August 23, 2017

You can’t have insiders without outsiders

The success of your business is directly linked to your ability to attract and engage insiders. Insiders are the people who buy from you, recommend you, comment on your blog and link to you from their social networks, etc.

Most small business owners regard almost everyone as a potential customer or client. They have not yet discovered that we can’t have insiders, unless we have outsiders. As a result, their marketing messages are diluted.

The paradox is that by trying to be relevant toeveryone, we fail to be directly relevant toanyone.

A more focused approach

When you develop your marketing, focus only on the people you want to do business with and no one else.

  • Write for them.
  • Talk about what matters to them.
  • Listen to them.
  • Be where they are.
  • Speak in their language.

This kind of targeted approach will see you develop more and more insiders. They will find your marketing compelling because it was designed for people just like them! That’s the type of impact you need to create, if you want to motivate people to buy from you or inspire them to contact you.

In short: If you get fewer sales leads than you would like or you often attract low quality inquiries, focus on being 100% relevant to the right people.


About Jim Connolly 93 Articles
Jim Connolly has worked in marketing for 24 years and had his own successful marketing business since the mid 1990's. Jim is known worldwide for his ability to help small businesses make massively more sales and boost their profits. Although Jim now works exclusively with small businesses, he has worked with people from some of the best known companies in the world. These include; The BBC, Disney, Rothschilds, Mitsibishi, Hewlett Packard, Edelman and AWD PLC plus many more. To see how he can help your small business, visit his blog at Jim's Marketing Blog.

2 Comments on You can’t have insiders without outsiders

  1. Thanks Jim, you’ve struck a nerve with your comments here and on your blog. When a person is just starting out in the online business world, they have a gazillion places/people vying for their attention and money. It becomes harder and harder to focus on “listening” versus “hearing” what people are saying/wanting.
    I am new to your blog, but already I have found ways to improve my own marketing. Thanks again.

  2. Your comment – “Speak in their language”,really resonates with me. If you are communicating with a pharmacist use different language to what you would use with the motel owner.

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