Small Business has some very big advantages. Cost advantage. Market Advantage. Your advertising is much cheaper and because real people don’t always like big companies your Small Business Advertising is proven to be more effective.
Big Companies relied on Small Businesses to do part of their work as they grew their business. They relied on you to not compete where it counts. Part of the economic formula that helped Big dominate local markets was the high cost of advertising. The corporate guys counted on you to budget far less on advertising.
But they finally screwed up.
They Took Too Much. Went Broke. Can’t Buy Advertising.
- They took too much from their employees and created a workforce that didn’t give a damn.
- They took our attention, then advertised and advertised and advertised until our ears bled–eventually teaching most of us to ignore their advertising.
- They took our money. They adopted product pricing that is actually very vulnerable. Their ‘price advantage’ is largely not true–but if you say it enough (as advertising) then people forget to have real questions. People have questions again and we say ’bout time.’
- They took our trust and turned it into excessive CEO compensation.
All of these things have eroded consumer trust in big companies and created a simple opportunity for you:
Hey! No Kidding… You Can Beat Them!
- Small Business Employees deliver Real Service because ownership is nearby–what owner would tolerate an employee saying “it’s not my job” to a customer? Also, you have personal relationships and tend to pay better wages. Your people get better at their jobs, not worse.
- Advertising is Much Cheaper than it used to be–and your advertising can cut through the marketing clutter because you are a more trusted source. If you do your advertising work in the right way, a lot of your advertising efforts will be perceived as simply answering questions.
- Money. You have some great advantages in a surprising place: your budget! Big companies have to do expensive market analysis to learn what you already know. Meanwhile, you and your employees can use very low cost methods to communicate, adapt quickly and grow your business.
- Trust. Trust yourself–your employees do, your customers do. All that you need to do is to begin competing where it counts: in front of your marketplace. There’s a name for this activity.
Advertising.