Sound Marketing Advice: Be Careful Not To "We" All Over Yourself
Building a small business from initial concept to successful
money making machine is a daunting challenge. One of the most
difficult tasks an entrepreneur faces is finding and keeping
loyal customers. Most of their time and money is spent on trying
to convert the prospects who have the power to make or break the
business.
Without these prospects becoming valuable customers, it's
extremely difficult to keep the bills paid and the doors open.
This relentless dilemma is compounded by the fact that most
small business owners are sabotaging their own success by
focusing their marketing in the wrong direction.
Rather than directing their marketing to the needs of the
prospect, they are "We-ing" all over themselves.
In small business marketing, "We-ing" is best described as
having too much of the marketing message focused on the features
of the company and not enough on the prospect's needs. "We-ing"
is an unattractive and egocentric attitude that most owners
don't even realize they are suffering from.
Take a look at the typical marketing campaigns you see each day.
A majority of the messages you see focus on "We" the company.
For example, 'We have the lowest prices' or 'We have the best
service in town.' Both of these phrases make you want to yell,
'Duh, I've never heard that before!' Besides lacking
imagination, they are only fixed on the greatness of themselves
and not the vital needs of the motivated prospect.
The number one rule to remember about marketing success is it's
always about the prospect and not about you. As wonderful as you
and your business may be the prospect could care less. They only
want to know what you can do to solve their problem, improve
their condition, or give them what they need.
During the selection process, the prospect's desire and energy
are only centered on the need they are seeking to fulfill. When
your marketing is only "We-ing" about how great you and your
products are, you quickly lose their attention and the potential
sale. They know what they are looking for and if you don't
immediately communicate how you will fill their need, they will
look elsewhere in a hurry.
To avoid "We-ing" and improve the examples used earlier, take
out the "We", insert "you" and then spin it around. It should
read, 'You will find the lowest prices' and 'You will experience
the best service in town.' As you can see, a small difference in
perspective and attitude can be remarkable.
In reality, the only time it is appropriate to have a "We"
centered message is when you are expressing appreciation to the
customer. The phrase, 'We thank you for your business,' is one
of the most powerful you can ever use to create a loyal
customer. (Note the focus is still on the customer, not the
business).
The words and attitude that are used matter a great deal when
you are carrying on a marketing conversation with the prospect.
Always take a "You" focused approach and keep prospect's needs
in the forefront. When you "We" all over yourself, you risk
losing a potentially loyal customer and your business will soon
start to stink.
About the author:
Ron Abbott is a marketing coach, entrepreneur, speaker and
author of the www.small-business-marketing-hub.com where you
will find more small business marketing articles, resources,
ideas, and tools. This article is available for reprint in your
opt-in ezine, web site or ebook. You MUST agree not to make any
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Written By: Ron Abbott