lots of time figuring out how it doesn’t apply to their business.
few new clients.
Tuesday 9th October 2012 - The University of Stickability
I read this article about Sir John Gudron who has just won the Nobel Prize for science.
His school report from 1949 said,
"I believe he has ideas about becoming a scientist, on this showing that is completely ridiculous."
Thankfully, Sir John, did not take other's opinions too much to heart. He did his own thing. He's a member of the University of Stickability.
Persistency is one of the qualities you must have if you want to be great at marketing.
Because although you are trying to create a marketing system which gives you predictable and profitable results it will take time, effort and testing to get you there.
But don’t despair if your first efforts don’t pay off. Learn from them.
Just as Thomas Edison said, “I got it wrong 9,999 times in trying to invent the lightbulb...but I learned from every failure.”
The main thing about marketing is to know that just testing, tweaking and persisting in marketing will get results.
And sometimes changing the positioning of your service or product can have dramatic effects. Which is another reason to try new things out.
And inventing new products by amalgamating old products, or changing their name or offering them to a different niche.
You might take heart from the fact that well-known brands such as Timex, Kleenex, Q-Tips, or 7UP haven’t always been successful...
Timex was a failing company until their cheap watches were put on sale in, of all places, pharmacies. Their success is based on the fact that they tested new places to sell their products!
In the 1920s, Leo Gerstenzang saw his wife clean out their baby's ears with cotton balls stuck on toothpicks. He then got the idea to design cotton buds, which he originally called "Baby Gays" in 1926.
But it wasn't until he discovered that people were using his buds for different uses other than cleaning baby ears that he decided to change the name to "Q-Tips." After that, sales skyrocketed!
Kleenex was originally advertised to be used to remove make-up. But when it was discovered that people were using it to blow their noses, they changed their marketing and sales exploded almost instantly.
7UP was originally a means of settling infants' upset stomachs and then, as an adult hangover remedy. But when the makers turned it into a soft drink, it sales rocketed!
Testing is part of being committed to marketing. And marketing is about finding, getting, keeping and growing your clients.
So why is it that very few solicitors firms are members of the University of Marketing Stickability?
Remember most prospects have to hear about you, like you, and trust you even before they consider buying from you. And that takes time.
One way of using time well is by persistently offering high quality information that allows prospects to make an informed choice. This will help you convert prospects to buyers.
Some time ago I did a video about “marketing sequences” which is another way of saying persistent marketing.
You can see those videos here.
Part One - click here
Part Two - click here
It’s still relevant. And it will always be relevant.
Because most law firms give up after a couple of goes trying to sell.
People don’t buy when you want to sell. They buy when you are ready. And you had better be top of their mind when that happens.
One way of doing this automatically is by offering a free report on whatever subject interests your prospects. You get their email address and send a series of 5, 10, 20, or 50 emails with video explanations, testimonials, examples, offers , diagrams, recordings – a whole multi-media "preponderance of proof" that you are the right firm to solve the prospects problems.
Too hard for others to do? You bet.
Too hard if you’re not persistent? Golly gosh yes.
Too hard for you to do...? Maybe.
But if you want to be persistent with your prospects keep in touch with them with quality information...
And if you got this far down congratulations on your persistency.