Henry Ford famously said, “You can have any color you want, as long as it’s black.”

Black paint was cheap, and it dried the fastest.

But more importantly, you only need one brush, one label marked “paint”… not “black paint”, “red paint”, etc. It simplifies things.

Adding colors complicates things in the process, and it creates a paradox of choice for the customers. It leaves more room for problems, and things to go wrong, people to change their mind.

It doesn’t have to be a “color”, by the way. It could be pricing, sizes, designs, service models, etc.

Do you have a cheaper product or service for sale without all the bells and whistles?

It’s OK if you do, I just hope you have a good reason for your business or process. Like, it’s actually cheaper to make, or it costs NOTHING to make, or it’s just extra income for you.

Commodities come in different colors because they have to. What’s your excuse?

How can you exceed expectations with your customers if you never set them to begin with?

Here’s what I mean: Most people bring in revenue from their business, do the work to close deals, keep their customers, and do a good enough job so more customers show up.

That keeps you afloat month after month.

But how much thought and effort did you put into the design of the customer experience?

Do you do the same thing with every single customer—within reason? Or is everything always completely different from start to finish?

“My business is unique and I can’t built a process around it.”

Do you at least always have a consulting meeting at the beginning? Do you always spend a week putting together a proposal? Do they always get a certain product or service they can expect?

We would bend over backwards for our customers because we truly love them, and want our work to better their lives and their own businesses.

We all aim to please. But sometimes, our “good intentions” get the best of us. As they say, the road to hell is paved with good intentions.

My heart goes out to you. It does.

There has to be something we can do to create a reliable expectation for our customers. Right?

For one reason, expectations make them more comfortable with the process.

But most importantly, it makes it a lot easier to exceed them.

There are two major and distinct approaches to digital marketing: 1) Direct Marketing 2) Brand Marketing.

  1. Direct marketing is “We have this product, do you want to buy it? Great!”

  2. Brand marketing is “We want show you who we are, and why people like you are working with companies like us.”

If you’re doing direct marketing online, these advertising algorithms today are almost “frustratingly efficient”, just tell the algorithm what you want it to do… and it’ll do it.

You want installs? Set it to install. You want registered users? Purchases? Leads? Just explain what it does, and spend like hell.

But if you have a small budget, you don’t have that luxury because those algorithms need a lot of data, and you have to spend a lot of money.

Everyone is advertising on social media these days, and they’re hooked… trying to get back to that “first high”. Spending more and more every time.

Most people don’t have that kind of money—which means you have to use real marketing techniques again, and that makes me happy.

What’s your strategy?