The first time hanging out your business sign can be an exciting thing to do, even if there is no actual sign!
Maybe it’s a web business or a service business operated from your home or car so there is no place to put a sign. But it is a big step, declaring you are entering the marketplace.
Prosperity Consulting has been helping companies improve since 1990, first by delivering custom process improvement software and websites. But since about 2005 we have been delivering strategic planning and on-going support to new and existing companies. We have helped train sales teams and made websites easier to find as well as tell the company’s story more effectively. To better communicate to the customer and make more sales. Do you know everything you need to know to grow your company?
You have a good idea that you think can work, but there are a lot of moving parts involved in taking something from an idea to a profitable enterprise.
The first time hanging out your business sign. Putting up a sign, literally or otherwise is marketing. Marketing is building an awareness of your offerings and brand. Getting potential customers to notice you. This is different from sales. Sales is getting the order, completing the transaction. All marketing and sales have two parts, emotions and logic or reason.
Business Success is dependent on many elements, Advertising is one of them.
Emotion, pictures, attention
This picture is intended to get your attention. It appeals to your emotions, there is nothing logical about it unless maybe if we were trying to sell apples. But it really does not matter what is being sold as long as your attention can be captured and you are not overly offended. You may be persuaded to hear more. The picture may have nothing to do with the product, but sometimes it does. The picture is to appeal to your emotions and link that microscopic good feeling to the message.
Logic, reason, facts and figures.
This Ridgid Tools ad for a pipe wrench did not really have much to do with women, but back in the 1950s men bought pipe wenches and women caught the attention of men.
Logic, reason and facts & figures play a secondary, but important role. It has been said, people buy with emotion and justify the sale with logic. Think about it. You do it all the time. Something captures your imagination, a boat, a car a faster phone, a bigger house, a higher return on investment. It may be a fancy graph, a clever graphic or something else.
In terms of advertising, as it relates to business success, the “facts & figures” will still have to “add up”. But without getting the prospect’s attention, and invoking favourable emotions about your product or services, the “facts” will not matter at all. These advertising truths have not changed in a hundred years, really not in a thousand years. Facebook, Adwords TicTok Twitter and the rest simply leverage these techniques by highly selective targeting of the prospective buyer, “the prospect”. So an ad that would need to be viewed by thousands of people who were not prospects, can be targeted only to very likely prospects based on search results, previous “likes“, shares, age, location or other criteria. And now the advertiser only needs to pay for ads that have been targeted very precisely. While it is pretty true that “nothing happens until the sale is made”, without the ability to deliver a product or services as promised in the advertising and the ability to manage the process of the advertising, sales and delivery all the results of good advertising will be for nothing.
Think of things in just the last week, that have caught your eye and caused you to click, scroll, or pick-up the phone or just start thinking about something. What caught your attention? An outrageous headline? A scary headline? An attractive image? A pretty face?
Same as it ever was.
3 essential aspects of business success
- Marketing and sales
- Merchandise or services delivery
This is obviously a great simplification as there is also capitalization, finance, legal, research, product development, training, hiring, firing, wining & dining, and vehicle maintenance. To name a few. But all of these aspects of a business are either in support of selling your product or service or delivering your product or services or managing how that gets done. Really there are two essential parts, selling and delivering. Unfortunately today many people are happy to just sell and collect money, and delivering value has been forgotten.
The first time hanging out your business sign
Does the headline and title of the page seem awkward to you? It does to me. Do you notice how many times it has been repeated? Quite a few. It is awkward and it is repeated often as this is what Google currently wants to see in order to show you this page when you search for things like “business”. Sounds odd, doesn’t it? You can learn more about why this is on this Page of our website. If you have a website it may be good to check if it is being found by people searching for products or services you sell. However, keep in mind there are many aspects of what it takes to be successful and it is so easy today to think that everything is about social media presence and website ranking. While these things are important, there may be other things that are more important to be done first. Also if there are not unlimited funds available so it is important to prioritize where the money is spent money. A great website or a bunch of likes on Facebook may feel good, but depending on other factors this “exposure” can actually harm business more than help it. Let’s say there is a bunch of traffic to Facebook but you can’t fulfill the orders. Then all those likes can quickly change to negative reviews, which are very very hard to get rid of.
You can get more information about laying a solid foundation for a newer business, first 4 years, by clicking this link.
You can get some information about traps and dangerous practices in trying to improve your search ranking by clicking here.
First time hanging out your business sign can be big deal. It can be the beginning of a prosperous adventure or it could be a lot of work with little results while you find yourself going in circles always on the brink of disaster. Which scenario would you prefer?
If you are willing to spend some time preparing yourself and applying time-tested methods you will get better results than just “winging it” or trying every “get rich quick”, “easy money” or short cut scam you see on the web. The fact is even the short cut, quick money scheams will take work and most of them will ask you for money upfront to use their “guaranteed”, sure-fire, fast-talking method.
There is a lot to achieving business success. We have grouped them under three headings. There are many other ways to think about it, but if you keep these three aspects in mind it may help to realize you have to be good at many things.
Unfortunately what we are offering is somewhat boring, but so far it is free and you won’t need to lie, misrepresent anythjng or mislead anyone.
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