Small Business Marketing Consultancy – Dream Customers


ME: I offer small business marketing consultancy. Tell me about your business?

YOU: I want more business, but HAVEN’T GOT TIME to devote to marketing. I’m good at what I do and am working hard in the business that I created.

YOU: And, I’ve done okay so far! But, well, I know I can do a lot more with my business. After all the effort me and my team have put in I deserve a lot more success.

ME:  When you started your business, how did you decide on your marketing activity?

YOU: I took a look a good look around and based my advertising on what others in my industry were doing.

ME: So, is your advertising mainly about you and your products and services?

YOU: Yes. But it doesn’t seem to be working that well.

ME: Do you think you need something different to achieve success?

YOU: I reckon so, yes.

YOU: It seems all my prospects are tuned to the same radio station: WIFM (What’s in it for me)!

ME: That’s kind of understandable, wouldn’t you say?

YOU: I suppose so, but how is it going to help me ATTRACT MY DREAM CUSTOMERS?

ME: Well, let’s start by listening to that person over there…

(The light falls on an ideal customer)

IDEAL CUSTOMER: That business over there just does not understand me!

YOU: How so?

ME: My small business marketing consultancy experience suggests you should give her a chance and she’ll tell you.

IDEAL CUSTOMER: I’m PERFECT for them. I love all their stuff. But, their advertising is the same as everyone-else’s.

YOU: Now, just a minute…

ME: Please, just listen a while…

IDEAL CUSTOMER: I mean, why should I give them my business? They’ve NEVER GIVEN ME ANYTHING. How are they any different from dozens just like them in the area? Actually, if I’m honest, I don’t give them a second thought.

YOU: Oh.

IDEAL CUSTOMER: And when it comes to deciding who I’ll spend my money with, there is lot’s that will encourage me, but they are doing NONE OF THEM. I just don’t notice all that industry advertising any more. It’s all vanilla.

YOU: I just didn’t realise.

IDEAL CUSTOMER: If only they knew me, they’d be able to help me so much. They could help, but only talk about stuff that DOESN’T MATTER TO ME.

YOU: Is that all?

ME: Actually, no I think there’s more…

IDEAL CUSTOMER: The worst thing is THEY NEVER FOLLOW UP either. It’s like they’ve no interest in making me happy.

…to be continued.

If you were affected by any of the issues raised in the first Act of our play “Small Business Marketing Consultancy” please get in touch with Graham at Finely Fettled. He knows how the story goes and has plenty of ideas on the best scripts possible for your business!