A little tough love today I guess, but the reason so many small businesses struggle is because they are unwilling to change. The marketing strategy, if there is one, is to do what everyone else in the industry seems to be doing. If that’s your marketing reality, that little safe place, and it’s not working, the first thing you have to come to grips with is that it is your fault.
But, but, but. . .
Okay, I’ll cut you some slack, I didn’t say that you wanted it this way, I just said that you’re the reason it is this way.
So, now I should explain. The only marketing strategy you need to worry about as a small business is to find a way to be unique. To offer something that is different, package a service like nobody thought of, focus on a tiny portion of a market or create an entirely new way of doing something. And then – communicate that and only that.
But there in lies the problem. What I just described means, for most small business owners, that you are going to have to be willing to change almost everything you do, the culture of your entire organization, the manner in which you get in the way and the constant chatter of doubt that is going on inside your head.
Think you can do that? I suggest that your business success depends on it. Create a strategy that allows you to stand out, put every message into communicating it and stick with it fearlessly.
Oh, and while you’re at it, could you unjam the copier?