Both small and large businesses need to attract customers to their companies, their products, and their services. Once potential customers are aware of the company’s business, then they can consider the benefits of the company’s offerings and (hopefully) decide to purchase the company’s products and services.
But what if you don’t want people to buy your company’s products and services?
When you DON’T want to promote your business
For example, what if you business is simply a money laundering front, for which making sales would actually be a detriment? Take this example from the Department of Justice:
Edgar Porras, 49, of Moreno Valley, was charged in a criminal information filed today with one count of bid rigging. In a plea agreement also filed today, Porras agreed to plead guilty to the offense.
During the scheme that ran from 2013 through August 2018, Porras conspired “to suppress and restrain competition by rigging bids to obtain selected food contracts offered by the BOP,” according to court documents. To further the scheme, Porras, who was a contractor to a food company identified as “Company A,” agreed with co-conspirators not to compete to obtain the BOP contracts, and collectively they decided which conspirator would submit the lowest – and presumably winning – bid for a contract.From https://www.justice.gov/usao-cdca/pr/inland-empire-man-agrees-plead-guilty-bid-rigging-scheme-obtain-contracts-provide-food
By spending his time on rigging bids, the guilty party made sure that he couldn’t actually spend valuable time improving prison food. And we certainly don’t want that.
If you want to ensure that your business doesn’t make money, then I have two helpful tips for you.
Two TERRIBLE tips for business promotion
Tip 1: It’s all about you
When potential customers research businesses, they are usually looking for a company that can solve their problems. In other words, customers want a business that speaks to the customer’s needs.
However, we all know that the customer is always wrong, and that customers don’t realize what is important to YOU, the business owner. (What is wrong with these customers?)
Therefore, it’s important that your marketing materials talk about YOUR concerns, rather than the concerns of the customer. This will impress the customer, who will obviously realize that their concerns are unimportant compared to YOURS.
Here are three examples of things to include in your marketing materials:
- Spend a lot of time talking about when the company was founded, the number of patents and awards held by the company founder, some early stories that you find funny (why isn’t the Bill Gates arrest story on the front page of Microsoft’s website?), and how the company has changed since its earliest days.
- If your company is a startup that just received Series C funding, spend a lot of time talking about the funding and the dollar amount. Customers will be impressed at the monetary value. And if not, they should be.
- When talking about your company’s products and services, be sure to concentrate on the features that impress your employees. Don’t try to apply these products to actual customer needs; customers should be able to figure this out themselves. Or just take the word of your engineers that the product is great.
If you write company-centric rather than customer-centric materials, then you are guaranteed to have customers ignore you, or even better avoid you.
Tip 2: Never update your content
Set it and forget it. It’s an easy way to maintain online content.
Granted, when you first create a website, a blog, or a social media account, creation of initial content is unavoidable. Now it’s quite possible that you can delay the appearance of that content by not posting anything until the content is perfect, but at some point the content is going to have to go live.
But once that unavoidable posting is complete, then your job is done. If you keep the same static content on there, you’ll maintain consistency. To maintain that consistency, be sure to avoid the following three things:
- Avoid posting any new content. Once you post new content, then the search engines will flag and highlight the new content. And you don’t want the new content to appear more important than the old content, do you?
- Avoid updating old information on your website or social media content. Outdated content such as 2015 copyright dates and references to Windows NT support are powerful messages that accentuate the long time that your company has been in business, without cluttering it up by mentioning anything modern. If your company was established in the 1990s, then animated GIFs and automated MIDI players convey an essential lack of innovation. For example, see http://www.netanimations.net/ (and yes, that’s http, not https).
- Avoid updating outdated links. If you have a Twitter account that links to your website, and you fail to pay your web hosting bill, be sure that the Twitter account continues to link to the dead website. When the potential customer encounters the dead website, this will pique the customer’s curiosity and the customer will search for your new website, if any.
Professional salespeople often talk about pre-qualifying leads. If you follow the three steps above, then you will automatically pre-qualify your leads, since any customer who takes the time to find your current information is obviously motivated.
If you want to ignore my advice
Because I am always right, you will obviously follow my advice to alienate potential customers. If you instead choose to attract customers, then you’ll ignore my advice and do the exact opposite of what I say.
But what’s the fun in customer-centric, current content?