Marketing Strategy Mistake – Looking For the Wormhole


Service people who don’t make concrete marketing plans usually have mental marketing strategies that are unrealistic because they are too optimistic about the results they will get.

I call their marketing strategy “the wormhole”.

Wormholes have these characteristics:

  • He sucks all the way

  • It moves them very quickly from one place to another

  • It dumps everything in a random place in space

  • It closes without notice, leaving no sign that it ever existed

For those business owners who want to own the wormhole, they believe there will be one thing they will do that will be so magical to them that everyone will be drawn to them and their business. In this process, the pockets of their customers will empty directly into this company.

This is not a good marketing strategy for the following reasons:

  • If this is how you see your business, just like a wormhole, it won’t last. The wormhole closes and disappears without warning.

  • In their relationship with you, they feel anxious and confused and worry about where they will end up, without ever having time to think about it.

  • In real life, some of the people who get sucked in would say that while it might have been a wild ride, it didn’t necessarily get them where they wanted to go.

  • More importantly, once he’s gone, there’s no sign he ever existed. Since you want to be memorable, you don’t want to be a fable that people talk about, but you find it hard to really believe it.

Many of your potential customers are floating in space right now, waiting for a vehicle to come and take them where they need to go. When you get there, they might want to look at your spaceship to see if they think it’s safe enough for them to enter. They may want to watch you do some laps in the solar system. That way they can listen to the engine and watch to make sure it’s going the right way. They can also see you picking up other passengers, which will help them decide if you’re the right vehicle for them. They need this time. You have to give it to them, otherwise they will never be comfortable when they board your spaceship. Some of them will want to get off before the end of the ride. When this happens, they will tell everyone they see not to use your service. This means that not only will they not pay you your full fee, but it will also hurt your future earnings because other people will be too scared to use your service in the future.

Building your business takes time. Do it slowly, deliberately, and masterfully to show that you’re an expert who can not only give them what they need to solve their problem, but also what they need to trust you and buy from you.

Source by Luann Allen

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