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player ready...Marketing is first all about attracting positive attention. Yet with the rush to reinvent the wheel, many small businesses are losing not only sales opportunities, but lots of dollars.
An article on the Forbes website by Kyle Infante wrote the “average American will see anywhere from 250 to thousands of marketing messages every single day.” He stressed simplicity as in Apple’s marketing and that is the goal for marketing.
Yet, how many marketing messages shine in their simplicity as Apple’s?
That simplicity in the small business marketing must reach down to its value proposition statement as well as in all conversations with potential sales leads to centers of influence. Can you, as the small business owner or salesperson, state in 10 words or less what you or your solutions do? What are the end results potential customers can expect after buying your solutions?
Many in business confuse the what with the how. The how would be “I sell real estate” or “I am a financial planner.” The what is all about the results.
If you are in real estate, that what might be “turning a renter into a homeowner” or “converting rent receipts into home equity.” Either one is the end result of buying a home. Both are simple in their construction.
The simple marketing message must also be emotionally based because people buy first on emotion; justified by logic. For example, “turning a frustrated renter into a proud homeowner” speaks to the emotions of many renters who are frustrated by rent increases, inability to make changes to their apartment, etc.
How many times have you heard another small business owner or salesperson stumbling when responding to the question of “What do you do?” By keeping the marketing message simple and infused with some emotions, allows your small business to stand out from all those other small businesses that offer the same or nearly the same solutions you provide.
Leanne Hoagland-Smith is an author, speaker and executive coach. Her weekly column explores issues that impact the bottom line of firms with fewer than 100 employees. She can be reached at 219-508-2859.