I had a lovely fishing trip with my brother and our two sons recently. Now it isn’t that we both love fishing, we just fancied some time together talking nonsense on the water. The fishing part was the excuse we needed to make it happen.
It was a perfect day. The sea was calm, the sun was hot and the fish were seemingly quite peckish.
It was a four-hour fishing trip so there was plenty of time to talk with the owner of the business. It turns out that he was a smart chap, in many ways. He used to be high up in the Government in fisheries, so he really knew his stuff.
He was also smart because we got onto the topic of marketing (he did ask, I promise) and he explained that he used Google Adwords. However, there were two major things that he was doing wrong that if fixed would make a significant difference to his business.
- He did not realise that a major part of his business was selling Surgery Expertise.
- He was making the most common mistake on Google Adwords which explained why his competitors were more often than not above him in the search results.
Surgery Expert Services
Remember that I recently explained that whether you sell Band-Aid Expert Services (Marketing DNA Now) or Surgery Expert Services (Marketig DNA Nurture) dictates your marketing strategy.
Well, by and large the fishing trips are a Surgery Expert Service sell. If someone is researching fishing trips from Wales online it is more likely than not that they are looking to go at some time in the future rather than immediately. This was the case with myself and my brother. We booked the trip some months ago.
However, the only option on his website was to “book now”. There was no offer of a detailed brochure with prices and pictures in exchange for an email address.
Why was this important? Well, without it that lovely chap is losing a lot of potential business. The people who look but are not yet ready to book will leave without taking action. However, if they saw a chance to download a brochure and booking form they would more likely than not do so.
Why would this be so important?
Because once he had their email address, using the system I teach in my Expert Marketing Plan – – he would keep in touch with everyone who downloaded his brochure at least once every month.
Now that person who wasn’t ready to book receives one or two more emails from the fisherman and the second one lands just at the right time. The person receiving the email immediately returns the booking form or books online. The MOST important part of this system though is that now that person booking is not looking at his competition, they are just going straight to him, no questions asked about price.
This is the best way to sell his services.
He is now in a category of one. He is the only expert, the only fisherman, they are asking to take them out on a fishing trip! His business will be more successful when he implements this strategy, which he assured me he now will.
How often do you find yourself in a category of only one when selling your services? If not enough or at all, download my guide below to see how you can do this consistently, thereby allowing you to sell your services at the price you desire and deserve without any difficulty.
I will come on to the big mistake he was making with Google Adwords in the next article. I can almost guarantee that if you are running a Google Adwords campaign you are making the same mistake too.