How To Grow Your Business
I’m going to show you what my companies have been doing for the past decade to grow faster, more predictably, and in a more stable way.?
And I’m going to give you examples so you can see how other companies just like mine are doing the exact same things...
My goal is that by the end of this, you can double, triple, or quadruple your growth by doing this same thing in your business.
OK, now everyone in business has one thing in common, and it doesn’t make a difference what industry you’re in or what size your company is right now.
At the heart of it all, we’re all just people who are trying to get a message out to the world.
Now, how we communicate these messages varies from business to business…
Some of us build companies around our message, putting together teams of great people and then leveraging their strengths to help push our message out to the world.
Other people work alone, year after year, never quite communicating their message properly, sometimes never even figuring out what their big message really is.
In fact, one of the main differences between a business that scales from 0 to 1 million in the first year (or the first quarter, or even their first month) as compared to a business that struggles year after year and never breaks the million-dollar mark is this:
The business that communicates their message better is always seen as the leader in their field.
No exceptions!
Businesses that become great at this and make it the foundation of their business strategy will outgrow and outmaneuver their competition every time.
But to truly be seen as a leader and enjoy all the benefits that follow that title, we have to look deeper because being able to communicate well, as an individual or as a business, is just the start…
It’s the NET that catches the attention of the masses.
Once you grab the attention of another person, whether you’re speaking to a colleague, a friend, or a pack of hungry customers, you have a very short period of time to create a common bond.
And most people who study this agree that you only have a few seconds where that bond will either stick or be forgotten.
But whether it’s a few seconds or as long as a few minutes before people decide to listen to you or not, the message in your marketing, your elevator pitch, or even the first sentence you say at a party must create a bond.
It must create a relationship between you, or your product, and your audience.
The greatest companies in the world have grown in spite of the economy and in spite of heavy competition by persistently communicating messages that build relationships with their target audience.
The challenge here, which keeps most companies from growing, is that there are thousands of competitors communicating similar messages, so the art of building relationships has changed significantly.
Think about this...
You start searching online for a diet book. How many have come up?
Thousands, right?
And how many say they’re the best?
All of them, of course!
Some say that carbohydrates are bad for you, and some say they’re good. Some say to eat eggs, and some say that eggs are bad for you. Some say to eat fat, and some say to avoid it like the plague.
Your prospects are getting bombarded with marketing, so part of a great marketing strategy always includes:
But because of all the noise created by competitive marketing, the rate at which you can build a relationship with your audience has slowed massively.
And it makes it very hard for smaller businesses that don’t have big marketing budgets to keep up, unless you match yourself or your product to current social trends.
We can boost almost any marketing piece by as much as 300% immediately by aligning it with current social trends.
And you can think about this in two ways…
What trends are happening in society right now that you can align your marketing message with?
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Here’s an example:
When I had a large health company, my head of marketing would watch TV shows like Oprah and Doctor Oz, and every time they mentioned a new diet or a new nutrient, if it was related to a product we offered, we would immediately come out with a marketing piece that aligned our message to what they said.
It was 100% honest, ethical, moral, and legal; we just framed our message around that diet or nutrient they spoke about because we knew that millions of people around the world were watching those shows and would immediately start searching online for whatever those hosts mentioned.
And just for fun, we’d set Google Alerts and watch how fast the number of people searched online for whatever those influencers talked about on their shows, because they created trends.
We were very good at putting our products right in front of that wave of customers before any other company could.
So how could you do this in your business?
What's the big TV show your target market watches, or what's the big radio show, or what's the big podcast your target market listens to?
These are the kinds of out-of-the-box marketing tactics that have helped us grow multiple eight-figure companies.
The second way to think about trends is through technology.
What’s trending right now in technology that can help you reach more people with your marketing message?
Can you jump on a new social media platform?
...or can you use AI?
Or maybe you can test out different marketing platforms.
Any time we have a winning ad on one online platform, we always test it on at least two other platforms. If we have a winning Facebook ad, we’ll pull it over to Google or a native campaign, then we might test it on radio or in a direct mail piece.
Because all of those platforms cater to a different audience and allow us to reach more people with our message every day.
You have to ask yourself:?
What trends are happening right now that are important to your target audience and that you can use to get your message out to them faster or better?
Because doing that adds power to your message and positions you, your company, or your product as a leader in your field.
With that said, you need to understand that trends change.
And the greater the change, the greater the opportunity, and the easier it is for smaller businesses to scale fast and grow into industry giants because many of the big players are still using yesterday’s playbook.
On the other hand, smaller companies can sometimes add 50, 100, or even 1,000% growth just by communicating their message better.
Why??
Because the big players don’t, or can’t, change fast enough.
There’s just too much red tape to go through in a large company before a great idea can be put into action.
And that red tape usually transforms the best ideas into a very ineffective subset of those ideas.
So, ask yourself…
What's your company message?
What do your prospects and customers think of when they think of your company?
And write the answers to those questions down.
And if you don’t know what they think, then ask them!?
Let them tell you, and write down everything they say.
Once you have that insight, rewrite it in a way that’s better, cleaner, and more profound.
Then, in any marketing you do, try to associate that message with something that’s trending right now.