It’s hard to be sure exactly when it happened.  I mean – any 9 year old has his priorities and I’m pretty sure mine included riding my BMX bike, skateboarding, hanging out with friends, stealing away to the mall or the movies.  This was especially true if it meant avoiding the weekend chores…  which often meant yard work.  I think everyone at that age yearns to be entertained by the next best thing – like taking apart a perfectly good bike or climbing our beach tree to chuck nuts down on my sister and her friend.  Then, the call came that changed it all.  It was a call from a distant neighbor and someone who I’d never met asking if I’d be interested in mowing his lawn weekly.  Wow! Come to find out, after a lifetime (several years) of tending meticulously to my parents 2 and a half and 4 acre properties, word got out.  I was in the middle of watching a midday movie at home and next thing you know, I’m on my shogun ten speed – barreling down the road toward this strangers home – to check out his lawn and make my deal.

Now, keep in mind that I was no stranger to hard work at home – but the prospect of getting paid for something opened my eyes to a whole new world.  I could work hard, make money and enjoy the freedom that came from the cycle.  But, there was a problem.  The small amount of dough I could make from mowing one yard wasn’t nearly as much as I could make by mowing several of them!  But, how could I grow my little lawn mowing enterprise if only one neighbor had called so far?  How come more weren’t calling?  I had a mower and was proven to be great at the work!  That’s when I began knocking on doors and asking if people wanted their lawns mowed.  If you’ve ever sold anything door to door, you learn how demoralizing, tedious and sometimes even dangerous this can be! (dogs)  Did I really need to know that the guy who owns that blue house eight doors down wheres fluffy slippers a stained undershirt and boxers at 1pm on Sundays?  Nope.  I had gotten by my entire life not needing to know or see that.  But, it was worth it for a little while, because by knocking on doors for 2 or 3 hours, I could often secure 2 or 3 lawn mowing jobs.  Then, I’d rush home, borrow my dad’s mower and push it up the street – or arrange to use the stranger’s mower.  There were days I made nearly $40 in one day!  Not bad for a young kid.  This went on for an entire summer and things went well some weeks and not so well on others, but what I learned then I’ve recently relearned now that I’m in my 30′s.  It’s one of the most important lessons any marketer can learn… and it’s so damn simple.

To make marketing 100% more productive, you need to remember the 5 basics that makes a 9 year old more successful at marketing and sales than most business owners!  Then, when you start toying with websites, social media and flashy new technology you won’t get sidetracked by the distractions and waste valuable time and money.

1.  Keep it simple (and be sure you love doing it!):  Know exactly what it is that you intend to do for others and be certain that they need it to solve their problem or get pleasure.  Since it’s 2012 and finding what people need is as easy as asking them or about 5 minutes of internet research, I suggest finding what people need and selecting form a list of things you love to do.  Chances are you’ll find several niche groups with high numbers of prospective clients that need  the “problem solving” product or service you offer.  Find out your strongest option that will yield you the best return first – including that it’s something you’re passionate about. Then, focus on that. That’s even better than the money! (But, you need both – especially when challenges arise)  Remember to talk with prospects about what they want to know and not just what you want to say.  Focus on their world, not yours.  (IE. Buyers will consider simple things like the basics:  Will it be mowed right and look good, will you show up, is the cost reasonable.)  If you make the mistake of sharing technical insights about lawn-care before they are interested, you risk distracting them with details and losing the sale.  We all knew that at 9 years old, but somehow forgot to keep it simple along the way.  Remember other services too:  make long grass short, make no grass areas into grass areas, make unhealthy grass into healthy grass, make less green grass more green.  As long as it’s safe, trustworthy and reasonably priced and there is proof that you can provide this, you’ll find most prospects don’t care about the rest.  Just keep it simple.
2. Share simple steps to get it: (create confidence) Make each step of your delivery obvious and easy.  (IE. I make long grass short.  When I come down you can walk me around and show me your yard and where you’d like long grass short with my mower or yours.  I’ll start at this time and end at this time.  It will cost you this much.)
3. Eliminate risk: (feels better) Provide proof that there is little or no risk to the buyer. (IE. Here are 3 people who I’ve done this for.  You can drive by and see that their grass isn’t long anymore.  It’s short.  Ask them, I’ve made it short before and they trust in my grass cutting ability and consistent delivery of short grass.)
4. Require commitment: (creates action) Ask the prospective buyer for a decision and get the commitment in writing and with a reasonable deposit.  Feel free to provide some helpful guidance and expertise before asking for money.  But, once you’ve given your guidance (which is very valuable) the prospect sees the vision of their problem solved.  This is the ideal time to secure a commitment so you can deliver with confidence that your costs and profits will be covered.
5. Keep Promises: (builds trust) Do what you said you were going to do and then some!
6. Collect Evidence: (builds credibility) Follow up with the client to see how they liked the experience and in doing so ask if they would provide you will any words of support (video, audio, written) in testimony that you do keep your promises.
7. Get Permission to Stay-in-touch: (builds appreciation and loyalty) Before you leave, give the client a reason to talk with you again.  This should come in the form of added value for them.  (IE. Grass deserves attention that we are prepared to give.  If you’d like we’ll stay in touch with you about what your grass needs.  Then, if you’d like us to provide for it, you can choose then.  Or, you’ll know what you can do yourself.  Either way – it’s helpful.)

How do I know that the above will make your marketing 100% more productive?  I don’t.  But from my experience, If you’re like most marketers, you get bogged down and focus on the shiny new technology, or get so caught up in your product’s features and benefits – you forgot that prospective clients point of view and your marketing far underperforms its real potential.  Remember that people are far more concerned with their problems or outcomes in simple terms than fancy industry jargon and technical features and benefits.  Trust is created from understanding and sharing the basics.  What is it that can solve my problem or give me pleasure, how can I get it, and how can I be sure it will come true?