Expanding on the restaurant thread, I'd like to hear opinions on this subject. After a few years in this business and spending much of my life being disappointed by small businesses, I have formed my opinions.

The average small business:
1. Doesn't have the first clue about marketing.
2. Isn't interested in learning about marketing.
3. Is content with mediocrity.

And last but perhaps most important...
could have their butts kicked up and down Main street by almost anyone that's spent a year or two in this forum and paid attention.

I have the exact same opinion.

It never ceases to amaze me how many people are content with mediocrity.

I don't have any desire to mess with a small biz owner unless there are many requirements in place. Too bad too, because it would be fun helping these guys hit big homeruns.

Bruce,

It's been my expeience that many small business owners are very good at running their business or working in their business... and not so good at marketing or working on their business.

Michael Gerber in the E-Myth says that most business owners are skilled technicians having an entrepreneurial seizure. I think there may be a lot of truth to his statement.

Mike

I do believe that's true Mike. Most I have run across can run the product side of the equation. Very few can market or make their business scalable.

To me... I don't want to be involved in a business that I can't take myself out of or build into a large business. Working "In" instead of "On" a business is a recipe for boredom for me.

"average" is the operative word there. You look hard enough, you'll find small businesses willing to learn. And some of the ones not willing to learn, will at least step aside and let a pro do it.

You'll find a lot of ma and pa's that are no longer run by ma and pa...kids take over and sometimes things go straight down the toilet.

The problem is that sometimes pa used what little knowledge he had to make a living. When times change, he's not really ready for it. But if he's done his work well, he has a loyal customer base that just won't go away.

BUT when jr. takes over, he changes some things...and he usually changes the wrong things.

It's been my experience that the failure to market in a unique (read different from everybody else) way is caused by fear.

I've worked with a folks from chiropractors to sub shop owners and the common thread seems to be a fear of conducting a marketing campaign that even minutely draws attention to themselves. (I know, that's the point. Right?)

These folks would rather spend the thousands of bucks to have a business card put in the yellow pages than spend a couple hundred on postage for a newsletter or direct response promotion.

It seems like poor marketing is ok if everyone is doing it. And outrageous marketing is not ok because it might not work. (I know, but let's not even get in to explaining proven DR principles and testing.)

Heck, I can't even convince an in-law to collect customer names/addresses of customers.



Nebulousx

"And last but perhaps most important...

could have their butts kicked up and down Main street by almost anyone that's spent a year or two in this forum and paid attention."

And to back-up what Nebulousx said. The first radio ad I wrote was critiqued here and with the input from this board my client had a 400% ROI. For every dollar he spent he got $4 back.

This highlights two important items:

1. DR in small ma & pa businesses kicks @ss.
2. This forum is a goldmine of great folks and information.

Cheers,

Your right about everything but #3. I don't believe they're content with mediocrity.

What I've found to be true is they don't really know HOW to get to the next level. Seriously, I believe every small business person WANTS to "make it". But let's be honest, 98% don't do the reading, research, testing, and smart implementation it takes for long term success.

So I wouldn't say they're necessarily "content" with barely making it, but as Yancey mentioned, a lot are either too lazy to do the grunt work OR they're too busy working IN their business to realize that the real work needs to be done ON it.

Hey Ricky,

I know what you're saying. I doubt if you asked them, they would say they were content.

I guess where I'm coming from is this. The 95% of Americans making less than 5 figures a month would also say they would like to be rich. My problem is, "Oh yeah? Then why are you sitting on the couch watching reruns of Friends while I'm writing sales letters and studying marketing?"

In my life, I've seen WAY too many people offered a hand out of the pit of mediocrity only to say, "Thanks, sure. As soon as I finish watching the latest reality show".

I get inspiration by watching "I Love New York" .

Let me ask you this: how many times have you given away a free plan or offered to help one of these people? I don't mean just by giving a half minute lecture on how they could enhance their marketing efforts, but actually offered to do some of the necessary work? How many times have you offered to do this (for friends and family etc.) and been turned down?

There's a whole slew of small business owners who would NEVER take on an approach that they don't see their competitors involved in. It's not because they're busy watching TV or because they're busy running their businesses. It's because they're scared of embarrassing themselves.

We go back to that study where someone is put in a room full of people, and one of the people needs help. If no one else gets up, then the subject won't offer to help. It's all "follow the leader." But everyone of them is too scared to pass up the leader.