come, and WHAM...it hits them.
The realization that for all the time they're spending they're not getting the payback they expect, want or deserve.
The problem isn't lack of focus or intention; it's spending too much time and energy on low-payoff marketing actions while the high-payoff ones are virtually ignored. The result? Low leverage and low-payoff results, which, by the way, translates into a lot less of the green stuff landing in your bank account. Bummer.
High-payoff marketing activities are actually a lot easier and simpler to do but for many could-be successful business owners that means stepping out of their comfort zone and into the land of...big, bold thinking and "who do you think YOU are?!" action.
The "Who do you think you are?" mindset makes us squirm because to really and truly claim who we think we are means we're going to stand out. We're going to be the "tall poppy" standing tall in the field.
We're going to open ourselves up to potential snarky attacks from our "friends."
We'll put ourselves at risk that if we fall flat on our face a lot more people will be our witness.
It means we might...gasp..."fail" (for me, failing has nothing to do with doing well and everything to do with trying—and being—my most authentic, happily flawed, deeply caring, curious self).
Now, let's go back and apply this concept to your high-payoff marketing activities. Listed below are three common high-payoff marketing activities, phrased as questions. This coaching challenge exercise is to answer each question, beginning your answer with the phrase, "I am someone who...".
Your challenge is to make your answers both authentic AND positive. You can also answer each question more than once.
"Who do you think you are to...get double your fees, starting today?"
Example: "I am someone who loves focusing on the results I create for my clients. I am someone who won't take no for an answer when it comes to making my clients step up to the plate so they get all their mo'ney's worth and more!"
"Who do you think you are to...call ten famous people, ask for and receive their testimonials for your latest information product or book project?"
Example: "I am someone who creates deep connections with people."
"Who do you think you are to...contact the editor of three industry journals, pitch an article idea and have all three accept?"
Example:"I am someone who is curious to try something new and see how it works out."
Can you feel the shift?
When you think of yourself as the kind of person who takes high-payoff action, then taking those actions becomes simple, fun and exciting.
About the author:
Kendall SummerHawk, the "Horse Whisperer for Business" delivers smart, savvy ways entrepreneurs can turn their hectic business into a smooth-running, fun, 6-figure money-making dream. To learn more about her book, Brilliance Unbridled, and sign up for more FREE tips like these, visit her site at http://www.kendallsummerhawk.com
NOTE: You are welcome to “reprint” this article online as long as it remains complete and unaltered (including the “about the author” info at the end). I would also appreciate a copy of your reprint sent to kendall@kendallsummerhawk.com