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Marketing

960 640 Charles Hsuan

Rejection: The Two Paths In Business

As an entrepreneur every day, we aim for the improbable. We send out our story, pitch our ideas, ask for a referral.

There are two paths:

First: Understand that the odds are against you, and go for quantities.

  • You “spray and pray”, being generic, putting in minimal effort in the interactions, this gives you the resources to have as many interactions as you can (Volume).
  • This is “send to all” to spam your contacts, or sending out 300 press releases, or blasting your newsletter list again and again for sales. This is your answer to an unjust world, in which you deal with the chaos by creating more chaos.

Second: Devote more time to each communication than any competitor would.

  • Do your research. Invest more time in crafting your offer than you expect the person will spend in reading it. Don’t personalize, be personal.
  • Harness an imbalance of effort and care. Just show up and don’t spam, in any way.

The beauty is, people notice it. And they’re automatically more likely to give you a meeting, make a callback, answer your emails and do things you’re hoping for if you’ve acted like a caring, sincere, generous person.

925 617 Charles Hsuan

Why You Should Choose Your Customers?

Marketing tactics often centre around finding customers for our products. We devote as much (sometimes more) time to generating enthusiasm for what we make, sell or serve as we do to making, selling and serving. It’s important to tell a story that resonates with the right customer. We do that by being clear about the worldview of the customer we want to attract.

Choosing Your Customers:

  • Allows you to be clear about the value you create.
  • Gives you the opportunity to excel at serving the right people.
  • Improves your marketing, sales and customer experience.
  • Means you spend less time convincing customers and more time fulfilling their needs.
  • Makes you more innovative because you see opportunities the generalist misses.
  • Empowers you to build customer intimacy and loyalty.
  • Helps you to become an expert in your field.
  • Enables you to do your best work.

It’s as important to know who you’re not for as it is to understand the clients you would walk over hot coals to serve.

Originally posted on The Story of Telling

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