Swearingen Communications Insights
Fresh ideas, seasoned perspectives, and solid marketing strategies to keep you grounded and growing.
What Are Your High-Value Activities?
What one or two activities should your business focus on in order to preserve and grow its client base?
I discovered long ago that more money is blown on marketing than any other endeavor, other than wasteful government spending.
So, how do you know where to focus your limited time and marketing budget?
My short answer is this: Demonstrate your expertise, and share it with abandon. Whether through writing or speaking, lavish your target audience with need-to-know information.
But first, professional service providers must answer this one question: “What problem do I solve that people will pay money to resolve?”
Management guru Peter Drucker said, “The purpose of a business is to create a customer.” He also remarked that, “The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself.”
Therefore, always be asking: “What is our business? Who is our client? What does our client consider valuable?”
Next, identify those high-value activities that demonstrate your ability to help clients overcome their most pressing problems.
Finally, execute regularly. This may be through informative websites, powerful email campaigns, educational presentations and seminars, contributing as a blog columnist, and more.
We all know the importance of daily exercise, a healthy diet, and taking our vitamins. Think of your high-value activities as the “vitamins” that keep your business vigorous and growing. Each morning, spend five-to-ten minutes identifying your high-value activities for that day. Then go for it.
Drucker said, “Whenever you see a successful business, someone once made a courageous decision.” I’ll add, whenever you see an established business, it’s because someone made good decisions daily, and carried them out consistently.
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