Here’s some great marketing advice from author P.D. Eastman, in the toddler board book, Big Dog… Little Dog:
Every small business faces marketing problems. Keep in mind that your problems are probably not big problems. Big problems are literally life and death decisions. If you aren’t facing something that serious, consider yourself blessed and calmly address the little problems that arise.
Like the book’s wise bird, take time to think about and investigate the true source of each problem. Often, the reason will be as simple as, “Big dogs need big beds. Little dogs need little beds.” If your profit margin is too low, perhaps you’ll discover your customer acquisition cost is too high. Or lack of customer loyalty might be traced to poor customer service practices.
Once you identify the facts surrounding your problem, make sure to fix it! Problems never fix themselves, and they only grow bigger. For the problem of high customer acquisition costs, a business might implement a referral program or further optimize its online advertising. A customer service problem likely requires some procedure changes and employee training.
The next time a marketing problem pops up, keep things in perspective. Why make big problems out of little problems?
Well, that was easy to do!
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