Over the years, everyone has likely heard the expression “if you build a better mousetrap, the world will beat a path to your door”.
If you’re in business, experience has probably proven this to be a great myth.
You may be the best, have the best product or service, but you will go broke if you don’t have the customers.
You probably know this. It’s common sense.
Unless you properly market that product or service, no one is ever going to even look for the path to your door regardless of how unique it is.
Marketing’s ultimate role in the sale of your product or service is up to 99% or more of the success of your business.
Marketing is more than just selling.
It encompasses everything from creating the image of your company and product, a color scheme, location, background, and a lot more.
Marketing’s goal is to take your valuable product or service (your better mousetrap) and position it as, I can’t live without that product or service or I can’ live without that mousetrap.
It’s even good for the mouse. 🙂
Once your prospective clients or customers really understand what your business stands for and what your vision is or the business’ vision is and realizes its products or services are vehicles by which they can fulfill their goals and satisfy their needs, sales are a natural by-product.
Some examples of this vision might be someone coming up with a mousetrap that allows the mouse to go into the trap via a one-way door and can’t get out.
You can take that trap and let the mouse out in the woods without killing the mouse – that’s a better mousetrap.
It might be a health food store whose vision is that people should eat properly in order to enjoy a greater quality of life and ultimately live longer.
When the customer finally realizes and grasps the business vision, they’re a customer for life – at least if that business continues to use strategies that we’re teaching you to earn that customer’s loyalty and trust.
These customers will keep sending additional business your way by returning themselves and sending friends and relatives.
Your marketing investment will be returned to you over and over again and create residual income.
Definition: Residual Income Income that comes to you over and over again with little to no additional effort on your part to obtain or create it. Some people also call this “passive income”.
The practical result of having these customers for life might mean you can grow your business from just your existing customers.
You don’t have to continually strive to get new customers.
Which should be great news for ANY business owner because some research shows that finding new customers or clients can often cost you 500% to 2,000% more than actually selling your existing customers.
Residual income is the Holy Grail for the business owner.
Lee CollinsAir Force veteran and former corporate VP, Lee Collins started marketing online in 1999. He is best known as an early pioneer of Direct Response Marketing on the Internet, but also gained recognition as the creator of Hybrid Marketing and Repeat Profit Systems. When Lee isn't helping his clients solve million-dollar marketing and systems problems, he enjoys time with his wife contemplating by a campfire, exploring a mountain or desert trail in his Jeep Gladiator, or planning their next epic BBQ roadtrip.
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