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We’re Not in Kansas Anymore! – A Crucial Understanding for Small Business Success

In the 1939 movie, The Wizard of Oz, Dorothy said to her dog Toto… “I have a feeling we’re not in Kansas anymore.”  That statement has become synonymous with being put into new situations where we’re not entirely comfortable and we’re not entirely familiar with the landscape.  That’s exactly where small business owners find themselves in today’s culture and economy – in unfamiliar territory.  I want to help you develop a new marketing mindset that will help insure your success as a small business owner.

Marketing is NOT the same thing as advertising, although they’re related.

The definition of marketing has changed from “strategies and tactics that move people to purchase a product or service,” to this:

“The strategies and tactics used to identify, create and maintain satisfying relationships with customers that result in value for both the customer and the marketer.”

Notice the difference – we can no longer be focused just on making sales and meeting quotas.  We MUST take care to keep the customer.  The keywords here are long-term and relationship.  Why is this true?  Because people are TALKING!  The rise of social media networking has given people a voice as never before.  The average American is no longer just a consumer of information – with just a click of the mouse, he’s a publisher of information, including his opinions of who he does business with.  We must understand this!

Surveys tell us that more than 60% of people now say their most credible source of information about a company and its products is “a person like me.”  The trust level for peers has skyrocketed in the past few years.  More than 80% of people say they will not buy goods or services from a company they do not trust.

Traditional advertising just pushed information in one direction – from the company doing the advertising to the public.  It has been called interruptive advertising.  Companies constantly looked for ways to interrupt Joe Public with messages on TV, radio and in print, to try to get him to think about something else.

The internet “superhighway” has now become a two-way street – with lots of exits and cafes and coffee shops along the way – for CONVERSATION.

So, it’s important that you get all the help you can to understand how to connect with your potential clients and customers. I invite you to visit Business Training Team and watch some free videos on small business success.  Look on the left side-bar and click on “Free Courses.”  It’s my gift to you.

And if you haven’t already done so, look over to the top left of this page and request your free  eBook on Local Marketing Success.