If this is you: Finding it impossible to get noticed in an over-crowded market (what I call the ‘pick me!’ syndrome); stuck with the same old money-pinching clients with no new open-walleted saviours on the horizon; at a loss to understand why your marketing — so seemingly bang on trend — is being so relentlessly ignored.
I guarantee you that there are 3 simple reasons for your current brand stagnation:
1 What you’re saying is essentially the same as what everyone else is saying 2 Where you’re saying it is where everyone else is saying it and 3 How your saying it — how in terms of content, delivery and frequency — is the same as everyone else.
And the only way to break this same-old-same-old trap?
Seek out and embrace the new before everyone else.
And by this I mean be agile enough to embed the latest digital marketing opportunities directly into your business before the herd have even realised that new pastures even exist.
Let’s open up those pastures and go new big client hunting together now. Land grab like an early adopter on steroids.
noun [ C ] UK
Someone who is one of the first people to start using a new product, especially a new piece of technology.
And this is the new you.
An early adopter.
An early adopter of new ways to improve your product or service. An early adopter of new ways to showcase your new products or services.
An early adopter of new ways to engage with your clients — often by adopting the technologies and platforms that they’ve been first to adopt.
Of course, this isn’t easy.
Early adopters have a bold, pioneering spirit.
They aren’t afraid to take risks.
But if you want to break new ground and stand out as the next big thing or the revamped old model making a welcome comeback, you have to be there to be seen and heard — before your competitors have even noticed.
In fact, doing so can provide an unprecedented opportunity for cost reduction and increased market penetration to grow your business. Laser target big beasts on your new turf using The Magic Overlap ...
If you know who your targets are, the brands they trust, their interests and passions or where they’re hanging out, you’re already halfway there.
Because the things people “like”, and particularly the brands they “follow” and the publications they read are massive indicators of their demographic bandings, social class and lifestyle preferences — and Psychographic profiling indicates their level of activity in those interests.
Let’s take your high networth beasts: a recent IPSOS survey found that 78% high networth individuals use Facebook at least three hours per day, and more than 58% percent of social media users said they follow brands through social media.
So you know where they are: how do you get their attention?
How to use The Magic Overlap to attract more affluent clients?
Knowing where your targets are is one thing.
The trick is knowing why they are there — what content they are actively — and positively — engaging with and sharing.
And once you get a bead on these insights, thanks to Psychographic targeting you can adjust your tactics to enhance your presence in ALL those target-rich areas.
The question remains: what kind of marketing do you produce?
Well, obviously your content must chime with the opinions, activities, attitudes and values of your targets — and psychographic segmentation helps you do just that by cleverly classifying these high-net clients on the basis of these attributes.
Need an example?
Okay, if you’re targeting a client on social media who engages with 2 or 3 relevant interests dedicated to the luxury lifestyle such as a specific influencer, or brand, or a certain celebrity and if you further overlay typical demographic data such as location, you can find the magic overlap to build more complete profiles of your target markets and audiences.
In other words:
You can reach these clients where they are with messages automatically fitting their preferences and tastes.
A quick checklist to get you thinking.
Ask yourself (and please don’t scratch your head — you must know this stuff inside out):
- Who are the authority figures, thought leaders, or big brands in your niche?
- What are their ambitions, aspirations, interests, and attitudes and passions?
- What books/magazines/newspapers do they read?
- Which brands are already marketing to them — and winning with their marketing?
- Are their social, cultural or political beliefs relevant to them — and you?
The point is:
If you can accurately detail your ideal affluent client — whether ultra-affluent, affluent, mass-affluent, young, old, male, female, and so on — you can overlap their interests and find them.
You can then drill down with incredible specificity to identify and reach out only to people precisely matched.
This is what makes The Magic Overlap so spine-tinglingly powerful:
Combining demographic data with psychographic data, you can uncover new, lucrative niche markets hidden from your competition and connect with them not only first but in a way that they will welcome with open arms.
Just getting your message in front of High-Net-Individuals is typically not enough to earn their business.
You need to stand out.
We all know this.
People are more distracted than ever.
They are also more suspicious and skeptical — not only of fake news, but fake advertising too.
It takes time for people to get to know, like and trust your brand, remember your name, your offer and your message.
According to John Medina, a Professor of Bioengineering at the University of Washington School of Medicine, when people hear information about your company, they're likely to only retain about 10% of that information three days later.
Couple this with the problem of time — we don’t have any — and the way we consume information — mobile — you need to stay patient and realise that you’re in this for the long-term.
So how do you proceed?
Well, with the rule of 7 as your guide ...
Introducing the Marketing Rule of 7 (or even 11).
The rule of 7 states that a prospect needs to “hear” your brand message at least 7 times before they’ll take action to buy that product or service — and Google suggests this could be as high as 11!
If they only see your marketing message once — however juicy it is — it’s unlikely they’ll remember you in the future or your message may not completely resonate with them.
Every interaction with your clients, however small, provides further opportunities for you to get to know them, and vice-versa.
