The who tells you what to do

Literally every day I am asked during a consultation, via email, and/or via social media 

“Hey Wes, should I use {insert some form of media} to get more leads?”

That’s the equivalent of asking, 

“Hey Doctor, should I drink warm milk to sleep better?” 

“Hey Auto Mechanic Dude, should I change motor oil to make that sound go away?”

“Hey Golf Pro, I’m just starting out in golf. Should I get Calloways or Pings?” (Maybe you should get some lessons.)

“Hey Fitness Training Lady, should I do Zumba to get in shape?” (It’s early…I ran out of analogies…the coffee is kicking in so it gets better from here, I promise.)

There’s an old saying that if you’re asking the wrong questions, it doesn’t matter what the truth is.

The medium is not the message. The message is the message. It’s your job to deliver a powerful message in a powerful manner so it gets in front of the right people.

Me telling you to “definitely use Facebook” or “you’re crazy not to be on Snapchat” before I diagnose your marketing issues would be marketing malpractice.

Growing up in the South, I went fishing more than a few times and each time we brought more than one type of bait.

When someone in our party or other fishermen nearby where catching something we’d ask “what did you use” or “what are they hitting,” which means what type of lure or bait are the fish going after?

Catfish at 6 am are hungry for different bait than trout at noon or bass at 6 pm. 

Sure, you can use the exact same bait and get lucky morning, noon, and night on occasion, but as I’ve mentioned many times before, hope is not a strategy.

Among the thousands of funny Chuck Norris jokes is the one that Chuck Norris doesn’t go fishing…he goes catching. 

When I’m fishing for fish and fishing for clients I want to go catching, and so do you, which is why you’re reading this.

To stack the odds in your favor you must know what you’re trying to catch because the ads you run, the images you use, the calls-to-action you employ, and the platforms you leverage are totally dependent upon “the who.”

55-year old married women with college degrees and grown children out of the home looking for longterm, in-home care for their elderly parents have different fears, concerns, interests, and reading habits than 30 year old married women with college degrees, two children at home under the age of four and they are stay-at-home moms who may be concerned about their grandparents but they see the care of them as being the responsibility of their parents.

You must enter the conversation going on in the mind of the prospect.

To do that, you must know the prospect.

They are the who that tell you what to do in your marketing.

If you want more insight into how to get into the minds of your “who,” you can find it in…

Good Selling, Wes Schaeffer, The Sales Whisperer®

P.S. If you need clarity on your who, I may be able to help you here.