I want to talk to you about a very exciting business discovery.
That’s right. Your business is an exciting discovery.
The reality is that as you read this, the majority of people don’t know anything about your business, its products or its services. To most of the world, you’re unknown. Humbling isn’t it?
Here’s something else to think about, what percentage of the people in your neighborhood are aware of your business, its products or its services? Chances are that the percentage is relatively small.
Here’s a personal story to illustrate. A little over a year ago I discovered a great restaurant in a neighborhood I have frequented for a long time. I’m sure I drove by the place dozens of times before trying it. The food and the service are great. I now eat there at least once a week. That’s how much I like it. The place was a great discovery for me, but guess what? It’s been there since 1926! That’s not a typo. The restaurant originally opened 90 years ago, but it was new to me.
You can never assume that because your doors are open and you’ve been there for a long time that everyone knows who you are, what you do and how well you do it. That just isn’t the case as you can see from my little story.
To prosper you must reach out into your community and beyond. You must let people know your business is there and what it does. You must show your customers how your products or services will help them. That’s all marketing is. Any action that communicates to your public, “We’re here. We sell this product or that service. You’ll benefit from acquiring our product/service.” falls under the heading of marketing. Thus any method you come up with to communicate to your target audience about your business is a valid marketing action. Don’t worry about the latest buzzwords or technology or “trends” none of them matter. What matters is communicating to your target audience in a way that gets through to them and makes them want to contact you.
There are numerous channels on which you can communicate – email, direct mail, social media, etc… Which one are you most comfortable with? Good! Do that and do it in volume!
As your business grows, reinvest some of the revenue into additional marketing so it continues to grow.
Help your neighbors and the rest of the world make their next exciting business discovery – market your business!