For years I’ve been providing her with informed, expert marketing advice based on the numerous books I’ve read seminars and workshops I’ve taken. And the many videos and audios I’ve consumed.
My client just hired a friend as her assistant. The friend has been offering my client marketing advice contrary to mine.
This friend has no significant marketing background or experience. Oh and by the way, my client’s friend just had to close down her business in the same industry, that’s why she’s now working for my client.
I asked my client’s friend what she has been basing her advice on and she says “on what I like.”
Here lies a very common marketing problem.
Don’t just base your marketing strategies on your personal likes and dislikes or those of your friends and family. It’s not smart business.
Your marketing should not be about you; it should be about what will make your target market respond to your offer. Your personal feelings and the anecdotal opinions of others should take a backseat to researched, tested and proven marketing strategies. Just because you don’t like something does not mean it can’t help your business grow.
Case in point; I added a pop-up offer to one of my restaurant client’s website – a chance to win a $50.00 gift card. My client’s initial reaction was “I’m not going to do that I hate those things and so do most people” I convinced him to trust me. To date that offer has allowed us to build an email and cell phone number database of over 6000 people.
It’s ok to ask or take marketing advice from friends and family, their intentions are good, but keep in mind that it will probably be based on personal feelings and anecdotal opinions.
Providing expert, professional marketing advice is a skill that has to be developed over years of studying and learning. Experiencing the good and the bad and learning from it. So beware of who you take marketing advice from. After all, you wouldn’t take medical advice from your neighbour on important medical issues if she wasn’t a doctor. Would you?