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Jim Connolly

The Number 1 Thing You Must Know, For Your Business To Succeed

Thursday, November 28, 2013

This article is one of the most important I have ever written. It’s also a lot longer than my usual work, so you may want to bookmark it and return to it. There’s a lot to take in and think about.

It starts with a pretty simple question: Are potential clients looking for you… or looking for someone who does what you do?

That’s an extremely important question. A question, which is a more accurate indicator of your commercial future, than just about any other.

Yes, it’s THAT big a question.

Here’s why that question is so important to you

I get 100% of the Jim Connolly marketing inquiries. If someone wants to hire Jim Connolly, they already know how to find me. The key point here, is that they don’t go looking for a marketing provider when they want to hire me. They don’t go to Google or Bing… they email me or call me.

The difference is huge. No, bigger than that!

You see, although I get all the Jim Connolly marketing inquiries, I get a tiny fraction of inquiries from people using search engines, looking for a commodity marketing provider. If they just want a (any) good marketing provider, they have hundreds of thousands to choose from. Those providers then compete against one another.

I don’t need to do that. Ever.

Far more importantly, neither do you!

The 2 ways to position your business or your services

Right now you are in one of these 2 groups. You are either:
  1. Just like all the others… but a little cheaper, faster or with a little better customer service etc. That’s what over 99% of small businesses do. It turns them into a commodity and is a key reason most small businesses continuously struggle… or go broke.
  2. Uniquely you. Doing great work, your way, aiming to delight your customers or clients. This is what fewer than 1% of small businesses do.
Those in that first group are commodity providers. They offer what’s known as a commoditized service.

The danger of offering a commoditized service

Here’s a good dictionary definition of a commoditized business:
To render (a good or service) widely available and interchangeable with one provided by another company.
Here’s the thing: People buy commodities based on the lowest price.
  • It’s why we drive to the lowest priced provider when we need fuel (a commodity) for our car.
  • It’s why 2 equally qualified accountants, whose services sound fairly predictable, will have to compete on fees. They have commoditized their business. They have become interchangeable with their commoditized competitors. By the way, this applies to every service provider and not just accountants.
Every day that you choose (yes, it’s a choice) to offer a commoditized service, your business suffers. You suffer too. You deliberately (remember it’s a choice) rob your business of the individuality it needs and thrust yourself into an overcrowded pool of commodity providers.

Read The Full Article

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About the Author:
Jim Connolly has worked in marketing for 24 years and had his own successful marketing business since the mid 1990's. Jim is known worldwide for his ability to help small businesses make massively more sales and boost their profits. Although Jim now works exclusively with small businesses, he has worked with people from some of the best known companies in the world. These include; The BBC, Disney, Rothschilds, Mitsibishi, Hewlett Packard, Edelman and AWD PLC plus many more. To see how he can help your small business, visit his blog at Jim's Marketing Blog.
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