Your Midweek Marketing Morsel: Never forget, you’re forgettable

Here’s a tough truth: Your business is forgettable.

Not because you’re not amazing at what you do – it’s because people are busy.

We often assume others think like us, share our concerns, and notice what we notice.

True in some aspects, not so much in others.

Your business is important to you and probably top of mind for your friends and family. For everyone else, it is something they never think about.

Take restaurants as an example: When one announces it’s closing, suddenly, it’s packed with people who always meant to stop by. Before that? It wasn’t a priority.

Why? Because life gets in the way.

Even if you have a storefront, you’ll be surprised how few people actively notice your business. “But”, you say, “I’ve got that huge sign in the window!”
In truth, everyone walking by is worried about something else, when to pick up the kids, what to get for dinner. It’s amazing what humans will not notice.
Ask yourself: How many businesses in your own neighbourhood can you name off the top of your head.

Likely, not many.

That’s why consistent marketing isn’t optional – it’s essential.

Your market needs regular reminders about:

• Who you are
• What you do
• Why they should care

(I’ve seen so many businesses where I can’t figure out what the hell they’re selling – that’s a problem).

A single marketing outreach is like buying a lottery ticket: it might hit once, but generally a waste of time and money.

So, how often should you engage your audience?

That will depend on some key factors, like:

• Customer profile/personas
• Customer purchase cycle
• Customer media consumption channels
• Profit per sale
• Cost per sale
• Lifetime client value

(If you don’t know these data points, that’s ok. You’d be surprised at how many businesses didn’t know these things before I worked with them. They’re busy doing their jobs).

Message too often, and you’ll annoy and lose your audience. Too little, and they’ll forget you exist.

The secret is finding the right frequency and message to keep your business top of mind without burning bridges.

But whatever you do, never forget: you are forgettable.

#business #sales #management #startups