Here is the third reason why small businesses fail to punch above their weight. They listen to too many friends and family members with an opinion.
Everyone has an opinion and when it comes to something as interesting as a friend or family member’s business, it is pretty exciting to be asked for your opinion. However, these people have a very skewed vantage point. Firstly they only want the best for you and will therefore often not give you the honest advice. Secondly, they may not be your target audience and therefore if they don’t like the advert, strap line, offer etc, it is irrelevant.
The only people who it is important that it appeals to are your prospects and your customers (and of course the regulatory bodies within your sector!)
Where ever possible ask your customers themselves. They would be the best source of all genuine feedback – whether you like what they say is another issue entirely!
Image courtesy of Stuart Miles
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