I always wondered what it meant, “Ignorance is bliss.” As I grew up, I came to realize exactly what it meant. There are many times our lives would be much simpler if we didn’t know some of the things we know. But, it’s also dangerous, that thing called ignorance.
Let’s talk about your small business. You have put so much into its success, even though you knew the majority of small businesses fail, or did you? Perhaps ignorance at that stage was a good thing. So let’s get even more specific. Let’s talk about your advertising. Ignorance in this area can be dangerous and expensive. You could be walking in a minefield and not even realize it.
I’ve seen so many businesses put effort and money into their opening. Employees were hired, product in place, customer service schedules set. They are ready to go. Unfortunately they forgot about one thing…the customer. Nothing else matters if you don’t have customers. Why do so many of us imagine that the customer will simply appear out of no where?
Put yourself back in that minefield. You are happily walking along and you open your doors. KABOOM! The first explosion just occurred. You don’t know how to attract customers. You commit to 12 months up front for a big ad in the yellow pages. KABOOM! There goes another explosion. What if you move? Go out of business? Change product? Change your name? Can’t pay the bill?
You start walking again. A bit slower this time. A website. That’s what you need. You someone who can do it for you and you get your site ready but no traffic. KABOOM! Another explosion. You didn’t realize that your website was something that had to be advertised and not an advertising tool.
Now you are really cautious. You step very carefully. A local media sales person comes to you. The price is something you think you can afford (more like willing to gamble away is what you are really thinking). You do the advertising. KABOOM! You don’t know if it worked or not. How could you? There was never any conversation about how it would work and what your expectations should be. You simply expected something to happen and all that happened was that the sales person got your money.
Now you are frozen. You can’t and won’t move at all. You don’t want another explosion so you do the one thing you think makes the most sense…nothing. Obviously advertising doesn’t work for you so why put any money into it. KABOOM!
You stop inviting people to do business with you, they forget about you. Don’t get caught in a minefield without knowing it.
Jeff is President of Marketing Firepower and an experienced marketing professional. He has helped many business become successful through the effective use of advertising.
