There’s two schools of thought about Howard Stern, you love his show or you hate it. I fall in the later category. However, Howard Stern can teach us small businesses a thing or two about marketing says small business advocates and marketing experts, Jimmy Vee and Travis Miller.
They write 1. The institution of broadcasting is not unlike the institution of traditional marketing. Stern uses an against the grain approach, a contrarian position to gain attention from people and the media. Small business owners should strive to take a polar position as well. Trying to be all things to all people and the need to please everyone will actually get them less attention and fewer customers. If they are afraid they will offend someone with their personal styles, they run a high risk that they will be no one’s first choice and invisible to most. Stern understands that it takes some people to hate him to gain a portion that love him.
2. Stern vows to uphold a certain image and standard whether it’s good for business or not. Small business owners should do the same. Many times because small business owners are operating on limited capital and trickling cash flows they take any business that comes along even if it conflicts with their better judgment. Pain-in-the-butt customers who do not fit a business’ profile of an ideal customer hurt a small business more than they help. Many times a few bad clients can make the work environment less productive and the business less profitable.
3. Like Stern, small businesses have the ability to be flexible and quick. They have the ability to make the changes required for them to succeed. Although many small business owners have the ability to be flexible, their thinking and egos make them unable to adapt and change in order to achieve the success they desire.
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