Business owners and managers often make the mistake of seeking an ideal marketing or advertisement plan that is unrealistic for their business because of cost or complexity.
Sometimes simple ideas, simple repetition of basic principled efforts work best.
So what foundation does your business have? Usually there are certain things about the business that are known and appreciated; dependability for example.
What do potential customers think of your business? Do they even know that you exist at the moment? Do they have a sense of what you stand for? Your principles and your intentions? What have you told them? What can they see?
What can be changed to create a better image, more visibility, and a better understanding of the positive attributes of the products and services you offer?
Think about it. Make notes and discuss the ideas with your associates. What you think is basic and well understood about your business may not register with the customers. They need to be told about it and then told again another time and in a different manner. It’s your job to make these concepts, ideas, and principles clear.
I really like using PDF files. I like them because they can be developed and reused countless times. They don’t show age or get wrinkled or dirty as sales tools. They can be updated easily and changed to reapply them to multiple product offers.
PDF files can be tacked onto emails with ease. They can be used in websites as sales tools or to make technical information available to the customers. They can contain a mountain of information, or a simple one page presentation.
There is no business that couldn’t find significant value using PDF files to tell their story and to support the business model.
Recently I have been contemplating the use of a few of my proposals and the various images that I captured and used to promote additional sales. I hesitate only because what I was promoting was slightly different from what many small business owners are selling. My business was in commercial contracting, and I specialized in decorative stone, granite, terrazzo, and ceramic tile. Our promotions were directed at large scale developers, owners agents for government agencies, and construction managers on a regional scale (multi-state).
I will try to post a couple of these and see if I can walk through the thinking and also why I think that there are lessons within those efforts that scale to smaller businesses and businesses that are vastly different then this.
It seemed important to create this post as a prequel to what’s to come. I’d like to emphasis that we should be looking at how to take ideas from these proposals, rather than over-think the particulars of that singular business model.
I confess that I am surprised that so few businesses feel a need to reach out to their customers in a friendly and warm way. There are so many people today who are disappointed with the way that business is conducted, it seems to me that a business that’s personally satisfying, that speaks to the customers values, and their aspirations, is far ahead of its competition for that customers attention, and their wishes to support the business and to buy its products.
It’s especially perplexing because steps to create this positive emotion aren’t all that big a deal economically. It doesn’t need to cost much.