Do you want your marketing to really appeal to your perfect customer? If so, you need to get mucky!
Our wheelie bin gets emptied every two weeks. About thirty minutes after it’s emptied a local guy comes along in his van and jet washes the bin, puts a new lining in it and leaves it by the garage door. It’s great because then I can put the bin in the garage knowing that it’s not going to stink for a fortnight.
I’ve chatted to this guy a few times, and he’s rushed off his feet. He goes to almost everyone in our road, and all over town, and is busy six days a week. Why? The answer reminds me of the old phrase:
Where there’s muck there’s brass
There’s money in the jobs that other people don’t like.
I could clean the bin myself, but it would take me longer as I don’t have his van and pressure washer to make it quick and easy. Also, if I’m honest, it would be one of those jobs that I’d end up putting off until it stank that bad that it just had to be done. So it’s much easier just to give this guy a few pounds each month and know that the bin is always clean.
That’s why this guy will never be out of work – he’s focused his business around a job that other people don’t want to do.
How can you apply this to your own business?
Focus on the Mucky Jobs
Look at your own clients and pick the tasks that they don’t want to be doing, the jobs that they put off. They don’t have to involve real muck like the bin cleaning guy, but anything that your clients don’t enjoy and try to avoid.
I once knew an accountant who visited each client on a weekly basis and picked up a carrier bag full of their invoices and receipts for that week. He told each client to just throw everything in a bag and he took it away. He sorted it all out and prepared their accounts for that week. At the end of each month the accounts were all completed and tidy and the business owner didn’t have to spend any time sorting them out – he could get on with growing his business.
This accountant could have easily asked the business owner to do a little more work, perhaps put them into a spreadsheet, or add them to an accounting package, but then he wouldn’t be removing the whole problem. Instead he knew that to really appeal to his clients he wanted to do the mucky job, and doing so built him a great business.
Mucky Isn’t Always a Mess
A mucky job doesn’t even have to involve sorting out a mess, like receipts. It can be anything that your potential clients don’t want to be doing.
Here are three examples of businesses that take away “mucky” tasks:
- Telemarketing: Many business owners hate making sales calls, but for some businesses it can still be a useful way of generating enquiries. A telemerketing company can take away the mucky job by making the calls for it’s clients.
- Debtor Chasing: A virtual assistant could call people who are late paying you and chase them up. While they’re dealing with debts you can be focused on managing the business.
- Copywriter: A copywriter could write your blog posts if you don’t enjoy writing. You can discuss the things that you would like to talk about on your blog with a copywriter and they can write and publish the posts for you.
Each of those examples solves a problem that some people don’t enjoy doing – if you’re one of those businesses it’s important to remember that in your marketing, focus on the problems that you remove. For instance, if you’re a virtual assistant, don’t just focus your marketing on the jobs that you can do that your clients also don’t mind doing – focus on the jobs they hate. Your marketing will be much more compelling.
Micro Business Action
Are you doing the jobs that your clients hate? Spend some time looking at your own marketing and make sure that people can see the mucky jobs that you do. Show your potential clients how you can save them time and leave them with more time to grow and enjoy their own business while you deal with the jobs that they don’t want to do. Remember, “where there’s muck there’s brass” 🙂