Would you like to get far more, highly targeted client/customer enquiries?
If you just answered yes, then I have a suggestion for you. I want you to consider a more deliberate approach to your marketing. It’s about intentionally choosing what your business stands for, then acting in accordance with it.
Here are just a couple of examples.
- Do you want your business to be known as a reassuringly expensive, high quality brand or a no-frills provider? Choose. Then set your prices and quality accordingly.
- Do you want your business to be remarkable or do you want it to be similar to your competitors? Choose. Then either offer something amazing or do what’s expected.
The thing is, you need to choose
In the examples above, both options can be amazingly successful.
There are billion dollar luxury providers and billion dollar no-frills providers. These successful brands intentionally choose which end of the market they want to serve. Then, they market their brand accordingly.
There are remarkable and unremarkable businesses, who make billions.
- The remarkable brands put their time into developing something spectacular, which people will talk about, recommend and share.
- The unremarkable brands invest their time developing high-return advertisements, introducer networks and hustling.
Both approaches work extremely well, when done correctly.
What doesn’t work well, is either failing to choose what your business stands for, or choosing, but acting inconsistently with your choice.
Overcoming the main challenge here
Over the years, I’ve found there is a major reason why small business owners get this wrong. It’s that they almost always feel as though they MUST be a high price or remarkable provider. And that if they aren’t, they’re somehow setting their sights too low.
This thinking is totally, utterly incorrect! Your business can thrive whatever end of the market you choose to serve.
McDonald’s, globally, will generate more income and profits today, than the most expensive, high class restaurant in your city will manage, in the next year or 10 years.
So, get intentional. Choose what you want your business to stand for and market it accordingly. This 1 step alone, will give you a huge advantage over your competitors.
And that’s not all my friend.
It will also provide you with massively more clarity and allow you to make better decisions.