Several weeks ago I met a bright and innovative guy named Dan Janal who always has useful things to say. I’ve been reading his blog for the past 6 months so meeting him in person was a thrill for me.
Dan writes PR Leads, a blog you might want to bookmark and look at every now and again. His latest post is something I agree with 100%.
In this post Dan tells about how our big hometown airline (NWA) has decided to stop sending so many marketing pieces by mail, so they can cut costs. Dan points out that they’ll also lose a lot of marketing exposure, so maybe it’s not such a good move.
I see two good lessons here.
One, as Dan points out, is that you often get more mileage when you stray from the crowds. It’s a lot easier to stand out when you step away from the pack. And this applies to marketing, advertising, sales, service, just about any aspect of your business.
When you act like everyone else, you’re not doing your best. An essential part of running your business (and promoting your business) is focusing on what you do best. And, because your business is unique, then what you do best should be unique too.
By focusing on what you do best, you will automatically stand out from the crowd. You’ll routinely zag when everyone else zigs because, it’s what you do.
The second lesson I see here is that you don’t always need to promote your business.
Look at our airline industry. Their problem is not too many empty seats. It’s too little revenue per seat. They need to get their prices and costs balanced better. Simply adding more customers will not help them.
So, don’t think the answer to a business problem is always MORE CUSTOMERS. In some cases adding more customers might hurt your business more than it helps.
Thanks for reading. Have a great weekend!