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small business marketing
copy writers
backtrack
burning questions
sayings
confrontation
gaps
competitor
Simple Small Business Marketing: Clarify What You Do
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Simple Small Business Marketing: Clarify What You Do

Marketing isn’t easy or fast, but it doesn’t have to be complicated. I know many entrepreneurs who have successfully marketed their companies without designers, copy-writers or supplemental staff to help them. Follow a few easy guidelines and you too can have simple marketing.

Step One: Clarify.

When you’re the one responsible for brainstorming all those ideas, it’s sometimes hard to rein yourself in long enough to really stare at the Present and explain it to the outside world. One interim CEO I spoke with spoke so often in future terms that all his staff were quick and careful to backtrack with sayings like “That will be in stage 4”.

Well stage 4 is great, but what’s stage 1 about?

One of the most eye-opening techniques for getting into better clarity is to find someone who isn’t afraid to ask honest, sometimes blunt questions about your company, your products and your services. You need someone to play “Customer’s Advocate”. Sometimes entrepreneurs get so wrapped up in how cool their stuff is they forget to explain it in a way that says, “This is for you!,” rather than “I’m so cool!”

Please don’t get mad at these people! You’re asking them for those challenging questions that highlight all the gaps in your communication to the outside world about how your products and services can be of use to them. Consider one company’s “Burning Questions” policy which allows anyone to ask ANY question, even the really badly typed and bizarre ones like “Can I eat that lamp you’re selling?” and have an answer within 48 hours.

If one-on-one confrontation like that isn’t going to jive with our sometimes confrontational attitudes, consider looking at magazines, websites, and other ads of things YOU like or want to buy. What are they saying? How are they saying it? What are the details that are important to you? It doesn’t have to be a competitor. I once copied a concept for an engineering company’s advertising scheme that I’d seen done by a restaurant!

Take what you’ve learned from either your Customer Advocate or from observing how other successful companies explain their products and write out all your ideas and knowledge on your products and services. This is a key to simple marketing! By doing all the writing up front and really hashing out what’s important, you’re better equipped to be consistent and clear when speaking or writing to potential customers. You can do it!


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