When Bill Bernbach thought up the top advert of the 20th Century to sell Volkswagen-Beetle, he probably didn’t realize how big of an impact “Think Small” would have on a generation. It worked. The car buying niche who wanted a smaller car chose Beetles, and that would change the way we think of “bigger and better” forever.
So here we are smack-dab in the middle of a challenging economy. You’re in business. Although times are tough, you’re working your niche. You’re on top of your game. You’re busy. Very busy. At the end of your day, you barely have time left over to properly assess the direction of your business and your niche. While this is great for income, it’s bad for your business. Here’s why.
As potential demand causes you to spread yourself too thinly, business suffers from a lack of planning and focus, and your niche takes notice. Become too busy for them, and you just might lose grip of your original goal to make it BIG in a small market. Today, while times are tough and you must get going, consider this advice.
Think smaller, and you’ll become a bigger asset to your niche.
The Complete Idiots Guide to Target Marketing will be available in August.
For over 25 years, Susan Friedmann, CSP, has traveled the world helping companies put their best foot forward at trade shows and events. Working with organizations who want to grow their target marketing strategies, Susan offers programs to increase results and focus on building better relationships with customers, prospects and advocates in the marketplace.