You may be aware that diamonds are graded by 4 C's: Cut, color, clarity, and carat weight. Suppose marketing, too, had its 4 C's. We call them Commitment, Consistency, Connection, and Change.
And they apply whether you own a retail shoe store; are a professional such as a financial advisor, attorney or consultant; have an internet business selling coat hangers; offer a service for laser welding; or provide voice-overs for commercials.
#1 Marketing C – Commitment
Marketing isn't a once-in-awhile, take-it-or-leave-it activity, but a continual commitment. Business owners and professionals who are serious about growing their businesses may invest as much as one-third of their time in marketing. To them, marketing is an ongoing process to:
- Gather the information they need,
- develop a plan,
- invest resources to carry out their plan, and
- learn from the outcomes.
Recently, a friend of ours quit her job of 12 years to become a consultant. In her new role, her former employer offered her all the work she could handle…and more. The company wanted her for two projects — each one would give her three days of work every week for several months. She, however, wasn't tempted by the lure of all those billable hours.
She realized that the way to grow her business and to expand her capabilities was to keep time free each week to make plans for working in new areas and to attract new clients. She saved time to thoughtfully explore the different directions she would like to take her business (especially leveraging her expertise and experience) and to initiate marketing methods to make this happen.
#2 Marketing C – Consistency
Think of it this way. If you want to lose weight, you can add 2 flights of stairs to your normal physical activity each day. Just by doing that simple thing — consistently — you will lose about 12 pounds a year. What if you added to your business the marketing equivalent of 2 flights of stairs every day? How much new business do you think you will attract?
Consultant Paul Fraser found himself with just a few small jobs one year. He knew why. As a result of the profitable marketing he had done previously to start his consulting practice, he became "almost too busy" the prior year. He didn't set aside time to invest in marketing. As a result, he sacrificed future clients, stability, and growth to present busyness and income.
So more than halfway through the next year he still experienced a painful lesson. He knew what to do about his marketing (and he had plenty of time to act on his strategies), but the big jobs he needed weren't appearing overnight.
#3 Marketing C– Connection
Apply creativity to make vital connections. The ones we are talking about are connections with your ideal market — to gain more of the type of customers and clients you really want to attract.
First, it is essential to define your Ideal Customers with clarity. They may be ones who come back again and again to purchase what you offer. They may give you the least hassle. They may be a fountain of referrals. Or they may be early adapters leading you to a promising new area of business. Be sure you know exactly who they are and where you will find them.
And, then, through your marketing, connect with them by speaking vigorously and in a straightforward manner directly to their wants and needs. That's where true creativity in marketing lies.
Also, remember, marketing is more than keeping in touch with new prospects. Connect to your current customers and clients. They will make a valuable contribution to your future — for more purchases and fees and for referrals.
The more deeply you connect the more opportunities you open to gain the marketing results you’re after.
#4 Marketing C – Change
The biggest barrier to making a change is…you. At the same time, the only lever for change is within you. If you want to bolster your marketing results, then the 4 C's show you how. Breakthroughs can happen in as little as 30 minutes a day when you practice high-gain activities. Be Committed to marketing, Consistent in your efforts, and Connect with the right people with a welcome message.
You’ll see lasting results from Changing to the 4 C’s approach.
Shirley Hanson is a direct marketer who specializes in helping financial advisors break through to the next level of production. You’ll find her free report “7 Client-Attraction Secrets of Highly Successful Financial Advisors†at http://www.marketingplanfinancialadvisor.com
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