This connection is also important because it allows you to influence them and it will help attract the right people to your business.
And every time they visit your website, encounter you on social media a memorable moment is created.
So each channel you use needs to interact with and support each other to establish a single brand presence and offer a unified brand experience irrespective of the device or physical touchpoint used.
The point is:
Getting in front of potential clients using marketing tactics like The Magic Overlap is relatively straightforward, but if you want to bring the sales, consistent repetition matters.
But here’s the thing: don’t do this the old way:
The old way of beating the rule of 7 is to throw 7 things out there and hope things stick.
But this is a scatter gun, hustler’s approach.
Hoping that someone finds your contact page from a random Instagram post, an article or a referral from a friend, is both exhausting and inconsistent.
And please don’t think that repeating it all over and over again ad infinitum will work either.
As Albert Einstein eloquently put it;
The definition of insanity is doing the same thing over and over again, but expecting different results.
Not only will you need to “hustle” every single day, ultimately this is a losing strategy.
What you need is a marketing system that works.
That seizes upon carefully curated opportunities.
And in the following case study I’m going to show you how to leave the old way behind and embrace something called "Reverse Systems Thinking":
Let’s talk funnels.
Marketing funnels. Sales funnels. Conversion funnels.
Whatever you call them, funnels are like spider webs, designed to lure clients in and keep them there, wrapping them in information and stories deliberately designed to be music to their ears just long enough for the client not to even realise that they are trapped — and ripe for the kill.
Okay, that was a bit dramatic — even creepy — but essentially that’s the deal with funnels.
And so long as the client doesn’t realise they are being entangled in a web of conversion and snap out of it, they are your best weapons.
So you need to ensure your marketing and the user journey down the funnel you want your clients to take is snap-out-of-it proof.
A marketing system and a defined user journey designed to grow your business.
Imagine you’re writing a blockbuster movie.
But in this movie, you’re not the hero — the client is the hero.
You’re the guide, the sage one the hero turns to in the course of the story when they have a problem they can’t solve.
Now, just like a movie, the hero’s journey follows a sequence of chapters:
- Chapter 1: the hero learns about your problem-solving existence.
- Chapter 2: the hero checks out your values and backstory.
- Chapter 3: the hero decides they can trust you to solve their problems.
- Chapter 4: the hero becomes a client (and a hero in their own eyes).
All your client (your hero) needs to see is a vision of the future and to find his or her way through a logical and sequential sequence of events: from Awareness to Action.
And the first step is to understand how your hero thinks about their current problematic situation.
And to do that, you need to get answers to the following:
- How does my client (hero) describe their problems, goals or challenges?
- How do they currently educate themselves on these problems, goals or challenges?
- Are there common misconceptions in how they currently address and ultimately solve these problems, goals or challenges?
Knowing this, you can start fashioning yourself as their true guide:
- Creating a series “aspirational” social media video ads.
- Tailoring a PDF guide to their needs or
- A process page beneficial to their problems or lifestyle needs.
None of these come out of thin air; they are ‘planned’ touchpoints that reflect the values and attributes that best resonates with your hero as they seek answers.
According to Marketo, companies that excel at lead nurturing generate 50% more sales ready leads at a 33% lower cost.
And as Kerry Rivera from Experian put it:
What is needed now more than ever is an individual who can look at all of the pieces and ensure there is a strategic, personal, compelling flow to multiple engagements. The marketer who can plot out all pieces and leverage data to pivot, personalise and measure will be critical.
That has to be you, the guider of hero's on an epic journey to your brand.
Although I’ve been studying digital marketing for 20 years, the idea behind the “The Opportunity Accelerator” and “Reverse Systems Thinking” was hatched in 2014.
And until it's published as a brand new training course for a very limited period of time the content is freely available to Luxury Brands and Specialist Agencies alike.
And here’s what I’ll cover:
- How to get the attention you deserve from the people who you deserve. In Step 1 I’ll break down the process on how you use the Trojan horse technique to drive brand awareness with the right message that hits a nerve and gets a response.
- How to convert strangers into clients. In Step 2, I’ll show you how to create transitional calls-to-action to convert more leads.
- How to automate everything. In Step 3, I’ll plug you into the kind of automation tech that generates and converts leads quickly painlessly and 24/7.
- How to filter out the time wasters. Step 4 is all about creating efficient workflows, sales processes and pipelines that help you save time and improve your work-life balance — not bad, I know.
To recap. Instead of asking:
What's the service we have and how can we sell it to the client?
You’ll be soon asking:
What brand story do we need to create to get the client moving toward our services themselves?
Sun Tzu once said:
Much of the Art of War is devoted to the value of waiting, waiting and waiting for the right moment to strike.
So I’ve written the battle plan that will show you when and how to wait — and strike.Join the waiting list
Share on social media:
- A "bad" marketing strategy will fail at all of the above, cost a business money to build, cost money to maintain, and provide little return on investment.
- A "good" marketing strategy will help you build a relationship with your clients and help them see the world through a (“better”) lens to make selling superfluous.