PULL MARKETING THROUGH BRAND
A pull marketing strategy involves focusing your efforts primarily inward. You spend more time building your skills, values, and brand reputation than looking for follow-up sales. This is a longer game that requires discipline and sustained effort. If push marketing is the rabbit, then pull marketing is the turtle. But when you tool this strategy and you remain highly focused on what you do best, you can really build a reputation for drawing customers to you in a relatively short amount of time.
Concentration is key. When you are intensely focused on what you do and who you do it for, you can build skills, reputation, and value at a much faster rate. There is no silver bullet in networking or branding and both of these methods need a time investment upfront. But the ROI from building a brand with a pull strategy is stronger and lasts longer. And the more effort you put into building your value and reputation, the faster and stronger the pull will be later.
Want to sell more services at a higher price. Then you have to position your brand better. Because brand positioning accounts for 80% of the sales process. And will also sell at a higher price.
Here is my brand story
A Tale of Two advertiser
Let’s imagine two advertisers: John and Hau.
John is a talented, creative guy who does great work. He can design logos, websites, brochures, and create campaign ads—whatever you’d like. He knows Adobe Creative Suite really well, also knows used Google and Facebook ads and he is very pleasant to work with. When you meet John, you think, why wouldn’t I want to hire this guy?
Like most solopreneurs, John spends most of his free time networking. Because he is honest, likable, and good at what he does, he gets plenty of referrals. But at any given time, the people he’s meeting are also meeting other Johns, so although he gets leads, he spends a lot of time pitching, writing proposals, and trying to plead his case.
Hau is also an advertiser and copywriter, and as talented as John. But a few years ago, after doing a couple of furniture labels and brands, he decided to specialize in furniture, and he started investing his energy in building his brand.
Hau adores furniture brands, loves to using furniture, and lives in a furniture country, so it was the perfect opportunity to immerse himself in his niche. Rather than spend his time hunting for clients, he builds his knowledge and skill set. He does woodworking. He visits the wood factory and talks to furniture-company owners and investors. Every experience adds to his ability to help his clients and creates an opportunity for content. Every time Hau used furniture, he photographs the label, comments on what it’s communicating, and shares that on social media. With each new furniture client, he learns something new about furniture brands and the industry in general.
After a few years, he has seen many furniture brands succeed and fail, and he has studied thousands of furniture labels at different price points. At this point, he is not only a great copywriter and ads, but he has also built a reputation in the furniture industry. He is not just designing campaigns marketing successful for the furniture store that looks nice; he is also bringing years of experience to the creative process. He often knows much more about the furniture business than the clients themselves.
So, while Hau’s core service is designing campaigns marketing, copywriting the brand and label for furniture companies, he brings a breadth of knowledge to every project that is hard to top. His Instagram feed is full of beautiful posts about furniture, home goods labels, and woodworking, with useful tips about the photo. His blog touches on all aspects of the furniture industry, and he shares things he learns as he continues to educate himself. Furniture bottlers and furniture lovers alike follow him.
Hau doesn’t have to network officially because he meets people at every Furniture-related activity. And rather than handing people his card and trying to find referrals for others in hopes of reciprocity, he is hoisting a glass with fellow furniture, interior lovers, and connecting on a meaningful level. When you visit his site, the experience is congruent. Everything in his brand and marketing supports the fact that he is an expert in wine brands.
This is pull marketing through branding, and it’s how you “find” the Right Leads over and over again
Hau spends time building his skills and reputation, and your ideal clients find him. He can charge more for his work because he is worth more to clients.
He has positioned himself to be seen by his right ideal clients in a way that John isn’t.
If John and Hau were both up for a furniture job, who do you think would get it? I’ll bet Hau is not only more likely to get the job, but that he could charge much more and still land it. Why? Because his brand demonstrates that he is to be trusted and that he knows what he’s doing.
Is focus enough to create pull marketing?
Focusing is the first step. If Hau focused his niche on furniture brands but didn’t do anything else to build his skills in this arena, he would still be better off than John. When networking, at least he would say something memorable and shareable.
But pull marketing requires more than just narrowing your focus. This is about being your brand with every drop of your being, and in every action you take. Using your valuable time to meet small groups of people networking is a short-term strategy that I recommend you do only when you have invested energy into being a brand worth remembering.
If you want to pull people to you and avoid the endless cycle of hunting for clients, you need to put aside time to develop a pull brand and marketing strategy. That means investing a significant amount of time in building your skills in your chosen niche and demonstrating your knowledge to the world. A meeting is a one-time occurrence. An article, a photo, or a video? Those last forever.
Push marketing has its place, but it is infinitely more valuable when paired with a firm foundation of pull marketing strategy. The difference between meeting a few people and telling them what you do when you have a Hau brand instead of a John brand is almost unquantifiable. If John meets 10 people and none remembers what he does, he might as well have stayed home. If Hau meets 10 people, the chances are much more likely that at least one of them will remember him, know someone in the wine space, or love wine and follow him on social media (if only to get his wine recommendations)—or all of the above.
Who would you rather be: John or Hau? Both require effort, but only one promises future value you can rely on. With service ads and content for the Furniture store, company.
If you’re struggling to find the right leads, you need to ask yourself: are you even ready for those right leads to come to find YOU?