As a little or medium sized company entrepreneur, you currently know that you cannot get business by “building a better mousetrap.” You know that “if you construct it, they WON’T come.” It doesn’t really matter how good your product and services is, the only method to obtain individuals to buy it is to sell it – or nobody will give a hoot.


When it comes to selling, however, most small businesses develop marketing campaigns that don’t do much more than string together advertisements. They promote in the paper, on TELEVISION and radio, through the mail, in voucher packs, and even on the internet. But there’s a HUGE issue with marketing … Your audience is fed up with it.


Americans suffer through 6000+ advertising pitches every day. You can bet they have actually had it up to here and they’re not taking anymore.


They’ll do practically anything to switch off the advertising or to block it out completely. They TIVO their favorite programs so they can skip over the commercials. Their contact number are on the “Do not call” list. They keep shredders next to the doorway – ready for the day’s spam. Nope … they definitely don’t desire marketing.


60% of customers have a far more negative opinion of advertising and marketing now than they did a couple of years ago.

61% think the quantity of ads they go through is way out of control.

65% feel constantly bombarded with too much advertising.

61% believe online marketers and marketers don’t treat customers with respect

The very individuals you’re tryint to sell to can identify an advertisement from a long way off and when they do they psychologically turn tail and run. They’ll never hear your message – no matter what it is. Think me, your potential customers and consumers “don’t desire no stinkin’ advertising!”

What they want is details – information they can use to assist them make the best options. Exactly what they desire is to be entertained – with stories that make them laugh, and cry, and cheer. They want to know how others got to where they wish to be.


Advertisements do not give that to them … however your marketing can.


Each one of your marketing pieces resembles a salesperson making a call on your prospects and customers. Author Harry Beckwith (What Customers Love), says “the very best salesmen sell themselves first.” That’s since clients want to hang around “appealing” character. “Attractive” – not like in great bone structure, perfect smile, and flawless complexion appealing. It’s more like this-is-someone-that-makes-me-comfortable-so-I-want-to-be-around-them attractive.


Subway discovered their “appealing” character in the formerly 425 pound Jared Fogel – the “previously fat guy” who lost 240 pounds on a “Subway” diet.


A few of the most remarkable Wendy’s advertisements showcased the late Wendy’s owner and classic “routine man” Dave Thomas.


Blendtec was a nameless, faceless maker of blenders till company creator and CEO Tom Dickson put on a lab coat and began puréeing popular products (iPhones, TELEVISION remotes, digital electronic cameras, and so on) in his company’s blenders. Now Blendtec owns the “leading spot” in the minds of countless consumers who have actually watched those “Will It Blend” YouTube videos.


GEICO Insurance coverage spends millions on projects with a little green lizard as their appealing character. “As computer animation got better and as we learnt more about the character better, we did a few things,” says Steve Bassett, innovative director at The Martin Company. “We wished to make him a little more guy-next-door. And he looks a lot more real than he’s looked before.” [USA Today – emphasis mine]

So, find your appealing character. It can be you, a customer, a staff member, or even a character made up totally from your imagination. However finding one will help you get the attention of your ignored audience. Then, once you have actually found your organisation’s appealing character, you’ll need to have that character deliver information to your audience.


Jared let us know how healthy Subway sandwiches were

Dave told us about the yummy active ingredients that made up Wendy’s latest offering

GEICO’s gecko nearly always gives us a little factoid about the business

Years ago Shell taught us about Platformate and leapt to # 1 in sales

Your prospects and clients want information and your appealing character will give it to them, but it should be carried out in a distinct and amusing method.

Dave Thomas was so distinctively bad as a pitchman he was good. Shell informed it’s Platformate story with entertaining and captivating “tests” comparing cars and trucks working on gas with and without the Platformate additive. It’s pretty entertaining to watch a Blendtec mixer grind a digital SLR into dust. And, GEICO … well, I don’t think you can do “special” any better than a 5″ high, lime-green, Cockney-accented, talking gecko.


Your audience is looking for info they can use to make their lives much better – to make them feel more comfortable. When you provide that information, and do it in a distinctively imaginative and amusing way, your campaigns stop looking like ads and begin to look like something your audience wants, something they can utilize, something they enjoy, and something they’re willing to come to your service to obtain more of. Keep the circulation of details going between your attractive character and your prospects and clients. If you can do that, your “ignored” audience will become an army of devoted, happy, paying consumers.


Internet marketing is the best way to grow your small company. Marketing your company on the internet gets big time outcomes without breaking the bank.

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