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What Business Owners Want: Myth Buster

by ewenmack
11 replies
There is a persistent myth that goes something like this...

"All a business owner wants is leads and customers."

Yes the few that fit into that category come in 2 groups are the desperate and the exceptional high performer.

I'll get to those shortly.

The majority of business owners actions don't back this up.

They run newspaper, magazine, radio, TV, Yellow Pages, Billboards, Mail drops, Sponsorships,
all without an offer, a call to action element that can measure it's performance.

They are the highest repeat buyers
in those media.

Those that use measurable direct response advertising in those media
are the lowest repeat advertisers.

They have more money invested in their business and usually have more money than those that cry...

"They are crazy not running ads that are measurable...look how much more money they'll make on the Internet."

And say,

"All a business owner wants are leads and customers".

Isn't that interesting?

Don't try to change the actions of business owners, their past actions tell you what they will continue to do,
even if it seems crazy to you.

Supply them more of what they are already buying.

Back to the desperate and super savvy.*

If the advertiser is continuing to price discount and try all cheap media, then you can put him in the*
desperate and low value client mix.

He wants leads and customers to survive. Not a good client.

The super savvy is the one who knows the most important numbers in his business and knows what number he is prepared to buy a customer for.

He wants more leads and customers
because he has everything in place to maximize the lifetime value of every customer and has the ability to scale.

Recognize all 3 groups so you have the right clients buying more from you because you made the right message to the right people.

Best,
Doctor E. Vile
#business #buster #myth #owners
  • Profile picture of the author mojo1
    To truly grasp this concept would save sales people untold heartache before uttering one word to any business owner.

    What do you consider cheap media?

    Thanks!
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    • Profile picture of the author ewenmack
      Originally Posted by mojo1 View Post

      To truly grasp this concept would save sales people untold heartache before uttering one word to any business owner.

      What do you consider cheap media?

      Thanks!
      "Cheap" media is anything that is at a low price point,
      such as coupon mailers and online deal sites like
      Groupon and Living Social.

      Best,
      Doctor E. Vile
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  • Profile picture of the author Freebiequeen1999
    Very true.


    Lots of times small biz owners focus on what they do and just sort of buy whatever ad scheme appeals to them at the moment, they don't really have a "marketing plan" in place
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  • Profile picture of the author NewParadigm
    Most of em don't measure anything, they are too lazy and/or don't know how. If you don't measure it, you can't manage it effectively. They are conditioned old school. They don't know what they don't know.
    Signature

    In a moment of decision the best thing you can do is the right thing. The worst thing you can do is nothing. ~ Theodore Roosevelt

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    • Profile picture of the author ewenmack
      Originally Posted by NewParadigm View Post

      Most of em don't measure anything, they are too lazy and/or don't know how. If you don't measure it, you can't manage it effectively. They are conditioned old school. They don't know what they don't know.
      Where many go wrong is to "educate" them of their mistake.

      Best,
      Doctor E. Vile
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      • Profile picture of the author John Durham
        Originally Posted by ewenmack View Post

        Where many go wrong is to "educate" them of their mistake.

        Best,
        Doctor E. Vile

        Right on. Say as little as you can to get the sale, then just be the magic solution that they would be screwed without.
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        • Profile picture of the author ewenmack
          A well known marketing guru today confessed
          he has had real issues in delegation.

          Money and people weren't the answer he said.

          He invests in a mastermind to get off
          the hamster wheel of being too important
          to delegate.

          Just another example of what business people buy
          to make their life easier.

          Certainly wasn't about getting more leads, conversions,
          higher prices, better clients.

          Best,
          Doctor E. Vile
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    • Profile picture of the author ewenmack
      Originally Posted by NewParadigm View Post

      Most of em don't measure anything, they are too lazy and/or don't know how. If you don't measure it, you can't manage it effectively. They are conditioned old school. They don't know what they don't know.
      And if they don't want to change, show indicators of wanting to,
      then let them go.

      Best,
      Doctor E. Vile
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  • Profile picture of the author John Durham
    Originally Posted by ewenmack View Post


    Supply them more of what they are already buying.

    A 100 Millionaire once told me when I asked what made him super successful :"Most people are trying to sell you something they think you'd like better, instead of giving you what you are asking for and want; I just skip all that and give people what they want".
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    • Profile picture of the author savidge4
      I am going to be honest here and say as much as I understand the concept... there are simply times that I would rather burn to death than offer a client what they are already using.

      Groupon... a great example of this. Not in a million years would you ever hear me say "hey Groupon is an option for you" and the reason is.. I have NEVER met a business owner that has run a groupon campaign that made money on the back end of the deal. I would say 99% of the time, once you sit down and run the numbers.. they LOST money. But hey it got people in the door right?

      That last sentence is the one that gets me going....

      Gaining the trust and having the ability to sit down with your client and go over the money side of what they are doing and pointing out the expense of this stuff is the first step I take in this type of process.

      I will tell you right now, if I cant get a client to that point... I simply don't want to do business with them, especially in a situation where I know they are probably breaking even at best let alone more than likely loosing money.

      Going out and advertising a business is easy. Getting effective advertising that is to a certain point trackable isn't always the easiest thing to do, but it is the RIGHT thing to do.

      So for ME personally to sell simply because that is what they are already doing... like lemmings and the cliff.. just isnt an option.
      Signature
      Success is an ACT not an idea
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  • Profile picture of the author zoro
    They all understand what Advertising is, and that's why I like to incorporate that word into my sales pitch.
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