I steadily encounter businesses who have the proverbial “better mousetrap” … grandma’s secret recipe … a stunning location … phenomenal employees … even clear product/service/technical superiority … who are outright struggling to stay afloat. It is usually traced back to an owner who is either a) doesn’t understand marketing, b) is afraid to market for fear of “turning off” his/her customers, or c) have an arrogant aversion to marketing on the basis of thinking it is somehow “below them.”
I say natural selection in the business world at work … those who don’t become good at marketing what they do … die. Hopefully, though not always, replaced by someone who both delivers an outstanding product AND is able to market effectively.
I think you’ll like this more extensive article on the topic… It was written for computer consulting businesses, but the lesson is relevant to every business.
The Deadly Marketing Mistake is thinking that having a great solution is enough to have a successful computer consulting business. The business world just does not work that way.
BLUNT TRUTH: You can be great at what you do, provide a fantastic solution, give amazing service to your clients, stay up-to-date on all the latest industry innovations, have 1,001 certifications, and still be GOING HUNGRY.
Read the rest: Computer Consulting Business Secret #1.