Many small businesses are following each other's leads. If a business on Main
Street is selling his products a certain way, within a few weeks everyone is
doing the same thing. When you go on vacation, go into a tourist trap type
store, look around and then go to the next one, they all sell identical things.
something in your mind telling you that you need it so you end up with it.
But if you look at it in a business sense, wouldn't you like to be the
first business on the block to sell that idea, product or service and let
everyone copy you? But do you do that? Or do you follow what small business
owner Bob down the street does? We often tell ourselves in business that if
people are buying what small business owner Bob is then I should sell it too.
WRONG! That is the opposite of what you should do.
I tell my Real Estate clients this often, If everyone else is doing an open house on Sunday then why are you? Well there is the thought that the potential client might drive by your client's home while driving to the next open house but....what if they drive by your open house on a Thursday night with their wife while going
out to dinner. No chance they will drive by any others if you are the only one
doing an open house that night. I've told my client who owns a moving company,
"If you are one of three moving companies in town, how are you different? And
they name the things that differentiate them from their competition but their
marketing is completely the same as the business down the street. Doesn't make
much sense, does it?
Well then, how do you do things different? And how do you know what works? You can start by asking a professional or...you can start by seeing your products/services in a new light. Have you always catered your marketing to teenagers because you sell the latest technology, well what about selling to the elderly and offering classes to teach them to use it. Do you own a salon? Work with a local animal groomer in town and sell a package deal. "Get your haircut for $20.00 and Rover gets a free shampoo at XYZ Pet grooming Then ask the Groomer to run a special "Get Rover a new hairdo and you get to look great too, $10.00 off your hair cut at XYZ salon". Be creative. Don't follow the herd of other business owners. Doing the same old thing gets you the same old result. If you are always attracting the same type of client that is spending the same amount each time, your marketing is stale.
Stop playing "follow the leader" with your business and start marketing your "Greatness". Your business is a a part of you, not small business owner Bob down the street so make it yours by being creative.
Start today, start now!
Until next time....
Start From Scratch
Back to Basics Marketing