Articles 20VN | Big Business Marketing - Why It's the Kiss of Death ...

Big business marketing is a far cry from the way you should be marketing your small business. What you see in the daily newspapers, on the TV and in all the glossy marketing magazines is misleading and expensive... and if the companies running the campaigns are successful, they're successful in spite of their marketing and advertising, not because of it.

In short...

Big business marketing

Is the quick way to the bankruptcy court for small business owners.

Why?

Because big business is (mistakenly) more concerned with image and the "brand" than with actual sales (this is entirely the wrong way round, because your brand comes as a result of delivering value to your customers and clients; it should never be your focus at the expense of service)

There are several reasons for this, not least of which is the execs responsible for marketing tend not to be so immediately accountable for results (their big business marketing isn't measurable, so it's easy for them to wiggle out of shouldering the responsibility for it). This means they're more interested in "looking good" than in "being good".

Thus the focus is on pleasing their bosses - and what better way to do that other than by winning awards and accolades from marketing professionals just as clueless as they are?

Contrast that with the average small business owner who is responsible for his own profits and if he doesn't make any... then he goes hungry that week. Plus he's got the headache of his overheads, his staff salary, and so on.

On other words... if his marketing isn't working, he pays the price quickly and painfully.

How Business Marketing Should Be Done for Small Businesses

If you're running a home business or other small business, your marketing needs to be measurable and accountable, and so based upon sound direct response marketing techniques and strategies.

Every piece you do, from the grandest sales-letter to the humblest web-page or email must follow the AIDA principle - Attention, Interest, Desire, Action. Everything must have a purpose for being - and the vague notion of "being seen" isn't a good reason.

Don't swallow the hype and fall into the trap laid for you by your local media reps and the Yellow Pages sales people, or the sleazy Brylcreemed agency reps - because the kind of business marketing that really does work is the direct response marketing that's been tried tested and proven by me and many thousands of other marketers over the years.

Want to discover more about small business marketing?

Source: http://www.20vn.com/marketing/big-business-marketing-why-it-s-the-kiss-of-death-for-small-businesses-9f5.htm

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