I have a secret tool I use whenever I think about a new client, industry or advertisement. A simple question I discovered that every single consumer asks themselves when encountering a marketer or an advertisement. If you can overcome this marketing objection, you are sure to drive more leads and close more deals. The question burning in every prospects mind is…
If you are so smart, why aren’t you rich?!
Let me explain. While this question might not seem relevant to yourself or even most industries, the format and underlying objection is very much alive and well in every industry. Here are some examples of manifestations of that question.
If you are such a good doctor, why do you need to advertise?
If you are such a sought after lawyer, why weren’t you referred to me by my friends?
If you’re the best gutter cleaner in my neighborhood, why isn’t everyone recommending you on Nextdoor?
If your food is the best in your city, why isn’t everyone on Yelp raving about you?
If your guided safari tour in South Africa is so informative, why isn’t it the number one recommended tour on Trip Advisor?
In truth though, this objection manifests itself in other ways as well.
If your product is so good, why is it on sale?
If your clothing are such high quality, why is it on the clearance rack?
If you are so smart, why aren’t you rich?
If you are so _____, Why do you need to market yourself?
In reality, there are a ton of great answers to these questions, but the best marketing is the type that has a logical reason for why you are advertising or marketing or offering a discount.
One way is to give a good reason for a sale. For example, we need to clear stock for the new seasons inventory. We need to get rid of last years cars. We had hail damage in our car dealership.
Another way is to try to change the conversation from “why should I do business with you…to how can I convince you to do business with me.” This is what Dan Kennedy calls takeaway selling, which is based on Robert Ringers strategy of creating the image that you are unavailable to do work with a prospect and get them to chase after you. People desperately want what they can’t have. So, if you say you are no longer accepting clients, they will stop thinking about whether they want to do business with you and instead start thinking about ways to convince you to agree to do business with them.
Inbound marketing and content marketing are both broader trends around this idea of not soliciting or advertising, but instead demonstrating your expertise and letting them come to you when they are ready to buy.
With this in mind, I would like to officially announce my retirement from accepting new clients. J/K (or am I?)
Seriously though, every time you need to write an ad, discount a product, or promote your business, think about how to explain why you need to market if you are so good and make sure to address that objection as early as possible.