Are your marketing materials unified? Do they speak the same language?
Sadly, the answer to these questions is usually a resounding “NO”. As I have counseled hundreds of businesses in the course of my 23 years of operation, I have found that most business owners don’t take the time to look at their website or collateral material from a fresh perspective. They are usually so close to the business operation, that they can’t see what their customers see. Ultimately, they inadvertently send mixed messages and therefore confuse both regular customers and potential customers about who they are and what it is that they want to promote.
I had to learn this the hard way. After running a successful franchise business for 20 years, I thought I was a fairly astute and forward thinking businessman. I also thought that I had been very strategic in the growth and direction of my company. After leaving the confines of the franchise environment in late 2007, I found out that I wasn’t as skilled a strategist as I thought. All of a sudden, I went from working within the confines of a franchise to being able to make every decision for myself (and by myself). Looking back, I realized that by owning a franchise, I had simply paid someone else to give me a box to work in. As a franchise owner, I could be somewhat strategic and forward thinking, but I always had the security of “big brother” watching over me. In some respects, that seemed stifling, but in hindsight, it ended up being a blessing since it kept me on a narrow tract. The reason I share all of this is because I had to do a lot of soul searching about the direction I wanted to take my NEW business in. I never realized all the work that had to be done in order to make a business be successful from scratch. As I began this journey, I realized that there was much to learn in a very short time in order to continue our success. I had to take my own medicine and start the process of understanding what unity in a business really meant.
What UNITY means to me is that you learn who you are and then you make sure that what you learn lines up with what you’re telling your customers. Ultimately, you MUST take this knowledge and make sure you stick to that message when moving forward. It sounds simple, but this process can be very complex, especially (like me) when you’ve been self-employed for more than 20 years.
At Servant Marketing Group, we decided to take the principle of UNITY and apply it to developing cutting edge websites that convey a consistent message and line up with our customer’s marketing objectives. It took us several years of reflection to understand our focus. Our goal as a company is to help our clients to quickly go through the same process with less pain to have awesome results.
Is your organization in UNITY?