MARKETING EXPOSED

Remember the great “paint-by-numbers” kits?  Anyone could be an artist! Tee hee…

(If you’re too young here’s an explanation for the analogy’s sake: It was a “pre-fab” drawing with included paints and a brush.  The drawing was broken up into lots of small numbered spaces.  Paint the corresponding numbered color into each space and - VOILA – instant “art”.)

So, how is this relevant to marketing?

For even a very small business today there is tremendous opportunity to build awareness thanks to the Internet.  From the foundation of a website extending all the way out to the new interactive connections via social network marketing, you have at your disposal powerful ways to make a clear statement about your business identity and for what you stand.

Most importantly, you can illustrate clearly exactly how you’re different.  And why that difference should matter to me.

But be aware.  These opportunities can also be dangerous.

What if the “art” of your identity is actually being viewed in the marketplace more like a ”paint-by-numbers” page, never to be taken any more seriously than that which would be hung temporarily by a magnet on the fridge!  In other words, in the wrong hands a website can send a very wrong message.

Here’s an example of a website for a locally owned hair salon in a small town. 

Does this website really say ANYTHING about this salon?  Certainly there is nothing specific to separate this salon from any other options.  Worse, would you feel confident about entrusting the look of your hair in the hands of the people this site represents?  Can you see the danger in being “paint by number” just so you can have a website?

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Now here’s an example of another locally owned salon in a small town.  As soon as you click into it you’re immediately told what’s in it for you and why it should matter to you to entrust the look of your hair in the hands of the people this site represents.  Click here.

Confidence is critical in the majority of buying decisions.  Even more so during recessionary times!  Doesn’t this website instill confidence in you as a potential hair customer?  Even better, wouldn’t it reinforce the confidence you already have as an existing customer?!

( Of course, even when you have a tremendously powerful and effective website, people still have to find it or know to look for it in the first place.  Ah, that’s a whole new set of topics for a different day!)

 There’s plenty of fairly inexpensive or even free software available to allow you to build your own website.  But doing it on the cheap, as in many things regarding business, isn’t always a good choice.  If you work diligently and patiently even a “paint-by-numbers” can look ok.  But is it really art? 

- Steve

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* Bristles website created by OkayYellow.