Many service businesses, especially NEW, and unique SERVICE businesses, have trouble branding and positioning themselves. If the target market doesn’t understand what your business does or offers, it’s a real challenge to grow.
Take marketing, for example. Ask 10 people to define or describe “professional marketing services,” and you’ll get 10 different answers. The most common answer would probably be, “Um, something to do with advertising?”
And selling something invisible — like marketing advice — immediately puts you at a disadvantage. But the same goes for a lot of startup businesses and non-profit organizations if they offer a product or service that is a “first” or never have been offered before.
And you won’t even need a bullet-proof vest.
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