What’s Abraham Lincoln Got To Do With Marketing?
October 29, 2007 - Posted by Shama Kabani
Abraham Lincoln said "If I had six hours to chop down a tree, I would spend the first four sharpening the ax." That’s also the key to smart small business marketing! You can do absolutely everything to attract attention, but if what you are attracting attention to is not worth people’s time and money-the marketing won’t matter. So here are three tips to make sure your marketing ax stays sharp!
1) Provide the RIGHT Value- Provide something of value and people will be attracted to it. It doesn’t have to be valuable to everyone (and practically speaking it can’t be). Your service has to provide the RIGHT value to the RIGHT people. And by right value, I mean it has to matter to your clients. For example, you can make yourself available to clients on holidays. This may work well if you clients need constant support, but it may not matter if your clients don’t work on holidays! A bank will not care if you are available on Christmas-they are closed. On the other hand, a business owner working from home may value that aspect a lot. What do your clients consider valuable?
2) Have a Kick-Butt Platform- What do you stand for? Who do you help? And the biggest question yet- Is that easily discernable? If a potential client was to visit your website or take a look at your marketing materials, would they know what it is you do and who you help? The marketplace is full of consultant, coaches, trainers, and other B2B specialists. What makes you stand out from everyone else?
3) Be an Expert in your Field- No amount of great marketing will make up for a lack of expertise, but luckily this is easy to fix. If you are passionate about what you do, the natural inclination is to learn all about it. Keep up with the trends in your field, so you can eventually become a trail blazer yourself. Read the top books, attend classes, get to know your colleagues-become an eternal student and your clients will reward you for your knowledge and expertise.