What does that mean?
Let me break it down into three levels of marketing: cold, warm and hot. I think you’ll see why the ‘hot’ level is the one you want to be at.
Three Approaches to Marketing:
LEVEL 1 – COLD
THE COLD APPROACH
This level is a 10:1 ratio.
10 units of effort for 1 unit of reward. You put in a lot of time and money and get very, very little out.
At this level, you start with all the people you know (family and friends) and then . . . you quickly run out.
And then we’re left with approaching people ‘cold’. Meaning, they totally don’t know us. No relationship. We’re talking to strangers about our business. At this level we’re just getting our name out there. We’re talking to everyone we can. We’re attending random mixers, business luncheons and networking events. We’re asking our clients to ‘tell their friends’ about us (when we remember to do it). We might even be cold calling (ugh).
But the challenge with this level is that it’s incredibly time consuming and not that effective. And that leaves us feeling desperate and in a constant level of crisis. This is most marketing out there. Most marketing fails because it’s ‘cold’.
LEVEL 2 – WARM
WORKING WITH HUBS
This level is a 1:1 ratio.
1 unit of effort for 1 unit of reward. You put in a lot of time and money and get a fair return.
At this level, you start to realize the power of using ‘hubs’. We realize that our ideal clients are already spending their time, money and attention in other places. There are certain events and locations we’re most likely to find them at. There are certain magazines, blogs and websites they check out. There are certain people that are already well connected to and respected by our target markets. So we start attending targeted events and connecting with the right people. We strategically build relationships with key hubs.
This is a huge leap for most businesses.
At this level, when you approach people they are ‘warm’ to you because they’ve already heard about you from someone they trust.
LEVEL 3 – HOT
BECOMING A HUB
This level is a 1:10 ratio.
1 unit of effort for 10 units of reward. You put in a little bit of time and money and get a huge return. Ahhh.
At this level, we not only ‘work’ with hubs – but we become one.
Now, an important distinction. Simply by working the ‘warm’ level long enough – you will become a hub. But there’s a difference between being a passive hub (which the warm level will ultimately make you) and an active hub. Being an active hub requires a bit more effort and ingenuity. It requires a constant curiousity of ‘how can I help my community more? What do they need?’
And not just for your clients.
You become a hub for the scene and for the ‘hubs’ in the scene. You end up adding value to people’s lives long before they become your client. You’re a generosity based business.
At this level, people are seeking YOU out. People are adding YOU on facebook. You’re no longer trying to receive awards – you’re giving them. Your reputation precedes you. You’ve shifted from being the spotlight – trying to chase people around – to be being the lighthouse – drawing everyone in to safety. Instead of being a guest in the community – desperately trying to fit in and be accepted – you are now a host of the community. Instead of being at the periphery trying to get in – you sit calmly at the center.
You become a hub.
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