By the term “motherhood and apple pie”, I refer to what words many small businesses use to describe who they are, what they stand for and the benefits they provide. Let me share a few examples taken from business brochures, flyers, etc.
- We are honest
- We deliver results
- We have been in business for over 10 years
- We are a stable company
- We serve the community
- We care about our clients
By reading these “words” what do you really know about the business? Do any of these terms motivate you to call such a company? These are the same words used by every other business that doesn’t really understand their target market and the benefits they provide.
You can’t be everything to everyone and by using these “motherhoods” you are saying nothing to everyone that will hear or listen to these words.
I have seen brochures, flyers and long letters that encompass just about every “feel good word” without saying anything about why you should use their services, and in many cases, their products.
The answer is the target market that you are trying to reach. Each target market has one or more “hot buttons”. By directing marketing efforts to those needs, you have a chance to make a sale or an in-person presentation.
A business has to establish a foundation upon which to build its marketing plan;
- first by taking an internal look at what services and products they offer
- Second, by taking an external look at who needs these products and services.
The next step is the development and implementation of a marketing plan that tells the right story to the right audience.
From my experience, it is virtually impossible for an owner to sit in an office and create and implement a Strategic Focus Marketing Plan. Without internal and external marketing processes that are based upon a solid foundation, the business, with luck, may create a job for the owner, but seldom will it accomplish the profitability that was hoped for.
Marketing is the transfer of feelings and benefits from a provider to a consumer. Nick Petra
Nick J. Petra CFP Helping you grow your business is our only business©