Jul 8, 2022
North Bay, ON – “We’re making sustainability a priority. Because
Earth is our priority. Our goal: Carbon Neutral Operations by 2040.”
Can’t read the full email – click here for the online version.
Remember when FEDEX had the slogan: “When you absolutely have to have it delivered, overnight”! Or something to that effect?
And this was emphasized with the movie Tom Hanks played in: “Cast Away”. Nothing would prevent this company from ensuring your package was delivered exactly when and where you wanted it.
That’s what made the company great. This unique and powerful “Unique Selling Proposition” or Market Dominating Position.
But, this last one… “because Earth is our priority”!!?
Pretty sure that is not something I or any other core client is hoping FedEx will solve. What we want is our package delivered – on time and to the address we specify. Today.
We don’t really care about something that may or may not happen, sometime in 2040.
What's important for you, as an owner of a small business or professional practice to understand about this recent ad
is that to succeed - you need to spend all your time and energy focused on YOUR target customer and client. What they want, not what an outside agency wants you to want.
Remember, every one of your clients listens to only one
station: "WIIFM" - What's In It For Me"? They only care if you and your offers serve them - and serve them today. .
If you’ve fallen in the trap of copying what the big companies are doing with their ads, you need to stop.
Do this instead.
Re-examine your ads and promotions and posts and make sure they focus on what your customers and clients need and want - today -
tangibly.
I have a simple (and free) tool you can use to do just that, which uses the “Conversion Equation". This equation is your ticket to ensuring your ads and
promotions make money.
Do this and you will not turn away your customers and clients by promoting someone else's agenda - like Budweiser recently did with their "woke" promotion of Bud Light.
Use this tool to compare and evaluate all your promotions, website, ads. Here’s the link where you can find it:
(https://hughtafel.com/evaluator/).
Remember, big companies have different agendas, often, besides making money with their ads
They try to please the agencies that govern them, the CEO's and board's ego and stockholders. Plus, they can afford to waste money.
You cannot afford to copy the big guys. You don't have that kind of money to waste. Your sole focus is to ensure you get back more than $1 from every dollar you spend.
That's it!
I realize it is not easy turning a deaf ear to the cacophony of noise generated by government and the social justice “warriors”. Even "friends" and neighbours will likely tell you that you should care more about this or that cause. You must close that all out.
This is where having a mentor/coach in your corner, championing your interests, will more than pay for itself.
You should investigate hiring a coach. No professional athlete succeeds without one. Top executives in all industries use them. Why not you?
One more thing before I forget.
I currently offer a cool, free service, where you can ask my any question you have about your business, be it on your ads and promotions, your sales process or even struggles to find and keep good employees.
"Get Your Biggest Business Question Answered -
Free!"
Until next week,
Stay healthy and focus on profit!
- Hugh
The “Profit Accelerator” Expert
P.S. Did you know that even tiny improvements of 1-3%, in just 12 fundamental areas of your business could give you 50% and more improvement to your bottom-line? Test out my brand-new Profit
Acceleration SimulatorTM and discover the true impact of a conservative estimate of Profit Acceleration initiatives on your business and see for yourself. (https://hughtafel.com/simulator/)
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