For someone to be able to judge another person’s ambition they will often ask the question “Would you prefer to be a big fish in a small pond, or a small fish in a big pond?” When it comes to you marketing your business the answer to this question should really be the first one. If you advertise locally you will spend a lot less money than choosing to go further and wider. Also you will be able to gain the full attention of a small number of people rather than you barely registering with thousands. When it comes to potential customers you want to have their attention fully. Some may see this as lack of ambition but I see it as playing the percentages.
Certainly if you aim to be a big company one day then throwing lots of money upfront in order to try and stir up attention for you in the marketplace where there are lots of others competing for the same business doesn’t make a sound strategy. However by becoming number one where you are based allows you the opportunity to diversify into neighboring territories before you become a feature on a more national level. You need to be conscious at all times about what will work for you.
Although being ambitious is great, you shouldn’t get confused between ambition and recklessness. When running a business you need to be fully aware of what you need in order for yours to be successful. You have plenty of time to try and reach for the stars. Instead what you should be doing is looking to build a decent ladder for yourself. You aren’t actually aiming for what is low, but rather you are making yourself aware of what is possible and so ensuring that you are able to grab it.
Most offline marketing by necessity must be done in your local area in order for it to prove efficient. So in this respect you will find it beneficial if you make yourself much more of a local face as possible without you making everybody sick of seeing you. Getting your picture in the local paper regularly is one way to do this. However make sure that you are getting your face in the paper with a headline say local busy body sticks their nose in other people’s business won’t prove as positive.
When it comes to be a face in your community it isn’t that you need to work hard at to achieve. Of course people are more likely to think of your company when they need it if they see your name or face regularly. But what is important is that they not only associate your name but also your face with positive things and as long as you are not a pompous idiot then this won’t be difficult to achieve.
When wanting to get involved at a local level this means doing things like raising awareness about matters of public safety and health. However if you are constantly writing about the state of children in your area then you are verging on being a pompous idiot. In fact it will pay off more if you are willing to take on the role of helpful and interested citizen. Without actually thinking why most people will tend to gravitate towards a business that they can make positive associations with. Also getting involved at a local level needn’t cost you anything all. However if you are willing to contribute towards some local charity this won’t do you any harm either.
Were you to ask one hundred consumers what they find most about marketing then you are probably going to find that at least 25% of them will say the way in which the word lie is used? Consumers hate being lied to and are far less likely to take notice of marketing if someone is always telling them a lie. In fact this has led to a cynical market which has become hard to nail down through the use of conventional marketing.
If you were to tell someone that something is too good to be true they will tend to believe it and so it must be a lie. In fact you can go along way if you are honest with your customers. However what this doesn’t’ mean is that you tell them to go somewhere else as you know of shop that sells what you have to offer for less. What we mean is that you should be concentrating on the facts whilst avoiding trying to make your product look like it can solve all their problems. What consumers want to hear is how something will make their life easier, more convenient or enjoyable. Okay it may be that you are making your product to be better that it is and when this is the case people are often more impressed. Certainly gaining a reputation for speaking frankly is very worthwhile indeed as people are fed up with all the lies and are more willing to value the word of someone who is prepared to be less hyperbolic and uses more constructive marketing instead. But you shouldn’t undersell yourself and also be prepared to tone down what you say. As you will discover people will be happy to spend more time with you if they trust you.