Here’s the second reason that so few people manage to create the best small business marketing. In this post, I’m going to explain why so much advertising done by small businesses ends up in the waste paper basket. It’s because you give your potential customers no reason to call!
Just take a moment to think about the last advert you saw that made you take action. It might have been an offer for a “2 for 1” meal from a favourite restaurant, or a “buy 1 get 1 free” offer.
These are strong offers because you are getting twice the goods as normal. Hey, 50% off is enough to excite a few people! But even with this, if you haven’t got the right market you will be missing a big trick.
When you think about your own advertising, how exciting does it get for your customers? If you need quite a push to make you respond to somebody else’s marketing, perhaps your customers are the same too?
And would this explain why your own advertising is not cutting the mustard, compared with the best small business marketing?
Spice it up, add some “zing!” and punch to it that makes people go “WOW!”
The zing and the punch aren’t about writing pushy “Buy NOW!!!!!” kind of statements.
It’s much more specific than that. You see, the best small business marketing doesn’t need to use gimmicks like this, but instead uses simple psychology to get people to respond.
The easiest psychology of all is communicating in the language of the buyer. And the language of the buyer starts with their problem, not with your product.
“These New Shoes Make Painful Arches A Distant Memory” would grab more attention, as a headline to people with foot pain, than “Orthopaedic Shoes“.
It’s specific. This is one of the big secrets of the best small business marketing pieces.
There are lots of great examples of marketing that makes clear offers in this internet swipe-file of adverts. You may find it useful for inspiration.
You need to give people a reason to click, call, or email you.
Something that gets them reaching for their phones and wanting to do business, something that excites them and gives them a feeling that they need to do something right away.
The first option most people in business think of doing is giving a discount. But there’s a big problem with discounts – it carves a great lump out of your profit because you still have all the cost for delivering the service.
But there is a better way – if you can offer something of value to your clients that don’t have a big cost attached, then you win and your customers win.
Aha, I hear you say, you want something practical to use. Perhaps the most valuable thing you can do is create a clear unique selling point for your small business.
When you create a very specific advantage for your customers, it’s easy to create the best marketing – the kind that will have them beating a path to your door.
Let’s also think about some simpler examples you might use if you don’t want to spend the time to create a USP for your business…
– A restaurant with quiet Tuesday nights could offer two meals for the price of one. You could also offer “Everything you can eat, pay only £20 for 2” etc.
These are the kinds of deals that clearly work because we see them repeated by the large chains. There is nothing to stop smaller businesses from copying these tactics too.
– A dry-cleaner that needs more customers in summer might offer free dry cleaning for each new item bought in a shop.
But how can you give something away for free and still make money?
Just think back to the last time you went to the dry cleaner – how many items did you take?
Most people will take at least 2-3 items for dry cleaning each time and will go back every month or two. The value of winning a new customer is enormous.
As an exercise for yourself, what sort of offers could you create for an engineering company? A landscape gardener? A marketing agency?
Hopefully this has demonstrated that the best small business marketing is not just about pretty colours or images. Instead, it’s about the value you are communicating to the customer.
Take a look at your own marketing to find out what offer you’ve got. If there’s nothing solid in there, it’s time for a recalibration of the way you do your marketing.
In fact, perhaps it’s time to consider working with a business coach…
How to create the best small business marketing
And here’s an offer for you – if you are a UK based business, send me a copy of your marketing and I’ll do you a FREE critique of it, using my own 9-point checklist I will give you feedback about where your marketing can be improved…