3 Simple Reasons Marketing is So Difficult and What to Do About It by Alan Boyer

Why does marketing seem so difficult to most small business owners?

Why is it so hard to get in front of people for the first time?

Most small business owners miss the point of what marketing is about.

As a small business owner:

Does your marketing talk about you, your products and services... Successful marketing is about what yourcustomer wants and needs... his problems, a solution to that problem, and the VALUE he gets from you.
Do you avoid marketing because it costs too much? -- The most important cost in marketing is not the upfront cost of marketing, but what does it cost to ACQUIRE a customer. There is a BIG difference between those two concepts.
And last, but not least -- marketing has changed drastically just in the last couple of years -- what used to work no longers works. The internet has changed EVERYTHING.

I could write a book on each of those things, but let's get straight to the point.

Marketing Is Not About You, Your Products or Services

The only thing your customer is looking for when he starts looking for answers to a problem is


Do you understand his problem? Do you have a soluton to that problem?
What is the value of that solution?

But take a look at ANY marketing almost anywhere, brochures, websites, newspaper ads, business cards. What do you see RIGHT AT THE TOP -- company names, people's names, company logos, and what do any of those say to the customer about what he's struggling with at the time?

I know you, a business owner, are proud of your logo and company name, but that's not the point, at least it isn't to your customer.

It's simple, your customer is looking for those three things bold-dotted above, and the easier you make it for him to find those things the better your marketing will work. So the first thing that has to happen is you have to GET THE ATTENTION of someone who's looking for help with a problem he has. Your name, or company name, or logo won't get his attention... because most names don't mention what your customer is looking for, an answer to his problem.

The headline at the top of your marketing material either gets attention and gets read, or it gets scanned past, at which time NOTHING else you say in your marketing gets read. It doesn't matter how good the rest of the material is if the top of your marketing doesn't get attention.

Simple.

I'll guarantee that if you develop a marketing message that you can deliver at the top of all of your marketing, that the number of people reading the REST OF THE STORY will go up by at least 10 times.

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