One of my favorite TV shows is Inside The Actor’s Studio. Years ago James Lipton interviewed Whoppie Goldberg — it was the first episode I ever saw. At the end of each show, he asks a series of questions, one of which is: “What turns you off?” Whoopie’s answer? “Voluntary ignorance!”
There’s a whole mess o’ voluntary ignorance when it comes to marketing and BOY am I seeing a lot of it lately! Here are a few brief examples…
Just today, I drove past a cool little suburban INDEPENDENT neighborhood coffee house — only a few miles from my home. I’d been in a few times in the past 18 months — liked the owner, enjoyed the decor and ambiance. Didn’t have too much occassion to drive in that direction, though, and always meant to return.
Well, it’s too late now! It’s gone and a Beauty Salon will be taking its place.
At first, I felt guilty. Maybe if I’d gone by a little more often, told some other people about it… But, then I remembered the REAL reason I didn’t return:
The owner never invited me! She made no effort to include me in her community, to remind me about her business. I was a customer at least a half dozen times in a two month period. She didn’t get my contact info; she created no special events or offers that would have enticed me to go out of my way to return. She could have carved out a lovely niche for herself as the only independent hangout in a sea of chains. She could have turned her shop into a real conmmunity fixture. There were so many ways she could have attracted and kept more customers. Bummer!
Last month, a restaurant that I absolutely LOVED closed it’s doors. I’d only just discovered it in a town I visit every month, even though it had been open for nearly a year. It was a rare combination of unique cuisine beautifully prepared and served, perfect atmosphere, reasonable prices and so much else that gave it great potential. I only had the chance to eat there twice — how sad for me and all the other people who never got the chance to have that pleasure!
A new brick-and-mortar service business owner and I talked today. He’s returning to a field in which he built a sold a large company several years ago. He knows he needs a web site, and he’s fixated on using a specific type of media that others in his field are not yet incorporating into their web sites. I ask him, “Who’s your target market?” He replies, “Anyone who needs my service.”
Although I’ve vowed time and again NOT to do so, I spend precious minutes trying to explain the importance — nay the urgency! — of getting very specifc about target market. I advise him that without knowing this, I cannot help him create an effective media piece for his site and he will be wasting his time and money.
Even after 10+ minutes, he’s not buying it! He doesn’t think he needs to take time to do that, much less develop any kind of specific marketing plan. Sheesh!
I learned this week that a local small company in the health and fitness industry will be closing very soon due to an ever increasing deficit. I talked to the owner a couple of years ago about marketing — even offered to do a partial trade. I praised her overall business concept and personalized atmosphere, and appreciated the many strong factors she had in her favor in a VERY crowded market.
She declined my offer, and insisted she could afford neither the time nor the money for marketing activities. Since then, I’ve watched her customers dwindle, and noticed increasing short cuts and downright neglect in the environment and amenities of her facility. A damn shame!
I can see no other reason that business owners continue to dismiss the importance of marketing except that they are choosing to remain ignorant!
It’s as stupid as deciding not to brush and floss regularly and then being surprised when your teeth fall out!
That’s why I’ve launched this bolg.
Marketing does not have to be a big, complex, time sucking money pit. You don’t need a 25 step marketing campaign right out of the gate. You don’t need to mail a monthly 4 page, 3 color print newlsetter to start attractiing customers.
Marketing is a dance of relationship building above all else, and here’s where we’ll be discussing and exploring that art and science.
Let me know what’s on your mind — please!
We’ll have coffee, we’ll talk….
N. 
