Lately I’ve read a crazy amount of articles on ways SME’s should be using advertising, marketing & public relations to get a Return on Investment in 2010. The recommendations, directives, success formulas, methods and guaranteed results are coming out of the woodworks. The sheer amount of content available is mind boggling.
Just in case you hoped or expected me to, I should let you know I’m not going to summarise those articles, or form them into some super-duper list. However, I’m going to make the following statement and explain my reasoning.
With so much choice available – you won’t get what you want from your marketing dollar.
A friend (thanks @mktgdouchebag) put me onto this brilliant preso from Psychologist Barry Schwartz on the paradox of choice, which succinctly summed up my feelings while reading one THOUSAND articles.
In a nutshell he says the following:
We have too much choice. And because we live in a society that places a high value on having many choices; your expectations are now such that whatever choice you make, you’ll be disappointed. You’ll believe that another option that was available to you would have yielded a better result. So, who do you blame? Yourself because the choice was yours. Not cool dude. Not cool at all.
So, how does this relate to you and your small business?
Well, at this very moment in time you are able to choose to market your business by advertising in national magazines, trade publications, newspapers, local media, television, radio, sponsorship, trade shows, exhibitions, news sites, social networks, pay per click, on blogs, on forums, direct mail, newsletters, bus shelters, billboards, A frames, catalogues, affiliate marketing and these are just a few of the myriad of options available to you.
The amount of choice you have for marketing your small business is enough to paralyse anyone into inaction. Your expectations are so high as a result of the sheer volume of choice and the perceived value of having these options, you will invariably be disappointed once the decision is made. You will always be wondering if advertising in Yellow Pages really would have made a difference to your business. ( By the way…it wouldn’t have – see earlier post).
Here’s my solution to the paradox of choice in relation to small business marketing. Forget about the number of options and choices. Take the time to research and find out where, when and who your customers are and go to them using the medium they use. Be consistent…building your business will take time.
Do you disagree/agree/not care/ or are you frozen by the choices I have given you?
Leona
P.S. If you want to know more about Barry Schwartz – click here. He wrote the book on the Paradox of Choice….literally.
Tags: psychology
You make such a great point. The research is key and decisions need to be strategic – not exspensive. Things can be minimalist but carry a huge impact.
Thx
Natt
@nataliegiddings