When you feel like you're 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, I'd caution against this definition being your guiding light. When clarifying your own definition of success, I suggest starting with success from your client's point of view.
What is it that you are trying to do for your clients? What is it that they'll 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? I'll know I'm 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, you're 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 can't differentiate you from all the competitive alternatives in the marketplace, then why would they come to buy from you?
Often for small businesses it's not that they're not unique, it's just that they haven't 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 it's a unique model you've developed or the unique niche of clients you serve. Maybe it's 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 they'll 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 can't see the forest for the trees, don't hesitate to get some outside help.
(c) 2004 - Kevin Dervin, KPD Marketing
About the Author:
Kevin Dervin is focused on helping small businesses that are ready to grow, but struggle with how to consistently attract more clients. Visit http://www.proven-small-business-mar keting-solutions.com for more great marketing information you can put to use in growing your business today.
Find Kevin's Kansas City based KPD Marketing practice at http://www.ABCDgrowth.com and subscribe to his free ezine called ABCD Grow.
While I was hard at work last week, an everyday... Read More
Nothing can drive a business down faster than customers who... Read More
Many auto detailers fall short in their sales presentations. I... Read More
Cleaning the trailers towed by big trucks is not easy,... Read More
As a practitioner and student of Small Business Marketing, I... Read More
You want to know more about making money with your... Read More
Everyone loves a good story. Whether it's the story of... Read More
1. Leadership Is Learned ? While many people appear to... Read More
Remember those drawings from science class of how a lever... Read More
Multimedia is everywhere on the Internet, whether in the form... Read More
Starting and managing a small business is no fun chore,... Read More
New Franchisors and Entrepreneurs need to watch out as they... Read More
At first blush this idea might be difficult to wrap... Read More
There will come a time in your business where you... Read More
The difference between rates and wages is not always clear... Read More
The modern Franchise business model and the much different business... Read More
You've been meaning to tend to the administration part of... Read More
Those who are in the pressure washer business should not... Read More
Last summer the FTC put forth a report and then... Read More
How a donation is different from a sponsorship and what... Read More
As small business owners we're in business to make money... Read More
The way you manage your money is one of the... Read More
Would you rather have one good client paying you five... Read More
How much is your time really worth? Is it worth... Read More
Many mobile car wash operators would like to add de-ionized... Read More
What is the satisfaction & expectation review of the business... Read More
Is this you?You dreamed of owning your own business, doing... Read More
A recent survey showed that only 28.7% of small business... Read More
Lance Armstrong this week won an unprecedented 7th Tour de... Read More
We all know how glorious those first warm days of... Read More
Business consulting opportunities might be just what your are looking... Read More
$37.4 million funded from venture capital today. $86.4 million funded... Read More
In the 2003 Auto Laundry News Survey it was determined... Read More
Here are some useful tips on how to select a... Read More
Time. As a small business owner, it's the commodity you... Read More
In the summer, I can't drive two blocks without seeing... Read More
If you are worried about how many different business cards... Read More
What's your job profitability? Do you know?Many business owners are... Read More
1. Leadership Is Learned ? While many people appear to... Read More
When should you leverage the relationship?Leveraging sometimes brings a negative... Read More
The stock market is still on a wild roller coaster... Read More
1. Have A Strong Constitution ? Justices deliver decisions by... Read More
A Brilliant Marketing Idea... sounds great but what is it?... Read More
It's Monday morning and Connie the Consultant sits in her... Read More
In your small business debt collection laws will eventually become... Read More
Starting and managing a small business is no fun chore,... Read More
The restaurant industry in the United States employs an estimated... Read More
It seems so long ago that I started my first... Read More
A Mattress Cleaning Business might be just for you if... Read More
You are selling your small business (business value under $1... Read More
Pressure washing companies must look for customers in the retail... Read More
The key to organizational focus and helping those who need... Read More
One of the biggest excuses franchisees of home based and... Read More
That's right are you making enough mistakes in your... Read More
If you are looking for a franchise opportunity, the choice... Read More
How much is your time really worth? Is it worth... Read More
If you are in a franchise and have a territory... Read More
Multimedia is everywhere on the Internet, whether in the form... Read More
Many investors and business ethics professionals are calling for more... Read More
There are many choices when thinking about a small business... Read More
Search Engines account for almost 90% of all web traffic!In... Read More
Why are we over regulation the franchising industry, what purpose... Read More
IntroductionIt is widely recognised that Email and the Internet is... Read More
What does it take to grow a business and run... Read More
I agree that knowledge should be free, but the next... Read More
So you want to start a business but you don't... Read More
Small Business |