Just read a great post on John Jantsch’s Duct Tape Marketing blog. In it John, whose site I love and who is called by many, the World’s Most Practical Small Business Marketing Expert, lays out seven natural advantages that SME’s have and that they should exploit in every facet of their business.
Now, I’m not going to re-post the entire blog content or list here. You can check it out yourself. It is well worth your effort.
I am going to call your attention to one specific advantage on the list, that John labels “Leading Purpose.” He expands on that, in part, by explaining “Small business is personal. Markets are hungry for businesses that allow them to connect to something beyond the products and services.”
That is so true today, and I guess, may have been true since our ancestors were trading pelts, because in those days “commercial trading” interactions were pretty much up close and personal. The buyers and sellers were not encumbered by the distancing and interruptions of email, text messages and other technology “advances”. They knew who was on the opposite side of the transaction, and had a “feel” for their trustworthiness and quality of goods. In today’s modern age that is most often missing upfront.
If you as an SME marketer don’t have a going-in personal, emotional connection with a prospective customer, you start off from the disadvantaged position of being just another vendor…and that forces to compete on generic attributes like price (ugh!).
But you don’t have to be going in “emotionally naked” in the Customer Connection Department. Make sure you have thought carefully about your Brand Essence (see my earlier 6 November post) and developed a compelling U.S.P. (also here earlier 23 November) … and reflect and use them in all your marketing communications….right from the “git go” (1960’s slang, meaning “at the start”).
The other six advantages John Jantsch has identified for SME’s are almost automatic. Don’t neglect the emotional aspect of connecting (he calls “Leading Purpose”). It’s inherently in your business…use it!
If you would like to have a no-pressure conversation about how to use your business’s “Leading Purpose,” just contact me: Mike@smebrandleverage.com.