Before you start spending money put your products and services under the microscope. What are the deep underlying needs you are satisfying and where do you fall short? No time for puffing up your feathers and for ego to get in the way of making improvements.
Don’t claim to be unique if you are not. You don’t have to be unique to be successful. But you must communicate in a clear, positive and unambiguous way.
Don’t overlook the importance of charm in your communications. Charm is being relevant and inspiring your audience with what you can do for them.
Recognise that most of us do not arrive at the decision to buy immediately. You may have to play a long or a short waiting game. Look at how you can build value in your communication pipeline to keep prospects engaged.
Find out how people arrive at the decision to do business with you and, how many people are involved in the decision making process. Pitch to the right people in the right way.
Don’t treat your target audiences as one big homogenous mass. You are communicating with individuals. Understand the needs that trigger an enquiry and, the needs that generate a sale.
Don’t jettison traditional marketing – networking, advertising, PR, direct mail and so on in favour of a wholesale shift to social media. Look at adding value, enhancing the communication process and, reaching out to more people. The emperor’s new clothes are mighty fine, but the old clothing may be serving him just as well.
Communicate what you offer with passion and enthusiasm if you want to inspire others to do business with you.
If you want to build your business into a brand, you must focus on consistency – delivering a fabulous service to the same high standard every time; clarity – making sure that your messages are clear, attractive and easy to understand and, visibility – ensuring that your logo, strap line, all imagery associated with your business is fantastic. No room for home-made creations.
If you want to grow, you must allocate time for marketing. How much? One day a month. Don’t snatch a minute here and there. Allocate quality thinking time.