I run a management consulting business specializing in a very small discrete industry segment. We have had extremely good results through me personally visiting the CEOs or other senior executives. However, although I believe it is important for me to meet with these prospective clients early in the sales cycle, i...
[Paul Wenke has been an EMyth Client since October 2005, and graduated from the Coaching Program in December 2006.]
The human mind is anything but simple. But the mind is where marketing happens for you and your customers. So in order to effectively market your products and your company, you will need an insightful understanding of the minds of your customers.
Going into business you promised to do two things:
We need to begin with an important distinction: Advertising—what EMyth refers to as "Lead Generation"—is the "magnet" you use to attract the customers you want to your business. Marketing is the process you use to determine who and where those people are, what they buy from you, why they buy from you, and how they...
You're a small business owner and, like most of your fellow entrepreneurs, you’re feeling squeezed from every side. The cost of doing business, being in business and getting more business just seems to be going up.
Far too often, business owners know too much about their product or business and not enough about their customers.
Do you even consider that your prospects have needs? Answer the question honestly and you may find the key to growing your company.
We don’t invent the needs of our customers. Those needs exist long before they hear about our product! Our work is to understand and speak to those needs. From the perspective of Lead Conversion, this means a lot of listening.
How I learned—the hard way—what happens when you forget to apply the EMyth principles to your online business [Paul Wenke has been an EMyth Client since October 2005, and graduated from the Coaching Program in December 2006.]
Countless market research studies show that why we buy this car, with that color, or choose that attorney or that contractor, is based on an unconscious, emotional choice. We choose our products and services emotionally and almost instantly. Secondarily, the mind comes in to either confirm our choice and find vali...
"The purpose of business is to create and keep a customer."
A local lumber company has been in business for nearly a century. Considering that fewer than half of all businesses survive their first four years, this is a matter of special pride. At their entrance is a huge cross-section of a redwood tree, adorned with tabs marking significant historical events, including: "B...
It is a well known truism that the best customer is a happy customer. It follows that the best leads are referrals from happy customers. Referral leads are almost always the best prospects because a recommendation from one customer to another provides credibility, a positive impression and reduces doubt in the pro...
Without customers, a business does not exist.
I'm a recent subscriber to Netflix-that wildly successful nationwide, online DVD-by-mail rental service. This amazingly simple business model has already captured my attention-and my credit card. I've been happily receiving and returning postage-free movies from them for the last two months.
You may have heard the saying that a customer who buys a drill from you isn't actually buying a drill, they're buying a hole. They don't need a drill, they need what a drill provides, which, of course, is a hole. This is equally true for your business regardless of what you believe you are selling. And when it com...