What are your thoughts about marketing and how it's supposed to work? Do you have to be a marketing guru to get great marketing results? Do you think it takes some kind of special talent or gift of persuasion to convince prospects to do business with you? If you've ever felt awkward or funny in talking or writing about your business and services, then you probably know what I'm asking here. Perhaps you have struggled to convince others (and yourself) why they should consider buying your services. It's not that you don't believe you're good at what you do. Of course you're good at what you do. You're probably great at it. But sometimes when you're marketing, you're not sure how to convey the value you have to offer clients. Many professional service providers and service-based businesses struggle with marketing. After all, you're an expert in the services you provide, not in marketing. You're focused on providing high levels of value and service to your clientele. But, no matter what kind of service your small business provides you have to do some marketing. Without marketing you stand little chance of consistently generating leads and attracting new clients. So what does it take to get great marketing results? There is this real misconception that marketing is a creative art. Many believe that to be any good at marketing you need to have some sort of graphics art, advertising, or copy writing skills. That's pure hogwash - and I'm living proof. I was trained as a business and technology consultant. The unfortunate result is that too many small business owners try to become something they're not. When they're trying to market their business, they try to become a marketer. They think they need to take off their expert hat and put on some kind of marketing hat. Time is spent trying to... Create a real catchy slogan or pitch to get peoples' attention. Make your team sound super experienced, professional, and friendly to do business with. Come up with a referral offer to put on flyers that will get more prospects to call. Keep your name out there by passing out pens, magnets, sticky notes, coffee cups, and mouse pads with your logo splashed on them. It can become a real dilemma. Your marketing hat doesn't fit quite right and is usually very uncomfortable. You're not sure if the materials you develop or the things you're saying about your business will produce the kind of results you're looking for. If you come on too strong, you can risk turning people off. They may even think you're phony or just plain not credible. On the other hand, if you lack conviction then you simply won't persuade anyone to take action. What's a small business marketer to do? Marketing then sometimes becomes an activity that lots of small business owners dislike or maybe even hate. For some it becomes a component of the business they may try and avoid all together. "I'm just not comfortable with marketing," is a phrase I've often heard. Another common one is, "I'm just not a marketing person." Genuine and Authentic Marketing The good news is that marketing does not have to be this way. You can be more genuine and authentic in your efforts and actually enjoy much greater results. And there's more good news because you don't have to change anything about your business focus or services to do it. I tell my clients that I'm very clear about the instant that I became a better small business marketer. It was when I stopped trying so darn hard. Stop trying to be a marketer. Instead focus on being a genuine and authentic solution to your clients' challenges and problems. Marketing will become easier and you won't have to change into that uncomfortable marketing hat. One of the greatest compliments I've received for my business was from a client a while back. Her email said, "Kevin, how exhilarating to work with you! You challenge me, keep me true to my vision and allow me to market myself and my service authentically..." What this client realized was the same thing I had experienced. When she stopped trying to be a marketer, her confidence in enthusiastically and passionately communicating her value to others went way up. She told me how great it was to not have to try and leave her comfort zone when talking or writing about her business and services. Genuine and authentic marketing comes from being crystal clear about who you want to help and what you want to help them get done. What you need to realize is that people aren't looking for (and usually don't respond to) slick marketing messages and sexy advertising gimmicks. People are looking for real solutions to their own set of problems, issues, and challenges. Understanding and embracing this fact will create a real shift in your marketing focus. The service providers I work with enjoy being the provider of information and solutions to help clients address their challenges. Speaking and writing about your services in terms of the problems you want to address and the outcomes you want to produce is more powerful than talking about your experience or referral offers. You'll be more genuine and authentic because you're staying focused on what's most important to prospective clients. And it keeps you more focused on the true value you want to provide to clients. |
