June 29, 2010
I preach to my clients all the time that they need to be consistent throughout all their marketing. So, me saying Unfocused Focus sounds like quite the opposite doesn't it? So, how can a detail-oriented, consistency preaching person like me talk about being unfocused? Well, I'll explain. Most of the time we hear everyone telling us that you have to be focused on the internet. Pick a niche, get specific, and go after your target market. You've heard that, right? They're WRONG!! Okay, well, sort of wrong.
Here's the thing. You DO need a specific niche for your target market. You DO need to be targeting them and attracting them through everything you do on the internet. This kind of focus is very important for increasing your trust factor with potential clients.
HOWEVER, don't forget you also want to attract other types of business support.
Do you want affiliates?
Do you want joint venture partners?
Do you want to speak?
Are you always looking for team members?
Are their others you'd like to attract to help build your business?
Then you need to get a little unfocused and add in places for these other people to come to you. For example, your website. Here you are focused on attracting your target market. You want to move them through your sales funnel and make them a regular client, right? GREAT! Now, let's get a little unfocused for a second. I have an affiliate program for my products. So, not only do I have information that will attract my clients, but there is also a link for anyone interested in my affiliate program.
The key is to LOOK focused (which my home page does), but be slightly unfocused and include little places here and there for those who can help grow your business to latch onto. After all, there's a built in level of trust when someone is referred to you or has an experience of you when you speak etc… So, you want to take advantage of that!
One more example is social networks. I'm on Twitter all the time. I talk a lot about what's going on in my business. I put information out that will help potential clients, as well. I'm not JUST there to get clients though. I also am looking for JV partners, affiliates, speaking gigs, and to get to know some REALLY cool people. Many people would say that's too unfocused. No, it's not. My main conversation revolves around what I do for a living (FOCUS). However, I do throw in other things here and there to make sure my partners can see how we are a good fit (UNFOCUSED). I'm also sharing things about who I am as a person. This is three-fold, it gets my clients interested, it attracts other business owners who share my interests AND the transparency is a huge trust-builder for all groups (FOCUS). So, it's unfocused focus.
So, are you just focused? Or are you sprinkling in some unfocused marketing? I'd love to hear your thoughts.
Kristen Beireis is the Trust Marketing Expert for Group Coaching Mastery. She helps coaches and other personal transformation professionals establish trust through marketing. First, she establishes a foundation that's rooted in your authentic differentiation. Then she follows up with solutions that bring consistency to everything that has your name on it — from your newsletter to your business card to your social media pages. And while she's happy to teach you how to do all this yourself, many of her clients love the way her team reduces their workload and overwhelm.
Greater trust means a shorter sales cycle, more of the right clients, and the confidence that comes from knowing your sales and marketing are in integrity with who you are as a person.