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You Don't Have to Be a Guru

by PaulintheSticks
19 replies
Its amazing when you look at what some of the most successful local businesses are doing with their positioning and marketing. If they are leading the field locally, it will be amazing to see what they'll do once they employ some really basic strategies like using testimonials, call to actions, and a USP in their ads; incorporating referral systems, ad tracking, jv's and online lead generation.

The opportunity seems incredible for those of us who are up on just these basic principles.
#guru
  • Profile picture of the author sikaz
    This is an interesting read,but the problem is that many of the business owners are not so internet literate.

    The other thing is that they are usually afraid to patronize those who have the knowledge and know-how because they don't want to pay.

    Those with the knowledge should patronize these business owners and organize free seminars to enlighten them about the available benefits of taking their business online.
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    • Profile picture of the author McGruff
      Originally Posted by sikaz View Post

      This is an interesting read,but the problem is that many of the business owners are not so internet literate.

      The other thing is that they are usually afraid to patronize those who have the knowledge and know-how because they don't want to pay.

      Those with the knowledge should patronize these business owners and organize free seminars to enlighten them about the available benefits of taking their business online.
      I respectfully disagree with the premise that they don't want to pay. Some may not, but they just don't see the advantage of marketing period. Most companies have the budget to spend, and know it has to be spent,its just a matter of where they are going to spend it. Look at how much money used to be spent for a measly 1/8 pg yellow page ad. They want to pay for an internet presence, brand recognition, and primarily quality leads...they just first need to be confident with the consultant who offers these services.
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  • Profile picture of the author MichaelHiles
    Paul, I keep railing away on this very issue. People think that "offline" (gag) is this SEO game applied to local business, when the reality is... the scope of need for broader marketing transcends any repackaged internet marketing skill (and generally transcends the understanding of the people who pursue "offline" (gag) marketing).

    It's far more than search engines, or even the internet for that matter. By taking a holistic approach, I can stomp a mudhole in any would-be SEO internet marketer trying to sell into my client base.
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  • Profile picture of the author MWGrubb58
    I think the approach should be more of what can I do to help the business in the global sense, rather than JUST focusing on the internet options. After all, offline marketing is just marketing in new clothes.

    Any business has to market to survive, period. It's just figuring out what is best for what they do.
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    • Profile picture of the author McGruff
      I don't about that...Joe Locksmith doesn't want to hear about how I'm going to market his business so that I have a "global presence"...he wants leads..period. Help me get more leads in my anytown, USA marketplace.
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      • Profile picture of the author Kevin AKA Hubcap
        Originally Posted by McGruff View Post

        I don't about that...Joe Locksmith doesn't want to hear about how I'm going to market his business so that I have a "global presence"...he wants leads..period. Help me get more leads in my anytown, USA marketplace.
        I don't think he meant "global" in the geographical sense rather understanding that the web is part of a number of methods that small business can use to increase profits. Small business consultants should integrate web marketing with other methods to provide a "global" approach.
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      • Profile picture of the author bonn
        Originally Posted by McGruff View Post

        I don't about that...Joe Locksmith doesn't want to hear about how I'm going to market his business so that I have a "global presence"...he wants leads..period. Help me get more leads in my anytown, USA marketplace.

        Ok so whats your answer for joe locksmith?
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        • Profile picture of the author McGruff
          Originally Posted by bonn View Post

          Ok so whats your answer for joe locksmith?
          Local SEO, web design/re-design, video marketing, and email marketing lead generation/autoresponder services. I even think they can benefit nicely from buying ad space on local online news portals in the form of online coupons.

          Jamie Garside (Gogetta) offers a nice free report that focuses on offline marketing techniques tailored specifically for small local service-based businesses.
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    • Profile picture of the author freudianslip27
      Originally Posted by MWGrubb58 View Post

      I think the approach should be more of what can I do to help the business in the global sense, rather than JUST focusing on the internet options. After all, offline marketing is just marketing in new clothes.

      Any business has to market to survive, period. It's just figuring out what is best for what they do.
      I understand what you are saying, and I have certainly found it to be true. Yes, clients pay me for SEO work but I'm also their "internet marketing guy". If they cut me loose, they won't have someone to guide them through all this "stuff".

      I love how my clients recognize me as an expert and don't hesitate to call me to ask "should I invest in this advertising" or "what do I need to do online here...". It makes it much more neccesary for them to keep me around

      Matt
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  • Profile picture of the author wbinst2
    Then with all this knowledge why don't posters on here with all the advanced marketing knowledge (that the majority of small businesses dont know) start a business and become incredibly rich.

    The biggest problem with most 'offline marketers' is they cant get clients. Why is that?

