When I started my business, my mentor asked me a question that stunned me.
"Who is your Sammy?"
I thought my mentor was crazy, but he went on to tell me that "Sammy" was my ideal client. The name "Sammy" could be either male or female and will possess a variety of characteristics. Essentially, this person would be the kind of business that I would enjoy doing business with.
Here's an example of your "Sammy":
Temperament: Ambitious Family Man
Income: $75,000-$100,000 per year
After he explained, I created multiple "Sammy's." Within months, these ideal clients started appearing to me. Here's the secret to marketing: People want what you have if they know what you've got! The only way you can tell them is if you know who they are. Truthfully, the people who you want to work with also want to work with you.
I've also learned a simple 3-step formula that I've been using ever since I started. My marketing efforts have never deviated from this formula I'm about to share with you. Because of it, I've been able to earn millions of dollars and reach millions of people. In order, here are the 3 M's of Marketing like a Millionaire:
1. What is Your Message? What are you trying to say to your audience? What do you want them to know about you? Why are you important to them? Because everyone is wondering, "What's in it for me?", you must be able to address these questions. You must devise a message that grabs their attention.
Since the average person can only focus for 30 seconds or less, you must arrests their attention immediately. Your major objective is to say what you need to say in a way your clients want to hear it. If they can connect with your language, tone, and mannerisms, they will do business with you. Get them to resonate with your message.
Think of your purpose of your brand. Can you define it in 10 words or less? If you can get your message down to 10 words or less, you can convey your ideas in less than 30 seconds. The key to marketing is to have people asking, "What else do you know about my needs?" Once they inquire, you are able to give them what they've been searching for.
A good example of this is Domino's Pizza. Their slogan can be defined in 10 words: “Fresh, hot pizza delivered in 30 minutes or less, guaranteed.” This statement clarifies their offerings and leaves no confusion. When a person knows what they are getting, they are more likely to buy what you're selling.
"Be who you are and say what you feel, because those who mind don’t matter and those who matter don’t mind."
2. What are Your Methods? As you understand your message, you can now create methods to disseminate that message. Since there are so many ways to do this, you must decide which ones work best for you. Many times, most of your resources are free and easy to use. However, you must be strategic about what you use and be able to track your results.
Let's talk about social media. Which social media channel fits best with your business? You can use LinkedIn, Twitter, Facebook, Instagram, Snapchat, YouTube, Pinterest, Periscope, and a variety of other social media channels. Once you get a handle on a few of them, start running advertising campaigns to reach a broader audience.
Would it make sense to employ them all at once when starting out? Yes and no. I say 'Yes' because it will help your audience know that you’re on social media. I say 'No' because you cannot master them all when you're starting out. You must select a method that gives you the best results right away. Once you do, you should then ask my famous question, "How can I add more value to more people in less time?"
Of course, there are also traditional methods of sharing your message. Whether you're marketing with television, podcasts, speeches, billboards, radio, online banners, or any other methods, these are all available to you. Also, don't forget about the power of referrals and testimonials. These methods are the most potent of all!
"Your reputation is your best advertisement."
3. Who is Your Market? Once you find a method to deliver your message, you can now decide who will need it the most. At first, the natural reaction that most people would say is "Everyone can use my product!"However, if you do a quick test, you'll find that 'everyone' isn't your customer. Because of this, you will be forced to define your "Sammy."
Defining your "Sammy" takes a lot of discipline. You need to sit down and define your ideal client. When you've selected at least three "Sammy's", you'll have more clarity on your offerings. Because you know who you're serving, you will add more value to more people in less time. The more specific you get, the better you'll do.
Most businesses go through this marketing cycle: "General--Specific--General." This means that you'll do business with everyone before you find out who is most compatible. For example, a woman who goes door-to-door will sell brownies to everyone. When she gets a few solid repeat clients, they are specific to her. Once her business is established, she'll open up a bakery and serve whoever comes to visit her.
"People don't know what they want until you give it to them."
To get the most out of the 3 M's of Marketing like a Millionaire, use them in the order that I've shared. When you have the right methods to deliver the right message to the right markets, you'll put the pieces together. When you gain clarity on your brand, your marketing will go more smoothly and you'll attract the right people.
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