When Common Sense is Wrong for Your Marketing

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When Common Sense is Wrong for Your Marketing

When I worked in advertising and broadcast we always used to roll our eyes when the client would say, “I KNOW that this is the best TV program/radio station/magazine/newspaper to reach my customers.” This of course was usually based on their own viewing, reading and listening habits and not on any kind of research.

Many people like to make business decisions based on their “gut reaction”. I’m all for listening to your intuition when it comes to marketing, but you do need to throw in a very big dose of marketing know-how as well.

Or another way to put it more bluntly – just because you’re footing the bill doesn’t mean you always know what’s best.

I came to realize quite quickly with the help of my business coach that sometimes, just because it makes sense to me, doesn’t mean it actually does!

I’ve seen many small business owners who never achieve the level of profits and success that their great products and services could generate. A lot of times it’s because they think that marketing is easy to figure out – that you just need to apply some common sense.

Read the statements below and decide if you are basing your marketing decisions on common sense or not.

1. Do you know the most important thing you need to do to find and keep more clients?

Many small business owners think it’s awareness of their company ‘ that if people only knew what a great service they offer, they’d be beating down the door.

This used to be believed as common sense for all businesses but really, that only works for huge companies with very well-defined brands like Coca-Cola.

The number one thing that small businesses need today is a very clear idea of what benefits and solutions you provide to solve/alleviate the problems of your prospects and clients. Figure this out and you’re on your way.

2. Have you figured out where selling fits into your marketing process?

Many people mistakenly think that marketing is all about selling – again, an idea that is taken as being true.

But actually, if your marketing successfully nurtures an ongoing relationship with prospective clients, selling becomes almost unnecessary. They come to understand the value that your products and services can provide and they don’t need to be “sold”. In fact, if you are focusing too heavily on “selling”, you could be chasing prospective clients away.

3. Do you think that marketing’s only job is to find new clients?

Again, another so-called truism from the “old” days of less competition and no global markets. But nowadays, smart marketers realize that in order to fully realize your profit potential, your marketing strategies need to concentrate on keeping clients as well. We’ve all heard that it costs more to find a client than to keep a current one. One way your marketing can keep them profitable is by up-selling and cross-selling.

4. Do you give away stuff for free in order to grow your profits?

Many business people think it flies in the face of common sense to give products, services and even ideas away for free. Actually, for small businesses wanting to gain the trust of prospective clients, allowing them to sample the value of the company’s offerings with a well-thought out and targeted “freebie” can skyrocket your sales.

There are many advertising and marketing “rules” that just don’t apply anymore to this world that we operate our businesses in now. Don’t let your idea of what constitutes marketing common sense negatively impact you and your businesses growth.

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