Our team has entered into the offices of some amazing speakers, coaches, consultants, internet marketers, CEOs and talented soloprenuers. Having candid one-on-one conversations about living their dream and building upon their success story. Often, this candid conversation turns to pitfalls and challenges they cannot seem to solve, which is not normal – after all it is how they got to where they are – successfully solving problems with solutions that give their customer a healthy return on investment.
Most small business founders and entrepreneurs face unique challenges that have complex offerings and tactics at play. When we are called into their office, these unique challenges are having a negative impact on the growth of their dream. They want results and they want them now!
Most small business owners, entrepreneurs and solopreneurs started their business with a passion for a craft, a unique hobby or an uncanny way of communicating a complex message in a easily understandable way. However, if you ask them to convey who they are, what they do and why somebody should hire them to an anonymous invisible audience, they will suddenly sputter, and wind up creating a message that just doesn’t work. But they don’t understand why it doesn’t work; they want results and they want them now!
We relish the challenge to dig deep into a failed process, an unmotivated work environment, a marketing message that flopped and the life of a hobbyist turned small business owner. Nothing fuels our inner being like getting thrown into a cage with an overwhelmed entrepreneur full of doubt that my existence in their office will help. Bring on the challenge I say.
Here is what our firm typically finds as the problem, some of the reactions and the ‘why’ behind the ‘what’.
1. The message is all about them. No problem here, as long as your client base is yourself or a group of people who have known you forever. Sorry to report, in today’s online world of promoting yourself, that prospective customer does not care about you – not prior to the close anyway. The marketing message needs to be about the prospective customers pains, problems, needs, wants, objectives and how the offer makes the prospect feel they have found a potential solutions that could be beneficial.
2. Lack of definition. If you can’t define a few of the primary characteristics of your company that you want to be the focal point of your marketing plan, then you’ve got a problem. You might be trying to be too many things at once, or you might have simply not spent enough time reflecting on what sort of traits you excel in.
3. They are scared of trying new things. The biggest mistake that you can make as a business owner is to keep pushing the same marketing practices over and over, even after they’ve failed. You’d be amazed at how many companies are resistant to new marketing practices or channels. If you know that what you’ve been doing hasn’t working, why wouldn’t you want to try something new?
4. They don’t communicate with the customer. Just as bad as having a marketing message that’s all about you is not bothering to get opinions from your customers before putting a marketing plan together. How can you market to them if you don’t actually know them? Do everything you can to keep lines of communication open in customer service, in social media, on blogs and more.
There could be any number of things standing in the way between you and marketing success. Let our team work with you and your company to remove those roadblocks together.
Copyright 2015 Viral Solutions LLC