Why Prospects May Not Be
Calling You If you're wondering why your phone isn't ringing enough with prospects who want to know more about your product or service, there are a couple of reason I see over and over. #1. You may not be marketing enough - or at all. This is the number one reason most small business owners and entrepreneurs do not get contacted by prospects. They don't market consistently. But there's a second reason that's right up there... #2. If you are marketing and it isn't working, it is very likely that you have a weak (or non-existent) core marketing message. WARNING: Dose of business reality coming! When you set out to attract a new, prospective customer to your business, there is one question you MUST have an answer for: 'Why should I choose your business/product/ service versus any/every other competitive option available to me - including doing nothing? Yes, I'll wait a minute while you recover from the effects of that Happy Bubble-bursting torpedo. Back? OK. Let's move on. If I was asked what one thing, if focused on, could make a tremendous difference in a business owner's ability to attract new business, I would answer this way: Your marketing hook - your core message - is what sets you apart from competitors. It's what differentiates you and helps prospects make the decision to call YOU rather than the guy or gal down the street.  Your hook is not about manipulation. It's not salesy. It's not designed to take advantage of anyone or anything. When you've got your marketing hook well-crafted, you become simply irresistible to prospects. Answering the "why should I do business with you" question above becomes a snap.
Is it worth it to spend time developing a "position" for your business? Yes. And here's why>>>>> Most of your competitors are saying the same thing. They're all talking about their products and services. Just check out their websites. Get on their email lists. Read the drivel they pump out. Most of it is boring. And that's where your opportunity lies! An effective marketing hook telegraphs what your prospects can expect if they do business with you. It speaks to THEIR needs. To create a compelling marketing hook that makes prospects pick up a phone
and call you, you need to know what is on their mind. What problems do they have? For example, I know many of my prospects are frustrated and mystified by marketing in general. They are overwhelmed by all the bright shiny things that pop up every other day. They need marketing clarity so they can feel in control of their marketing, understand why their current marketing efforts aren't producing the results they want so they can get things on track and start moving forward. My marketing hook is: "I eliminate the
mystery and frustration small business owners feel when they try to attract more online clients and customers." A common misconception is that by creating a message that narrowly defines your niche, you will lose out on other business opportunities. Not so. You will still attract other prospects but your message will resonate with your ideal
prospects. Crafting a marketing hook requires a level of creativity that is generally difficult for most small business owners and entrepreneurs. One of the biggest challenges is being able to
"see" your business through the eyes of a potential customer or client." It's hard for many to do because they think of their business in terms of the products and services they offer. Keep
selling "stuff" and you will always feel like you're trying to push water uphill with your nose. Develop a marketing hook so it offers your prospects what they want and you'll see an amazing difference in your sales results. | 
