I bought some canning jars the other day to use for storing dry goods in my pantry. While at the market, the jars on one of the end-caps caught my eye because I’d been meaning to get one particular cupboard organized for some time. I bought the jars, brought them home, washed them, and filled them with nuts, coffee, tea bags, and other things. Then I lined them up in my pantry feeling quite accomplished.
Later, when my husband tried to get some tea bags out of a jar, I realized there was a flaw with my plan. His hand wouldn’t fit in the jar! Shoot. Oh well. Tilt the jar. No big deal. He figured it out.
But, the next time I was at the market, I saw a different type of jar with a wider mouth right next to the jars I’d purchased. I didn’t even consider looking for a wide mouth jar until I saw them sitting next to the others; but it definitely would have been a much better option for me and my husband.
Why am I telling you this story about my shopping trip? Because it demonstrates the importance of marketing, and the fact that, sometimes we don’t know the best solution for our problem until it’s right in front of us.
Guess what? The same thing goes for your potential clients/customers.
This is why it’s so important to invest time and money on your online marketing efforts; to let the market know you’re out there, and you can solve their problem.
Back to the jars for a minute. If there’d been a display next to those jars, showing all the different uses for them, I likely would have gone with the wide mouth version; but instead, I chose the first option I saw and assumed it would suit my needs.
When you’re doing your marketing, please keep this in mind. When someone has made up their mind that they need the services you provide, they’ll go with the option that’s right in front of them at the time. Most likely, someone who sends them newsletters, or someone they follow on social media. If they don’t currently have providers in their immediate circles, they may put out a call for suggestions on social media (which is why you should be searching Twitter by keyword on an ongoing basis … free marketing tip!). From there, if nothing comes up, they’ll start a Google search.You need to show your prospects why YOU are their wide-mouth jar.Click To Tweet
When your ideal client comes across your website, will they know how you and ONLY you can solve their greatest pain? When they follow through your website to your LinkedIn profile, your Twitter account, and your Facebook Page, are they seeing the best of you and the services you provide?
You need to show your prospects why YOU are their wide-mouth jar.
On the flip side, you want to make sure that when you’re searching for services yourself, that you aren’t getting stuck with the narrow jar like I did. Make sure the service provider you’re choosing to invest in can solve your problems!
Also published on Medium.