It’s easy to get caught in the busyness of day-to-day urgent matters. When you see this happening, it’s important to stop and schedule time to evaluate your business. Reviewing your marketing is just one of the things a responsible owner should do.

You might not need to spend more money.

First, evaluate what you are doing and all the contributing factors to the bottom line.

Don’t change your marketing before it’s had a chance to work.

Effective branding takes months to see results. Don’t compare results from advertising a sale to results from branding efforts. It takes time to see results from an effective branding campaign. Time that’s well worth the investment because branding builds long-term relationship-based customers. Those are the kinds of customers you want for your business. They are loyal and see you as the quality provider. You are the first one they think of when they need what you offer. They trust you.

There are two kinds of customers.

Transactional and Relational. Transactional customers are looking for the lowest cost. They are drawn into your business when you advertise a sale. They are focused on cost and will quickly switch to your competitor when the price is a little lower.

Relational customers are interested in making the right purchase from someone they trust. They are willing to pay a little more because they feel there is better value in the long run. They have gotten to know you through branded marketing. You have become a trusted friend.

How are your customers being treated?

Do they experience what your marketing has promised them?
Take a look at all the interactions customers have when they contact you.
Can your customer service be improved?
Review complaints. These may give you valuable insight.
Are you getting new customers, but they aren’t buying?
Are you actively encouraging your customers to return?
Is there a loyalty program opportunity?
Don’t increase your marketing effort until you have solved problems within your business.

Review your marketing message.

What is your strategy?
Are you reaching the same people often enough so they will remember your message?
Does your advertising sound like an ad, or is it appealing and interesting? Surprising? Does it grab attention? Does it strike an emotional cord? Does it give your customer hope?

Get feedback from inside your business.

Are you listening to your employees? Do your employees have a way to give you feedback without retribution?

Be careful of surveys.

People often give a response that isn’t in line with what action they’d actually take.

Studies have proven that there is often a lack of self-awareness. We often can’t accurately predict our own behavior. We want to think something is true or that we will react to things in a certain way. Situations influence us more than we realize. The wording of questions in a survey dramatically affects the answers.

We don’t make decisions with logic; we make them with our hearts and then use logic to justify them.

“Win the heart and the mind will follow.”

—Roy H. Williams

Ford designed the infamous Edsel based on consumer surveys stating what they wanted in a mid-range car. This is one of the most famous product failures in history.

Crystal Pepsi failed even though it was created based on the results of a survey stating customers wanted a clear, pure-looking, healthy drink.

The Coca-Cola Company received tremendous backlash on the new Coke, even though survey recipients said they preferred the sweeter taste.

Receive valuable feedback from outside your business.

Most Wizard of Ads partners are available to spend 30-60 minutes on a free Zoom call to help you see your business in a fresh new way.
The fact that you know your business well is a disadvantage.
Talk to someone who can help you see your business from a different perspective.

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