How to beat your competition as a small sized studio without spending a fortune on marketing… Part 1
In this series of blog posts I will help you understand how to generate a consistent stream of high paying clients choosing you instead of your competition.
Whether you are small, inexperienced or busy. This blogpost will give you the big picture.
Starting off with customer awareness stages.
Sounds boring I know, but bear with me.
This is a process every person that needs a problem solved goes through.
If a person is to solve a need or a problem they will go through these 4 stages.
Unaware I have a problem
Aware I have a problem but unaware what are the solutions
Aware I have a problem, aware of a solution, but unaware of a specific product/service
Aware of problem, solution and product/service
Most companies target the last stage, the people that are buying at the moment.
Simple, gets you quick results and often is effective. (if you have millions of dollars)
But you don’t have an advertising budget similar to the GDP of a small European country.
So how can we beat the big giants that you’re up against (and your competition)?
Simple, by targeting the people in the earlier stages of awareness.
By targeting people that are going to buy in the future, that are simply researching their problem or looking for solutions.
It might take them a week, two weeks, a month or 3 months. Doesn’t matter when they buy as long as they buy.
Employing this strategy, your prospect list grows by roughly 9-times.
I hear you screaming: “But but how do I make sure they buy my service and not my competitors?”
I wouldn’t be a very good marketer if I didn’t have an answer to that, would I?
The reason people buy, and I’m serious about this being the only reason, comes down to 4 things.
Customers must first want what you are offering. No amount of convincing will make a person buy a car he doesn’t want to buy.
So number 1. Is want, demand, desire, pain point. Whatever you want to call it. Some itch to be scratched.
Next the customer must
2. Trust
3. Like
4. Know
You.
Number 3 and 4 are optional but good to have.
Number 2 is an absolute must.
No person on the planet will buy from you if they don’t trust you. If someone trusts you and wants what you are selling, it will be an easy sell.
If they also like you and know you. Well then they will come to you on their own. No amount of competitor marketing can make them change their mind.
Going back, the companies that sell to the people that are in the market to buy right this instant (remember, last stage of customer awareness), employ the first key thing, WANT, and usually sprinkle in a teeny tiny bit of 2, 3 and 4.
There is a huge gap in the world right now. Especially with the rise of AI. People want personal connections more than ever.
Because everything is so brutally artificial.
When you can effectively build trust with people that want your stuff while being a likeable person that they have known for some time.
Sir (or Miss), clients will be standing in lines for your services like Apple fans for a new iPhone.
_________________
In the next blog post we are going to talk about how we are going to do that.
Always the best,
FJ
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