One of the most common elements you will hear at a networking event is where the particular company in question is based. You know the sort of thing: ” My name is, I work for, and we office out of main street and 3rd.”
For some businesses, this is critical information. When you are a retailer, or a salon for example, it is very important people know where to find you. However, let’s be honest, for a great many endeavours, where they are physically located isn’t that important. Even when location is a major factor, it probably isn’t of sufficient relevance to be the first thing you tell others.
Why? There are a few reasons this isn’t where you should start:
- It isn’t very relevant – your office is administrative, so where it lies doesn’t affect the service you provide
- It is about YOU – it’s your stuff. Making your message about the issues and challenges faced by your target market is all important. Your location doesn’t tick that box
- Everyone says it – as mentioned above, it is a common tactic. It is safe, certainly not likely to offend, but therefore bland as well. When everyone says the same thing, it loses a huge amount of impact
- It wastes time – you don’t have long to grab attention!
Eliminating this approach will give you time to focus on a more attractive message. That message is much more effective when based in the problems, issues and challenged your target market is dealing with. Unless your location addresses those issues, best to leave it out!
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[...] This post was mentioned on Twitter by Kevin Dervin, Marketing Action . Marketing Action said: Small Business Marketing – Location woes http://bit.ly/5p9c9H [...]
Posted on December 17th, 2009 at 5:50 pm
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