We are constantly bombarded with advertising rich with promises of quick-fixes to all that ails us. Consider the sheer volume of television ads and infomercials that promise us the body of an anorexic supermodel if we just buy their magic diet drink or super-amazing turbo thigh-cruncher. No need to exercise or diet- just take a magic pill or use this miraculous fat melting machine "just 5 minutes a day!"- and we'll be thin and our lives will be perfect!
I think we all know, deep down, there is no magic pill or piece of equipment that is going to whip us into shape - at least not for the long term. We didn't gain that extra 5, 10 or 50 pounds overnight and it certainly isn't going to come off overnight, despite what the crafty weight-loss industry tries to tell us.
There is No Magicfor Growing a Small Business
I'm sorry to tell you - the same goes for growing your small business. There is no magic growth pill that will bring you hordes of new customers. No "undiscovered secret"- newspaper, magazine, SEO plan, or web advertising package that is going to make your phones ring off the hook. No creative and clever ad design or layout that will bring you millions of dollars worth of business. No amount of money thrown at the symptom is going to make you an overnight success. The fact is, as with weight loss, we are not going to achieve success until we stop throwing money at the symptom and start addressing the underlying problem. The lack of customers and leads is a symptom of a bigger problem, just like those extra 50 pounds is a symptom of eating too much and not exercising enough.
Address the Problem
What's the bigger problem? The problem is the absence of a strategic, systematic approach to your marketing. Like weight loss, growing a successful business is a long-term undertaking that requires a commitment to practicing healthier behaviors and habits.
Small business owners come to me every day - like bulging brides who, two days before their wedding discover they don't fit into their wedding dress - out of money and with expenses that far exceed revenue. Like the bride desperate to shed those 10 pounds in 2 days these small business owners are desperate for revenue (and lots of it) NOW - or they will go out of business. "Can you help me???"- Translation - do you have a magic pill to make hordes of people call me or come into my store NOW? Sorry, I don't.
Stop the Madness!
Don't wait until it's too late. Don't keep throwing money at the symptoms hoping that a new tagline, flyer layout, magazine ad, or offer will be the one to transform your business. It's not going to happen until you lay the foundation of your marketing strategy. Don't wait until you only have a couple of month's worth of expenses in the bank to get help. Do it now while you still have the resources to invest in effective marketing that is going to deliver long-term success.
Make a commitment to yourself and your small business... Commit to throwing away those small business "magic growth pills"- that don't work; the yellow page ads that don't make the phone ring, the endless networking that isn't yielding profitable business, and the PPC plans that you can't really measure, and commit to addressing the underlying problems that areblocking your small business growth.
Where to Start
So, how do you wean yourself off the magic pills and empty promises of small business marketing? It requires W-O-R-K. It also requires knowledge and a thorough understanding of your business, your market, your customers and your competition. Here are the essential elements of long-term small business success.
- Create a vision for your business. What do you want to be known for? What do you want to stand for? What experience do you want people to have? What do you want them to say about you when the engage you? Create this vision and use it as your guide.
- Identify your target market. Every business has a section of the population that they work best with; a segment that fits your product or services, your personality, your location, your delivery - or whatever it is. Whether you want to admit it or not (and many small business owners don't want to - they think "Anyone Who"- buys what they sell is their target market - WRONG!). Create a list of your best customers and write down every single demographic, psychographic, and geographic attribute you can think of for each. You'll start to see a pattern - this pattern will help you identify your target market. Having a target market allows you to stand out from your competition, stop competing on price, and helps save lots of money advertising to the wrong people!
- Know your competition. Not just their names and where they're located, but really examine them. Who do they work with? What do they offer - and not offer? What do they do well - and not so well? What is their core message? Look at these things and find out if there are gaps they're leaving that you can fill in!
This really isn't that difficult, it just takes a little time and effort. But I promise you - the results will be well worth it! So, don't just think about it, make a commitment to yourself today - and do it!
Small Business Marketing Consultant
Fairfield, California