Another do-it-yourselfer named their business without first checking Federal trademark registrations to see if it was available. Now, they have a cease-and-desist letter to deal with.
Another do-it-yourselfer created their logo using PowerPoint and felt it looked “good enough to get by.” Now, their competitors are snickering behind their back.
Another do-it-yourselfer just launched their website with placeholder content, broken links, poorly optimized photos, and typos. Now, their business prospects aren’t taking them seriously.
Another do-it-yourselfer took a “build-it-and-they-will come” attitude to launching their early-stage business. Now, they have no proof of concept and can’t find investors.
Another do-it-yourselfer used freeware to cut corners instead of purchasing popular business apps. Now they are having difficulty sharing files.
Another do-it-yourselfer hired their neighbor’s college kid to help them get by with their social media. Now, they’re wondering why people aren’t clicking.
Another do-it-yourselfer decided that marketing should be viewed only as an expense, and doing it cheaply really won’t hurt them. Now, they’re wondering why they can’t gain any market traction.
Another do-it-yourselfer forgot that first impressions are nearly impossible to overcome. Now, they’re losing customers before they get them.
Another do-it-yourselfer undervalued themselves and, instead of hiring a trained and efficient professional for vital tasks, stopped using their time to build relationships and grow their business. Now, they’re weighing their bankruptcy options.
Don’t be just another do-it-yourselfer.
You cannot do it all and do it all well.
Nobody can.
I certainly can’t.
I don’t do my taxes. I hire an accountant.
I don’t do wiring. I hire an electrician.
I don’t drop trees. I hire a yard service.
I don’t cut my own hair. I go to a barber.
Instead, I try to spend my time doing what I do best to make money and hire seasoned professionals to help with the rest.
Why aren’t you?
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I’d like to learn more about how you can help me, but …
If any of these scenarios are raising concerns about the effectiveness of your marketing communications, step 1 is up to you.
The One Thing We All Share and What to Do with It.
Even if you’re selling widgets, there’s something more that you offer that distinguishes your business in a positive way. It’s what your customers truly gain from you that they can’t get from anyone else. It’s this frame of mind that defines your business more than anything.
Start-ups Need to Get Branding Right out of the Gate.
The bankruptcy courts are full of great ideas that were undermined by ineffective branding and promotion. Build it and they will come? No, they won’t. Not unless you make them really want to. Or, better yet, need to.
Never Assume Anything
Never Make Assumptions about Your Audience. That seems like an obvious rule, right? But, we all do it to some degree. It’s human nature. We follow our gut instincts. We proceed without having the data to back up our actions. Remember New Coke?
I’m Your Potential Customer and These Are the Things I Care About.
You seem to be great at what you do. You have a terrific product. Your media coverage has been impressive. You’ve been serving the industry for decades. But, what does it mean to your customers? What’s in it for me?
What Do You Want Your Business to Look Like Five Years from Now?
If your brand cannot adapt to change, you could end up burning cycles recovering what you lost instead of spending your time building on what you have. As Ben Franklin once put it, “An ounce of prevention is worth a pound of cure.”