Concentration is the Key!

by Jill Dennis

We always think we need to be talking to ALL of the people....ALL of the time.  We think that this is the best way to grow our business....to profit.  But what if by trying to do that we accomplish nothing?  We spread ourselves too thin and our message ends up getting lost. 

According to Jim Doyle and his presentation on Upgrade Selling, he shows how to dramatically increase the results you get for your business.

Step 1.  Reach the right people.

For most businesses, the way to get more advertising results is to find more people who look like your BEST customer.  Put your advertising dollars towards attracting that CORE customer.

Step 2.  The message.

Sell what the customer BUYS.  For example, colleges aren't in the "college' business but in the "how to make your life better" or "get a job" business.  Then keep the ad as consistent as you can and for as long as you can.

Step 3.  Frequency. 
It's important to have multiple exposures in this information cluttered world.  When you spend your dollars in fewer places, it allows you to have more frequency in your advertising which will translate into better results.  Your results will go up dramatically.  Dominate fewer places - but own them!

CONCENTRATION IS THE KEY TO ALL ECONOMIC SUCCESS - Peter Drucker