Tweet

Dorothy, it’s about the shoes!

Written by: Joe Dager

Article Overview: How about Dorothy? Remember the words of the lion to the wizard. Yeah, and the wizard took off without her. Linda, the good looking witch came back and told Dorothy what? "You have had the power all along, you just had to find it." I encourage you as a business to find your niche and identify with it.

Dorothy, it’s about the shoes!

How is your marketing doing in 2009? Have you increased it? We have just about completed the first 30 days and are you cutting back or moving forward? I am still talking to perspective clients that seem to lack direction. How can you not be focused by now? Case in point, Dorothy from the Wizard of Oz! She was running away from home for a better life. They did not understand her. I have 2 teenage boys, can I run? No, I understand that this is a part in their life that they need to find themselves. They need to find their own identity.

I have always thought many companies struggle with that. I talk to businesses everyday that define their target market as small business. I want for someone to take note here, SMALL BUSINESS IS NOT A TARGET MARKET.

So how do you define your niche? For starters, it is what you do well. Now, think about this - what do you do better, really better, than anyone else. What individualizes you more than any one single point. What would your customers say? What would your strategic partner say? What would a referral partner say?

I was taught the "Five Why" method. Keep asking why to each answer 5 times. At the end, you probably have the answer that you are looking for.

1. Who(Why) is your target Market? Small Business
2. Why? I work with companies that do not have an in-house marketing department.
3. Why? Our system is set up to handle that function.
4. Why? Because it is a systems.
5. Why? Because systems work.

So now, who is my target market from just that short exercise, I can tell you right now. If you don't believe a system works, you are not my target market.

How about Dorothy? Remember the words of the lion to the wizard. Yeah, and the wizard took off without her. Linda, the good looking witch came back and told Dorothy what? "You have had the power all along, you just had to find it." I encourage you as a business to find your niche and identify with it.

If you want your marketing to work, don't try to be everything to everyone. Find the power within your organization and tap those shoes together. It's about the shoes!

Related Articles
  Is your marketing focused?
  Smart Women, Dorothy, and the Yellow Brick Road
  Passion is a Pair Of Ruby Slippers
  Beat the Path for Your Customers
  The Managers Most Useful Tool

Article Tags: lion, shoes, witch, wizard



Related Forum Posts
Re: What would you like to see be invented? - ah shoes....yes - more comfortable shoes in a range of sizes and heel heights. I would also like an industrial size leaf blower that I can lift and carry around without needing a chiropractor. Also, a mobile manicurists!
Millionaires and their wives - [quote:33vtplt5]One makes his wife wear the same shoes until the soles need to be replaced and then they buy new shoes at KMart[/quote:33vtplt5] And the wife puts up with this?? Just curious - did they inherit family money or did they earn the millions themselves? I think people that had to earn the money themselves are a bit more frugal than those that grew up with it... but I could be wrong. It'd be interesting to find out!
Re: What makes a good sales rep? - Hello, Topeyinka: Thanks for starting this thread. It will be informative and inspiring! I think one mark of a good sales representative is perspective with a positive attitude. I number of years ago, I heard a similar story about those same two salesmen you just mentioned. This story focuses on the power of perspective with a positive attitude. The first shoe salesman said, "There is no market here. Nobody wears shoes." The second shoe salesman said, "The market is [u:28onyj2m]unlimited[/u:28onyj2m] here! Nobody wears shoes!" GT :-]
Re: How should a young entrepreneur dress to impress? - Type of dress is always the question on most new entrepreneur's minds'. Unfortunately, it all depends on the specific situation. If you are meeting someone for the first time, and it is in relation to business or potential business, then a suit and tie is the way to go. Stay conservative and don't go in with flashy ties. Get solid tone wear for those occasions. If you're meeting someone, and they are not unknown to you, then you can maybe afford to dawn a flashier tie or dress down a little. However, in all of my business dealings I would never go to jeans. I would always stick to dress pants and a tucked in button up shirt up top with a collar. Stick to dress shoes in both occasions, and try to find something that is comfortable. I have two pairs of dress shoes - one has laces and one does not. I frequently wear the one without because it is easier to put on and far more comfortable after a day of meetings and discussions.
Re: Suspicious/Problematic Users - I see there are still some posts by Jaylee offering shoes that are on the forum. He definitely needs to banned permanently. MichelleJ


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

What Is The Foundation for Your Vision?

10 Reasons Your SBA Loan May Be Declined

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.