Some Marketers Just Don't Get It - Part II

I mentioned that the key, the Holy Grail, the single factor that will determine your success or failure in marketing your product or service, more than any other factor, is your ability to create relationships with your potential customers or clients. Real relationships.

No, I am not talking about one of those long distance, auto-responder kind of relationships. I AM talking about REAL relationships that are built on trust, effective communication and are mutually beneficial.

I would like to try a very brief project now. Please complete this before you continue reading. Ready?

Please write down the names of 3 businesses that are just like your business. Write the names of 3 companies or people who do what you do, in the same way you do it. Do this before reading on . . . .

I'll wait . . .

Got it? Good.

Can't think of three? That's fine. Now you can continue reading.

If you managed to think of 3 businesses like your own, you get an F.

If you could not think of a single business like yours, you get an A+.

The first step in creating a relationship that will produce new clients/customers is to differentiate yourself from your competition ENTIRELY. You must claim a position that is uniquely yours. This is basic branding and positioning.

If you want to experience mediocrity, simply do what has made others successful. That is the sure road to eventual failure. This, unfortunately, is the road most marketers take, as it is the easy road.

Your situation is completely unique. Copying someone else's methodology is akin to wearing someone else's eyeglasses. You might be able to see, but you will not see well.

It goes without saying that, if you wish to achieve stellar success, you must be perceived to be at the very top of the proverbial food chain. You must be not just A leader, but THE leader.

But how, I hear you asking, can I be the leader when I am currently located at the bottom of the damned chain?

The answer, so elusive to those new to marketing, is this:

Simply assume the lead.

Imagine for a moment that you are, really are, the leader in your industry. Imagine that your company sits at the very top of this chain. Vividly imagine this for just a moment in your mind. Now ask yourself:

What would the leader in this industry do today?

What would the leader in this industry be thinking today?

What decisions would the leader in this industry make today?

What beliefs would the leader of this industry hold?

And, most importantly, if you were the leader of this industry - if this were true - what would you say to others?

Now, say it.

You must learn to act, think, decide, believe and speak like THE leader in your industry. When others hear what you have to say, whether that be on your website, in your articles, in your posts or on your blog, they will recognize clearly the fact that you ARE the leader.

It is vital to your success that you change your perception of yourself first. Changing your perception of yourself will change your style of communication completely. It is this style of communication that will draw customers and clients to you, more than any other factor.

When you are perceived to be the leader by others, people will come in droves and will very much want to create those relationships with you. People do not want to associate with mediocrity or middle of the road success.

Think about this. What communication style attracts you? Suppose you are seeking good advice about a business project. Which of these two people would you have a tendency to believe?

Person A: "I tried a few things, and I think this might work . . "

Or

Person B: "This is precisely what you need to do today . . . "

When you are perceived to be at the top, they will come to you.

Those relationships will never be formed unless you - YOU - perceive yourself to be the leader and know that you are worthy OF those relationships.

This is the primary step. This is Psychology 101. This is NLP Modeling in its most basic form.

Take a moment today to think about those you perceive to be the leaders in your field; those you wish to emulate. Now ask yourself - Are they mediocre? Do they apologize and/or argue? Do they waffle? Or do they speak with absolute confidence and authority?

Leaders do not follow. Leaders lead. You must do the same if you wish to experience the same success. Do not copy the leader. That will make you a follower. Lead.

In the old days, the saying was 'Build it, and they will come.' In this new marketing model, the saying has become 'Build YOU, and they will come.' You see, in this new model, leadership is no longer defined by an established brand name. The old school, lumbering big boys on the block can no longer stand solely on their reputation.

In the Internet free market model, everyone is equal. Leadership is now taken by those who are on the cutting edge of thought - not past leadership or reputation. It is not based on yesterday's success. It is built upon the ability to think forward. Those who look to the future, not to the 'this is the way it's always been done' past, will lead.

In reality, you may not be the leader. However, this is the chicken or the egg theory. To become the leader, you must first believe yourself to be the leader.

Assuming the leadership role in your own mind will not actually make you the leader. However, when you take on the leadership role in your own mind, every aspect of the way you approach your business will change. But what will happen immediately is that your communication style will change completely. You will speak with the authority that comes from confidence in yourself and confidence in your ideas.

Only then will you be able to build relationships built on trust.