“Be really clear about what is it that you deliver to your clients and focus on that as narrowly as you possibly can. When you do that, not only will you experience a spurt in growth for your business, in addition, that growth will come from the ideal clients that you love to work with.”
In today’s world of modern technology, people often abdicate their responsibility to actually have human interactions, especially when it comes to marketing. That is why one of our biggest endeavours in Innovabiz is to make marketing more human again.
I had a privilege to share this message on my recent interview on the Creative on Purpose Live Podcast with Scott Perry, author of Endeavour and founder of Creative on Purpose. Scott is also a coach in Seth Godin’s online community, where we met.
Here are some of the takeaways from the interview.
- Being understood requires that you actually learn to understand first. This is the subtitle of Seth Godin’s book, This is Marketing.
- Even in the B2B world, where a company does business with another company, there are still people on both ends of that interaction. If those people don’t relate to one another, if those people don’t know, like, and trust one another, then business is not going to happen.
- Innovation is making things better. It could be the next iPhone or the next big disruptor but it also could be just improving your systems to make things better for your business and for your customers. It’s all about really having that mindset of continuous improvement and always looking for opportunities.
- Be very clear about what your purpose is and what you are actually doing. Chunk up your purpose to what is it that you are actually providing your customers. Ask yourself how else could you do that, and if there is a better way that you can help them.
- Understanding your ideal client goes way beyond just a demographic. It’s all about how you build empathy with that person so that you understand what really drives them, the values they have, and what they are looking to do with the product or service that you provide.
- To understand your ideal client, dig deeper. Step back and leave behind all the things that you have to offer and ask a lot of questions.
- Really know who your customer is, what kind of experience they want and how you are going to help them get that, what kind of transformation are you going to make for them and the things you need to do that.
- One of the things about having something you are good at is that it is also your biggest kryptonite. Having that intense focus can sometimes mean that you are not aware of what is going on in the periphery that may have an impact on your thoughts. That’s why it’s always good to have a business coach or mentor who can give you feedback on what you are doing and pinpoint those areas where you may have some blinders on.
- It’s important to build good rapport with your clients when working with them. It enables you to actually experience the transformation yourself because what your client is experiencing is a metaphor for something that you need to experience yourself.
- It’s not just about this one sale, it’s about building that ongoing relationship.
- Be really clear about what is it that you deliver to your clients and focus on that as narrowly as you possibly can. When you do that, not only will you experience a spurt in growth for your business, in addition, that growth will come from the ideal clients that you love to work with.