I want you to think about something for a second. Hopefully, by now, your business has some sort of web presence. It may be a social media profile of some sorts – a business page, a personal profile that you use for your business etc, OR, it could be a website, or it may even be a listing on a local directory page. Whatever it is (and you’d better have one if you expect to be found – else you need to read THIS blog too….), think about it for a second.
Imagine you’re a prospective customer looking for exactly what you offer. Imagine that you don’t know anything about your business and you’ve heard about your services via someone else. You happen upon your business profile.
I imagine you’re pretty confident right now about the image that you’ve built up online. Great. So – here’s one more test. Think about your dream customer. Don’t limit yourself. You may only be a 1-man-band – but a 1-man-band can still provide a service to the biggest organisational in the world. So, for a second, think about that organisation. And imagine yourself meeting the CEO of that business for the first time. Imagine that he takes a look at your business online (in whichever way it is being represented). Would you feel proud for him to see what he sees. Would he still hire your services?
I touch on a little anecdote that I heard from one of my customers who shared one of their experiences with us. For the sake of anonymity – let’s just call our customer “Peter”. Peter was due to do some work for a customer. As usual, Peter did the usual homework – finding out what their potential customer does, where they are based, how they like to work, what their business vision is, what is important to them. Peter wanted to deliver successfully – so he ensured that he does what he always does, and researches. Peter notes a beautiful website, with all the best words and imagery – creating a view of his potential customer which excites the potential in a long-term working relationship. Off he trundles.
Peter arrives on site – only to be met by a chap in a vest shirt and jogging trousers. At the end of a lead, he holds onto a very ferocious looking dog. The business address is not a luxurious office block, but rather a home in a run-down suburb. After confirming that Peter was at the correct location, he is invited in to the ‘office’ – currently being run out of a garden shed.
It’s classic. It’s almost Hollywood.
Marketers are incredible people. We do some spectacular things. But there are just far too many who just create an impression that simply does not exist.
The true art of marketing is an accurate reflection of integrity, added value and most of all – a genuine reflection on the things that are important to you, as a customer.
If any of the questions I asked above made you feel slightly uncomfortable – then talk to Fresh Brew Marketing today. Let’s get you back on track.
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