The bottom line for marketing is generating revenue. When we consistently do a good job for customers it seems like we should be able to keep a consistent revenue stream. But you have probably discovered by now that it doesn’t always work that way.
Things flow well for a while then there is a hiccup. The best cure for business hiccups is a simple anchor offer with an onboarding process that makes it easy to ramp up quickly. The scary thing is that your anchor offer needs to be set up now, when you are busy, not when things get quiet.
I have found that once we do a project for someone, they come back – year after year. But landing the first project is more challenging. I can’t tell you how helpful it was for me when Cody Burch taught me how to use an anchor offer as an easy entry point.
It is a signature service—one thing you are known for doing well. Something clients will come back for. Something they suggest to friends. An anchor offer keeps you steady and visible, even when the market is shifting or you are too busy to do outreach.
My anchor offer is my marketing map. A simple 90-minute process we work with just about every client. Selling it as a stand-alone product makes it easy for me to advertise a low-cost, no commitment starting point. It is something every business owner appreciates. Something clients suggest to friends who want to level up.
Do you need to create or clarify your anchor offer?
What do your best clients need from time to time (an item, audit, inspection, or a report)?
What problem does it solve for them?
Do your marketing materials showcase it?
Do you have pricing, invoicing, and onboarding from that point figured out?
When you can confidently lead with your anchor offer, it becomes easier to position everything else you do.
Put it in writing
Write down your anchor offer and reply to this message with one sentence that describes it. If this is hard, I’ve got a worksheet you can use, reply to ask for it.
Your first thought may be that your industry is different, this won’t work here. It is normal to feel like that, but I have yet to find an instance where there isn’t something.
If you can’t see an anchor offer ask for help. A favorite customer may be able to identify it instantly. I would be happy to talk it through with you.
I believe every person and every business has unique strengths. Sharing your anchor offer will attract customers who value them.
You’ve got this!
Carolyn
— Marketing Monday is a free publication for owner-operators and marketing professionals who want to increase revenue by at least 15% in 2025 and create a plan to go 10X in the next 3-5 years.
— Check out past messages and invite colleagues to join our proactive marketing community at www.cgreenassociates.com/mm/.
— And if you don’t want to do it yourself, reply to this message and I will get it taken care of for you.
