Be Real Do Better - The Small Business Marketing Show

How much do you like being nagged, bothered, rushed, hurried? Do you appreciate it when someone tells you to "hurry up?" Me neither. Why then would we think that it's a good idea to try and sell ourselves that way? In this week's episode, we cover: - Telltale signs of trying to create urgency in small business advertising ("Rush!" "Limited seats available!" "Early-bird deadline is just 3 days away!") - Who the call for urgency is actually about; who it actually benefits. - Rule of thumb: If there is truly a need to act with urgency, you won't need to say so. It will be understood. On the other hand, as the advertiser, if you feel you need to say so, there's no real need. Key takeaway: Objectively look and listen to what you're saying and sharing about your product or service. How much are you trying to create urgency in areas where, deep down, you know that your supply far outweighs demand? Look and listen to the messaging of others to see how common urgent phrasing is and ask yourself how it honestly makes y

One of "The Four Agreements" recommended by Don Miguel Ruiz in his landmark book (which I recommend everyone should read) is to not make assumptions. And yet, an astonishingly high percentage of us gear our marketing message and efforts toward what we assume people are looking for and might want to hear. Today, Kevin goes over: - A specific example of a time that the client of a well-established business gave a surprising answer to the question, "Why do you buy from us?" - Why soliciting this kind of feedback is good for business and for nurturing your relationship with your customers. - One thing you should be doing to help get real-time feedback. Key takeaway: Ask your customers why they buy from you. Ask them why they like you. If you're just starting out and don't have a lot of customers, ask the people closest to you. Once you've gathered some feedback, see how much the responses line up with what you *think* you should be advertising. For more small business marketing resources, visit www.BeRealDoBette

Do you have a specific plan for growth and a method to periodically measure and adjust that plan, or are you just "riding by the seat of your pants," hoping things will get better? In episode 5, Kevin covers: - An example of a typical conversation between a small business owner or manager and a local advertising rep.- An example of an exercise to think through before ever inviting an advertising rep into your business or considering any other advertising pricing. - Why ad pricing doesn't matter if you don't know what your goal is, what your numbers are, and what it will mean to your business as you execute your plan and begin to climb toward your goals. Key takeaway: How quickly and clearly can you state what "more" means to you? In other words, what is your goal for the week, month, year or next 5 years? Let's suppose you're advertising "works." What will that mean to your business? How will that affect you? For more small business marketing resources, visit www.BeRealDoBetter.com

Is there anyone that honestly believes that we are ever going to run out of good deals on cars , furniture sales, online courses or any other commonly advertised product? In this episode, Kevin discusses: - Why selling scarcity and urgency can actually contradict the rest of your message and plant the seed of distrust in your potential customer's mind. - Why businesses use scarcity and think it's a good tactic. - Why both advertisers and consumers are to blame for so much marketing being awash in poorly-executed scarcity and urgency selling. Key takeaway: Have you used, and been used by, scarcity? How does it make you feel? Put yourself in the position of the potential customer and ask yourself: would you respond to the same kind of scarcity selling and urgent messaging that you might be tempted to use in your marketing? For more small business marketing resources, visit www.BeRealDoBetter.com

Let's suppose the marketing and communication you do for your business was represented by a drawing. Would it look more like a realistic portrait of you, or a cartoon caricature? In this episode, Kevin addresses: - What he means by caricature and playing to stereotypes. - Three common examples of caricature marketing, including the space Kevin considers himself to be occupying. - What we sacrifice when we play to the caricature and how, even though some of those attributes might be accurate and may even even be appealing, it more often just blends us into looking like one big, bland cartoon. Key takeaway: Listen and look for examples of caricatures and playing to stereotypes with other advertisers and listen to your own voice as well. Is there some caricature in your marketing? For more small business marketing resources, visit www.BeRealDoBetter.com

How do you define what a small business is? In this episode, Kevin clarifies who exactly he's hoping to help with this show, along with: - His definition of what he considers to be a "small business" when it comes to marketing. - The one key factor that helps him determine whether things can start getting done to be an effective small business marketer. - The common struggle shared by both large businesses and sole proprietors when it comes to marketing. Key takeaway: Ask yourself: How do you feel about marketing as it relates to your business? Could you be doing better? Could you be getting a better return on the time, money, and energy you invest into marketing and communication related to your business or entrepreneurial project? Don't worry so much about the "how" for now. Just ask yourself honestly if you (and others) could be doing better. For more small business marketing resources, visit www.BeRealDoBetter.com

It's common question among small business owners and entrepreneurs: "How do I get my name out there?" In the introductory episode of "Be Real Do Better," Kevin offers a more effective question to consider, along with: - What the show is for. - What do I mean when I say to be "real?" - What I DON'T see from most marketing "gurus" - What makes me an "expert?" Key Takeaway: Take another look at your advertising, marketing, social feeds, website text, etc, and ask yourself honestly: Does it truly represent YOUR unique voice, or does it just sound and look like you think it's supposed to? For more small business marketing resources, visit www.BeRealDoBetter.com 

"Be Real, Do Better - The Small Business Marketing Show" is a program designed to support the select few entrepreneurs and people in small business who are brave enough to truly set themselves apart in an authentic and sustainable way so they can get a much more significant return on the time and resources invested in marketing and communication. The show is hosted by Kevin Bulmer, a small business marketing & mindset coach, consultant and professional speaker.  Please subscribe. The first episodes are coming soon.