Bright Marketing for Small Business

1. Redefine Your Business as a Problem-Solver

"Marketing is seeing your business through your customers' eyes."

Customer-centric approach. By shifting your perspective to view your business as a problem-solver for clients, you open up new opportunities for growth and customer satisfaction. This mindset change allows you to:

• Identify real issues faced by customers
• Develop stronger, long-term relationships
• Create more empathy and understanding
• Move beyond simple sales tactics

To implement this approach, ask yourself:

• What problem does our product or service solve?
• Why should people buy from us?
• What benefits are we offering that our competition doesn't?

2. Understand Your Unique Selling Proposition (USP)

"If you are the same as the rest then why should customers bother to buy from you?"

Stand out from competitors. In a world of increasing competition, it's crucial to differentiate yourself. The USP framework helps you articulate what makes your business unique:

1. Identify what your competitors do
2. Explain the consequences of their approach
3. Describe your unique approach
4. Highlight the benefits of your method

Example USP structure:

• "You know how some companies..."
• "Which means that..."
• "Well, what we do is..."
• "Which means that..."

By clearly defining and communicating your USP, you give customers a compelling reason to choose your business over others.

3. Implement the "Seven By Three" Rule for Effective Communication

"You need to repeat your message at least 21 times if you want it to be seen or heard or more importantly if it is to be remembered."

Repetition is key. In today's information-saturated world, your marketing message can easily get lost. The Seven By Three rule suggests that:

• A message needs to be heard seven times to be remembered
• Only one in three messages actually reaches the target

Therefore, to ensure your message is received and remembered, you should aim to communicate it at least 21 times. This persistence is crucial for:

• Breaking through the noise of competing messages
• Establishing brand recognition
• Reinforcing your key selling points

Implement this rule across various marketing channels, including social media, email marketing, advertising, and personal interactions.

4. Focus on Face-to-Face Selling and Referrals

"Face-to-face selling, and Referrals and customer recommendations [are] at the top of the list at Number One and Number Two."

Personal connections matter. Despite the rise of digital marketing, face-to-face selling and referrals remain the most effective sales methods for small and growing businesses. To leverage these methods:

1. Prioritize in-person meetings with potential clients
2. Develop a strong referral program
3. Train your team in effective personal selling techniques
4. Encourage satisfied customers to recommend your business

Benefits of face-to-face selling:

• Builds trust and rapport
• Allows for immediate feedback and clarification
• Enables tailored presentations to client needs

Referrals are powerful because they come with built-in credibility and trust, often leading to higher conversion rates and customer loyalty.

5. Master the One-Minute Introduction

"Most people are dreadful at introducing their business to others because they can't explain what they do in a simple, no-nonsense way that the listener can understand."

Craft a compelling pitch. The One-Minute Introduction is a crucial tool for networking and making a strong first impression. Follow this structure:

1. "We work with..." (Define your target audience)
2. "Who have a problem with..." (Identify the pain point)
3. "What we do is..." (Explain your solution)
4. "So that..." (Describe the function)
5. "Which means..." (Highlight the benefits)

Key principles:

• Keep it simple and jargon-free
• Focus on benefits, not features
• Practice until it sounds natural
• Tailor it to different audiences as needed

A well-crafted One-Minute Introduction can open doors, spark interest, and lead to valuable business opportunities.

6. Leverage the 80/20 Rule in Business

"20% of inputs cause 80% of outputs."

Focus on what matters most. The 80/20 Rule, also known as the Pareto Principle, suggests that a small portion of your efforts produces the majority of your results. Apply this principle to various aspects of your business:

• Customers: 20% of customers likely generate 80% of profits
• Products: 20% of products may account for 80% of sales
• Marketing: 20% of marketing efforts may drive 80% of new leads

Actions to take:

1. Identify your top 20% in each category
2. Analyze what makes them successful
3. Allocate more resources to these high-performing areas
4. Consider reducing or eliminating underperforming elements

By focusing on the most effective inputs, you can dramatically increase your business's efficiency and profitability.

7. Create a Customer Experience that Delights

"Providing legendary, remarkable service gets you talked about… and word-of-mouth marketing is one of the most powerful ways of 'spreading the word'."

Exceed expectations. A remarkable customer experience is crucial for business success. It leads to:

• Increased customer loyalty
• Positive word-of-mouth marketing
• Higher customer lifetime value

To create a delightful customer experience:

1. Stay close to customers at every stage of their journey
2. Create memorable "wow" moments
3. Demonstrate empathy for customer needs
4. Develop intuitive, customer-friendly systems
5. Consistently deliver on your promises

Remember, the customer experience is where marketing meets operations. Ensure that every touchpoint aligns with your brand promise and exceeds customer expectations.

8. Develop a Strategy to Define Your Position

"Positioning is all about understanding 'the map' of where (and how and against whom) you are competing."

Stand out strategically. Positioning helps you understand and emphasize your differences from competitors. To develop your positioning strategy:

1. List your competitors and their target customers
2. Define your niche and target customers
3. Create a brand-positioning matrix

Steps for the brand-positioning matrix:

1. Choose two key criteria that differentiate businesses in your industry
2. Plot these criteria on X and Y axes
3. Position your business and competitors on the matrix
4. Identify gaps or unique positions you can occupy

Use this positioning to inform your marketing messages and highlight your unique value proposition to customers.

9. Become the Expert in Your Field

"People hate buying from a 'follower' or an 'also-ran' but love buying from an expert… whether you are an accountant, a homeopath or a plumber, you can become the expert business in your market."

Establish authority. Becoming recognized as an expert in your field can dramatically boost your business. To position yourself as an expert:

1. Focus on a specific niche or problem
2. Write articles, white papers, or books
3. Develop a strong online presence
4. Network with key influencers in your industry
5. Speak at events and conferences

Benefits of expert status:

• Attract higher-quality clients
• Command premium prices
• Generate more referrals and opportunities
• Increase credibility and trust

Remember, expertise is not just about knowledge, but also about how you communicate and apply that knowledge to solve customer problems.

10. Turn Marketing Wisdom Upside Down

"It seems mad to spend most of your time and money on people who don't even know who you are."

Prioritize existing relationships. Conventional marketing wisdom often focuses on acquiring new customers. However, a more effective approach might be to invert this strategy:

Traditional marketing budget allocation:

• 60% on Strangers (broader market)
• 30% on Friends (prospects)
• 10% on Lovers (current clients)

Proposed "upside-down" allocation:

• 10% on Strangers
• 30% on Friends
• 60% on Lovers

Benefits of this approach:

1. Focuses resources on those already familiar with your business
2. Leverages existing relationships for referrals and word-of-mouth marketing
3. Increases customer loyalty and lifetime value
4. Reduces acquisition costs

By investing more in your current customers and warm prospects, you can create a powerful network of brand ambassadors and achieve more sustainable growth.

Last updated: July 24, 2024