Engage First. Market Second.

I know it sounds like common sense to most, but I am continually surprised by the number of small businesses and entrepreneurs that I speak with who either don't know very much in the way of Marketing, or are just too busy to think through what it is that they're trying to accomplish and how best to accomplish it.

Most think, "we need to market and here's how our competitors are doing it, so we should do it that way too." It's too bad that this discussion never gets to the heart of the matter or centers on more practical thinking instead. Right away, questions like...

- who are we?
- what makes us unique?
- what is it that we do best?
- who exactly are our customers?
- why do customers buy from us?
- what is it they need most from us?
- where do they prefer to look to find out about products or services like ours?
- what credible sources do they rely upon for information and referrals?

are neglected. The fact is that all of these questions really need to be answered before you have any real clue of how to begin getting a customer's attention and earning their business. These primary questions form the basis for any effort whose goal is to reach a specific group of people and get them respond favorably.

Let's put an end to the myth right here and now: no matter what you've been told, people aren't suckers. A good question to ask yourself is: are you a sucker? No, of course not! In fact, when it comes to spending money, we're all just looking to connect with, and be excited about, brands, companies and products in very tangible, organic ways. The bottom line is, at the end of the day, you'll reach more of your customers if you're straight with them and completely honest with yourself.

So, you want more customers right? This then begs the questions: what kind of customers and what are you willing to invest to get them (and not just financially either)?

As an example, let's say your best customers are C-level executives at mid-market technology companies. Is placing a couple of ads in the Wall Street Journal (or even some trade magazine) the most effective way to grab their attention and get them to buy something? Probably not; especially right off. You and I both know that this type of approach would not be considered targeted marketing. The fact is, people generally require introductions before they're willing to engage, particularly C-level professionals responsible for the success and failure of growing corporations.

So, what instead if you decided to purchase a small, targeted contact list that included information about these executives and began personally calling them, introducing yourself (by phone and email), asking them for their feedback and opinions? I bet you at least a few of them, if not many more, who would tell you what they're about and what is most important to them (Note: if they're in Marketing, they'll especially appreciate what your trying to do). So go ahead and survey them. Then instead of placing that ad, hold a FREE webinar on a topic that you discovered was of particular urgency or importance to them and invite them to participate. Beginning a dialog this way is a great way to lay the groundwork for long-term relationships and business.

In the end, just remember to ask questions first; to listen first; to serve first; and to market second. Then, when you're ready to advertise, maybe you'll have some better idea of what kind of ad would make the most sense for your audience and where they're more likely to see it and respond favorably to it.