NFIB

Listen to Me
01/ 25/ 2006
by Lena Basha

Marc Lagen knows what marketing something as good for the environment will get you—a nice pat on the back. For years, he touted his company’s recycled plastic lumber as environmentally friendly, but he failed to mention the durability of the product. Sales were steady, but not stellar.

Then it clicked. The earth-friendly aspect of his product was nice, but it wasn't enough to make everyone buy. After Lagen, the owner of Redmond, Wash.-based Durable Plastics (http://www.orcaboard.com), changed his marketing message, sales picked up.

“Being good for the environment is good, but it’s not enough,” he says. “It doesn't address the ‘What’s in it for me?’ syndrome. Unless you answer that question and tell the customer that buying your product will benefit them in some way, you're not going to make the sale.”

Now, Lagen tells potential customers that his products are durable, maintenance free and come with a lifetime warranty. The fact that they also happen to be good for the environment is “icing on the cake,” he says.

For small businesses, finding the right way to market a product or service is vital, says Nancy Boese, regional director of the Michigan Small Business and Technology Development Center. “Most business owners can explain the features of their products or services very quickly,” Boese says. “But how it benefits the customer is the critical part. If your budget is limited, you don't want to waste money on marketing that is not effective.”

Crafting the right message can be a challenge for small-business owners. “Chances are, it’s not your area of expertise,” Boese says. “You'd rather be doing what you're passionate about than thinking about marketing.”

She suggests enlisting the help of an outside expert. “You might see that as an up front cost you can't afford, but you'll save money in the long run,” she says.

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Making Your Message Count

Whether you go it alone or get outside help, follow these steps to help you develop an effective marketing message:

1. Define your target market and its demographics. It’s time-consuming, but “doing research helps you make an informed decision,” Boese says.

2. Determine what customers want from your product, how they want to get it, what price they want to pay, and how they want to hear about it.

3. Revisit your message regularly. “There’s a saying out there and it applies: ‘Change or die,’” says Lagen. “It’s true with any business. Watch your sales and watch your numbers. If they've stopped growing, ask yourself why.”

NFIB.COM: Find more articles like this one in “Marketing” in the “Sales and Marketing” section of http://www.NFIB.com/toolsandtips.

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