Andy Neary argues small business sellers waste energy pushing to random prospects instead of building brand recognition that pulls them in. Pick one clear message and audience, repeat it relentlessly, and watch inbound leads follow. Peers who scale know exactly what they sell and who they sell to.
Chapters
Today, I'm going to share the biggest reason you're not winning business today and what you can do about it. If I were to ask you, are you selling as much insurance as you want, truth be told, I'm guessing the answer might be not really. And if I were to ask you why, you'd come up with a bunch of different reasons, right? Products, lack of knowledge, maybe competition. Post pandemic, it's hard to get in front of people. Other, my competition is bigger than me. They have more resources and capabilities. Right. There's a dozen different reasons or excuses you could come up with, but you're ignoring. Ignoring the biggest reason. See, I had my own epiphany this weekend, listening to a podcast with Rory Vaden, one of the best marketers in the world. And he used this analogy, which was so spot on. And this is your challenge today. And it's this right, this right here. You're sitting on the left hand of this wall, the left side of this wall, and on the left side of this brick wall is obscurity. That's where you sit today. You don't have enough prospects who know who you are, where you want to get to on the right side of the wall. Brand recognition. People know who you are. The biggest difference between the left side and the right side of the wall is on the left side where you are. You're pushing so hard to get every single door open. When you have brand recognition, you're pulling people, prospects, your way. They're coming to you for help. So how do you do that? Well, you could try to climb over the wall. That's not going to be easy. Or you could go right through it. And how are you going to go right through that wall? You're going to take a sledgehammer and. And you're going to hit the same spot over and over again until you break through. What does that have to do with your business? You need to figure out what your unique gift is. You cannot be all things to all people. Who's your target audience? And go sell that unique gift to that target audience that is being focused, that is hitting the sledgehammer in one spot. What you're doing right now is you're spraying and praying all these messages. That's like taking the sledgehammer and trying to hit different parts of the wall, and it's never coming down. So if you want to get from the left side to the right side, you want to stop pushing and start pulling prospects to. You figure out what you do better than anybody else who is your target audience, and go laser focus with that message on that audience. Some of my peers who sell upwards of a million dollars a year, that's what their agencies do. They know exactly what they sell, they know exactly who they sell to, and they go sell it to that same audience over and over and over. Want to go from obscurity to brand recognition. Stop trying to be all things to all people. Stop trying to talk to people who don't know who you are, and start creating a little brand recognition. That is the quickest way to get people to come to you. So take this advice. Run with it, execute it. It's about communication. It's about getting a lot of people to know who you are, because you know what happens when you mix clarity with that confidence. You take massive action. Stop being obscure. Start creating brand recognition. We'll talk to you soon.
