Recently we had “opening day” for Little League Baseball in our community. There was a Pancake Breakfast to kick-off the season, children singing the National Anthem and of course, a local celebrity to throw out the game ball. We really enjoyed our morning and felt grateful to share in the experience. As I sat in the stands watching my 10 year old son and my 8 year old daughter play their first game of the season, I was reminded how baseball and marketing your business have a lot in common.
Marketing really is just like the game of baseball. And once you figure out the rules of the game, you will move around the “diamond” very quickly, scoring successful runs. First, you have to decide what you are marketing (product or service) and second, who your ideal client is. In other words, who benefits from using your product or service. When you have determined who your ideal client is, you can then create a “message” that will appeal to those people. Makes sense, right? Many times, when we start a business what's the first thing we do? We create a logo, business cards, and possibly a web site. While all these action steps are important to a business start-up, if we don't accurately communicate the r right “message”, then we have wasted valuable time and dollars with little or no success. Our ideal client must be able to understand how we can help solve their problems with our product or service. It's essential that you develop your “message” first. Let them know how your product or service can solve the problem they are having.
Once you have your message developed, you can step-up to home plate. Every person that fits the description of your ideal client gives you a “chance at bat.” When you have your message developed correctly, you will connect with the right person.
First Base: When your ideal client becomes interested in what you have to offer, you move to First Base. First Base does not mean that they are ready to buy what you have to offer. They are thinking, “I'm interested in what you have to say.” This might be accomplished through them subscribing to your newsletter, calling for more information after you sent them something in the mail, following you on social media or seeing you speak at a local event and approaching you to ask a few questions.
Second Base: Getting to Second Base is when you realize that your ideal client would like to learn more about what you have to offer. This could be a phone call, a complimentary session with you to see if it feels right for them, or a complimentary teleseminar. You will need to communicate valuable information on who you are, what you have to offer and how it can benefit them.
Third Base: Your ideal client has learned more about you, your product and your service and says, “Yes, I believe that you have what I need and I would like to work with you.”
Score! Your only goal is to get back to home plate and score a run (a new client). This process is where you agree on how you will work together, when you will work together and for what time period.
Every boy or girl that steps up to home plate wants to hit a home run, right? We are no different. When I meet my ideal client (women who are ready to move their business forward to the next level of success), I get excited because I know what I have to offer will really benefit them. However, this is a process, like the game of baseball. Initially, it’s moving around the diamond, one base at a time, creating belief and trust with the ideal client. And by the way, there will be plenty of home runs. The more you follow this process, get your message out there in the field, create belief and trust with your community, you will meet people who will say, “I've heard about you and I want to talk with you about your service!” or “I need what you have to offer!” There seems to be only one thing left to say: “Play Ball!”
Anything is possible. Everything is waiting for you.
© 2011 Joy Chudacoff
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