Smart Marketing

Benefits v. Solutions; Don't make this basic small business marketing mistake

My Marketing Boot Camp is now underway and the first exercise for the Boot Campers highlighted a basic marketing mistake most small businesses make.

In the exercise, I had each Boot Camper write up what the solution was they offered clients. Then I asked them to write up the benefits their audience gets. As expected, there was some confusion around stating the benefits of their service.

Too often companies focus on what they do (solution), yet come up short communicating what their clients get (benefits).

This is Marketing Communications 101 and something that every small business marketer must master before they can move on to bigger things. Remember, a buyer almost always comes to your company wondering  how can you help me? not what do you do?

The first focuses squarely on the buyer; the second on your company. I'm sorry to say this, but few prospects care about you, they mostly care about how you can help them.

So to help you with this, trying answering the following questions:

• How are your clients' lives made better through your service?
• What improvements do you bring about in your clients' business?
• (complete the sentence) My clients end up with more _____________________  and less _________________ after working with me.

If you'd like to learn more about properly positioning the benefits of your business, check out the InfoGuru Marketing Manual by Robert Middleton.

What are the most common marketing mistakes?

After 20 years advising small businesses on their marketing, I think I’ve identified some of the most common marketing mistakes. That’s because I see these common marketing mistakes being made over and over. If you want to succeed in your small business marketing efforts, avoid these common marketing mistakes:

Lacking Patience
These days we expect immediate results.  Want to know how your stocks are doing? Dial into the Internet for an up-to-the-minute check.  Want to see what I’m looking at?  I’ll fax you a copy.

Yet, successful marketing depends on an entirely different approach because marketing is about changing people’s behavior. And that simply doesn’t happen overnight (Those of you with kids really know what I’m talking about!).

A short while ago, I met with a fellow consultant and told him about my marketing work with growing companies.  After several meetings, he assured me he’d have some business for me.  Months later, after receiving my newsletter, he let me know he still had me in mind.  A couple months after that, he introduced me to one of his clients—it led nowhere.  Several months after that, I met with another client of his—again no deal.

A couple months go by later (we’re now 1 ½ years later and counting), he suggested I lunch with yet another client. More meetings, lunches, and then finally, a full 2 years after meeting this gentleman, I began working with one of his clients.

Today, this company is a valued client of mine. But, what’s the lesson here?  Stick it out.  If I’d given up after year one, I’d have missed out on all those revenues.

Throwing Nickels Around Like They’re Manhole Covers
Don’t get me wrong.  It’s very important to scrutinize where you’ll spend your marketing dollars, and what payback you’re expecting. But, I’ve seen businesses take this too far. How do you know you’ve gone too far?:

• You catch yourself always saying “We can’t afford that.”

• You start hearing the word “cheap” from customers.

• Even your financial officer is urging you to spend!

Spending a bit more to improve the appearance of a marketing flyer may not result in more immediate business.  But it may communicate a more successful image for your company. When that happens, it will pay off in sales and referrals down the road.

In marketing you must spend money. Because of this, many accountants have an inherent concern with us, yet spending money is necessary to get the market’s attention. So, from time to time—splurge.  Use an aqueous coating on your next direct mailing.  Hire a graphic designer to give your materials a fresh look. Test a 2-color ad instead of 1-color.

Lacking Diligent Following Through
One client of mine was in the home-remodeling business. We had very productive discussions throughout the market planning process. He showed a good grasp of business strategies and clearly understood how these would translate into his marketing activities. But, all this momentum ground to a halt when we began implementing the marketing plan.

Suddenly, his whole demeanor changed.  He endlessly nit-picked at inconsequential issues. He backed out of several marketing events.  And most distressing, he couldn’t meet a deadline. If he had a short section of copy to write, he’d be weeks late or never turn it in.

I quickly realized this was a fellow who liked to create ideas, but had a real fear of implementing them. Remember that you must commit to forward movement in any marketing effort—it’s what turns thoughts into actions.

Regularly schedule one hour a week to work on your marketing.  Write the first draft of a direct mail letter.  Take a prime client out to lunch and ask her 5 basic questions about your business. Take a prime source of referrals out to breakfast and ask him for 2 more. One hour per week is the bare minimum any company should spend on marketing. If you’re a bigger company, try spending an hour a day.

Interested in a Virtual Action Group to help with your marketing?
I’ll be announcing shortly the launch of virtual action groups to help small business marketers follow through and implement their marketing better. These virtual action groups will be group coaching sessions where the attendees not only learn what to do in their marketing, but also actually implement it. If you’re interested in learning more, contact me at lipe (at) emergemarketing (dot) com.