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Monday, June 30 2014

What business owner would say 'no' to that question? Often it's the primary goal of most business people.

Being number one implies things like "I want to beat my competition" or "I want to be the best." It means comparing yourself to others, figuring out how to be better than everyone else, maybe even trying to copy your competition if you see them doing something really successful.

But all this is based on factors outside your business and has nothing to do with your clients. You gear your marketing to what others are doing, or not doing. The result is that in the end everyone can look the same and you risk becoming a commodity, one of the crowd, rather than a trusted adviser, or someone that your audience feels is interested in them.

What if instead you focused on standing out? On getting to know YOUR marketplace and what they would beat your doors down for. On defining what makes YOU different. On exploring the personality of YOUR business, that attracts YOUR ideal clients to you. With these elements in place, you can create a distinct brand identity for your business that makes you irresistible to your ideal clients because they feel that you understand them and that they're important to you.

And everything you say and do will be consistent because it's always based on the same foundation. You'll know your business and ideal clients well enough to not be swayed by the next clever tactic that shows up or the next guru who promises you wild riches quickly.

This doesn't have to be a mystery. It's not about being perfect. And it's not about ignoring your competition. It's simply a matter of shifting your mindset and approaching your business from a different angle.

Your ideal clients still have options. In fact they're overwhelmed with choices. Are you willing to make them feel that YOU are their best choice? That you are the one who relates best to them? Who understands them? And who they resonate with because your brand is exactly what they want?

It's all possible. And it's not difficult, IF you're willing to take the time to delve into your business and identify those elements that will create a stand-out image for you.

If you need help with this, talk to me about my coaching program "Why Should I Do Business With YOU?" It's available as an individual coaching program, as a group program, or as a home study course. Go here for more details http://www.MyMarketingMessage/program


 

Posted by: AT 05:07 pm   |  Permalink   |  0 Comments  |  Email
Monday, June 02 2014

These days every business needs a website to be credible. Unless of course, you already have a well-established, successful business from long ago. I do know some businesses like that but it doesn't apply to most of us.

However many business owners overestimate what a website will do for their business.

Here are some of the major pitfalls I see in service businesses:

  • Believing that ALL you need is a website and putting all your focus on it. No! A website is one pillar of your marketing and doesn't eliminate the need for networking, public speaking, or whatever other methods you prefer to use. Your website will not do all the work for you.
  • Assuming that the website will automatically work for you, simply because it's there. There are no quick fixes, and no overnight millionaires! Once it's up you still have to massage it, keep it current with new content, drive traffic to it. It takes time and effort to make sure your website is supporting your business in the way you want it to.
  • Not having a strategy. Your website is part of your overall marketing strategy. It should work together with all your other marketing activities so that they all support each other and your brand.
  • Relying on your website to get you clients. It probably won't. Most likely your website will connect with potential clients and engage them to the point where they are willing to take the next step in the process (whatever you define that next step to be). If you're in a service business, it's unlikely that someone will read your site, then call you and say "I want to send you a check to get started." Sure, that's the end result you wish for, but there are interim steps in the process that the website can't take for you.

If you're not getting the results you want from your site, check the points above and see if any of them resonate with you.

Posted by: AT 05:08 pm   |  Permalink   |  0 Comments  |  Email
 

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