I am a big supporter of entrepreneurs, start ups, and smaller businesses
In fact, a fair chunk of my time is pro bono work, helping small businesses with marketing, mentoring, supporting them to grow at a pivotal stage 👍
I know that 100% of their time is devoted to running their business; more leads, more customers, more distribution, more sales etc!
They really are snowed under. I get it. I have worked with many small business owners as a freelance marketer for many years.
Almost always, they have a fabulous idea for a product or service.
Often one they have thought of, worked and reworked many times, even had sleepless nights over
SO WHAT IS IT THEY GET WRONG?
WELL, IT’S LESS WRONG, MORE A WHAT COULD BE MORE RIGHT! 🤞
A great idea needs shaping from the customers who will eventually want to buy it.
It can’t just be what the business owner wants to see.
It has to be shared and discussed with an intended target audience, to ensure it meets (even exceeds) their expectations.
These insights don’t need to cost the earth! – it doesn’t need formal focus groups or expensive surveys – it can just come from immersing yourself in the world of your customers.
As an aside, but related, I attended a webinar last week, where a marketer from a big global corporate (yes, not a small business at all, and I am not going to say which company) commented about social media posts…
“If the words don’t move me, they won’t move anyone else”
WTF. YOU ARE NOT YOUR AUDIENCE.
YOUR JOB IS TO GET INTO THE WORLD OF YOUR AUDIENCE; OBSERVE THEM, TALK WITH THEM, GET FEEDBACK FROM THEM.
It is not for you to decide what they think. Shocking (rant over!)
We cover the importance of generating customer insights, your options and how to be smart with a limited budget, in my new marketing strategy programme.
The next intake starts Monday 30th October. Come and join the programme! You will learn a lot, and enjoy it too.