Page 17 - My Marketing Sucks Book

Chapter 1. Do You Ever Feel Like the Best Kept Secret in

Town?

There is NOTHING more frustrating than knowing that you are offering the BEST
products and services in your market - only to learn that no one else seems to

know that you even exist or are an option!

We see this much too often.
After working with an entrepreneur or business owner for a short period of time
we can see the signs. We see that this company is really good at what they do.
They have great systems, great personnel, great checks and balances, a great
product, awesome customer service and yet they're still struggling to achieve the

sales they should and the market recognition they deserve.
This is the classic struggle between your Inside Reality and your Outside

Perception.
Your Inside Reality defines who you are, what you do, what you believe, and how
you do it. The problem is, a great Inside Reality alone doesn't make you any
money. You could have the greatest product or services in the world, but if

nobody knows about it, nothing happens.
That’s where your Outside Perception comes into play. Your Outside Perception is

what your potential customers and client’s perception of what you do, what you
believe, who you are and how your business runs.
Perception Is Reality

Here’s what we mean…
If you're perceived to be a run-down dumpy delicatessen you're going to get the
results of a rundown delicatessen - even if you’re not!

The key to making a lot of money is to get your Outside Perception to match your
Inside Reality. When you show your community what you do better and different
than everybody else and promote it well great results will follow.

Let’s not be shy about this.

You MUST know what you do different and/or better than your competition and