Traditional Small Business Marketing Is Dead
Jimmy Vee and Travis Miller
Word Count: 858
How To Revitalize Your Business Using Powerful, Low-Cost Marketing
If you're like many small business owners and entrepreneurs today, what
you’re doing to attract customers is not working the way it should be—or the
way it once did. There was a time when you could just buy a small ad,
handout business cards at a networking event or mail a postcard and get
clients. That’s no longer the case.
Haven’t you been wondering what’s changed? Where has all the business
It’s all because the traditional model is broken and the traditional methods
are quickly racing toward obsolescence.
You want—and have a right to expect— more. More prospects. More sales.
But too many entrepreneurs, business owners and sales professionals are
wasting their time, money and opportunity with traditional marketing
practices that are washed up, worn out and do not deliver profitable results.
So what’s alive? What's working? What can you do today to make a
difference tomorrow without breaking the bank?
Here’s a sure-fire approach anyone can take immediately to make a
dramatic impact on the bottom-line:
1. Stop Thinking Media
Most business owners jump right to asking, "Where should I place my ad?"
Then when the chosen media doesn't perform the way they think it should
they state triumphantly, "______ doesn't work." Fill in blank with whatever
media you've tried and were disappointed with. Then that media gets
crossed off the list of possible choices and you're one step closer to finding
the magic media. Or so you think.
If you continue this trend and this way of thinking, you will quickly run out of
media options and be left with only bus benches and match book covers.
With every other media crossed off your list you'll be forced to come to the
conclusion that marketing doesn't work. That's certainty not the case. It just
doesn't work the way you're doing it…the traditional way.
You have to stop thinking about where the ad should go and start thinking
about who the ad is for.
2. Stop Selling Products
What? Perhaps we should say, stop MARKETING products. Everyone sells
products and features. Whether you're selling computers or accounting most
people could care less about what you offer and have a thousand options. So
why should they pick you?
If you fail to create a compelling reason for people to buy what you're
selling, you will wind up right in the middle of the commodity market where
logic dictates the sale and you’re left with no option but to compete on price
and selection. That’s when your lead flow dries up and your profit suffers.
3. Start Selling Outcomes
Instead of talking about the features of your products and services, start
talking about the specific reasons a prospect should choose you over
everyone else and what they have to gain from the transaction. Declare to
the world, ―I am the obvious choice! Doing business with anyone else would
You want to make concrete offers and tie those offers to powerful benefits.
What are the big obstacles your customers are facing? What do they have
gain by working with you? What do they have to lose by not working with
you? What are your competitors missing? What do you do potentially better
than anyone else?
Your potential customers are dying for a buying preference that makes their
decision making process easy. So, make your claim, back it up with a
promise and a guarantee and tell the prospect exactly how and why you will
make their life much, much better.
Here’s an important distinction: we’re not talking about spending money on
marketing or advertising in order to ―get your name out there‖ or ―build
brand.‖ That's traditional and tends to be a waste of money for smaller
We’re suggesting that you communicate these ideas through a compelling
story or message that causes people to take action and allows you to
measure your results.
Most entrepreneurs and business owners don’t know this information and
many of the ones who do know it are too stubborn, too lazy or too afraid to
do anything with it.
The wise person who takes this information and runs with it will be in
striking distance of dominating their market, making their competition
impotent and ending up with a lead producing machine so powerful that
they're actually able to take a few days off each week to spend with their
family because the marketing is so effective.
Jimmy Vee and Travis Miller are authors and marketing experts who
specialize in attracting customers and creating E.S.P. businesses –
enjoyable, simple and prosperous. As co-authors of, ―Gravitational
Marketing: The Science of Attracting Customers,‖ Miller and Vee turn the
traditional sales and marketing process on its head, creating a powerful
concept that shows business owners, entrepreneurs and sales professionals
how to naturally attract a steady stream of qualified prospects who pay, stay
and refer. Get their Ultimate Free Gift—$539.00 worth of free business
building tools—by visiting www.GravitationalMarketing.com For information
contact FrogPond at 800.704.FROG(3764) or email Susie@FrogPond.com;