When it comes to marketing, there are two extremely important questions you need to answer whether you are running a business or leading one. Those two questions are:
- Who is your ideal customer?
- What is your ultimate goal?
I ask these two questions of each and every lead that's attracted to Dempsey Marketing. The reason is that every piece of marketing – every blog post, every Tweet, every Google+ and Facebook update and share, EVERYTHING comes back to the answers to these two questions.
We'll be covering the first question – who is your ideal customer – in great depth in the first issue of Dempsey Marketing Magazine coming to iPads everywhere January 2012. In this post I want to talk with you about ultimate goals.
What Is Your Ultimate Goal?
Is it to increase revenue? Is it to attract more of your ideal customers to your website? Is it to position your company as the leader in your industry?
If you operate a not-for-profit is your goal to increase awareness of the plight of a certain group of people? It is to increase the amount of donations you receive each month so that you can help a greater number of people?
If you're a life or career coach is your goal to help more people achieve freedom in their lives? Do you want to help more people escape corporate life and work for themselves, from anywhere? Is it to help people get more time with their families?
As an entrepreneur is your goal to build a company you are truly proud of that also makes you look good? Is it to make a huge impact on the world? Is it to achieve and maintain the type of lifestyle you want, one where you call the shots?
What is your ultimate goal?
Regardless, there are three things you need to do.
There Are Always Other People Involved
Every single goal listed above involves people outside of yourself. You always make an impact on the lives of others, and no man is an island – we all need help. And we don't have printing presses in our houses that will happily churn out the currency for us.
What we need to do is attract two groups of people to our business:
- Our ideal customers – a small percentage of the overall
- People that will help us spread our message – the vast majority
Helping both these groups is absolutely necessary – they are not mutually exclusive. And in order to do that you need to be the authority. That means you need to stop playing follow the leader and be the leader.
Be The Leader
Becoming the leader in your niche requires three things:
- Other people saying you are the authority
- To show that you are the authority
- Deliver well beyond the expectations of every customer that comes in the door
Are you ready to make that happen? Are you willing to take risks and have people criticize you for what you share?
Are you ready to be the leader?