And that’s when she found out she was throwing away 1000’s of dollars in marketing ads!
Ok, so this is a line that we will come back to, lets start from the beginning shall we… so we have the best meeting, me and this client. All engines were a go and she was set to start the brand building package in a week or so.
We scheduled our last call before switching over to video meetings and she hit me with a 1, 2 punch to the gut.
“Hey, Jess you’re amazing and thanks for everything, but I went on fiverr and found someone to brand me for like $50! I bought it and I get my logo, fonts and website in 3 days!” So we giggled a bit more, caught up on some last minute things and I simply said, "ok I am so happy for you". I wished her well and I removed her contract from her client portal. It wasn’t a full 2 weeks later when this client showed up on my calendar, she had booked another strategy session. Confused I shot her a quick email and asked her about the booking to see if she’d set a time with me by mistake, I thought this could have been a meeting she set up in the past I had forgot to delete. I messages her to check and she asked if I could call her, so I did. Let’s just say she 15 mins into the phone call I had a signed contract a full payment and a lunch date because after hearing her cry like that I was officially her bestie.
So what happened?
Well she thought she would cheap out on branding and head straight to marketing with pretty colors and a ½ page website. With no messaging, no values, no properly expressed benefit, no consistent language, no definite brand voice…. NO PROPER BRANDING.
She showed me an account through one of our Zoom meetings and she had wasted $1500 + in marketing ads and efforts for at least 3 months. SIGH. Marketing is a must have investment but you shouldn't market what you haven't properly branded. It confuses your client/customer. And cash and confusion can't exist in the same place.
People always think they have a marketing problem when they aren’t getting sales or attention but its not a marketing problem, the issue, 9 times out of 10, is you’re not properly branded. You may be able to catch clients but can you connect with them, can you keep them. Proper branding is the only way to build know, like and trust with your consumer base. And ppl only buy from those they KNOW, LIKE AND TRUST. So Do it right the first time.
Here’s your sign, get branded (wink)