I guess it's not surprising that this is my current favorite commercial.
Mindful About Marketing
I’ve been reading a lot lately about sales and marketing, everything from how to close a sale to what social media avenues to use. I have found a lot that is interesting and even useful and also much that is overwhelming. I have also found some elements that trouble me in terms of how I want to market my small business.
If I owned a dress store, I would never say to a potential customer who walked it – “you look terrible you are completely in the wrong and only I can show you how to dress correctly.” I would say” how lovely to meet you, what are you looking for, how can I help, and here are some ideas that will really complement your beautiful complexion, fabulous hair, lovely figure, etc.”. But, the marketing message I am repeatedly told to give is the former rather than the latter - implying you are broken and only I can fix you.
Maybe it’s gender, maybe it’s personality, but I choose not to take the approach of getting business through talking as if everything is wrong. I will treat others as I like to be treated. When I talk about my services I will discuss the value proposition and I will discuss the ROI. I will even talk about some of the common challenges I’ve seen in organizations – I have a lot of relevant experience and it’s great when people learn from others who have gone before them. What I will not do in my business is attempt to make people feel shame either personally or professionally for where they are. I will talk to them about how we can help them to move forward, move to the next level, achieve goals or otherwise be supported. But, I will not do that by shaming or humiliation. If this means I lose clients, I am okay with that.
What are your favorite marketing techniques? What works for you when you are the client? What works for you when you are the marketer?
Break Through Consulting