Have you ever met an entrepreneur who may generating some success, but just doesn’t connect with his clients, generates little referral business, or lacks consistency in their branding?

Just like the double-take that you probably did while looking at this good looking couple in their 50’s while trying to look…well…goth…something just isn’t right, is it? (I have to give credit to Forrest Miller for sending this magazine cover to me) Many small businesses are confusing their target market by promoting mixed messages.

Here are a few common mistakes that I’ve noticed:

1. All of your ads are about…You! While it is important for your prospects to understand a bit about what you do and who you are, they really don’t care. They are interested in how what you do will benefit them. Why not integrate customer testimonials and happy customer pictures into your marketing. There are two people who have effectively appeared in their own commercials and built their business around their personalities. Dave Thomas, from Wendy’s, and George Foreman (remember when he was known as a boxer?) One of them is dead, the other is probably not you.

2. Trying to target everyone as your target market. You don’t have to be everywhere. Just be everywhere that your target market is. While you would gladly collect a money from any paying customer, you will quickly become broke and frustrated by trying to market to everyone. Know your niche, then hit it HARD!

Let’s say that you own an oil change business. If you solely brand yourself as working on everything, you will constantly have people trying to price shop you. Don’t EVER go after the Wal-Mart shopper. Someone will always be there to do things for less. Why not specialize and be known for great value or specialty. “Specializing in Volkswagen, Audi, or SUV’s” will prove valuable for your marketing and revenue.

3. You don’t speak. People love to work with experts. The quickest way for you to brand yourself as an expert is to speak in front of a group. When you become a source for information, you are branding yourself as an expert. I’d recommend having a 20 minute talk in your ‘back pocket’ that you can deliver at civic clubs and the like. I’d also recommend visiting a local Toastmasters club to polish up your speaking skills (We have all endured painful presentations, don’t be one of them!).

Even if you are thinking, “Uh Oh…I do all of these.” You can change. Don’t just wait and see how things will turn out,  create your own luck by taking action.

Always Better Your Best!