You really are not in the business you think you are in. That might sound strange but it couldn’t be more true.
Whether you’re a chiropractor, mechanic, entertainer, plumber, contractor, attorney or any other self employed entrepreneur THAT is NOT the business you are in.
If you think so you are dead WRONG!
To be successful as an entrepreneur you have to be in the business of marketing. You have to market the product or service you offer first, before you can deliver the product or service you offer.
As expert marketer Dan Kennedy says… the product or service you sell is your “deliverable”… the business you are in is the marketing business.
It’s hard to deliver your product or service until you get someone to walk through the door and open their wallet, or click the “buy” button on your website.
But I know what your first response will be. I’ve heard it before!
My business is DIFFERENT!
Baloney! Your business is the same as every other small business. You need customers before you can perform your service or ship your product.
So… whether you believe it or not… you are in the business of marketing.
And the better you are at marketing the more successful your business will be. It’s not a question whether you believe me or not. It’s a question of when you will embrace the idea and get better at marketing your business. The sooner the better.
Marketing Is Everything!
It really is. Unless you happen to get lucky and blindly fall into a successful business, you will be marketing your product or service to get people in the door. That is the most important part of any business.
Your “deliverable” has to be good. There is no way around that. Quality is important. But chances are good what separates your business from a business in your niche who is wildly successful is not the quality of the “deliverable”. It is the marketing of the “deliverable”!
I know you can think of a restaurant whose food is excellent by any measure yet they have trouble filling the seats each day… AND a restaurant whose food is marginal yet there is always a line waiting to get in. What separates the two is not the “deliverable”, it is the marketing of the “deliverable”.
It’s OK if you aren’t a marketing expert. You might even find it easier to hire an outside firm to do your marketing for you. Nothing wrong with that at all. As a matter of fact, it will free up more time to focus on your “deliverable”. Others choose to market the business their self. Even better. But either way, you should know the basics of marketing if not for the simple fact of holding an outside firm accountable for their results.
Small Business Marketing Basics can give you the marketing information, tactics, and background you need to market your business yourself or hold an outside marketing firm accountable.
While the name says “basics”, Small Business Marketing Basics covers all the marketing bases including targeting, messaging, media, testimonials, retention and more.
Starting your own business isn’t easy. Even if you had all the schooling in the world to perfect your craft… nothing compares to the real world of business.
And to be GOOD at business you have to be GOOD at marketing.
As long as your product or service is at an acceptable level, the rest is about getting the message out to as many of the right people as possible.
What I mean by that is… learning how to market to the right people at the right time can save you valuable time and money.
Tire kickers won’t pay the bills. You want BUYERS.
You want to attract people who will come to you, not people you have to hit over the head with your marketing message constantly. Doing that is a good way to waste resources.
How do you get them to come to you? By delivering the right message at the right time.
Let’s look at a good example…
If you know me at all you know that I worked for Coca-Cola for 18 years. One of our primary objectives was to offer our products at the right time, in the right place, and in the right package. This made price less relevant.
A perfect example of this would be the coolers you see at the front registers filled with ice cold Coca-Cola 20 ounce plastic bottles. These are typically priced at $1.29 or more and you can hardly keep them is stock! Even though you could by a two liter, which is almost double the size of a 20 oz (33 oz) for the same price or less in the beverage isle.
Why will people choose to pay $1.29 or more for a 20 oz Coca-Cola product when they could get 13 more ounces for the same price only a few seconds away?
1) Right Time – people are at the registers checking out and want something to drink on their drive home.
2) Right Message – ice cold, refreshing drink for the way home.
3) Right Packaging – 20 oz bottle will fit in the cup holder of most vehicles.
So… how can this type of marketing help you?
Think how you can better target your ideal customer at the time when the need or want your service the most. This will enable you to increase your margins and decrease your competition.
Marketing might not have been the business you thought you started when you opened the doors. But for your business to be successful marketing has to be the business you evolve into because…
Marketing Is Everything!
This is just a small portion of what I cover in depth in Small Business Marketing Basics home study course.
Originally published on: Small Business Marketing Revolution
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