The Marketing F-word: Focus

  Many small businesses make marketing changes on blind faith. They read a business book, or hear the gurus say things like “Change is good.” So they ponder and plan, then launch themselves into uncharted waters.

One of my favorite cliches is “You can’t expect different results by doing things the same way.” But you do have to be smart about it. And there’s a single element that can make all the difference, for more intelligent marketing.

It’s called Focus. Pick your path… one path… and go with it.

Those trash-mouthed marketing folks throw this F-word around all the time. But for some small businesses, Focus really is a dirty word. They remain stuck in neutral because of fear – fear of the changes that come when honing in on a single specialty area, or fear that their business will suffer by not promoting all of their services. No matter what the experts tell them, they truly believe that changing their marketing, focusing on the one thing they do best is too risky, or too expensive.

When you’re a small business trying to make a dent in your market, it’s vital to take a clean, focused approach. Of course part of you wants to cling to old ways and old ideas. So you hesitate… you want to hedge your bets… cut your losses. Bad idea.

Only when you focus in a single concept in your marketing messages will you begin to see better results.

Advertising and marketing is all about teaching your audience about your brand. It’s kinda like college. Offer a lecture of too many topics and your “class” of clients will glaze over, zone out, and forget everything you just said. But stick to a single focused topic and you have a much stronger chance of the message taking hold.

Focus also goes beyond mere slogans and tagline messages. Better results come from having a strong identity… knowing what you do best, and for whom. Marketing that reveals your confidence, along with a clear message, only strengthens your marketing approach.

That tricky F-word can make all the difference.

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