---
title: Small Business Marketing - 4 Ways to Appear Bigger than You Are
description: Small Business Marketing - 4 Ways to Appear Bigger than You Are
image: https://www.brainzooming.com/hubfs/Imported_Blog_Media/110324-Small-Business-Marke-300x2701-2.jpg
---

# Small Business Marketing - 4 Ways to Appear Bigger than You Are

[Marketing](https://www.brainzooming.com/blog/tag/marketing), [Strategy](https://www.brainzooming.com/blog/tag/strategy), [Tools](https://www.brainzooming.com/blog/tag/tools), [Implementation](https://www.brainzooming.com/blog/tag/implementation), [Performance](https://www.brainzooming.com/blog/tag/performance), [Branding](https://www.brainzooming.com/blog/tag/branding), [Communication](https://www.brainzooming.com/blog/tag/communication)

**Talking[ small business marketing ](https://www.brainzooming.com/change-your-character-wee-willie-keeler/685/)**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](https://www.brainzooming.com/untangling-your-brand-attributes-for-greater-value/4878/)**[ a brand provides](https://www.brainzooming.com/untangling-your-brand-attributes-for-greater-value/4878/).

[![](https://www.brainzooming.com/hs-fs/hubfs/Imported_Blog_Media/110324-Small-Business-Marke-300x270-4.jpg?width=300&height=270&name=110324-Small-Business-Marke-300x270-4.jpg "Small Business Marketing - Bigger Than You Are")](https://www.brainzooming.com/hubfs/Imported_Blog_Media/110324-Small-Business-Marke-3.jpg)In this type of situation, **sharing too much detail in small business marketing messages can provide information **on the inner workings of business** customers may not even care about knowing**. It's far **better to focus on and secure agreement to **the **results** a brand will deliver for a customer.

**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:

- **Describing situations potential customers can easily relate to rather than naming specific clients **- This allows a single client’s situation to potentially yield multiple [case studies which demonstrate benefits you provide](https://www.brainzooming.com/case-studies-%E2%80%93-from-the-audiences-side-of-the-podium/758/).
- **Talking percentages, not absolute numbers** - Say "75% of our clients" vs. "3 of our clients."
- **Not being overly precise about the company's size** - For example, share “there are two primary point people” vs. “there are two of us.” The latter says there are only two people involved; the former, which is just as accurate, discloses two “primary” people, but leaves room for the possibility others might be involved.
- **Talking about specific experiences only when absolutely necessary for clarity** - Covering your capabilities with actual, generalized examples (vs. saying, "for client X, we did Y") allows one client experience to be shared in multiple ways. Detailing particulars tied to an individual client gives you much less to talk about when it comes to your experience.

**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?**– [**](https://www.brainzooming.com/?page_id=1197)*[Mike Brown](https://www.brainzooming.com/about-brainzooming/mike-brown/)*

***[The Brainzooming Group](https://www.brainzooming.com/?page_id=1188) helps make smart organizations more successful by rapidly expanding their strategic options and creating innovative plans they can efficiently implement. ******Email us at [brainzooming@gmail.com](mailto:brainzooming@gmail.com) or call us at 816-509-5320 to learn how we can deliver these benefits for you. ***

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Date published: 03/24/11

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{
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  "dateModified" : "2022-05-25T14:26:03.107Z",
  "datePublished" : "2011-03-24T09:50:04.000Z",
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