THINKing

New Business: Focus

January 11, 2008 on 9:11 am | In Positioning, Referral Marketing, New Business Primer, Buzz, Lead Generation, Blogs, Branding, New Business, Marketing |

New Business Primer - Part 1

New Business Primer - Part2

New Business Primer - Part3

New Business Primer - Part 4

New Business Primer - Part 5

Here is the best piece of advice I’ll ever give you, although at first blush it may not seem that astounding: focus. Did Harry say “focus”? Yes, he did. Wow, that’s deep!

You’ve probably seen companies that want to try every tactic in the book, jumping from one to the next without really committing the time and energy required for any of them to be effective.

I learned this from my marketing mentor, Bill Loeffler. He has forgotten more about marketing than most people know. Says Loeffler, “let’s do three things and do them right.” Clients would often look at Bill with surprise when he said this. This advice is solid.

If you do three things right in year one, you can add three more things in year two. Because - gentle reader - marketing is a pyramid that grows over time. You first lay the foundation, and once that is solid you can add the next level.

Your first area of focus should be on your contacts. Right now, make a list of everyone you know. Evaluate this list. Who on the list can either bring you the kind of business you want or has the ability to refer the kind of business you are looking for. (Remember when we talked about positioning? In that exercise you defined geographically, demographically and psychographically the kinds of clients you seek. )

Now that you have identified those contacts, focus on them. What can you do for them? What do they need that you can provide? You need to give them something of value before you ask them to help you. Friend Brent Dees teaches a concept in his Focus Four class called the Focus 40. You have 20 people on the list who have the ability to help you immediately. Another 20 is sort of the farm team. Do what ever you can to help them succeed an they will return the favor.

What can you ask them to do for you?

• Introduce you to their business contacts
• Invite you to a professional or civic organization to which they belong
• Hire you directly
• Recommend you as a speaker at an event they have influence over
• Recommend you on LinkedIn
• Forward your newsletter or blog link to their colleagues

Next time, more focus.