Perhaps Your Business Offering Is In Demand & You Don’t Know It!
Before you give up hope and conclude that your marketing efforts aren’t working or that your businesses offerings aren’t really in demand, consider that you might be seeing your business from the inside and not from the outside in. This means that you may not be presenting your business in such a way that tells potential customers what you offer.
But I Know What I Sell And Say!
Entrepreneurs always have at least one thing in common: they are passionate about what they do. This is a part of what drives them and keeps them working on their business.
They often spend days on end thinking about and developing their passion or their business. Metaphorically speaking, if they were spending all this time inside their store or office or place of business, it would be like saying that they never come outside. Since they don’t come outside, they also forget what things look like from the outside. To further the example, a retail store often has window displays. If the person creating the display never walked outside the store, they would never realize how a shopper might see the display.
Entrepreneurs are generally so busy running their business that they often lose site of the view from the outside in. This is when and how poor marketing, or communication, pieces are created. In the example here, this postcard was given out by a business, but everyone receiving in was confused and no one was able to take an interest in the offered event. When you look at this postcard (check out the video) what do you think? Does it raise your interest as something you’d like to learn more about or are you left with more questions than interest?
The 5 W’s
Go back to your basics when you are putting forth any communication about your business. Whether you are telling someone what you do or whether you are designing your website, you always want to be sure to communicate the relevant information. Although your 5 W’s from school, who, what, where, when, why, aren’t always appropriate, you can see how they would have aided this postcard. Unfortunately, this postcard offers no real information, such as who/what kind of doctor is hosting dinner, why or what the focus of the dinner will be, nor does it speak to the fact that the dinner is free if you call to sign up! (Again, watch the video to see the postcard and to learn 2 more techniques to creating a more successful marketing piece)
Since a potential client doesn’t know whether this doctor will talk about nutrition, cancer, dental hygiene and so on, the client is not given the chance to want to learn more about the business and what the doctor has to say. This is a great example of a business that may feel that people are not interested in their event or their marketing, but it is a false conclusion. The truth is that the business hasn’t represented themselves at all, not even in name!
Increase your business expression so that you have something enticing and exciting to say, because that’s when you’ll find people wanting to pay you. Learn a few marketing tips to find your expression enhanced and becoming more and more effective!