Have you ever opened up one of those coupon packs that you get in the mail, and seen some local computer shop advertising a $49 service call?
How can they afford to do that? (Here's a hint... they really can't!)
Or have you ever seen some computer services business advertising $99 computer installations in the local throw-away newspaper?
Guess what you've just witnessed?
Donations....
Clueless local competitors literally flushing their advertising dollars down the drain.
These folks are making NON-deductible "donations" to overly aggressive, seemingly-friendly sales people promising the earth, moon, sun and stars.
So be very careful of WHO you copy!
The odds of finding a targeted, small business, B2B decision-maker, reading that piece, at EXACTLY that moment, who EXACTLY at the moment has a BURNING need for your computer services ...who's drawn in by a lame, institutional piece, with no compelling copy or call to action... This entire premise is SO ridiculously far-fetched that you may as well be buying lottery tickets.
What are these poor misguided business owners doing when they make these egregious, all-to-common promotional errors?
They're BROADCASTING their poorly-worded messages to 99.999% of the WRONG people.
When you need to be NARROWCASTING to the RIGHT people.
Remember, unless you have the marketing budget of a company like Office Depot, Microsoft, Dell, or Target, you can't afford to "invest" in "branding" activities.
You need to work smarter... MUCH smarter.
And avoid falling into the trap of trying to market to "everyone".
So, if you want to reach the best small business IT prospects (what I call the "sweet spot" of small business computer consulting), you need a highly-effective, field-tested plan for promoting your services DIRECTLY to highly-select decision makers.
And remember, marketing to "everyone" is like marketing to no one.... You need a BETTER plan of attack.
Best,
- Joshua
Joshua Feinberg, co-founder ComputerConsulting101.com
http://www.computerconsultingkit.com/
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