Communication is the Life-Blood of Your Business!
No business can prosper without it.
Big businesses have marketing and communications staff to handle project a company image to the public and manage customer relations. Piles of money are heaped on advertising agencies to inundate consumers with ads wherever they may look and listen. So how do you, the small businessperson, possibly compete?
The short answer: you don’t — or shouldn’t — attempt to, at least not on the same level.
All too often, entrepreneurs try to imitate the marketing tactics of their bigger adversaries, placing expensive “image” or “branding” type ads in the print and electronic media. They approach their marketing with the mindset that they are just a small version of their big competitors, so they have to try to compete in the marketplace using the same tactics.
Media ad sales people, only too happy to separate you from your money, encourage this behavior by showing you how you can run flashy, expensive ads that appeal to your natural desire to make you and your company look good. But they don’t lose sleep worrying about whether your ads are effective.
The fact is, most of these “ego” ads fail miserably. Why? For any one (or more) of the following reasons:
- Contains the wrong message,
- targeted to the wrong audience,
- in the wrong media.
The big companies no doubt watch with glee while their smaller would-be competitors burn through their cash on the fast track to inevitable bankruptcy and oblivion.
To survive and thrive, you must be smarter, quick on your feet, and most importantly, oriented to measurable results from your marketing investment.
Being small can work to your advantage if you have a solid plan and know how to craft messages that sell.
AEGIS will help you develop such a plan and work with you to fine-tune your marketing messages appropriate for your market climate and your product or service. Big companies have staff and agencies to help them; you need advice tailored to small company. We know what works; how to create, implement, measure and evaluate affordable methods to keep your existing customers and bring in new ones.
Each and every communication — whether an advertisement, a web site, a brochure, catalog, menu, sign, or even the routine letter or e-mail to a customer — must be handled with great care.
You may be thinking, “I’m a good writer. I can do this myself!”
What most business owners fail to understand until it’s too late is that writing for business — to sell — is a special skill set unto itself. Sure, you can spend your time and money trying to develop these skills, but what this is not what you are in business to do, is it? Trial and error can be very costly; mistakes, lethal.
Don’t risk it! Put our knowledge and our resources to work for you while you focus your talents on your core business. Call Mike Lieber at (540) 548-2270 for a free consultation.
