Attention Small Business Owners: Target "Wants" Instead of "Needs!"

During this recession, small business owners keep asking the question, “Where is there a need and how can I fill it?”

But is that the right question to be asking? Author Michael Cage wants you to consider these points:

• People NEED to get their roof repaired … but they WANT on-time, courteous service, clean workers and a guarantee their roof won’t leak again.

• People NEED a computer network set up … but they WANT someone who understands their business, will suggest things to make it run smoother before a breakdown prompts it, and won’t make them feel stupid by talking geek to them.

• People NEED to have a cavity filled … but they WANT to look good and have a pain-free experience in a friendly office with warm people.

Here’s the point:

1. People price shop for what they need, and even that makes them grumpy.

2. People pay premium prices for what they want, and they love it.

Cage says if your business struggles with commodity pricing or if you have to “justify” your price more than once in a blue moon, you are focusing on what your customers or clients NEED, and aren’t paying attention to what they WANT. And that makes them begin to not want you!

So you’re probably smart to forget “find a need and fill it.”

As Cage suggests, “To soar above the competition you need to find a want, touch your market … and lead a movement.”

For more suggestions about how your small business can start serving “wants” instead of “needs,” send me an email at info@mittonmedia.com.

See you next time.

John Mitton
President
MITTONMedia®

Three small business strategy questions

Three great questions for any small business to help test clarity, as suggested by author Michael Cage:
• Why does your business exist — what is its purpose in the world?
• How does your business sustain itself while fulfilling that purpose?
• What are the 3 key things you are focusing on this quarter to serve the last two questions?

As Michael writes, if you can’t answer those questions in a flash, without hesitation, you are due a strategy day. Ponder the big questions and how you day-to-day actions either serves your vision, detracts from your vision, or are absolutely aimless because you have no vision.

The former CEO of Southwest Airlines, Herb Kelleher, used to ask a single question when a new idea was brought to him. The question: "Will this help make Southwest Airlines the leading low-cost provider of air travel?" Great way to stay focused.

How Often Should I Send Out E-Mail Marketing Pieces?

I once had a friend in sales. A new business prospect was being especially troublesome and rude. To the point where it became a game for my friend to see what it would take to close an appointment.  One tactic he tried was to send the prospect a postcard. Every day. For 60 days! No, it didn't work but did lead to a nicely written restraining order and the undying admiration of his Sales Manager!

So what about today. The age of the "E-Mail Blast." How often should you send out email marketing pieces in order to be effective, yet avoid any of those nicely worded restraining orders?

Basically, as you may have discovered already for yourself, there is definitely no one-size fits-all answer. Daily, weekly or monthly. You are probably going to find weekly or every other week as the approach that will work best. Daily, too much. Monthly, not enough.

Equally important is "content." Are you letting customers know how much better their lives will be once they have your product or start using your service? If so, your emails will be welcomed, especially if you have attached something of value which can be redeemed before a certain deadline. If there is no perceived value, you will soon be seen as a nuisance and your emails will be jettisoned straight to the Junk Folder.

A word about how much information to communicate per email. Do you know the suggested word count for those giant outdoor boards you see as you fly down the freeway?  Seven words. Can you communicate your message in seven words? 20? 50? The shorter the message the better. Shorter more frequent emails will boost your response faster than long-winded,  rambling messages. Check it out for yourself and let me know what happens.

To sum up:

1. While you don't need to stick to a precise schedule, weekly or bi-weekly will probably give you the frequency you need to build positive name awareness for your products and services. Note which days your readers seem more responsive: Your readers may be more responsive on some days than others. Do a little testing to see when they are more likely to open and act on your emails.

2. Offer valuable content.

3. Keep your message short and to the point.

5...4...3...2...1...Email blasts away!