Unfortunately, the biggest companies that can afford to 'brand' their companies name and plaster it all over the place have billions...yes BILLIONS (or at the very least hundreds of millions) of dollars to spend on marketing.
Can you afford to spend billions to develop your companies brand?
Now obviously it wouldn't require billions to get your name out there, but as a small business, it's extremely flawed thinking to think you can simply put your name out there and people will choose you. Yes, you'll get a few but not nearly as many as you could if you followed the marketing equation.
Take the yellow pages for example. Turn to the section for 'Lawn Care' and take a look at each ad that's in there. I'd be willing to bet dollars for dimes that they all look and say pretty much the same. There's really no way to distinguish company A from company B.
IF your prospects can't tell you apart from your competition, how do you ensure you capture the majority of the prospects?
Sure, there's a chance they'll remember your company from a sign they saw several weeks ago, but you're taking a pretty big risk by counting on that. I'd much rather tip the equation so far to my advantage that there's absolutely NO WAY they'd even consider calling someone else.
Using the marketing equation, you'd capture a majority of the eyeballs in the yellow pages, then have an opportunity to educate them on why your product/service is better than all the other choices, and make them a low risk offer to either learn more or try out your product/service.
And the best part about all of this is that when your entire marketing efforts follow the marketing equation and are coordinated together, you not only generate new clients right now, but you also build brand recognition as a nice 'after the fact' benefit.
Can you afford to spend billions to develop your companies brand?
Now obviously it wouldn't require billions to get your name out there, but as a small business, it's extremely flawed thinking to think you can simply put your name out there and people will choose you. Yes, you'll get a few but not nearly as many as you could if you followed the marketing equation.
Take the yellow pages for example. Turn to the section for 'Lawn Care' and take a look at each ad that's in there. I'd be willing to bet dollars for dimes that they all look and say pretty much the same. There's really no way to distinguish company A from company B.
IF your prospects can't tell you apart from your competition, how do you ensure you capture the majority of the prospects?
Sure, there's a chance they'll remember your company from a sign they saw several weeks ago, but you're taking a pretty big risk by counting on that. I'd much rather tip the equation so far to my advantage that there's absolutely NO WAY they'd even consider calling someone else.
Using the marketing equation, you'd capture a majority of the eyeballs in the yellow pages, then have an opportunity to educate them on why your product/service is better than all the other choices, and make them a low risk offer to either learn more or try out your product/service.
And the best part about all of this is that when your entire marketing efforts follow the marketing equation and are coordinated together, you not only generate new clients right now, but you also build brand recognition as a nice 'after the fact' benefit.
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