When you’re a small business owner, you must be marketing your product to the right person. Small business marketing is focused on reaching customers who aren’t price sensitive, customers who want and appreciate all the extra things you do to make their lives better. Your marketing materials need to scream, “You’re the most important part of our day!”
Discounters are focused on reaching large numbers of people who are motivated by low prices. The way they market can attract lots of customers.
Become an expert. Positioning yourself as an expert in your field is an inexpensive and powerful way to differentiate your marketing activities from those of the big discounters. What special expertise do you have in your craft, your products, your services, and your industry? By educating your customers. For example, at my photography studio, all of our artwork leaves archivally framed. During the framing process, we educate our clients on the difference between rag mat and acid-free mat. I explain how there is actually acid in the center of “acid-free” mats and it will still eventually erode the artwork. Rag mat, on the other hand, is 100 percent cotton, and it will protect your artwork much better. Instantly, we’ve not only made our products and experiences worth our prices, but we’ve given the customer a new piece of knowledge that will help her make better decisions. It’s the education that makes you the expert.
Action Steps:
1. Make a list of things that make you an expert. What do you want to be the default resource for information on? Once you have a clear picture of the bounds of your expertise, make sure you know your topic like the back of your hand, and keep tabs on any current issues or debates going on.
2. Whether you’re dealing with a client or presenting to an audience, interact like an educator. Take advantage of the fact that people love to learn. Look for opportunities to educate others instead of just selling them.
To get more tips on pricing, marketing and branding a small business that can charge what you’re worth, download a free chapter of my New York Times Best Selling book, Worth Every Penny: Build a Business that Thrills Your Clients and Still Charge What You’re Worth at https://photographybusinessinstitute.com/our-book/