Chew on these five issues this Thanksgiving holiday weekend and your search for a marketing solution will go faster and turn out better. And you’ll get your weekend back.
1. Is the Problem You’re Chasing the REAL Problem?
Think about ALL the pieces of your marketing when you ask this question because it’s easy to miss the real problem. “Website leads need to grow, we need more traffic!” Sounds reasonable and may be true. But is traffic the problem or is it conversion? “Our ad that has always worked is fading, let’s try a different publication or a bigger size.” Sounds reasonable and may be true. But is the publication the problem or is it your message? My point: the real problem often isn’t the most obvious problem. Spend some quality time understanding the REAL problem.
2. Forget About “Your Competition.” Seriously!
The knee-jerk question people like me ask is “Who is your competition?” Take an extra moment before you answer and ask yourself:
Are you competing against your prospects doing nothing, staying with the status quo? (This suggests a very different message than why you’re a better than the next guy.)
Are you competing against yourself — inconsistent implementation, a muddled message?
My experience with small businesses: Focus on what’s going on inside your business.
3. Are Your Original “Whys” Working Against You Now?
Why does your two-day seminar need to be a two-day seminar? Why sell so many things. . .or so few. . .or charge what you charge? So often I find big, sweeping product decisions were made 10 or 15 years ago and were based on what the opportunities were then. And rightly so. Okay. . .but. . .what exactly do now and 15 years ago have in common? Ah, sorry, they have nothing in common, except the reasoning behind why you sell what you sell. And that can hurt sales. Look at your fundamental assumptions; look hard.
4. Should Your Target Customer Still Be Your Target Customer?
It’s easy to believe the type of customers you have now are the only people who buy what you sell. When a more accurate definition for your current customers might be: the type of people you have been able to attract. There are more (probably many more!) just like your current customer your marketing simply hasn’t touched yet. And many more people buying what you sell who are completely different than your current customer. Who don’t know you exist. Who are they? You probably have a few of them as customers right now.
5. What are You Willing to Do About it?
Some owners just want advice. Others want to rent a marketing department. Think about the type of solution you need and are comfortable with. You can buy a book. You can hire a consultant. You can do nothing. All valid choices, by the way.
Think about it.
Take what resonates with you and put it in the back of your mind.
Now, dive back into your holiday, and be surprised with the answers that come.
