When All You Need is a Cardboard Sign

Daron Powers

While the goodwill of American taxpayers have spared Wall Street, the banks and automotive companies, unfortunately there are…

No “Bail Outs” for the Entrepreneur
When times were better, you could make a reletively good living even with an average product or service, minimal sales and marketing. Consumers spent more freely. Now with Michigan’s unemployment rate among the highest in the nation, we all have to work a lot smarter to communicate better and earn the business.

I’ve noticed that some businesses have fallen into kind of a ‘comfort-zone” trap. There are those just not sure how to break out or even know whom to trust to help them market and sell their products and services. Others, I’m guessing, are waiting for the economy to turn around, or Superman or a “bailout.” Don’t hold your breath.

More Cautious Prospects
A client in Tampa lost his key salesperson after housing tool a dive. According to the owner, “She was an awesome sales ace when people were standing in line to buy a home. In good times, she had developed her professional “order taking” skills. However, without actual sales skills to convert the fewer more cautious prospects, when foot traffic slowed, so went her sales production.”

When All You Need is a Cardboard Sign
I was talking with a brilliant attorney who told me, “For 30 years, the business did pretty well.” However, he admitted, “Even with sour economic times, I just kept doing the same things in the same ways.”

Clients slowly dripped away and now he finally has come to the realization that if his business is going to grow, he must do something to market himself. Marketing is not his area of expertise, so he is now reaching out for business counsel.

You see, if you are the only tiolet paper factory in town, all you need is a cardboard sign and people will find you. However, for the rest of us who want to succeed in business, especially in today’s competitive economy, the reality is that you are going to have to market and sell better than before. The good news is, to be effective in marketing it’s…

Not a Complete Secret
I hear some business people saying, “Yeah, but I AM marketing! And, still business is hit and miss. I have a flashy internet web site, a big clear sign, a colorful poster, a glossy brochure, a shiney postcard, and a two-sided business card. In addition, I do the social media, a bit of PR and place ads, I go to trade shows, networking meetings … so what am I missing?”

All things just mentioned are important tactical marketing tools. You must have them to compete. However, when these common tactical tools don’t produce results as expected, it’s time to dig deeper.

There’s a key that can unlock opportunity. While it’s not widely known — it’s not a complete secret. When it comes to letting the world know about you, your products and services, don’t put the cart before the horse. In a nutshell…

Marketing Strategy First … Tactical Marketing and Selling Tools Second
Before you build or update your tactical marketing tools such as web sites, web-video, social media, PR, presentations, brochures, sales training, sales scripts, TV/radio or print ads, etc., here are…

5 Tips to Build or Refine Your Marketing Strategy

1. Make sure all your messaging is unified and consistent. Then be sure all of your marketing does these four things well: 1) Interrupt; 2)Engage; 3) Educate; and 4) Make a low risk offer. More so…
2. Avoid meaningless slogans, platitudes, tired and boring language. Your communication can inadvertantly fuel frustration and skepticism when you sound or appear like every other business out there. Inconsistent messaging confuses prospects.
3. Verify your target market. We all have blind spots. Don’t make assumptions about yout audience’s needs. Create the document all your marketing materials and sales activities around the conversation already going on in your prospect’s mind.
4. Build an “Air-Tight” value proposition to increase real and perceived worth. Think of you and your business as being on trial. Prospects are the judge and jury. Build a case so strong they say, “We’d have to be an absolute fool to do business with anyone else than you.”
5. Educate your audience to make informed buying decisions. give them information that puts them in control of the process. Remember, few people want to be pressured or sold. They’s rather make the decision to buy.

Bottom-line, if you choose to run a profitable business in this town — just being in business is not enough. You have to run a better company. Learn to communicate value and do it in a way that separates you from competitors. Remember, knowing what to do and actually doing it is what separates the pack. Do that by developing or refining your marketing strategy first — tactical tools second.

Daron Powers is a sales and marketing expert specializing in helping businesses and professionals to streamline marketing, messaging, branding, online and offline. You can email him at marketing@daronpowers.com.