I was talking with a friend of mine a few minutes ago that I have a lot of respect for, asking for his advice and decided to write what you are about to read:
3 Keys to Marketing
- Think like a customer. Too often we know all the ins and outs of our business and we have our areas of expertise, but that does not translate into what the customer wants. A long time ago someone pointed out that folks that buy a drill, really want the end result, a hole. If your drill can make it easier for me to make a hole, great. But don't try and get me to care about all the technical stuff about the drill.
- Everything is a part of your marketing. Perception is reality. Cigarette butts on the ground near the front door; the gum smacking receptionist; the attitude of the head honcho; these are just as important, (or more) than your paid advertising.
- Dig Deep and Find Your Niche. I was in a meeting filled with business leaders and owners today and they were trying to describe their niche. Words like Customer Service, and Prices, were heard. Look, everyone is supposed to offer that. If you don't then you are on the fast track to failure. Dig Deeper, and discover what makes your Customer Service different than your competitors. Sometimes this is not easy. Do it anyway.
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