When it comes to operating a business, I have gained valuable insights through experience, which is why I am dedicated to helping fellow entrepreneurs avoid costly mistakes. Through my work with entrepreneurs worldwide, I have encountered a wide range of situations, from the positive to the negative to the surprising. However, I am consistently amazed by the number of companies that do not effectively market themselves. Marketing is not just a checkbox – it is a responsibility. It is essential for you, your team, and your business to prioritize marketing, which is why I authored my latest book, Get Different: Marketing That Can’t Be Ignored.
Marketing is about standing out and being noticed. Unfortunately, many businesses are not distinct enough. They blend in, appearing generic and uninteresting. This poses a significant challenge for marketing and profitability. If potential customers cannot discern what sets your business apart from competitors, they are more likely to base their decision on price or convenience, rather than building loyalty with your brand. Effective marketing is the foundation for establishing a relationship with potential customers that transcends transactional factors.
One notable advantage that small businesses possess is the ability to deliver exceptional customer service. As a small business entrepreneur, you interact directly with your clients, gaining insights into their needs and providing customized solutions more effectively than large corporations. Your flexibility and personalized approach are key assets that should be effectively marketed.
Marketing is a responsibility because your target customers rely on you. You have developed solutions to address their pain points and offer unique value propositions based on your talents. Marketing is essentially about guiding your ideal customers to discover your business and showcasing that you are the solution they have been seeking. In this context, marketing is a gesture of assistance – you are assisting individuals in finding what they require.
But how can you achieve this?
I have distilled the essence of effective marketing into a simple method called DAD (insert humorous Dad joke here) – Differentiate, Attract, and Direct…DAD. Let’s delve into each component.
Differentiation involves making your business stand out from the competition. There are various strategies to achieve this goal, with some approaches proving more effective than others. While being the loudest or most eccentric may garner attention, a more sustainable approach is to make your ideal customer unable to ignore you. By authentically representing your brand and engaging with customers where they are, you can differentiate yourself to attract their interest.
Upon successfully differentiating your business, the next step is to attract your ideal customers by presenting your solution as the most compelling option. Packaging your product in an appealing and non-intrusive manner, you are not merely selling but guiding your customers towards the best solution for their needs.
Viewing your business as a solution, rather than a product, shifts the focus to serving your customers effectively. Marketing becomes a responsibility to ensure that your customers are informed about your offerings. By attracting them with a warm and welcoming approach, you create a comfortable environment that is far from being pushy.
Lastly, directing your ideal customers is a critical component of your marketing strategy, on par with differentiation and attraction. Your marketing must clearly instruct customers on what action to take. Whether it is scheduling an appointment or trying an introductory offer, be explicit in your guidance.
Marketing that lacks a clear call to action is ineffective. The action should be reasonable and offer a tangible benefit to the customer. By making the decision simple and rewarding, you encourage customers to take the first step confidently, establishing a positive relationship.
Ultimately, marketing is an invitation for prospective customers to engage in a journey with your business. By effectively differentiating, attracting, and directing your ideal customers, you extend an irresistible invitation that they cannot refuse.
