When marketing a small business the temptation to stretch details is great. However, it is not good for you or your corporate image.
Here are three reasons why being honest is always the best policy in marketing.
Transparency is required. In today’s business landscape, clients expect disclosure. They expect to know up front who will be working on their project, the background of that person(s), and how the process will be implemented. They expect no surprises when it comes to billing, out-of-pocket expenses or the use of outside vendors. They expect their partners (and that’s what you are!) to be truthful.
This is especially difficult if you are a business of one, but sell yourself as larger than that. Furthermore, break this rule and not only have you hurt your reputation, but more than likely you’ve lost a client.
Small business is not a stigma. Some entrepreneurs look at their small size as a turnoff. In many instances this is not the case; today’s business clients are looking for experts. And if that expert comes in a small business package, that’s fine.
As long as you stick to your core expertise, and not sell yourself as a “jack-of-all trades,” your size should not hurt you in the long run.
In addition, small businesses are perceived to have less red tape and better able to provide personal customer service.
Fluff is annoying. Professionals are busy and very little is more annoying than a sales pitch full of marketing clichés (i.e. “best of the best” or “highest quality service available”) with no supporting details. Stay away from these phrases, and keep your message honest, simple and straightforward. Your clients, both current and potential, will thank you.
Towanda Long aka The Café Lady