A small number of laws underlie all natural phenomena. Newton discovered the laws that govern motion and gravity and many of these principles in the 17th century.
3 centuries later, economist Vilfredo Pareto observed that 80% of the land in Italy was owned by 20% of the population; similarly that 20% of the pea pods in his garden contained 80% of the peas.
Many natural phenomena have been shown empirically to exhibit such a distribution: roughly 80% of the effects come from 20% of the causes.
As a result, a common rule of thumb in business was developed: "80% of your sales come from 20% of your clients".
It is likely that this also applies to you, as most people waste time and energy on things that don’t matter — devoting a lot of your effort on activities that produce minimal returns.
As a marketer, your first step to get anyone buy your product or service is to make people listen to you. You need first to get ears and eyeballs. Today there is a huge range of digital channels and media you can use to get in your customer’s mind and be chosen:
- Foot traffic in a retail store.
- Traditional audiovisual media, such as radio and TV.
- Banned advertising, popup, pop-under and other formats on targeted sites and mobile apps.
- Google AdWords.
- Facebook, Twitter, Linkedln and SlideShare posts and ads.
- YouTube videos.
- Press releases and Books.
- White Papers and Webinars.
- Exhibitions at trade shows.
Start understanding which of these activities provide more Return On Effort — considering both external and internal costs plus your precious time, the only truly scarce resource — to recognize and focus on the 20% of effort that produces the greatest impact.
- Recognize that finding a market before designing a product is smarter than the reverse.
- Do a honest SWOT analysis to identify your strengths. It is far more fruitful and fun to leverage your strengths instead of attempting to fix your weaknesses.
- Identify the 20% of your product or service range that produces most sales.
- Find your customers and stakeholders that generate 80% of your profits: in most cases they will be far less than 20%.
- Use an analytics dashboard to identify 20% the most used features in your customer-facing app.
- And finally tailor content marketing and digital customer experience to create and nurture your customer base. Selling to the right person is the most important of all the sales methods, negotiation tactics or copywriting techniques.
Laser-focus your efforts on prospects who already understand what you do, have problems you can solve, and believe in what you believe.
Become a marketing superhero by doing less meaningless work, so that you can focus on things of greater importance, for your business and for yourself. You will get far more results for a fraction of the effort.