Page 18 - My Marketing Sucks Book

promote it from the rooftops - shout it out loud.

Stop being the best kept secret around.
In Chapter 3, we are going to show you how to figure out exactly what makes you

different, better and unique. You will be shown how to dominate your market
with your Unique Selling Points.

Shortly, your marketing will be able to scream from the rooftops:
“We are the greatest because we do xyz better

than anyone else and we can prove it!”
In some businesses we find there is a big disconnect between your Inside Reality

and Outside Perception.
Here is a good example...

We do annual customer surveys for our clients. Often, we find out business
owners are too close to the trees to see the forest. Meaning, they can’t see the
flaws their customers and clients can see. In the fitness industry, many club
owners don’t realize when their facility becomes a little tired and worn at the

edges. Yet, in the member survey, we may hear it over and over again.
The owner typically would say to us “I didn't realize it got that bad!” A fresh coat

of paint, a new cleaning crew, attention to detail and the problem is solved.
Importantly, you need to let people know that you have acknowledged the
issue(s) and what steps you are taking to address it. Remember, your Outside
Perception is still bad. Nobody knows you cleaned it up or painted and carpeted

the public areas. A handful of people are still coming in now, but those who have
not been in recently don’t know you fixed the problems.
You need to get the word out to bring that Outside Perception and Inside Reality
back into alignment. Pictures and videos testimonials used in your marketing, on

your website and social media pages are a perfect way for you to change your
Outside Perception to match your Inside Reality. Customer Surveys are a
fantastic way to make sure your Outside Perception and Inside Reality are in
alignment.

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Surveys will produce dozens, if not hundreds, of
quality testimonials from your raving fans.
They also help identify a few of those

‘trees in the forest’ you are missing.