When you feel like youre always busy working on your business, but not getting where you want to go, it can be frustrating trying to figure out how to get your marketing on track. It can easily become a not seeing the forest for the trees feeling.
Here are three big barriers I regularly come across with business owners and how you can avoid them.
1. No Clear Definition Of Success
For some, the word Success brings thoughts of fame and fortune to mind. But for small businesses, Id caution against this definition being your guiding light. When clarifying your own definition of success, I suggest starting with success from your clients point of view.
What is it that you are trying to do for your clients? What is it that theyll have or be able to do as a result of buying your service from you? Match this up with what you are passionate about. What is it that you love doing for your clients? Ill know Im successful when my clients no longer have to struggle with how to consistently attract more business.
2. Not Clarifying Who Your Ideal Clients Are
When you can clarify who your ideal clients are, you are better prepared to know where to find them and how to market to them. You can develop messages that will appeal directly to them.
What do you know about your best clients? Spend some time to put together as complete of a profile as you can on the clients you enjoy working with the most. What are the demographics and characteristics? How would you describe them to someone who has never met them?
Without clarity of your ideal clients, youre likely to waste time, effort, and money marketing to the wrong crowd(s) and/or not getting your message across.
3. Not Spelling Out Your Unique Value
You must be able to clearly define what differentiates you from your competitors. If your prospects cant differentiate you from all the competitive alternatives in the marketplace, then why would they come to buy from you?
Often for small businesses its not that theyre not unique, its just that they havent spent the time to evaluate and clearly describe how and why. What is it that you do better, faster, cheaper, or more effectively whatever? Maybe its a unique model youve developed or the unique niche of clients you serve. Maybe its your satisfaction guarantee offered to clients.
Most important here is to spell out why your uniqueness is so important to your clients and prospects. Why should they care? What is it that theyll get by coming to you for services?
Spend some time critically looking at these items for your business. It will be time very well spent. If you find you cant see the forest for the trees, dont hesitate to get some outside help.
(c) 2004 - Kevin Dervin, KPD Marketing |
