Recently, a computer consultant I’ll call Gary called me. He had spent all kinds of money on advertising and promotion with little to show for it.
He had 1000’s of pens imprinted with his company name and number. He had a gizzillion magnetic calendars done. He had sent out postcards, letters, and even developed a website, but despite his efforts and investment, he had little new business to show for it. It was clear that he wasn’t doing effective marketing.
What was Gary doing wrong?
I took a look at his marketing materials, and to be honest, I couldn’t really "get" what Gary’s company did. Sure there were services listed, but there were so many things mentioned that it seemed almost impossible that he could cover all of this ground. And, there was nothing there to differentiate him from the hundreds of other computer consultants in his area. I couldn’t get a sense of the problems he helped to solve, what type of customers he worked for, or the results they got from working with him.
No wonder his marketing efforts weren’t bringing in business.
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