This post started as a rant about the number of articles I see that promise to give small business owners the "marketing secret" but offer little in the way of substance. Halfway through my post, I thought it would be more productive to offer alternatives rather than just complaining. So if you're not quite up to "establishing an unmistakable brand identity" or "designing compelling offerings that pull customers in like magnets", or you're just not into buzzword bingo, here are 4 things I'm sure you can do.
- Write a description of your ideal customer. Who are they, what do they look like, where are they located, how do they make decisions? Pretend they are sitting in the chair across from your desk and describe them in as much detail as possible. Now give your description to someone (mother, daughter, co-worker, assistant) and ask them to find 5 people who fit your description. They can't do it? Start writing again in more detail. E-mail your description to me, I'll help. Extra credit - write a description of the customers you don't work with. Be specific. Create a plan on how to get rid of them (nicely) when they call.
- Figure out what really makes you different from everyone else who says they do what you do. Hint - it's not your "customer service" or your "high quality" or your "fair pricing". Call your customers and ask them why they hired you, why they come back, why they refer you (or don't) what do they wish you did that you don't. Get real answers - you may have to ask 2 or 3 follow up questions to get to the heart of the matter. For example, when they say "I like your customer service" find out what that means. Is it turn around time? The way you answer all their questions? The fact that you call them with helpful information and not just when you have something new to sell? Got a handle on how you're different? Write it down.
- Stop talking (in your marketing materials) about how cool, smart, cutting edge you are and start talking about the goals you help your customers achieve. Not how you are going to do it, just what you are going to do. Hint - you're going to have to listen to your customers because you have to understand the problem before you can help fix it.
- Admit that marketing is a long term process. Go ahead, I'll wait. Good. Now take out a calendar and write down some goals. You can't get it all done this week, but you can get started right now. Been meaning to get a web site? Write it down. Always wanted to start a newsletter? Make February newsletter month. Wish you had more time to blog? Block out Wednesday mornings right now.
And if you get stuck on any of these, shoot me an e-mail and I'll try to help. Just not between 1:00pm - 2:00pm CST, that's when I do my ideating.
