A recent survey found that 38% of small business owners fear their marketing is not working effectively.

33% feared they would not be able to retire on the value of their business. I say those two things are interrelated.

I think more should be worrying about their marketing.

Why?

Look at the vast majority of home pages and you will notice they are all the same. Regardless of the industry, most companies want to talk about themselves, and what they think are differentiators are really just table stakes.

"At XXXX we are customer focused, our products are of the highest quality..."

"We have been in business for 30 years. The XXX Family still operates the business..."

"We care about customers and innovative in how we serve..."

WHO CARES!!!! Certainly not your prospects!

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Count the number of "we's" and "our's" vs. the number of "you's" and "your's" in any marketing message. How does yours look? How do your competitors' home pages look?

People don't care about you, they care about themselves. B-to-B or B-to-C, it does not matter - people are who we are marketing to and we are all selfish by nature.

Marketing didn't changed much in the first 25 of the over 30 years I have been doing it.  But it has radically changed in the last the 5-6 years.

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