Here’s a very common marketing problem, along with a free marketing resource to help you overcome it.

Let’s go.

Here’s what we know. There are prospective clients or customers out there who truly need what your business provides. And there are lots of them, too.

So far so good.

The challenge comes with the next step. Your prospective client absolutely needs a new service provider… but unless they want to buy from you, someone else will get their money.

Fortunately, if you’re not attracting enough new clients there’s a proven answer. You need to look at how big a want your marketing is creating, when measured against your competitors want.

• How convincing is your value proposition, compared to theirs?
• How engaging are your various service levels or product bundles, compared to theirs?
• How compelling is your messaging, compared to theirs?
• How attractive are your payment terms, compared to theirs?

Next, you need to avoid making what I call ‘the excellent mistake’.

The excellent mistake

Never assume that just because your service is excellent, you must be getting your fair share of the market. That’s not how it works.

An average provider with excellent marketing, will almost always beat an excellent provider with average marketing.

So, motivate your prospects to contact you. Inspire them to become clients. If you think your marketing is already doing this, yet your results are telling you something different, take heed. Follow the numbers. The numbers will lead you in the right direction. Every single time.

Here’s that free help I promised.

I’ve put a marketing guide together, which helps countless business owners make more sales, every day of the week. You’ll find it here.

Average beats excellent was written by Jim Connolly and originally published on Jim’s Marketing Blog