“One of the worst things you can do in marketing is advertise price before value is proven.”
One way that most small business owners advertise their company is “how they do their work.” Other than price, what could possibly be wrong with this? Let’s look and see…
Let’s say that Sue Smith is a CPA. When Sue introduces herself at a networking group, it will usually sound something like this, “Hi, I’m Sue Smith with 1-2-3 Accounting Firm and we do taxes. If you need anything to do with taxes, just give us a call. We do everything from soup to nuts, A to Z, you name it, we can do it. If you need anything, just gimme a call.”
Isn’t it true that just about every time you hear someone introduce themselves or you see an advertisement for a company nothing stands out that makes them unique and different?
The problem is that everyone is saying the same thing. So if you do the same thing, why should people choose you over another company? Why should they pay you a higher price? They shouldn’t. This big mistake is repeated over and over by small business owners worldwide every single day. In today’s competitive marketplace, it is not enough to just tell what you do or to tell the features and benefits of what you do.
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(Excerpt from 5 Secrets of a Phenomenal Business)