Talking small business marketing with a business owner caught up in the idea of transparency, we got into a discussion about cues he regularly communicates which signal he has a very small business. While his point about absolute transparency is noble, my take was his small business marketing messages wind up over-communicating. They provide context that’s neither necessary nor relevant for his potential or current clients to make informed decisions about using his company.
His small business marketing effort represents a relatively common situation: inadvertently or deliberately marketing the parts and pieces of a business instead of the benefits and results a brand provides.
My advice for small business people marketing against larger competitors is to change the nature of your marketing messages to help de-emphasize size by:
Using this strategy for your small business marketing messages allows much greater flexibility in how to best organize and deploy resources to create very satisfied customers.
Knowing there are many solopreneurs and small business owners reading the blog, I’d love to hear how you deal with the issue of appearing bigger than you are and marketing the benefits you provide. Is this a transparency-related issue for you? What strategies do you use for creating your small business marketing messages?– Mike Brown
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