Nov17
Beware of the Mousetrap Myth!
We’ve all heard well-worn sayings that aren’t the least bit true. Anyone who’s been on the receiving end of a vicious insult reconsiders the childhood rhyme, “Sticks and stones may break my bones, but words will never hurt me.” The world of business is littered with similar untruths. Here’s one of them, “Build a better mousetrap and the world will beat a path to your door.”
If this proverb was ever true, it certainly isn’t true today. Here’s why: The average American receives 3,500 marketing messages every single day. That’s one marketing message every 25 seconds or 1.25 million marketing messages per year. The brutal reality of doing business today is that we do it in an over-crowded marketplace with customers and prospects who live in perpetual information overload.
In other words, if you happen to have a better mousetrap, how will anybody know about it?
A second reason why this proverb isn’t true? What “door” should they beat a path to? Should they visit your store or call you on the phone? If they call you on the phone, which number do they use? Your local number, your toll-free number, or your cell number? What about your web site? Or should they send you an email, subscribe to your newsletter, or read your blog?
More information overload!
The answer? Build better marketing that is:
- highly targeted
- personally compelling
- completely clear on THE first step in working with you (not all the ways they can get in touch with you)
In other words, beat a path to their door and the world will help you build a better business.