I had dinner Saturday night at a small, but very good Italian restaurant. My intern from Grand Canyon University (worked with me in July and August) told me about it. The restaurant does not have street visibility from its location in a small strip center.
During our meal the restaurant owner came to our table and introduced herself. She started by saying they have been at this location for one and a half years yet they are still the best kept secret in Scottsdale.
This is the second time in a week that I heard “I am the best kept secret” from a small business owner.
Are you a “best kept secret”? There are two things that we should push; one is our name and the second is that of our business. I believe that in the world of small business the name of the owner is more important and should get top billing until the business reaches another growth stage.
At its inception, you are the face of the business. You are much better known and it’s you that can create “action” to attract attention. Your business cannot go out and tell the world about its value proposition, or call on a prospect or share its story.
The first step to getting attention is to understand what you are and are not selling. For example, Nike doesn’t sell golf balls and sports apparel. Nike sells winning. That’s why some of the biggest winners, Tiger Woods, Lebron James, represent their brand. In the case of our unknown restaurant, they sell Italian food, perhaps they should be selling the experience of dining on ingredients, 100% of which are made in their own kitchen.
Write in your own answers: I don’t sell ____________________, I sell__________________________
Now you have something different to share; the next step is to do some “out of the box” thinking and draw attention to yourself in your attention getting marketing plan.
P.S. You can always set up an appointment to discuss possibilities.
Tips & Advice by Nick Petra, CFP – Founder of Strategic Duck and BizQuack
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