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Letter From Lugano

The Power of Being An Advocate

James Atkinson - Thursday, February 27, 2014


My colleagues and I at Persuasionworks have invented and created a business and marketing system. It’s quite unique - to find out more please visit our software page.  

I do have to be an advocate for my business but today’s blog talks about a different kind of advocacy.

Many eMarketers believe that software or some sort of technical skill ensures sales. This is not the case. Technical skills are simply the delivery mechanism for your human value. Think of human value as the “what” of your business, and technical skills as the “how”.

The point of human value – see yesterday’s blog - is to give prospects and customers an experience that satisfies them and builds strong relationships based on trust and loyalty. This leads to high traffic and sales and high backend value. The backend is where the really big profits are in an eBusiness.

Technical skills are actually the easy part! You just have to learn them. The combination of human value and technical skills is extremely powerful.

Technical skills help to get your message out to the largest number of targeted prospects. They include specific skills to accomplish certain goals such as: market research, SEO, social networking, PPC, email marketing, copywriting, testing and tracking, and so on.

However, it’s crucial to realize that the technical attributes of internet marketing are the vehicle for the human element, NOT the other way around.

That is, technology is a means to an end – not an end in itself. Technology only functions properly when you get your human value right. For example, getting traffic is meaningless if you can’t convert it.

What gives the technical skills their power is the quality, value, and relevance of your human elements – your products, articles, blog posts, social interactions, and emails.

From a ‘human’ perspective - if you don’t know what your market wants and how to give it to them you’ll have difficulties running your online business.

Any business based solely on technical skills will most likely fail. To succeed long-term, you have to provide relevance and value to people. Ultimately, it’s all about how well you can satisfy ‘real’ people – not numbers.

Google knows this. That’s why its highest priority always is giving online searchers the most relevant search results. See:  The Relevancy Regulators.

Google will eliminate any web pages or advertisers that are not willing to be relevant – even if they’re spending a million bucks a month on advertising in Google!

On Being an Advocate

Webster’s Dictionary defines a customer as “one that purchases a commodity or service.” And defines a client as “one that is under the protection of another.”

The most important thing you can do for your business right now is to change your focus from customers to clients. Think of yourself as your clients’ advocate – “one that supports or promotes the interests of another.”

This principle, more than anything else, will determine the success or failure of your business.

Most people fall in love with their company – they want to be the biggest, the fastest-growing, and so on. They have it backwards.

Fall in love with your clients. Make sure they are at the top of your awareness all the time, and all you focus on is to constantly get them the very richest, best, most productive, profitable outcome from whatever your product and service provides.

When you recognize that your interests and your clients’ interests are one and the same thing – then you have the means to dominate everyone else in your market.

This is the key to building strong, deep, and lasting relationships in your market. You need to start to see yourself and your business as an advocate, a trusted and expert advisor.

You have a responsibility to counsel and educate the people in your market about what is in their best interests. You need to give them the best short- and long-term outcome.

When you start advising them with their best interests at heart, you will never allow them to buy less than they should, less often than they should, less quality than they should. You’ll never struggle with how to manipulate or spin what you’re trying to say or do.

You’ll always be focused on the fact that the more value you add, that they perceive, the more successful you will be. When you start thinking about your customers as clients, and you as their advocate, you will draw a line that separates you from competitors who most often think of customers as commodities to be exploited.

Because you need to put in a lot of deliberate practice (I’ll discuss this topic in a later blog) to master a skill, it’s really important to zero in on the most important skills to learn. I'll talk about these next blog.

Today’s photo is an autumnal walk in a mountain forest. On many walks you can go from mountain top to lake side without ever seeing a car.



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