How a value-based approach can help your small business dominate marketing

On today’s episode of The Small Business Show, business coach, speaker, and New York Times bestselling author Alan Weiss joins us to talk about his most recent book, Masterful Marketing: How to Dominate Your Market With a Value-Based Approach, co-authored by Lisa Larter.

“Marketing is more important than ever, but it has changed radically over the years,” says Weiss. He believes the future of marketing is evangelism. Together, Larter and Weiss have advanced marketing due to their backgrounds as technical and international persuasion experts. They have decided to give the people the power, saying “it’s about getting the customers to market for you.”

Weiss emphasizes that readers must realize after finishing the book that “you have to always be in the public square.” When it comes to branding, it’s all about what people think of you when you’re not around. Since you can’t be everywhere at once, you must share your content with your second and next-best customers. With technological advances, it is now easier than ever to aggressively reach out. 

Today, everything is about the customer. They are more educated than ever, but in all areas “what we’re finding is if you are more aggressively proactive with your customers, the more successful your service,” adds Weiss. Regarding first-quarter marketing, Weiss advises entrepreneurs, “not to get caught in the memes.” in other words, people get worried about just hiring a body. Instead, focus on the actual needs of the company, and ask yourself what opportunities could you gain from aspects like “quiet quitting or quiet firing.”

According to Weiss, “it’s acceptable to fire consumers, especially if you consider whether they are providing you with education or referrals. They aren’t always right and occasionally, they block potential investors.” He adds, “life is a slow crawl through enemy territory.” 

On the other hand. Weiss thinks it’s foolish to spend a month planning 10 years out; instead, he prefers to develop a plan in a single day that will be effective for a full year. Given the situation right now, you must be agile on your feet.

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