Nobody cares about your business. Make them care!
There's a common theme with many of our new clients. We'll often hear "I have a great product/service...my
team is great...we've spent A LOT of money getting the business to where it is, and we honestly believe we're the best there is. What we don't
understand is why more people aren't buying from us! Why isn't our phone ringing off the hook? Why aren't they beating down our door? I just don't
get
it."
Well, it could be for a variety of reasons. Maybe you're delusional and your product isn't as good as you think.
Maybe your store is in an awful location. But, if you're like most of our clients...your sales stink for one big reason: nobody cares about your and
your business. I know, it sounds awful...but if I'm anything it's honest and to the point.
Let's look at the big picture. Today, people are bombarded with advertising and branding from all angles. They
turn on the radio, hear an ad...pick up the paper, read an ad...turn on the TV, see more ads...go online, see more ads. Even our clothing is a
walking
billboard for the companies that make them. So, is it any wonder that your message might get lost in the mix? Is it any wonder that people are just a
little more cynical than they were 25 years ago? With that being said there are businesses out there making decent money and getting product out the
door? What are they doing differently?
First, they're giving people a reason to care about them and their business. They're doing this by a differentiating their
business. They're setting themselves apart from the group and at the same time, most importantly, answering the all-too-important question: "What's
in
it for me?"
Smart marketers don't just drop the price and hope for the best. Smart marketers listen to their clients, find
out what key factors influence their buying decision, and find a way to push that button effectively...and repeatedly.
In his book "Differentiate or Die", Jack Trout points out three key
points for differentiating your business:
1. If you ignore your uniqueness and try to be everything for everybody, you quickly undermine what makes you
different.
2. If you ignore changes in the market, your difference can become less important.
3. If you stay in the shadow of your larger competitions and never establish your "differentness," you will
always be weak.
In short, the old-school ways of marketing your company have *some* value still, but the world is rapidly
changing. You and your company have to be adept in all areas of marketing: online, print, PR, new-media, etc. The world of marketing is now, more than
ever, a confusing one. As a marketing firm, we pride ourselves on knowing many aspects of the industry.
Give us a call, and we'd be happy to help you navigate through the muddy waters of marketing!
