June 24, 2008
When It Comes To Marketing, The One Person You Should NEVER Listen To
As sad as it is, most small business owners are pretty clueless about what it takes to successfully market their business. They’re very good at providing the products or services their business offers, but when it comes to trying generate attention for these service offerings, their efforts often come up short.
As a result, what typically ends up happening is there poor souls fall victim to the mis-guided guidance of the very people helping them spend their marketing dollars. This is a very bad move for several reasons.
First, these ad reps are typically just as clueless as the business owner who’s check he’s getting. They have no idea what it takes to craft a killer marketing piece that captures the attention of a target audience, draws them in with emotionally charged copy, and moves them to action with valuable offers and strong calls to action.
Second, these ad reps are very rarely, if ever, as concerned about the results their customers get as they are about simply getting a check each month. You see, the business of these ad reps is getting you to spend your marketing dollars with them. Once that task is accomplished, good luck trying to hold them accountable for the results their media produces for you.
It’s for these reasons you MUST accept responsibility for marketing your business. You can’t be passive about how you’re investing your marketing dollars.
To create truly effective marketing materials that generate healthy returns on investment, it’s time to STOP listening to the people selling you the ad space and START dictating to them what you say and how you say it. Do this and watch you results skyrocket.
Filed under Attract Attention, Customer Prospecting, Lawn Care Marketing, Marketing Systems by Chestin
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