Why Are You Great? Tell Them Or They Won’t Know

Posted on Thursday 26 July 2012

You know what makes your business and products unique, but does your target audience? Not only is it essential to have a clear grasp of what makes your company standout, but you need to get that message to your target as well. Think of it this way: if you don’t tell them, they won’t know.

This point is illustrated perfectly in an upscale North Shore restaurant. Although well loved by locals and critically acclaimed, it does little to publicize that it is also an environmentally conscious establishment. The chef buys from local, sustainable, and organic farms, which helps to support Illinois farmers–another benefit. However, buying fresh, organic ingredients is “naturally” more expensive than mass produced products from foodservice distributors and because of this, the restaurant’s menu prices are higher than average. But, as explained, this isn’t your run-of-the-mill eatery. Consumers get this. They are realizing the value behind sustainability and “going green.” So, not only could the restaurant justify its prices, but it could also attract a greater customer base if it made more of an effort to promote its wholesome relationship with the environment.

If you have an awesome product that fits into exactly what people are looking for (and presumably you do, because why else would you be in business?), you have to tell people this because they won’t figure it out on their own. In fact, just the other day a chef was telling me a story about a restaurant he had worked at. The food, according to the chef, was delicious. The restaurant’s location was off the beaten path so initial turnout was understandably low. The chef told the owner “We need to do some marketing.” The owner said, “Marketing is overrated.” The chef figured, “Well, here’s a guy that doesn’t believe in his product” and left to start his own business. That business, now six years old, relies heavily on promotion, product development, and price points (ahem, marketing), and is growing exponentially as this chef-turned-entrepreneur builds new stores across the U.S. The restaurant? It closed three months later.

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