I recently asked a small business owner what his number one marketing problem was. He said “I don’t do marketing. I’ve been burned”. When I asked what he meant he said advertising cost a lot and he didn’t see any results. I hear that a lot. In addition some small business owners say that when they have seen results they got a whole bunch of the wrong kind of customers. Could there be a “wrong kind of customer?” Sure, they are the kind of customers who are just not a good fit – they are too cheap, or too demanding, or really unpleasant.
There really two key ways to capture customer interest.
Option one: design great, creative ads, ensure those ads are repeated often in all the right places. This takes money, lots of money. You wouldn’t believe the ad budgets for Jeep, Coke and all the big brands.
You don’t have lots and lots of money? Move on to option two. Cultivate word of mouth – there are three things you’ve got to do well.
1. Selling an amazing, much needed product or service
2. Develop a great story
3. Offer excellent customer service
If you’re doing all three of these things right you gain enthusiasts who will tell others like themselves, who buy from you and will become happy customers who will tell others…. this second option takes time but building a loyal fan base of people you like is more fun than trying to buy one.