“I don’t milk cows”! Not that there is anything wrong with milking cows, that just doesn’t happen to be my focus. My job is solving problems for small business owners. Putting work clothes on your dreams and helping them become a reality is my focus. I can’t milk cows and still have time to focus on my dream of helping others.
You can’t be everything to everybody and expect to succeed; nor, can you change your marketing efforts or general business direction if good things don’t happen in one week. Don’t begin working on an alternative product or service for your business while you are in the process of implementing a marketing plan for your current business focus.
The main focus of a good marketing plan is to position yourself in your prospect’s mind. If you change direction every few weeks or every few months, you defeat the purpose of a solid marketing plan. Yes, it is crucial that you implement a solid marketing plan for your business, one that is attainable and measurable but still allows ample time for obtaining the desired results.
A simple direct message is what you must convey. What your company does and how it differentiates itself from other firms must be contained in that simple message. Pick one business and focus on it. You can modify your business, implement new techniques for providing your products or services, but you should always stick to your core business.
Answer the following questions and then focus on marketing the answers.
- Who are you?
- What business are you in?
- What people do you serve?
- What are the needs of the people you serve?
- Who is your competition?
- What makes you different?
- What unique benefit do your clients derive from your service?
Create the evidence of your service quality. Then communicate it.
Have a great day!