The origin of the word “diversity” comes from long ago, in the mid-14th century and is based on displaying unique features or oddness.
Today, there is a persistent call in the marketplace for diversity; in views, opinions and yes, marketing. And if diversity equals oddness, I’m all in. Especially when it comes to marketing my business, and those of my clients.
But when you think about it – how much “oddness” do you actually see in marketing these days?
Let’s start with YOUR marketing. On a scale of 1-10, with 10 being the most, how much clarity do you have in knowing exactly who your ideal client or customer is?
Because if you have total clarity on the ‘who’, then your marketing may well appear odd to those that are not in that group. As it should.
Let’s try another example. On the same scale as before, how clear are you on the ‘exact’ problem your ideal client has that your products or services solve? If you said 7 or more, then your message is probably very specific to those needs and consistently attracts ideal prospects for you.
At the same time it is consistently repelling those who are not your ideal client. This too, is exactly as it should be.
Making sense so far?
When you have the market and the messaging right, then the last part in the client attraction model is knowing the ideal form of media.
So let’s go back to our quiz. On a scale of 1-10, how certain are you that the form of media you use is the same one ideal prospects also use most to find solutions to their problems? There are many choices, but only a few actually will attract that ‘odd’ prospect you’re after.
Now that you’ve put your marketing under the microscope, think about the things you see competitors do? Do you see distinct diversity or oddness about what they’re doing? Do you think their marketing is attracting a small but ideal slice of the market or anyone who can write them a check?
There’s one other thing about marketing diversity I’d like you to consider. It’s probably the biggest reason I’m known all over as “The Marketing Geek.” You see, my range of skills when it comes to marketing is as diverse as anyone you’ll ever find.
From online marketing to offline, from direct mail postcards and letters to pay-per-click ads, from websites to very advanced sales letters – I’ve used all of the at some point in marketing my own businesses and for my clients. More important than the range of skills I bring to clients is the results, the ROI they get, that makes their decision to hire me really smart.
That might be enough of a reason for you to want to work with me too, but if you’ve been following along with this message you should already know that I’m selective. I only work with those I consider to be ideal clients.
The work I do might seem expensive too – but if you consistently get more leads and your sales increase regularly, then what I end up being paid is small compared to the growth you get. Which, again, is as it should be.
If you think you might be one of those ideal prospects to work with me – then go here and tell me a bit about your business, and let’s explore it.