Skip to content

2 Simple Techniques to Evaluate Your Marketing You’ve Never Considered with Wally Carmichael

Consider this… there are actually two sides to your business: First, there’s what I call the “inside reality,” and second, what I call the “outside perception.” The inside reality encompasses everything you do… and everything that makes your business great. It’s all of your skills: the people who work for you, your expertise, the way you service your customers before, during, and after the sale. It’s your systems, your operational procedures, your commitment to excellence. It’s your passion… and the way you conduct your business on a daily basis. Add these all together and they equal your value to the marketplace. That’s what I call the inside reality.

So how’s your inside reality? If you asked your customers why they buy from you, they could probably tell you something quantifiable, specific and instantly obvious. They could point to specific benefits they enjoy when doing business with you. Then they would say things like… “That’s why I do business here, that’s why I refer my friends to come here, and that’s why I’m a loyal customer. That’s why I’m willing to pay more here… and why I keep coming back.” That’s your inside reality. So your inside reality is all about what you do and what you are that allows you to perform better.

However, your outside perception has to do with how customers and prospects perceiveyour company. The outside perception is developed through the interactions that your prospects and customers have with your business. Your customers will draw on their past buying experiences with you to form the outside perception of your business.

But here’s the problem. If you provide unmatched and unequaled customer service… and your customers absolutely love you… none of that matters to your prospects if, number one, they don’t even know you exist as an option… or number two, they see your marketing and advertising and, because of your inability to market your business properly, their perception is that you’re no different, or no better, or no worse than your competitors. I would estimate that well over 95% of all businesses are completely inept when it comes to marketing… and the end result is that your inside reality and your outside perception are perceived to be different.

You see, regardless of how good you are, regardless of your inside reality, your prospect isn’t going to be able to figure out your trueinside reality based on your marketing. You simply appear to be just another business that sells whatever it is that you sell. And don’t say, “Well, that’ OK because I have a salesperson… and when they get in front of my prospects they’ll be able to educate them and close the sale.” Listen, that’s a great theory, but I can flat guarantee that even your best salesperson is never going to close a prospect who doesn’t know you exist… and therefore never bothers to contact you in the first place.

What’s your outside perception? Go grab your marketing, look at your ads, take a look at your website. Is it instantly obvious, specifically and quantifiably, what makes you better and unique and different? Do you show your prospects how to judge your industry, what factors they need to consider when deciding what to buy, and how you provide greater value than any of your competitors?

Let’s continue the conversation

Previous related episodes

Business Owners, Why Are You Spending So Much Time and Money on Marketing, with Little to No Return?

It’s time to see exactly why your marketing is not working, and what to do about it. 

About the author, Wally

Leave a Comment