Marco runs four businesses but has no customers despite spending on websites and flyers. Evan Carmichael tells him to pick one service, find one word that defines it, and build referral partnerships with non-competing businesses that already reach his customers instead of spending on broad marketing.
Chapters
How do you promote your business when nothing has worked out so far? I got a great question from one of my newsletter readers. His name is Marco, and I really feel for Marco. And this is like a lot of entrepreneurs who write into me. He says, "My name is Marco. I've had trouble getting my business started. I've done everything I can think of: websites, flyers, business cards, and word of mouth. Up until now, I've had zero response." Can you give me some— give me a solution how to promote my business? I'm in dire straits. Money is basically finished. Everything I do, I love, and I do it for my children and my wife, but I seem to get nowhere. I even started a second business and still have the same problem. I can't find a job, have no funds available to finance my business further. I can't get a loan from the bank. I have bad credit. What is there for me to do? I really need your advice, Marco. Marco, I feel for you, man. It's hard, and I know a lot of entrepreneurs are in the same situation. I asked Marco later, "What do you do?" And he said, "My business consists of a mechanical workshop, vehicle repairs, plumbing, construction, and my second business is company registrations, taxes, couple of other necessities." So there's a couple things here for you, Marco, okay? And please pay attention to this because this is huge. This will help save your business and save your family. And I don't want you to continue down this path of not being able to be successful and make enough money to survive. Okay, you have a huge opportunity in front of you, and it sounds like you're really hardworking, dedicated guy. Okay, to make this work, first one, number thing, number one thing you have to remember, you got to pick one thing. Okay, something you're passionate about, something you love doing. Pick one thing. You are all over the place. You've got a mechanical workshop, vehicle repairs, plumbing, construction, company registrations, tax, a couple of other things. That's all too much. You're not adding enough value here. You gotta pick one thing, love it, and really put your own stamp on it. If you're doing vehicle repairs, people need somebody who does vehicle repairs. If you're doing plumbing, people need plumbers. Okay, there is a need for the stuff you're doing. But you're not getting the message out properly, and it starts with one thing. So pick the thing you're best at, pick the thing that you love doing, pick the thing where you can have the biggest impact, and focus on that. Okay, so say it's vehicle repairs. That's the first thing you listed, so I'm going to assume you like that the most. You have your workshop, you're helping people repair their cars. What is it about this thing that's different? There's tons of mechanic shops out there. What's so special about yours? You have to have something that you believe in. Pick one word that you stand for and apply that to your company. I did a video not too long ago about my own mechanic, and he treats everybody like family. So family is his word, and he can build everything up around family. That's how he's gonna stand out. What do you do? What's your one word? What's so different about your company? You have to come up with that. That's your messaging. I'm not Marco the auto repair shop. I'm Marco the blank. Like, what's that word? You have to figure that out. Okay, 2, once you get that, that's got to be in all of your messaging. People need to be able to quickly see what it is that you do. And what I would do, your best approach to get new business is start talking to other companies. Find the guys companies your customers are buying from before they would buy from you and after they would buy from you. So if I need a car repair shop, who am I gonna go to before I have a problem? Right? Maybe my dealer? Who am I gonna go to? Make a list of those companies and start talking to them. Maybe the insurance companies? Right? Make a list of everybody who has anything to do with car repair, who who are not your direct competition. Those are guys you need to talk to. And when you call them up or you email them or you go and show up at their door, you're not saying, "Hey, I'm Marco, I repair cars." You pitch them your message, your powerful, impactful, meaningful message that gets them excited, that gets them hooked. And you don't need to spend a lot of money doing this. And I don't want you spending any more money on this because you don't have anything left. Tighten up. Focus on that one business, get your message down, start talking to referral partners with that clear, powerful, impactful message, and you'll start to see a change with your business. If you want, write back with your message and I'll help you deconstruct it and I'll help you make it more powerful, because I really want to see this thing take off for you. I worry about you and your family. I want this to work for you, and I believe that it's possible, and I hope you do too. Believe. Got me emotional. For those of you watching, you like the video, please give it a thumbs up below. It makes me want to do more, and I want to hear what you have to think. Please leave a comment underneath, and I'll do a video reply if you have a question for your company. I love seeing the comments come in. They make my day, really, every day when I see them come in. So thank you guys, and I'll see you soon.
