Let me tell you a little story…
I knew a client in the health care industry who came out with a new, revolutionary product that was, in every possible, the absolute best.
The stats we’re unbelievable. I mean, nearly “too good to be true”.
They had improved on similar products, fixed every problem imaginable, made it supremely easy to use, worked flawlessly, was slick and modern and believe it or not, was much more affordable.
Without a doubt, every single person they showed this new product to absolutely loved it and praised it highly.
But the product was failing. They were losing money month after month, diving deeper and deeper into the red sea of imminent failure.
They believed in their product, a truly great product, and had faith it would “make it” so they kept doing more of the same, pouring TENS of thousands into it, waiting to catch their big break, waiting for the cashflow to turn around and send them flying into the black.
Nearing bankruptcy and as a last ditched effort, they called for help, and the consultant told them one very simple yet POWERFUL piece of advice that drastically changed the tides.
He said: It’s not about being the best, it’s about being the best AND being the best at communicating it in a way that’s understood TODAY.
Let that sink in…
The other day, I heard one of the “dragons” on Dragons Den tell a hopeful entrepreneur with a great product say something like this: Great products like yours have a way of making it so you don’t need my help.
I believe that is completely faulty and inaccurate.
Yes, some products that are great “make it big”, that’s without a doubt.
But I know PLENTY of AMAZING products that just never made it mainstream. I mean, how many times have you come across a product or service that was the exact thing you had been wishing existed and was the absolute best thing in the whole world!
Yet, until then, you never knew about.
It’s not about being the best, it’s about being the best AND being the best at communicating it in a way that’s understood TODAY.
The old adage “build a better mousetrap and they will beat a path to your door” is a fallacy, a pipe dream.
If you’ve created the best product designed specifically to solve a major problem for say 16 year olds, yet you’re pouring all your marketing dollars into billboards on the freeway, you’re not paying attention to the way your target market communicates TODAY.
Am I saying billboards don’t work? Not at all, don’t get this confused. I’m saying follow your markets eyeballs. And a 16 year old 1 – isn’t driving, and 2 – when they are in a car, they’re on their phones and NOT looking around.
The name of the game is ATTENTION.
Interruption marketing is so last year. Or last decade. The human race has proven incredibly capable at blocking out all nonsense around us, and our ability to shut out the noise, the interruption, is amazing. So don’t be fooled by any slick salespersons “potential reach” data. If 1 million people drive by a billboard but only one person looks up at it, your reach is 1, not 1 million.
If you plan on being in business this year, next year, and for years to come you need to become a master at following attention, or hire someone who is.
And here’s the real zinger… Attention today is not the same as attention yesterday, tomorrow, next year, or 10 years down the road.
Being successful at targeting eyeballs means being able to follow attention, not tradition.
Oh, and one last thing… back to being the best…
I see so many entrepreneurs fail because they believe that they can do something BETTER than someone else, so they’re automatically going to gain market share.
That’s 100% inaccurate, and a huge cause of failure.
When I owned a kickboxing gym, my competition used to make comments that they we’re better at kickboxing then I was… and I was okay with that. They we’re. In fact, many of them we’re of top notch quality, some even official UFC fighters – yet my studio boasted multiple times more clients, year over year, and was always the largest in the north.
Because I didn’t worry about being the best. I knew that the average client didn’t really care if I was the best, or just really good, heck even average.
Instead, I focused on being the best at finding my prospects (lead generation), the best at building rapport and a relationship (lead conversion) and the best at keeping those clients happy (by listening, meeting their needs and rewarding).
They we’re the best at kickboxing, but I was the best at communicating to my prospects in a way they paid attention to.
So before you decide to open a business based on the fact that you’re the best, take some time to think about this post. And more importantly, before you decide to run an ad somewhere just because “that’s how it’s done”, think about where your prospects attention is.
Until next time,
To your success,
P.S.: Not sure what to do next? Not sure how to interact in a way your prospects will listen? Drop us an email at firstname.lastname@example.org and we’ll be glad to walk you through it.
P.P.S.: Let me get one thing very clear… I DO believe that being the best, or always striving for the best and constantly improving IS very important. But it’s not the only piece of the pie.