Want to get Better at your Marketing today?
For many service business owners, marketing can be a real mystery. We don't really know exactly how it works. We're not real sure about what works best for us. And probably because of some past frustrations, we're not even sure where to start.
Most seem to at least have a notion of what's involved in marketing...a web site, Yellow Pages advertising, brochures, direct mailings, networking, seminars, trade shows, etc.
But if that's all it took, wouldn't we all be attracting enough clients?
I'm sure you've tried one or more of these things at least to some degree. And I'm sure you've had at least some successes now and again. But are you able to make it work consistently for your business?
If not, what could be going on?
First, let's agree to a definition of marketing. Here is my favorite one for small, service-based businesses:
"Marketing is use of strategies to generate a constant supply of high-quality leads for your service business." Simple to understand and speaks directly to results we want.
OK, so doesn't this definition take us right back to what we said we already knew about marketing... a web site, Yellow Pages advertising, networking, etc.? Well maybe, but first it's important to understand why your current marketing activities aren't producing consistent results.
Put your message and materials to "So What?" test.
Start with your core marketing message. Pull out your most frequently used marketing tool and read it out loud. Put it to "So What?" test.
After you read it out loud, is it possible that your intended audience could respond with... "So What?"... "Why do I care?"... or "What's in it for me?" If your message doesn't tell your intended audience what solutions you are providing to address their issues/problems/challenges, and how it relates to benefits they'll receive from your services, then a "So What?" response is exactly what you might expect.
Messages and materials that are all about who you are and history of your company and what services you offer and why you're so qualified to provide these services and how you partner with your clients to acheive superior results, etc. are likely to fail "So What?" test.