Building a small business from a good idea to a
successful money making machine is a daunting challenge. In the early
stages, a small business owner usually is on a tight budget and has a to-do
list that would overload the Queen Mary.
The most difficult task they face is finding and
keeping loyal customers. Most of their time and money is spent on acquiring
these people who posses the power to make or break their business. Without
these precious customers, it’s extremely difficult to keep the bills paid
and the doors open.
This unrelenting dilemma is compounded by the fact
that the most owners are sabotaging their own chance of success by focusing
their marketing in the wrong direction. When it comes to marketing to their
customers, 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
business and not the customer. It’s an egocentric attitude that most small
business owners don’t even realize they are suffering from.
Take a look at most of the marketing you see
everyday. Most of the messages you see focus on “We”. For example, ‘We have
the lowest prices’ or ‘We have the best service in town.’ Both of these
make you want to scream, ‘Wow, I’ve never heard that before!’ Besides
lacking imagination, they are concentrating on themselves and not the needs
of the customer.
The number one rule of marketing success is it’s
always about the customer and not about you. A wonderful as you and your
business may be the customer could care less. They only want to know what
you can do to solve their problem, improve their condition, or give them
satisfaction.
The customer’s energy and desire are only centered
on the need that they are searching to fulfill. When you spend your time
“We-ing” about yourself or how great your products are, you quickly lose the
attention of potential customers. They know what they are looking for and if
you don’t immediately communicate the benefits you offer to fill their need
they will look elsewhere in a hurry.
To improve the examples used earlier, take out the
“We” insert “you” and spin it around. ‘You will find the lowest prices’ and
‘Your will experience the best service in town.’ A small difference in
attitude and perspective can be remarkable.
The only time it is appropriate to have a “We”
centered message is when you are showing appreciation. The phrase, ‘We thank
you for your business,’ is one of the most powerful you can ever use to
create a loyal customer. (However, notice the focused is still on the
customer).
Words matter a great deal when you are marketing.
Always take a customer focused approach and keep their needs in the front of
your mind. Because when you “We” all over yourself in your marketing, you
risk losing a loyal customer and your business soon starts to stink.
