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Recently, a conversation with a client left me speechless.
When I asked about their marketing budget, they revealed they’d spent a staggering $80k this year.
But here’s the kicker: they acquired zero clients from that hefty investment.
That’s a lot of cash for absolutely no return.
As we dug deeper, it became clear they were pouring money into what I call “presence marketing,” also known as brand awareness marketing.
This approach, popularised in the mid-20th century by Madison Avenue, focuses on being seen and heard everywhere—think billboards, TV spots, and radio ads.
The mindset behind it was simple: if you can saturate the market, people will remember you when they need services.
However, this approach rarely yields consistent high-value clients, as my client discovered.
So, if this resonates with you, let me tell you what I told him: stop the cycle of presence marketing.
Why?
First, people today are overwhelmed with information.
They have little mental space for your presence alone.
Second, presence marketing doesn’t work for low-volume, high-margin businesses like advisory.
It thrives in high-volume, low-margin scenarios dominated by big brands.
Third, it risks commoditising your services, lowering your market position.
So, what should you do instead?
Stop spending on presence marketing. Cut it out completely.
Identify your niche. Focus on your most ideal clients and market to their specific issues, not your services.
Create a “trust asset.” This should speak directly to their pain points.
Build an inbound lead flow system. Say goodbye to middlemen who provide unqualified leads.
This shift allows you to become a “Trusted Authority” to your ideal clients.
Merely advertising your presence is too vague.
You need to directly address the problems of your ideal clients.
When you do, you position yourself as the go-to expert, fostering trust and authority.
This is how you cut through the noise of today’s oversaturated marketplace.
If you're ready to elevate your client acquisition strategy, order your complimentary books and consultation below.
Related: Making the Sale Without Relying on Relationships
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