It is a lesson taught for decades and helped shape our children's minds but it is the most forgotten lesson on the small business landscape today. Apply this one lesson to your business and watch your sales soar.
The two common denominators in all business today are the proliferation of product choices and the challenge to get the consumer's attention in an attention deficit society.
Unlimited Choice: A Sea of Products
Stroll down any supermarket aisle today in America and the choice of products is overwhelming.
Need some toothpaste? You can choose tartar control, whitening with peroxide, freshening gel, sensitive teeth, baking soda whitener, all day protection, tartar and whitening, cavity prevention and many other combinations.
Starting to feel sick? Try a pain reliever, fever reducer, decongestant, sinus or stuffy nose, day or nighttime, flavors cherry or orange, tablets, capsules or liquid, flu, cough and cold, and countless combinations. Which one to choose?
According to Emily Nelson's, April 20, 2001 article "Too Many Choices --- Nine Kinds of Kleenex Tissue, Eggo Waffles in 16 Flavors; Blame Brand Managers" in the Wall Street Journal over 31,000 products were introduced in the year 2000. The average grocery store now stocks over 40,000 products. This product explosion represents an incredible choice selection for consumers and a real dilemma for small business to stand out.
Attention Deficit: Lack of Attention
Today the most limited commodity is not information, products, ideas, talent or distribution, but the ability to gain the attention of your customer. With the growth of the Internet, hundreds of television channels, thousands of magazines not to mention advertising in any shape and form, we are flooded in the sea of information overload.
Thomas H. Davenport and John C. Beck brilliantly explain this phenomena in the eye opening book "The Attention Economy". The author's point out of how this limited resource can cripple a company. "Those who don't have it want it. Even those who have it want more."
In an over communicated, attention starved society most businesses miss the point. They believe if they work hard and do a good job, customers will come. Their marketing communications are all the same. A scan of a New York advertising directory for over 246 carpet cleaners produced the following taglines, messages or unique sales propositions:
- We Do It All
- High Quality Carpet Cleaning
- Choose The Best
- Job Done Right
- Experience The Difference
- No Job Too Big or Small
- Number 1 in Carpet Care
- Reliable Service
So what is the answer to the choice and attention dilemma? Well, Big Bird and friends taught it to us years ago.
