Marketing your small business is very much like playing golf. In golf, the goal is to play each hole to get the ball from the tee into the hole on the green in the fewest number of strokes possible. To achieve that goal, you need a strategy for each hole such that you get to your destination successfully. Your action plan is to execute each shot as planned, resulting in the par score.
“If you don’t know where you are going, you will wind up somewhere else.” Yogi Berra had a humorous way of stating the obvious but when it comes to your business, winding up somewhere unknown is not funny. Most business owners understand the value of having marketing goals, but many never take the time to set them, evaluate progress and adjust them as necessary.
Recently I wrote about the true value in your value proposition because small businesses need to understand what it is they offer and why their market needs it. And you really need to define your mission statement is so you can communicate it to your target audience. Now we need to turn our attention to creating a strong brand, one of your most valuable business assets.
Your value proposition is the value a client gains from working with you. If you have trouble explaining to people what you do and why you are the best to help them solve their most challenging problems, it’s time to identify the one thing that really makes you different from your competitors. Then you can be crystal clear about why you are uniquely different and will be able to communicate it with confidence.