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Small Business Marketing Series:

Mixed Signals Mangle Your Marketing

by Jennifer McCay

It was a particularly hot summer afternoon in Los Angeles when I decided to take my parents on a tour of the L.A. Zoo. Now, I'm far more interested in museums and books (and marketing!) than traipsing around an insanely hot park full of animals so warm themselves that they hid under rocks, behind trees and under their usual perches to stay as cool as possible.

But there are lessons to be learned in almost every experience -- and I found a marketing-related one within moments of entering the zoo's grounds. From a distance, it looks as if you will be presented with plenty of fun, friendly, family-oriented fare. It's the zoo, after all.

The heat was strong enough that they had handy little devices pumping out a cool mist to keep guests from passing out before they even entered the zoo itself. So far so good.

Next was the line. We were apparently one of the very small bunch of people brave enough to face the 95 degree heat that day in the edge of the San Fernando Valley, so there were very few people ahead of us. But there was no way to cut through those annoying back-and-forth and back-and-forth dividers that keep people lined up in an orderly fashion on busier days -- unless you were far taller than I am, anyway. So we zigged and zagged up to the front of the line.

There we were greeted by friendly cashiers who sold us our tickets. But posted at the same ticket windows were signs noting that the heat keeps some animals from coming out to play and that refunds would not be issued. We hadn't even entered the place yet, and they were discussing refunds in big, bold letters. Why?

After a few minutes of walking, we came across animal displays with funny signs posted, like the ones that appear below:

I don't even know how to howl in such a way as to disturb coyotes, but I'll take their word for it.

Literally translated, you don't want to feed popcorn to the ferocious creatures. (Apparently cotton candy won't hurt, however!)

Now, in both of these cases, I suppose the signs themselves are helpful enough and do what they have to to ensure zoo patrons' safety. But in reality, they send some mighty strange signals!

Enough "zoo bashing" -- it's all meant in good fun. The zoo itself was lovely and I would not say anything to the contrary. And I'd be happy to go back on any day when the thermometer doesn't rise above 85 degrees with no trace of wind to cool things down.

However, there are very definitely marketing lessons to be learned from this situation that might apply to your small business:

1. Do you ensure your prospects' comfort at all times in the marketing process -- and after they have bought from you or begun working with you?

Those water misters work miracles in the Southern California heat, and there are plenty of other ways to ensure that your clients have an excellent experience from the moment they begin working with you. What do you do to ensure their happiness?

2. Do you put obstacles in the way of the purchasing process?

I don't care if you have a product-based online business or an editing firm out of your home office -- or retail space where you clients come and go. Is the process as streamlined as it could be so that your prospects can more easily buy?

Why make clients jump through unnecessary hoops when you could simplify life for them? The simpler the process, the better your results will be.

3. Are your signs really sending the signals you intend for them to?

You might not literally have signs up about your business. But if you have a website or other marketing materials, you might not be communicating the same message you might think.

The best way to find out is to ask a trusted colleague or even a valued client or two who can share their thoughts on how your "signs" read from their perspective.

4. Are you guilty of sending mixed messages?

Telling people as they walk in the door that even if they're dissatisfied, you won't refund their money is a good way to turn people off.

I'm a firm believer in laying all the cards on the table and ensuring that your clients know your terms of service prior to their hiring you/purchasing from you -- but make sure that you do it gently at the appropriate point in the sales cycle.

Could your:

• current terms of service
• work agreement/contract
• order form
• sales letter
• business practices

be improved so that you show your prospects that you welcome their inquiries and their business?

Do you have a guarantee?

Are you welcoming in your initial remarks to clients, but tough when it comes to making a deal?

It's OK to be spunky, outrageous or even downright strict to your clients if your market will allow it (and in some cases, you are legally required to give certain information to clients prior to purchase). But you need to be consistent across the board!

5. Always keep learning.

I never thought that I would find a marketing lesson from a silly sign or two at the zoo -- but I did and will be revisiting a couple pages on the Avenue East website in order to streamline some issues that aren't as easy to follow as I would like.

Marketing lessons are all around you -- all you have to do is read the signs!

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About the Author:
Are you a coach, consultant or other solo service professional who's struggling to grow your business? Jennifer McCay helps independent professionals turn their expertise into marketing success stories using the best of the best tactics that worked for her big business clients! To get your FREE subscription to her Avenues to Marketing Success Newsletter, head to http://AvenueEast.com

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