Here’s Why You Should Stop Being Nice to Your Clients

Here’s Why You Should Stop Being Nice to Your Clients

Skip over the niceties and work on giving your clients what they really want. The problem with how most people approach their market is that they are super caring, well-meaning, and kind. So, we start with a simple campaign that teaches how to get 10,000 Facebook Fans in 72 Hours. Step one is getting the fans and step two is getting them to buy from you 24/7. I don't love talking about fans or leading with this message. As someone who grew a marketing agency from bankruptcy to millions and sold it and started a coaching and training business and brought in over $1 million in sales in six months, I want to share the "whole story." But, in order to have the conversation with my perfect prospect, I have to get them to pay attention so I can build trust. In the last 90 days this one campaign brought in 17,004 new contacts and $384,000 in initial sales. But, I never would have been able to have those conversations nor serve those markets if I didn't first start with something they wanted. So ask yourself: What does your market want?

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Skip over the niceties and work on giving your clients what they really want.

Here's Why You Should Stop Being Nice to Your Clients

Opinions expressed by Entrepreneur contributors are their own.

Are you super nice to your prospects? If so, then stop that immediately.

The problem with how most people approach their market is that they are super caring, well-meaning, and kind. When what they should be is fantastic marketers instead.

Most businesses start their messaging with what they know their prospect needs … the retirement plan that has 18 steps to retire wealthy before you are 60, the mindshift you need to finally be happy, the 45 minutes of cardio and 1,000-calorie reduction five times a week to get in shape.

Yes, these things are part of your product, program or service, but they are not what your audience wants. This is not how you are going to get their attention. And if you can’t get their attention you are never going to get to help them with the thing you have.

It’s why when hotels promote their resorts, they show pictures of the gorgeous pools and beaches. They show you want you want. Why you’d go. Why you’d take action. They don’t show you the steps to get there, like buying your plane ticket, packing your suitcase, getting someone to watch the dogs, or putting on your snarky out-of-office message.

Hotels focus on what you want. The destination. The pleasure. The final outcome for all of the steps you’ll need to take.

You should do the same with clients in your business.

Truth be told, I don’t love my company’s marketing campaign. I kind of hate it. But, we do it because that is what my perfect prospect wants, and if I can’t get them to pay attention in the first place, then I can’t serve them any other way later on.

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