Urgency attracts urgency.
Most of us get motivated to learn how to “do marketing” after it’s too late to do it the right way, so we pursue Quintile A buyers using direct response marketing.
Metaphorically, we’re the first little pig, building marketing the cheap and fast way, out of straw.
Let’s imagine that a long-term study of companies that buy indie consulting services finds an average “dwell time” of 4 years between first becoming aware of an indie consultant and hiring that consultant. The distribution, however, is a pretty low, broad bell curve, and so there are lots of outlier situations: consultants getting hired after a 3 month dwell time, 13 year dwell time, etc.
If you had waited until it’s too late to learn how to “do marketing” (you’re in an extreme famine phase, or you can see the end of your runway coming up fast), which kind of buyers would you focus on finding?
You’d focus on Quintile A buyers, and you’d be right to do so. Your urgency would cause you to seek buyers also operating from urgency.
The tools that are optimized to reach this kind of buyer are known as direct response marketing tools.
If you over-use direct response marketing tools, it makes you look needy, and that undermines your perceived expertise. I also believe but can’t currently prove that strong direct response marketing feels untrustworthy to prospects who are outside of our hypothetical Quintile A, making them less likely to consider you when they do become more ready to buy.
I spend time discussing this issue at greater length in the beginning of The Positioning Manual for Indie Consultants because it sets the stage for better understanding how trust is built, and as you’ll recall, marketing is simply earning visibility and trust.
Here’s one review of The Positioning Manual for Indie Consultants that points out the book’s discussion of trust:
The Positioning Manual for Indie Consultants is available in paperback and digital form now, and there’s also a lengthy sample excerpt here: http://thepositioningmanual.com
Have a great weekend,