Internet Marketing and Advertising – 95% of Businesses Are Making This Mistake
Imagine you are groggy eyed in the morning, just out of the shower, not yet caffeinated and your doorbell rings. You open the door and are faced with a person in a suit who starts: "Good morning, I would like to introduce you to this amazing product that you must buy. for about 10 minutes. Now if you have not slammed the door in the person's face yet, let me ask you how likely, on a scale from 1-10, will you buy from them? I'll guess not likely. Fifty years ago, before the age of high-def TV, cell phones, and the internet (gasp!), This was your first introduction to marketing and sales. You would have politely listened to the sweating salesperson and maybe you would have bought that shiny new product! However, these days we are very selective about who we're let in '(in more ways than one) and the days of door-to-door sales are over.
However, if you are self-employed, a business owner, in multi-level marketing, or an artist, it is very possible that you may have found yourself uttering something similar to a prospective customer- in 2011. Just not at their home door but perhaps someone is reading your email blast first thing in the morning or you are chatting with someone in line at an overpriced coffee shop. So here is my second question: How has that been working for you? Well, you probably are not reading this because you are a millionaire and using outdated techniques!
Here are things we know about any business:
1. There is always a product or service you need to sell to make a profit.
2. If people do not know about what you are selling, they will not buy from you. (It always amazes me that some people create wonderful things and never share it, expecting to be 'discovered.' Guess what, they are still undiscovered and broke!)
These are the things we know that we know. What are the things we know that we do not know? Perhaps you do not know how to copyright or maybe you do not know how to build a stellar website. You can easily pay someone to help you with this. However where businesses fail is in what they do not know what they do not know. Say what? Again, business owners fail by a lack of awareness of what they do not know-and this is what is killing their profits!
So here is some complimentary enlightenment: the hard sell, the constant push of your product does not work. In fact, it is making you broke because potential clients are screaming for the hills. What does work then? Value. Anyone on your email list or any customer who walks into your storefront who believes your business provides value, will trust you and even like you! Provide education or an extra service at no charge and you build a worthy brand. Become the expert in your industry and understand what your customers want. Then, when you offer a product or new service, sales will come effortlessly. Customers will buy because they are already sold on what your brand presents. Think of the biggest brands (rhymes with grapple) that have lines at the door for their newest products- they have built a brand that keeps a loyal base of followers.
Where many businesses get stuck is how to build their brand. One option is to buy a team or hire an agency to do this but most small business owners and the self-employed have a limited budget. Therefore, the key is to educate yourself and become the best marketer for your business. This is a smart investment as knowledge lasts forever.