    Consultants with tons of Jay Abraham/ Dan Kennedy knowledge who do those mega expensive marketing courses/seminars etc are still struggling. Why is that?

    Its because the theory does not match the practical. Its all theory. Most small businesses couldn't give a toss about a USP, a complex referral system, etc.

    That's why the ones that make real money in this arena are the ones selling the courses, seminars, franchises, etc etc. Its the old 'sell shovels to the gold diggers' syndrome.

    Originally Posted by PaulintheSticks View Post

    Its amazing when you look at what some of the most successful local businesses are doing with their positioning and marketing. If they are leading the field locally, it will be amazing to see what they'll do once they employ some really basic strategies like using testimonials, call to actions, and a USP in their ads; incorporating referral systems, ad tracking, jv's and online lead generation.

    The opportunity seems incredible for those of us who are up on just these basic principles.
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    • Profile picture of the author MichaelHiles
      Originally Posted by wbinst2 View Post

      Then with all this knowledge why don't posters on here with all the advanced marketing knowledge (that the majority of small businesses dont know) start a business and become incredibly rich.

      The biggest problem with most 'offline marketers' is they cant get clients. Why is that?

      Consultants with tons of Jay Abraham/ Dan Kennedy knowledge who do those mega expensive marketing courses/seminars etc are still struggling. Why is that?

      Its because the theory does not match the practical. Its all theory. Most small businesses couldn't give a toss about a USP, a complex referral system, etc.

      That's why the ones that make real money in this arena are the ones selling the courses, seminars, franchises, etc etc. Its the old 'sell shovels to the gold diggers' syndrome.
      Because not everyone is a technical specialist in the vertical market of the local business or in business operations in general.

      Some people are technical specialists in marketing only.

      This doesn't make them a good business owner. Especially a good business owner in a business segment that's removed from their core competency.

      In fact, a very large number of marketing people are abysmal at service/delivery/operations aspects of their business. That's why heavy marketing focused companies tend to have a poor better business bureau rating - because their customer service sucks. It's easier for marketing people to go get new customers than to actually build an organization that takes care of the ones they've got.

      Sure, you could argue that they could hire the technical talent. But remember that most of these businesses are owner/operator proprietors, and there's a cash flow/profit margin gap. The money that you're going to need to pay the technical specialist doesn't leave a lot on the table for the marketing person running the business as an investment.

      In many markets though, a successful strategy of merger and acquisition has been employed as a financial investment play - buying up smaller, regional businesses and consolidating the operations while leaving the technical specialists to focus on what they do best. This has been done in fields like HVAC, electrical contracting, etc...

      Most businesses that don't give a flip about things like a USP or referral systems are also smaller, have generally hit a growth ceiling, and tend to have a lot of other problems (financial/cash flow).

      The irony of the whole "offline marketing" (gag... can't stand the term) phenomenon is that it's generally targeted to tiny mom & pop businesses, which tend to be the highest failure rates, have the worst cash flow problems, are the least sophisticated in their understanding and execution of business fundamentals, and value things like marketing systems the very least. It's also the most competitive for entry-level services of all types because it's the lowest hanging fruit to identify and target a prospect... Yellow Pages... heck... walking in off the street.

      Not exactly a target market worthy of any long-term efforts. Yet - nearly all of the "offline marketing" (gag) gurus blather on about systems and techniques that are marginally effective at best that target this segment almost exclusively.

      I wonder why that is.

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  • Profile picture of the author MWGrubb58
    Kevin was right when he said I was talking about a whole package of marketing services with internet services just being a part.

    This is about doing what needs to be done for a business... what is best for them... whether it is internet services... or just developing a better upsell at a table in a restaurant.
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    • Profile picture of the author wbinst2
      Michael,

      I too wonder why that is?

      Marketing consultants can work in any industry as the principals are the same.

      Getting back to my point tho. Why don't offline SEO marketers use their own techniques to generate leads and customers for themselves? Be their own customer.

      Most of the topics on here are about "how do i get clients" but isn't that exactly what they should be doing for their clients? Why cant they get their own clients using the same principals?

      Becuase most of the info sold by 'gurus' and even WSO's on here are made by people who aren't actually doing it. They've just created a course and sold it.

      What i'm saying is its all mostly theory an doesn't really work in the real world. Ok, a small percentage of it might work.

      Its an unusual paradox.
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      • Profile picture of the author MichaelHiles
        Originally Posted by wbinst2 View Post

        Michael,

        I too wonder why that is?

        Marketing consultants can work in any industry as the principals are the same.

        Getting back to my point tho. Why don't offline SEO marketers use their own techniques to generate leads and customers for themselves? Be their own customer.

