That magnificent 6-inch orb that rests on top of our shoulders is really an amazing contraption. It has the capability of understanding, analyzing, predicting, and improving the most complex, abstract, and intricate of concepts. The results of such thinking have sent astronauts to the moon and safely back to earth. We’ve witnessed satellites deployed to pinpoint destinations previously unexplored in our universe. We’ve made gigantic strides in prolonging life and curing disease.
When you consider the information base today compared to just 50 years ago…it boggles the mind how far we have advanced. 200 years ago? The knowledge we possess in 2009 versus 1809 is….well, let’s just say it’s “incomparable.” Remember the legendary story about President McKinley wanting to close the U.S.
Patent Office in 1899 because everything worthwhile had already been invented? (I can’t validate—but we won’t let the truth get in the way of a good story.) There is a true story, however, about the process of building the original library here at the University of Nebraska in the late 1800’s. Seems those “in the know” requested only a dictionary and a set of encyclopedias. Reason was all knowledge that existed was contained in those two examples.
Okay…so what’s the point here?
The point is…for all that we’ve been able to achieve with incredible success, why is it that, for some unknown reason, we are unable to recognize the obvious and the simple?
Why do most small business owners tend to make their advertising and marketing programs so complicated? So worthless and wasteful? So unsuccessful and unproductive? Why do you keep beating your head against the wall when all you get in return is a massive headache and an empty wallet?
I’ve watched small business after small business search for the “magic bullet” only to shoot themselves in the foot in the process. They study ratings and surveys. They send post cards and flyers. They squander huge fortunes in yellow pages that just sit there and do nothing except suck money. Constant experimentation. Little, or nothing, to show for.
Have you seen it yourself? Start looking. You’ll see what I mean. You’ll see the small business trying to compete with the big national discount chain by advertising their widgets at what they feel is a nice, low price. They truly feel that price is the only thing that counts. Then, almost without fail, the big boys advertise the same widgets at a lower price…a much lower price. What does the consumer think? “Gee—the small business charges way too much for their widgets.” Imagine that! You’ve just spent your hard-earned money on advertising to tell the consumers that you are overpriced and your competitor is really where the good deals are.
Here’s the news flash. Low price, in most every case, is not the primary reason why people choose where they do business. It may be the reason why bargain hunters choose to shop somewhere…but their loyalty is only to low price. When the store across the street sharpens his pencil and sells his widgets for even less…the bargain hunter will leave you like you had bad breath.
If you want to attract consumers and turn them into your customers…learn how to communicate your Value Story to the kinds of consumers you would like to do business with. What makes you better? What services do you provide that the competitor doesn’t? Or just doesn’t talk about? What are your distinct differences? What caused you to open your business in the first place? What about your people?
Look—advertising your small business is not rocket science. Think about what the customer really wants. Talk to your customers. Why did they choose to do business with you? Dig deep. Take a look around your facility. Is your customer service as good as it could be? Examine your business from every angle. Then, put a sound advertising program together. Start inviting the right kind of people to do business with you—everyday.
Advertising works. It just requires a little effort.
Van is vice president of Marketing Firepower with decades of experience in helping small business succeed through the effective use of advertising.
