He and Joe Polish (another smart marketer) have a weekly podcast. Either check their site www.ILoveMarketing.com or check iTunes to download the podcasts. They are good!
On the most recent one Dean talked mainly about being cheese or whiskers. Go listen to the podcast to understand what I’m talking about.
Anyway, about a year ago Dean drew a picture for Frank Kern. That picture is attached to this post. Which brings me to the point of this thread...
Look at the picture and think how it pertains to being an offline consultant.
To help you out, the point is the mouse only cares about the cheese. He doesn’t care about the path to the cheese. He just wants the cheese.
Figure out how this pertains to offline marketing yet?
I know some people like to tell biz owners how they are going to increase their business. How they’re going to get them on page one of Google, grow their Facebook page, optimize their Google map, build them a website, etc.
Most business owners don’t care about all of that. They just want more customers and more money. They are the mouse in the picture. They just want the cheese. They don’t really care about the path to get to the cheese. Just give them the cheese!
Btw, don’t take this so literal and think I’m saying to keep everything a secret from them. The point is just get them more customers and make them more money (the cheese). How you go about it is somewhat irrelevant as long as there is cheese at the end.
So when you’re talking to biz owners and trying to acquire them as a client, focus less on the path to the cheese and more on the cheese itself.
Hope this post helps you. May be a bit corny for some, but hopefully you get the point. Go listen to the podcast and hear Dean explain it, he does it way more justice than I ever will.
If you found some value from this, please hit the "Thanks" button and let me know. I'd appreciate it.