Small Business Blog

Posts Tagged ‘Makes’

Who hasn’t let a typo slip by or misspelled the CEO’s name or printed the wrong phone number somewhere? Those marketing mistakes don’t warrant an article. In fact, just one word of how-to-fix-it advice is sufficient: proofread!

Here are a few more important marketing mistakes that just about every business manager out there makes, along with a recommended fix that will help you attract more business and get better results from your marketing, regardless of how big or small your marketing budget is.

Mistake #1: We think that marketing is something we “do.”

“We need to do some marketing.” It’s the first thing you think when you need to boost business. Problem is, when you think of marketing as something you “do,” you’re usually thinking about publicity, direct mail, flyers, email, ads and promotion. Marketing is much more than merely promotion, and it’s rarely a quick fix.

The real fix is to expand your definition of marketing. Instead of thinking of it as something you “do,” think of marketing as anything that helps or hinders the sale or use of your product or service. This includes: your location, the attitudes of the person who answers the phone, your name, pricing, policies, proposals, personality and more.

Before you write a promotional word, do a “help or hinder” once-over. Make a list of what’s helping you attract business and what’s getting in the way. Figure out what obstacles you can quickly fix or remove? What “helps” can you enhance or spotlight? Until the help-or-hinder homework is done, working on promotion is premature.

Mistake #2: We breathe too much of our own exhaust.

We are such big believers in our businesses that we can’t wait to show it off. We admire our attributes and inhale our excellence. Then we exhale it all into our marketing communications. The problem is, when you do that, your marketing is all about you. And people don’t care about you. They care about themselves.

If your marketing is going to get any response at all, the first thing it must do is connect to something prospects care about. Connect before you convince. Try this four-step exercise:

Describe your products and services. Get the exhaust fumes out.

Identify one or two attributes or “attraction factors”

What is the benefit, the need or the want, that is satisfied by those attributes?

Why is that benefit important, personally, to the target audience?

For example, Joy dishwashing liquid (descprition) has real lemon (attribute) that cuts grease and leaves dishes shinier (benefit). “What a nice reflection on you!” (Connects to what she cares about.) Connect to what people want. Not to what you do.

Mistake #3: We all look alike.

A bank is a bank is a bank. Realtors, lawyers and consultants are a dime a dozen. The list goes on. But here’s the good news: the more two businesses look alike, the more important each difference becomes, and the more impact even the tiniest difference will have on setting you apart. Why?

Consider identical twins. What’s the first thing you do when you meet a pair? You try to find a little something to tell them apart. The same is true for your business. Your prospects are looking for a point of difference—just about anything—they can use to set you apart from your competition.

To find your points of difference, start with your points of contact, or “touch points” in your company. Make a list. Business card, fax cover sheet, invoice, phone greeting, front door, home page, etc. Then look at what the competition does and ask yourself how you can do it differently. Just a little bit will make a big difference, because your prospects are looking for them.

For now, try the Help or Hinder, Connect Before You Convince and Find Your Points of Difference tools to make your marketing more meaningful and effective. Be wary, too, of unrealistic expectations, faulty research, deadly bullet points and lack of follow through– four other common marketing mistakes.

Are you looking for a business partner? What are the ideal qualities one should look for in a business partner? I was reflecting on this today and this article is based on my personal business history.

In my business experience I have learnt that the qualities I look for in a friend are not the same as the qualities I would look for in a business partner. In many cases your friends could possibly make the worst partners!

The ideal business partner is someone who possesses skills that you do not have. This makes the business stronger by enhancing the qualities you can bring to the table in any discussion, negotiation and meeting. It also helps greatly if they are financially very strong and can bring further resources to the table if required.

In my previous business my brother was one of my partners. He was exceptionally good at art and design. He created our first brochure and our website. He helped to create the brand image for our company.

I was good at creating and holding together the team so that the business could grow. Together we created a highly profitable company employing over 45 people.

I believe that the type of partner one should look for is someone who is highly enthusiastic about life. Enthusiasm is infectious and can help you to stay motivated when times are tough. I also like people who are full of ideas and can see opportunity where others can not.

I admire people who refuse to take no for an answer. Persistence is a great quality and often it can be successful. In my previous packaging company my partner called the largest company in Dundee – NCR (National Cash registrars) every three months for over four years only to be told to go away. “Do not call us, we will call you” was the standard response.

In the fifth year they did call us and asked us to quote for over a million dollars of business. The whole process from initial quotation, trialling our products to securing the business took a further three months. They only gave us a chance to quote because of his persistence.

The ideal business partner should also have the same commitment to business as you. In one of my previous businesses I had a partner (also a friend) who was very lazy. This created a lot of friction in the business and almost broke our friendship.

Whatever you do, do not go into business with a person who has a short fuse. People who lose their tempers quickly are much harder to get on with in the long term. One business I was closely associated with had two partners who both had bad tempers. Even though their business had great potential it ended up failing due to their aggressive behaviour towards each other.

If you are going into a business relationship with somebody you do not really know then it is a great idea to carry out a credit check on the individual. If the person has a high credit score this says a lot about their values.

Their hobbies and the organisations they belong to can also help you to understand the person’s true character. Speak to other members of these organisations to find out more about the person you are considering. It might be a good idea if somebody else carried out this research on your behalf.

If you do end up with an ideal business partner who agrees with your plans, goals and ethos of the company it should accelerate your growth. Working with a business partner will provide you with more business opportunities as opposed to working by yourself. Together, you can come up with twice the business ideas and trade leads.