The Power of 1-on-1 Marketing!
Sometimes we get so wrapped up in our email marketing and running ads that we forget to focus on the micro side of advertising. I am talking of course about 1-on-1 marketing. So what exactly do I mean by 1-on-1 marketing? Simply put, this is when you reach out to 1 individual person who you are interested in doing business with. You provide them with value and content that will eventually convert them into a client who will purchase product from you. There are different ways to achieve this, but perhaps the easiest way to understand is by use of anecdotal examples.
Example #1: Jab Jab Jab, Right Hook
Gary Vaynerchuck is perhaps one of the most clever marketing strategists when it comes to converting clients. He came up with a concept called "Jab Jab Jab, Right Hook." This is a metaphor to boxing. When you are fighting an opponent you cannot go for the knockout blow right away. You get in some quick jabs first, then when the time is right you go for the right hook to end the fight. In business it is the same way. If you approach someone and try to sell them something, 9 times out of 10 they will not buy what you are offering because they don't want to be sold anything. However if you offer someone free content and give them something of value, over time they will be more willing to offer you money in exchange for your services because you have built a relationship with that person.
Example #2: The Switcheroo!
The "Switcheroo Deck Holdout!" is a gimmick I created to help make deck switching much easier in strolling or walk around situations. I noticed someone asking about deck switches on the Theory 11 message boards. At this point I had two choices to make; Pitch them my hold-out gimmick, or offer them practical advice and value to best suit their needs. I of course chose the latter. I sent the person from the forum a private message with a list of deck switches that may be best to use in their personal situation. I also sent him a free copy of my Switcheroo! tutorial. Yup you read that right. FREE COPY! I offered this person value and guess what? They are currently following me on social media and actively engaging me and supporting my brand. Why? because I offered value and built a relationship.
Example #3: Party City Client
I had submitted an invoice to a client for a private birthday party. It had been about 3 days and I have not heard back from the client. Again, this left me with two options; I can contact the client and ask if they are going to pay the invoice, or I could offer them something of value with no expectation of return. What did I do? I recorded a personalized video of myself (about 30 seconds long) telling the client that I saw the best Pokémon Themed party favors at Party City and thought they may be perfect for their event. I didn't hassle them about payment or ask them if they got the invoice. I simply offered them some value which took no more than 1 minute of my time. Did they end up buying the Pokémon themed party favors? Yup. Did they book me for their event? You bet they did!
The Moral of the Story
The moral of the story is that if you really want to increase the amount of business you do, you need to start increasing the amount of value you provide people on a 1-on-1 basis. This could be as simple as giving someone some free advice. Personalizing your marketing to that 1 person and building a relationship with them will be much more advantageous than simply trying to sell them on 1 item. This will also increase the chances of repeat business from that client as they will be more inclined to purchase from a source they trust rather than find a new one.