Jul 3, 2022
Canmore AB – “Is this 10% off
coupon the best you got?”
Can’t read the full email – click here for the online version.
Friday, for my American friends, was Canada’s national day. When I was younger, we called it “Dominion Day”, to celebrate the creation of Canada as a Dominion of its own, no longer a
colony of the UK.
Now it’s called “Canada Day”, a horribly mundane name for so auspicious a day. After all, it’s rare for a country to secede from a former power, without war or rebellion.
Politics, however fun, is not the beat of this letter, so I will refrain from opining further on the subject.
The good news is, finally, after 2 years of forced shutdowns, our little town held a Canada Day parade.
And for such a small community, I will say, we pack a punch.
For close to 50 minutes, we were regaled by marching bands, dancing troupes, antique cars and well decorated floats. Adding to the throng were the usual suspects, woke politicians and causes with a good sprinkling
of businesses, large and small.
With a captive audience for which they didn’t spend any money to attract, a parade, especially in a small town, gives a business a golden opportunity to promote
itself.
Too bad none took real advantage of it.
Almost to a tee, everyone simply promoted their name, with some frivolous slogan.
Like this:
- “Best service in town”
- “Most Professional”
- “Largest selection”
- “Lowest prices”; “highest quality”
- “Get the job right the first time”
- “Family owned business for ‘4000’ years”…..
- “Yada, yada, yada”…
A day later – I can only remember a small handful of businesses from the parade and that’s only because I knew the owners personally.
Since the advent of television and the 30 second (now less) advertising
spot, marketing and promotion has fallen under the sway of the brand builders. This is not a problem if your ad budget is huge and you needn’t concern yourself if those ad dollars return a positive number or not.
But for most of you running small businesses or professional practices, you can’t afford to waste any money at all. Yet, most of you, continue to make the same mistake as those I witnessed in the parade.
For proof of my claim, I encourage you watch my free video
here.
Until next week,
Stay healthy and focus on profit!
- Hugh
The “Profit Accelerator”
Expert
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