        Most of the topics on here are about "how do i get clients" but isn't that exactly what they should be doing for their clients? Why cant they get their own clients using the same principals?

        Becuase most of the info sold by 'gurus' and even WSO's on here are made by people who aren't actually doing it. They've just created a course and sold it.

        What i'm saying is its all mostly theory an doesn't really work in the real world. Ok, a small percentage of it might work.

        Its an unusual paradox.
        Indeed, local SEO marketing people are some of the worst offenders. They can't generate business because people aren't really searching on "atlanta SEO services" in enough volume to support the sheer number of people pretending to be somebody. Yes, there are opportunities - but far fewer than the supply. The bottom has already fallen out of that market.

        As for the "goo roos", well... ahem... don't even get me started. When you have people who have little to no background in real business development trying to dazzle their audience with sleight of hand trickery, well, let's just say that anyone who doesn't do their due diligence is getting exactly what they deserve when they plunk down money to buy advice from people who have never actually done a real business deal with 5, 6, 7 or 8 figures attached to it.

        That's why these people's focus is almost always on small business, because the decisionmaker is usually a single individual, so the sale at the end user level is generally not much more than the same kind of emotion-driven sales letter trigger-word laden pitch.

        But get these people involved in a real business that requires demonstrating ROI on the front-end? Managing a complex sales process with multiple stakeholders that recommend a purchase based on an advisory committee?

        Yeah right. These kinds of gurus evaporate like a squirt of mouse pee in the Sahara.

        But most of the hopeful don't really scrutinize what's being said - and let their emotions play on.

        In the land of the blind, the man with one eye is the king.
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    • Profile picture of the author bonn
      Originally Posted by MWGrubb58 View Post

      Kevin was right when he said I was talking about a whole package of marketing services with internet services just being a part.

      This is about doing what needs to be done for a business... what is best for them... whether it is internet services... or just developing a better upsell at a table in a restaurant.
      I'm curious --- do think there is a way to enable non internet savvy business owners to generate web content...

      Just shooting into the clouds right now.

      --- i think there is ... thinking .... thinking..............
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      • Profile picture of the author JohnB23
        I got back from a trip to the east coast last week....philadelphia, ny state, and vermont.

        What struck me about that area is there's a million small pop and mom businesses....and everyone is doing the same thing, the same way! It seems like in almost any industry, there's 25-35 weak, marginal players, where no one really excels in anything.

        Pizza?
        Dry cleaning?
        X, tv, computer repair?

        The list goes on and on and on in your local phone book. Seems like most small businesses have spread themselves.....waaaaaaay too thin. Trying to be all things to all people. Very few small businesses excel at anything, above and beyond their competition. I think the theory taught by the marketing gurus....usps, referrals, sales letters, fall by the wayside because so many businesses are mired in mediocrity.

        Also, most businesses arent really service oriented. Thats why the upsell at a restaurant doesnt work. Or why something else won't work. Most businesses are mired in trying to make payroll. Marketing theory and principles almost act as a seperate entity. What's in the average marketing book is so far from what the average small business owner is doing day to day.
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        • Profile picture of the author wbinst2
          So true John. And to get them to pay you $$$ to change them is almost impossible.

          All the Dan Kennedy/Jay Abraham marketing theory in the word wont do it.

          Originally Posted by JohnB23 View Post

          Thats why the upsell at a restaurant doesnt work. Or why something else won't work. Most businesses are mired in trying to make payroll. Marketing theory and principles almost act as a seperate entity. What's in the average marketing book is so far from what the average small business owner is doing day to day.
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        • Profile picture of the author PaulintheSticks
          Originally Posted by JohnB23 View Post

          I think the theory taught by the marketing gurus....usps, referrals, sales letters, fall by the wayside because so many businesses are mired in mediocrity.

          Also, most businesses arent really service oriented. Thats why the upsell at a restaurant doesnt work. Or why something else won't work. Most businesses are mired in trying to make payroll. Marketing theory and principles almost act as a seperate entity. What's in the average marketing book is so far from what the average small business owner is doing day to day.
          First of all the guru's "theory" works. I applied it to my own small retail business and saw immediate results.

          Secondly, I'm focusing on the local leaders in their respective field not those that are "mired in mediocrity" or don't have any real business sense. You've heard the saying "throwing pearls to the swine"?
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  • Profile picture of the author vanmed
    I agree with you here in most ways. I do most of my work with small businesses because I believe in empowering those willing to take risks and have enough intelligence, skill and faith to embark on the entrepreneurial path. I do however, encourage my clients to encourage their clients to use services like Yelp, Angies list and Google to write off site reviews rather than in house testimonials that always come off as being fake, and frankly, usually are.
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