Marketing from first principles
You never change things by fighting the existing reality. To change something, build a new model that makes the existing model obsolete. Start by marketing from first principles.
That's a quote attributed to R. Buckminster Fuller.
And it applies to the way B2B experts and authors market their expertise and experience.
Never mind how many books they have written, people venerate authors.
The problem is only JK Rowling and a few others like Lee Child actually make any money.
I'm willing to bet that in terms of hours and effort set against returns, your book(s) did not make much more than minimum wage based on a 10% cut of the revenue from book sales... at best, if you worked with a publisher.
So how do you capitalize on that successful book and raise your income by attracting the clients you really want to work with without dragging yourself around the country speaking at conferences and masterminds...
...vis following the existing reality offered by publicists...
Authors who are experts in their fields have to become 'first principle thinkers'.
They have to focus on three first principles to attract high ticket clients.
- Decide on their #1 goal.
- Create an innovative solution.
- Devise a simple marketing strategy...
After all, it was Coco Chanel who said... “In order to be irreplaceable, one must always be different.”
The conventional way of marketing yourself ensures that you become part of the crowd... Invisible to your target audience.
Competing over the scraps.
Standing in line for speaking gigs.
So let's look at those three steps in more detail...
#1: Decide on your #1 goal based on first principles...
The money we make is a by-product of being able to create happy customers who are more than willing to pay our high fees because they perceive the undoubted value we offer.
QED the number one goal for our businesses is to create as many happy customers as possible. We should have zero interest in growing a mammoth list of email addresses few of whom will engage.
It is far better to have a tiny list of hyper-engaged people who love what we write about, open every email they receive, and buy what we have to offer because they love what we do.
This is about quality NOT quantity.
It's about serving first and receiving later.
It's about marketing WITH my audience not AT them.
This brings us back to my first question... What is your #1 Goal?
If your answer is the same as mine...
It follows that you want to treat your connections with respect, serve them to the best of your ability, and create a fundamental marketing process based on first principles.
One that delights all who come in contact with it.
We'll go into the principles that underpin a successful marketing strategy in the next four pages
...After all high-level clients don't grow on trees.
You have to create them... Overtime.
#2: Create an innovative solution.
The clearer the definition you can write, the better. Perfecting this task takes time listening to your audience... To what has been said but just as importantly to what is not said.
While always remembering, your ideal customer will probably not know what they want until they see it.
If Henry Ford asked his ideal customer what they wanted, they would have asked for a faster horse.
If Steve Jobs had asked an analog mobile phone owner what they wanted, they wanted they would have been unable to describe an iPhone.
The first principle is that you must define what your audience wants by first understanding the problems they have and then by applying your own expertise and experience to create the ideal solution.
You have to innovate because by innovating you can position your solution as something different. A new and better way of solving the problem in a way that the existing solutions cannot.
#3: Devise a simple marketing strategy.
Easier said than done. It takes time to get your messaging spot on. The moral of the story is that you have to test, test, and test again. What you think will work may well not. Rigid ideas about how your marketing strategy should work are your enemy.
David Ogilvy once said, and I paraphrase here, that he was probably the only creative genius who started his career in research.
Some of the most brilliant campaigns are based on ideas gleaned from talking to people working at the coalface...
To read more about the first principles your business should be based on...