Unfortunately, new business owners are easily susceptible to people giving them incorrect advice. There are some marketing consultants that get much of their knowledge from one or two books and think they know it all.
Some of the most common bad advice is to design a company logo and cool sounding company name that should be plastered all over their business cards and brochures.
The only thing that accomplishes is making the business owner feel good and not the prospect. Everything should be about the message to the prospect.
These marketing consultants are usually nothing more than graphic designers with their own egos and income to pad.
Get Out of Your Ego and Into Your Customer’s Ego
Do you honestly think that your prospect really cares about your company logo and cool sounding company name? Of course not. All the prospect cares about is one thing – if you can solve their problem right now. If you don’t, they will immediately turn to your competitor who will.
Cute logos and cool sounding company names do not sell a smart prospect in need of solving their immediate problem.
On your sales material, including your business card, you should stress your message. At the top should be “I will stop your leaking pipes in 30 minutes or less” – if you are a plumber. Now, if you are a prospect with leaking pipes that would be a very important message to you. You can solve that problem and do it fast.
Of course, you will also want to add your contact information, including your company name, but that should not be the headline or highlight of your marketing materials.
If a marketing consultant states that the first thing you need is a great logo, you know you are dealing with an amateur and you should walk away.
By concentrating on your customer’s ego and solving their problem, you will become more profitable quicker than you would think.