Take a good look at all your marketing materials…
What is the conversation you hear? Are you discussing all of your expertise? Do you discuss your people, your resources, perhaps the size of your facilities etc? While all of these topics are good for discussion, don’t you think it’s best left for another time? Shouldn’t your initial contact with prospective new business focus the conversation in another more important direction?
Businesses are searching for solutions to challenges they face. The fact of the matter is your message should be all about them – not you. All the “you stuff” can reside on your website, when they want that information. Your marketing efforts should be entirely focused on them.
Most businesses essentially make their marketing, exercises in ego. It mostly is a result of the age old practice of using a resume to get a job. The resume strategy is extended into marketing with the general attitude that it is important to to express our capabilities. I think this can be accomplished in conversations that focus on them. Easing their pain indirectly shows your strengths and unique perspective. Changing the conversation, differentiates your brand and puts your business in a more powerful position of influence.
I am constantly complimented on my different perspective. The last conversation I had with a prospective client, mentioned that all of my competitors consistently push their opinions on them, where as my approach is to strategically differentiate using a process of listening, analyzing and positioning. The entire solution is based on them and where they stand in their marketplace. I usually never bring up me unless they ask. I simply don’t think I’m that important, it really is all about them. I really believe that my expertise comes through in that conversation much more than if I just sit there preening my own feathers.
Very interesting article. The approach of advertising you discuss could be applied to just about any small to medium-sized business. I will review some of your other ideas or opinions and plan to feature a post covering some of your basic concepts on my Financial advice domain.
Thank you Paul. Let me know when you post your article, as will reference and link to it from my own blog.
very good topic. I strongly believe for any kind of business marketing is one of the important where it need proper attention.
Your belief will make you money SBI. thank you for commenting.
Sadly in the small business arena, Marketing and the web are not at all seen as important or worthy of much effort. I don’t blame most of the CEO’s as the people selling advertising and marketing are liable to hype and exaggerate the importance of their offerings.
In the small business arena a return on investment is essential on all expenditure. Brand building is an expensive exercise when immediate sales are essential for survival.
Great insight Guy. Branding building flies under the radar of many in small business. Once exposed to to the principals, embracing it can help deliver sales. Branding is by nature a long term strategy, but once it comes of age it is integral to a company’s success.
Nice post, very informative. And i really appreciate your site it will give me some clues regarding on how to run an online business. Having an online business even it is local or international same concepts and same way in order to make it bloom. Finding a lot of ways also and asking advices to is one of the best help.
I’m glad I gave you a few nuggets that are of use to you and your business Edward. We all learn by asking, it’s what makes learning and growing fun.
i wonder how i face and deal with all business challenges alone. you got a nice blog.
i actually realize your location it will give me some signs considering on how to run an online business. Having an online enterprise even it is localized or worldwide identical notions and identical way in alignment to make it bloom.
Ed, this certainly takes it into perspective as the business world is about the client or customer. If it isn’t about them they will not be coming back. I am going to bookmark this page. Thanks.
What do you mean “Appointment Management Software?” Are you a sole proprietor?
Thanks for your comment and bookmark Jeff.
I like the valuable information you provide in your articles. I’ll bookmark your blog and check again here regularly. I am quite certain I’ll learn plenty of new stuff right here! Good luck for the next!