Chris Graham: Sell yourself

Marketing and strategyDo you offer something totally unique to the world? Let’s get that out of the way right now. Of course you do. I’m not challenging your business model. You have a unique product to offer. That, or the way you offer service is second to none. That’s why you’re in business in the first place.

What I’m trying to get you to do is to think about how you sell yourself.

Do you push how no one else does what you do the way that you do it in your marketing?

If not, you’re selling yourself short.

If you’re like anybody else, why do I, John or Jane Q. Public, need to get what you offer from you? Because I can get it from, well, anybody else.

How to rise above the fray through marketing:

  • Attractive. Print and TV ads and your website need to be pleasing to the eye.
  • Catchy. Avoid jargon, and avoid being long-winded. If you can’t get me at hello, you’re probably not going to get me.
  • The Best. You’re the best at what you do. If you’re not going to go to the trouble of telling the world that this is the case, no one else is going to do it for you. Marketing is no place for the humble. Shout it from the mountaintops!

Chris Graham is the president and CEO of Augusta Free Press LLC, a web- and graphic-design and marketing-services company based in Waynesboro, Va. More online at www.AFPBusiness.com.


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