When it comes to direct marketing business strategy, sometimes its hard to get out of your own way. Over the years I've had clients get far too hung up on things that appear to be obstacles, instead of focusing on the strengths their business has, especially strengths they have over their competition.
Today I'm going to give you a critical problem-solver that helps you do this. And if you use it wisely, it will make you more money than you ever believed possible. In fact, this is one of the most important pieces of information I've ever given out, because it's one of the strongest direct-marketing strategies available, and it isn't very widely known. And it's also very easy to use.
See, regardless of what you do or who you're selling things to, savvy marketers know the fastest way to make yourself different from your competition is to turn any perceived or real weakness you have, into a unique strength.
For instance, one time a client came to me with a problem that's not uncommon: he had a run of bad employees and because he'd been occupied with the growth of his company, he wasn't managing them effectively. As a result, his company was now trying to "break free" of their reputation of offering poor customer service.
What most people would do, is stick their heads in the sand and try and hide from this. But that's exactly the wrong thing to do. Just as wrong as one of your children trying to hide from a mistake they made, as opposed to taking full responsibility for what they did, and promising to do better in the future.
And this is exactly what I recommended my client do. See, if you've screwed up and provided bad service in the past, the fastest and cleanest way to rid yourself of this reputation, and to actually make customer service a hallmark of yours... is to openly acknowledge the problem with your customers. Explain why this happened... politely apologize... and then talk about all the new quality control procedures you now have in place, to make sure this won't happen again.
And... if you're also now willing to back up your new customer service with a no-risk guarantee, not only will your customers and clients believe you're being sincere, but this is also a great opportunity for you to now make some kind of an offer to your customers. To ask them to let you prove yourself to them, at no risk. Something like a one-time-only, "Let us make it up to you offer."
What cements this, is the guarantee you're giving, so make sure it's completely risk-free, and if possible, risk-free "plus." So maybe you can offer a money-back guarantee, "plus" $25 for any inconvenience caused.
This is THE fastest and most honorable way of turning things around and making a perceived weakness... your newfound strength.
Not to mention, the credibility and integrity you'll have with your customers for taking responsibility for your actions.
Always turn a weakness into a strength. Always turn what's unique about you, into what's normal, and then justify how anything else other than this, must be inferior.
If you're smart enough to do this, you'll make a killing, plain-and-simple. Just make sure your business strategy is consistent with what you're good at, and of course, consistent with what your marketplace wants.
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