Do You Want The Good News Or The Bad News First?

marketing news badWill these marketing tactics get the sales I want?

This question came up the other day when I was talking to a small business owner.

He mentioned the tactics he was going to do to get customers to buy more often in the next six months which was an important objective to reach.

Here is the bad news.

The marketing tactics were not going to work. Not because there was really anything wrong with them.

The real issue was the services he offered and the price of them. They did not lend themselves to match up to want he wanted to achieve.

Tactics are important, however as you probably know they are only one aspect of marketing. And it is easy to forget all the other elements of your marketing that can make a difference.

Especially the actions to grow your business successfully.

Now I should say he didn’t take too kindly to the idea that his services as they are now or the pricing of them were not ideal.

He thought that they were the elements that he didn’t need to review or make changes, which unfortunately was a little short sighted.

The good news was he could do something about it. And it is actually fun to do.

marketing news goodYour mindset

If you sell a product one of the aspects you work on is improving it, making it more profitable to sell, make it different to competitors etc.

Your mindset is crucial when making marketing decisions.

When you sell a service you may not have that same mindset and this is a missed opportunity.

Changes are happening in markets and those that have flexibility in their approach could achieve greater results I believe.

If changes are happening with tactics then why shouldn’t happen with what products or services you actually sell and how you sell them?

Your offerings

It is easier before you start a business to make sure you are offering a product or service that can not only attract customers but keeps them buying.

If you are already in business it may seem that this should be put into the “too hard basket”. That is actually not the case. Think of it as part of your marketing growth plans for your business.

The mindset of improvement or making changes is one that is not talked about often and it does not mean that something is wrong. Just that a marketing opportunity may be currently overlooked.

As always would like to hear your thoughts?

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19 Responses to Do You Want The Good News Or The Bad News First?

  1. Very well said, marketing strategies was keep on changing rapidly and of course as you establish you business through online you have to be aware what are these rapid changes of strategies you must always keep going not keep on giving up.

  2. Especially today, strategies have to continually change and adapt to the rapidly changing techonological environment. It is important to change your Marketing tactics if your running any type of business. Interesting article by the way, thanks for sharing.


  3. Hi Susan,

    Hmm, this one is worth a lot of time to think about. I would be inclined to think that, before any marketing is done, a good entrepreneur would look over their products for improvement, updating, etc., as well as their price structure if for no other reason than to see if there is room to add more value (as Frank Kern says, there’s *always* room to add more value) to make an offer as appealing as possible.

    And this should be done *before* any new marketing campaign. New packaging, new discounts, new add-ons, new updates…these are the awesome stuff of a great campaign, no?


    • Hi Delena,

      Product or service improvement is part of marketing as is pricing. Your examples are good and they can form the basis of a great campaign as well as strengthening relationships.

  4. Agree with you Susan. It’s hard but essential for all businesses to constantly ask themselves how they can improve what they are offering.

    What was innovative and worked a year ago may not be what the market wants today. Maybe your competitors are now offering a better and cheaper alternative?

    So you have to continouosly improve what you are offering. If not, you may find out the hard way.

    • Continuous improvement is the way to go I agree Catarina. This also means that you are not necessarily needing to spend a lot of time or money developing and communicating the improvement.

  5. I now need to work out how to get an avatar ofn these postings! wahoo that I got a ‘recently posted’ comment…sheesh this is a learning curve…

    • Heather to get your Gravatar (photo) go to Gravatar sign up and you can upload your photo. Then whenever you comment your photo will appear. Also the recently posted is via CommentLuv. It is a plugin that you can install via your plugin section in WordPress. If you need any help with these just let me know.

  6. The good thing is that you were in a position to give the feedback. Sometimes you see a bad situation, and no opportunity to for feedback or advice. Feedback is the food of champions.

    • Hi Heather,

      Good to see you stopping by. I like the phrase food of champions especially if it leads to action.

    • Hi Eddie, very true about how you take the news and whether you can stand back and look a little objectively.

  7. It’s difficult to accept that you might not be offering the products that your target market wants. It’s like banging your head against the wall because when you stop it will feel so much better. Except that it keeps hurting because you aren’t getting anywhere.

    • Hi Jeannette,

      Nicely put and it is difficult at first. What I found with that small business owner that when we looked at solutions he did get a sense of relief replacing the frustration.

  8. Susan

    I like Jackie’s comment on your blog page: “This sort of reminds me of a Dr Phil Comment – “Do you wanna be right or do you wanna be happy.” Nice point!

    It kind of reminds me of the old Meat Loaf song “Two Out of Three Ain’t Bad.”

    I want you, I need you,

    But there ain’t no way I’m ever gonna love you,

    Don’t be sad, ’cause two out of three ain’t bad.

    There’s the good and the bad. He wants her and needs her. Now how can she make him love her? It’s about marketing. She has to lay all of cards on the table and make that final marketing pitch. She has to convince him that she’s the solution to what he’s looking for. maybe he’ll say no in th end, like people, customers and clients do, but by making that pitch, being flexible and going for it, she’ll know that she gve it her all!

    Great article from you as always, though it did bring a rather sad song to mind.

    Your fan,


    • Hi Yoni,

      Sorry to bring that song to your mind, now it is playing in my head. Jackie’s point was good and summed it up nicely.

      Thanks as always for sharing and adding your perspective.

  9. Susan

    This sort of reminds me of a Dr Phil Comment – “Do you wanna be right or do you wanna be happy”

    Its hard work when business owners don’t want to be flexible to the demands of the market. They get so intent on following through on their plans they completely lose focus on what their customers wants and needs are.

    The old adage holds true…give them what they want and they will give you what you want.

    • Good old Dr Phil. you are right about the adage and it is a shame when you see those with the lack of flexibilty lose out to competitors who are focusing on their custoemr needs and wants.

      Thanks for commenting Jackie