Here’s a troubling thought for you:
Last week someone in your area bought what you sell.
They weren’t a price shopper, and they wanted something good quality and long-lasting, so they spent good money on it too.
Here’s the problem: they didn’t buy it from you.
Not because they considered using you and then dismissed it, but because you weren’t even on their radar
Even though you could have added more value, provided a better product and a better overall service, their money went to another company, all because you weren’t in that customer’s consciousness as they were moving towards the decision to purchase.
You know what’s even more concerning?
It’ll happen this week too. And next week. And the week after that.
Lots of businesses are concerned about the ‘cost’ of advertising, but take it from me: done right, the ‘cost’ of advertising pales in comparison to the cost of the lost opportunity.
For someone to buy from you, they first need to know of you, they need to like what you’re about, and they need to trust that you’re going to deliver what they want.
That doesn’t happen unless you’re part of the conversation in the weeks, months, and even years leading up to their purchase.
Unless you’re there throughout the customer journey, from the very first vague, “I’m thinking about buying in the next 12 months, so I’ll have a quick Google”, through to the, “I need to commit or I’m never going to do it”, you’ll keep missing out on these sales.
Moreover, if you’re serious about building your business to deliver all that you want it to, there’s no better time to do something about it.