Tis better to be found than to find
Find a Consultant Become a Consultant

Tis better to be found than to find

Tis better to be found than to find

By John Jantsch

Better to be hunted than hunt. Better to let people buy than to sell. I could go on with more lame metaphors, but the point I want to make is that – creating an information rich, education based marketing machine and putting it in the way of ideal prospects is the surest long term marketing momentum generating strategy. (By the way, the Internet is the greatest small business enabler of this strategy ever created.)

In other words, don’t simply go out and try to find new customers, set your marketing strategies and tactics up in a way that allow your ideal prospects to find you and decide for themselves that you have the perfect solution for them. Done properly you can literally do away with a selling mentality. This strategy, however must pervade every tactic you employ – your ads, your PR, your referrals, your lead nurturing, your lead conversion, even your customer service.

There are a couple reasons why this is so important.

1) It’s just a whole lot more fun to pick up the phone and have someone on the other end go on about all the great things they have read, seen and heard about your products and services.
2) (And I think this is a really big point) Prospects that come to you by way of your information machine, that have logically progressed down a path of education, are probably ten times more likely to be ideal and equally more likely to close than those that you go out and try to convince to buy from you. In fact, your marketing system can be one of the greatest ways to qualify leads – if a lead won’t go down your education path, that might be a red flag that they won’t be an ideal customer either.

This strategy, or way of doing business really, takes much more work – I mean, you have to write white papers, hold workshops, blog for heaven’s sake – but the payoff for your business is substantial. This strategy also requires much more patience as you may need to wait for your bait to be digested, test the best ways to move people to education, and gently drip progressive amounts of new information rather than just making a few more cold calls each day.

If you plan to be in business more than a few months than start today to build a marketing system that allows you to be found by your ideal prospects and give up the “hunting tactic of the week” mentality.

Free eBook 
7 Steps to Scale Your Consulting Practice Without Adding Overhead

The Duct Tape Marketing Consultant Network has helped me to grow my business by over 40% in the last 12 months. ~ Michael Quinn - Michael Quinn Agency, Fargo, ND


The Small Business Mental Health Crisis
No matter where you live in this world Sunday, Oct 10th was meant to be World Mental Health Day.The topic of mental health is getting a lot of chatter these days and of course, if you’re like me you saw a few social media posts extolling the virtues of mental health day.Now, I’m not going […]
7 Small Business Trends that Arrived Just in Time for 2021
This blog post is brought to you by GoDaddy Pro. Every year for the last 20 or so, I’ve wrapped up the year with my predictions for trends in the coming year. I’m usually spot on too. But that’s really more of a testament to the fact that trends tend to creep up on us […]

Subscribe to the Duct Tape Marketing Podcast

If you know your small business needs marketing, but don’t have the time or resources, look no further. The Duct Tape Marketing podcast covers everything from earning referrals to managing time and being more productive.