In my last post I mentioned how the marketing in your Recruitment or Search Business is like a three-legged stool, with the legs being “message”, “target market” and “medium”:
Message – what you say
Market – to whom you say it
Medium – how you get the message to the market
… virtually every Recruitment and Search business owner gets it wrong because they do it in the wrong order.
(It’s not just random… There’s a right way and a wrong way to do it)
Most Recruitment and Search Business Owners choose the medium, which is exactly the WRONG place to start.
Before you even begin to think about what medium you’re going to use to reach your potential clients you need to be able to answer the unspoken question that every single one of your potential clients will be asking:
“Why should I do business with you rather than with your competitors?”
The answer to that question is your main “message”, in a nutshell.
If you can’t answer that question, or your answer is just something like “because we’re cheap” or “we give great service” or “because I’ve been in business for 25 years”, then you have a serious problem…
Because none of those are real answers.
(Especially since every other Recruitment or Search Firm will be saying exactly the same thing)
So the first thing you have to do is wrack your brains and come up with a compelling answer to that all-important question…
You need something that makes you not only different but also BETTER than the Recruitment or Search Firm down the road…
This is not rocket science.
But it does mean a. you have to do some work; and b. you have to do some things you’re just not used to doing. And that’s always uncomfortable so you’ll go looking for all sorts of reasons not to do it.
Don’t make that mistake…
It’s not optional.
It’s something you’ll need to do if you EVER want your business to reach its full potential…
And if you’re not able to convincingly answer the question “Why should I buy from you?”
Don’t be surprised when your clients find a reason not to and end up spending their money elsewhere…
Speak to you soon,
Until then…
Take care, take action and be relentless….
Terry Edwards
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