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