November 20 | News
A consistent mistake I see being made by business owners as they attempt to attract customers is they lead with “what” and not “why”. Listen to your local radio. Watch your local TV. Read your local newspaper. You will see business after business sharing what you what they do. A florist telling you they have flowers. An HVAC company telling you they can check your furnace. An attorney telling you they can represent you in court. What you most likely won’t see….”why them”.
My industry attempts to make “creative” the focus when your story is the real focus. Can you explain to my why I should give you my money instead of giving it to your competition? If you can, tell that to me, point by point, in your marketing. If you can’t, you need to step by and perhaps get some outside assistance to uncover what you do that others don’t. You need to uncover why you versus anyone else.
Don’t tell me you have a gym with lot’s of classes. Tell me why I should come to your gym and take your classes.
Don’t tell me you clean teeth. Tell me why I should have you clean my teeth as opposed to anyone else.
Don’t tell me you fix cars. Tell me why I should have you fix my car instead of anyone else.
Effective advertising is not difficult…if you will take a few minutes and determine and then share…..why you!
I had an awesome Criminal Justice professor in college. He never expected any of us to “memorize” but expected us to know where to find the information. All tests were open book and open note. He said in the real world it was not about what you could recall off the top of your head but what you could access when prompted for a response. I liked that professor and that class.
If you are a small business owner working to attract customers or a media sales professional assisting a small business owner it’s important to know that the human mind can only keep track of a few things at a time. Here is a great article to read (http://www.livescience.com/2493-mind-limit-4.html).
The problem we see with most advertising is the perceived desire by the business owner or the sales professional to get as much content as possible into each message. As consumers, we will not be able to follow. We will not be able to keep track of all that detail. Your message will fail to impact us!
Think simple. Think one concept at a time. It allows the consumer to get a clear picture of who you are and how you can help them. It allows the consumer to have easier “recall” when they have a need for your product or service.
I’ll give you an example. We were working with a carpet cleaning/water damage restoration business. At the end of each radio commercial he would say, “and we’re available 24/7”. I asked the obvious question….why?
His response became one of his most influential messages he still shares today. He said, “Jeff, you need to understand that in our part of the country the winters get awful cold. We also have a lot of homes with exposed pipes. If your pipe bursts at 11 o’clock at night, you can’t afford to wait until 8am to call someone and hope they can get to you later that day. You need to talk to someone at 11 o’clock at night. That’s why I have my cell phone with me on my night stand and with me all day long. That’s why we are available 24/7.”
Simple, to the point. One specific aspect of his business that he was rushing over and not helping the consumer understand “why”. Pick apart your story. The more specific the message, the more likely I will be able to remember and recall it!
We find that many businesses have trouble “uncovering” the specifics of their story. It’s what we are experts at. If you’d like to learn more how we can help you with your story, just email me at firstname.lastname@example.org, visit our website at www.marketingfirepower.info or give me a call at 402-817-4864.
September 28 | News
Common sense dictates that the more I know about your product or service, the more likely I will engage your business if what you offer fits my needs. However, in todays “instant” society, many in the world of marketing head right for the “tip” of the Buying Funnel.
We all must take our customers through our Buying Funnel. We have to create awareness, we must then create a comprehension of what we do and how we can help them. Then, there must (or at least should) be a trust created. At that point we have a very good opportunity to make the sale.
Effective marketing will educate the consumer as to the benefits of doing business with you. The mistake most businesses make is they spend their time (and money), marketing features of their business and not benefits to the customer.
So what if you are “locally owned and operated”. How does this truly benefit me.
So what if you have been in business for 50 years. Does that mean you are old and set in your ways…..or does it mean you have seen all sides of your industry and it’s allowed you to stay on the cutting edge? Tell me. I do want to know.
So what if you are offering 20% off. I don’t know what the regular price is and I don’t know what the regular price should be. So 20% doesn’t mean anything to me.
Tell me why I should give you my money instead of to anyone else and tell me over and over because I will forget about you each time. But, when I need what you offer, if you have done a solid job of “marketing” to me…you will be rewarded with an easy sale as I’ve already been sold!
Knowing what to say is confusing to many in small business. We can help you. Take me up on a free consultation. We’ll talk about your business and I’ll help you uncover some details I bet you are not sharing in your marketing. Details that if consumers knew, they’d become your customers!
Feel free to connect with me at email@example.com.
It’s important that you realize no matter what product or service you offer….if others are not purchasing it….most likely it’s because you have not created value. Don’t fall into the trap of lowering price to make a sale. Now you just have a product or service that they still don’t value and it’s worth even less because you dropped the price. The value you create, creates the price you can ask.
In “E-Myth” by Micheal Gerber he talks about how many business owners are “technicians who had an entrepreneurial seizure”. Can you relate. Here is a way to see if you truly have the entrepreneurial mindset.
An old classmate who has become a good friend and client wrote the following in his blog recently. I thought his perspective was interesting and very much appreciated!
|Marketing Vs Advertising Vs Prospecting
Posted: 13 Apr 2012 02:01 PM PDT
I know, I have a BSBA in Marketing but until about 4 years ago I did not really follow what I learned in school. What happened 4 years ago?
I reconnected with Jeff Dostal with Marketing Firepower. Jeff and I went to Norfolk Catholic High School together. Jeff completely revolutionized what I think about marketing, advertising and prospecting.
Some things I learned.
Building a brand take time.
If you want to succeed you need to dedicate time, money and resources to marketing, advertising and prospecting and they are very different from one another.
These activities are all about consistency
No matter what your budget is you need to have a budget.
You need a plan and you need a team to help you execute that plan.
You need to constantly remind people, including your current customers, what you do.
You need to reach out and touch your customers often.
If you do not focus on growing your business it will ultimately go out of business.
Jeff has a lot of great resources on his website, check it out at
I was visiting with a new client this morning who recently took his company through out Value Story Discovery interview. I loved his comment because we hear it so often:
“I knew all of this stuff about my business but you put it all in a context that I didn’t realize would be a tremendous way to attract and keep customers.”
Are you still struggling to attract customers to your business. You have the solution right in front of you. We will bring what you know to life in the minds of the consumers. Don’t guess what to say, let us show you exactly what to say to attract the right customers to your business.