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