You know how people say “You can’t judge a book by the cover”? None of us take this advice. You might not admit it, but we all judge the book by the cover. And it’s not just books–we judge people, businesses, food and almost everything else based on what they look like–the cover. The greatest book in the world won’t overcome a bad design on the cover. The cover is the first impression. You and I rarely look past a poor first impression.
If your business were a book your marketing is the book cover. So when you’re planning your marketing for your small business you’ve got to take this fact into account. Your potential customers will judge how good you are by how good your marketing makes you look. You can have the greatest stuff and be outstanding at what you do, but you’ll have limited success if your marketing is ho-hum.
You might fall for the trap and think the purpose of marketing is only to get noticed by any means necessary. The author of the book pictured here certainly went for just trying to grab your attention. Put sex in the title along with claiming to be a Jewish-Japanese cookbook and people will notice. The word “sex” gets your attention and the rest of the title grabs your curiosity. But marketing isn’t just about getting attention. You want the attention of people in your niche market. And you’re going to be sadly disappointed when you pick up this book expecting recipes and Jewish-Japanese sex. The reviews say it’s a humorous book, but it’s a story that has nothing to do with the title.
So here’s the takeaway for you:
- Your marketing must be creative and get attention. You need to stand out from the crowd. Your prospect has to perceive that you offer a better value than your competition.
- You’ve got to have the goods. Your prospect needs to believe you will deliver what you promise in your marketing.
- You’ve got to deliver the goods. Your customers should feel as if the products and/or service you give them is the real deal and measure up to the belief and expectation you promise in your marketing.
- Give them more than you promise. Your customers expect all of the above. Sadly, a lot of small business entrepreneurs over-promise and under-deliver. The way to truly stand out and create raving fans is to give your customers more than they expect.
You might not think it fair, but your prospects will judge you by the first impression you give–the cover of your book. Make sure you work on making that good impression. Your marketing should make you look good. But don’t fall short and give your customers a let-down once they decide to do business with you. Make sure your customer service is better than what your marketing promises.