“If you build it, they will come…” Really? Will they?
Sure, it’s a good movie line (Field of Dreams) but is it a good principle for marketing your business, products, and services?
Attracting a “crowd” to your business, products, and services these days takes more than a presence. For example, marketing your dental industry services on the web or in social media is huge. But it’s more about how you’re engaging and authentically connecting with your market that attracts new business and increases your profit.
The “if-you-build-it-they-will-come” approach reminds me of the guy responsible for the design and layout of sidewalks for a soon-to-be-opened high-rise office complex.
Time came for the grand opening and there were no sidewalks! The facility foreman inquired – “When will we have sidewalks…?” The landscape foreman replied – “Give it time…I’m waiting for the crowd to tell me where to build them…” Interesting.
Here’s the wisdom of his answer. Experience had taught him that people will naturally migrate between the facilities on certain and natural paths.
Give it time and a footpath will emerge. Bingo! That’s where you pour your concrete investment! Build them too early…or where it seems normal (to you and everyone else) and they’ll perhaps rarely – if ever – be used.
(Observe this next time you’re on a corporate or college campus. Notice the sidewalks. Then notice the path worn through the grass between buildings. Get it?)
Can you rely on build-your-own-path thinking when marketing in today’s economy?
I’m talking about the kind of thinking that says, “We’ll do our own thing…we don’t have time to know who who audience is…”
Here’s the deal…
How often do you launch out with a dental marketing initiative – even worse – pulling out the worn-out marketing approaches or copywriting you’ve used over and over again believing it’ll work again…hopefully better this time than last?
If you’re not experiencing valid…eye-popping…take-it-to-the-bank returns – you’ve built a sidewalk where no one’s walking…! You’ve poured your marketing investments into something without considering the benefits or lack of them for anyone…including yourself.
And in today’s marketplace can you really afford to be wasteful with your marketing dollars?
Do this:
>>Be observant
Watch and listen. What are people saying…concerned about…looking for? How does your business, product, or service solve their problem, speak to their issue, or assist with their challenge? Now…pitch to your observations.
Remember – features attract! Benefits sell! Make sure your copywriting is filled with benefits more than it is with “look-how-great-we-are” features.
>>Develop an action-bias
Talk of corporate rescues and a government bail-out numbs us to what makes this country great – focused…diligent…hard-work! Are you acting or reacting these days?
Action creates momentum and momentum will propel you through difficulty. YOU have something to sell, promote, and deliver to your clients and potential clients. Act…now!
>>Grow resilient and resourceful
Does your business have bounce…flexibility? Can you step outside the box?
Better yet, are you pushing the borders of the box to new and different edges? If you’re saying the same-ole-thing in the same-ole-ways – no wonder people are taking different paths other than the ones to your door.
Flex and find new ways to do what you do best. Then, tell your market about it with fresh words that will benefit your them.
“If you build it they will come…” makes a great movie line. But the bigger question – can you afford to just build it?
Observe. Act on what you discover. Get resourceful. And benefit from what happens! Those paths lead to more profitable places.