On your recommendation I read OUTLIERS, and enjoyed it. Gladwell doesn't mention that many of his success stories are sociopaths, but to do so would challenge the dominant paradigm and he never does that. The thing I really appreciated about the book was the insight into how much "success" depends on chance. Like BLUE OCEAN STRATEGY, which I just started so my response to it isn't fully fledged, it applies to much bigger operations than my small business. But these books help me to "think outside the box" and that's good. A book I've found very useful is COMPANY OF ONE by Paul Jarvis. Full disclosure, I work for the publisher of this book, but the fact I found it useful for my leather business is a happy accident. Now is a very good time to have a small, simple business structure, because we just can't compete with cheap foreign imports and predatory retailing. We can fly under the radar cast by these enormous market forces. How we do that is the key question.
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Thank you Philip for these great notes and suggestions. As always, very on point and efficient communicator. I always come back here to find a rock to lean on in terms of knowledge, support and honest advise. Thank you!
I have recently published my website with first made to order collection of handbags and bespoke leatherwork and I find myself going back again re-defining the customer, and the market!!, working on marketing question that I left incomplete, or partially understood.
I have ordered the Blue Ocean book, and looking forward to learn the techniques it teaches.
thank you again and wishing you and everyone a productive and successful week!
Adriana
That is an excellent suggestion. Thank you! I've started reading BLUE OCEAN STRATEGY and find it very interesting. Can you recommend journals or magazines? I subscribe to the LEATHER CRAFTERS AND SADDLERS JOURNAL, but it doesn't cover business and is aimed at Western style crafters.
@piperdally Blue Ocean will give you a lot of useful information.
Another book that I recommend is the 22 immutable laws of marketing (old but still very relevant):
https://tinyurl.com/uw96jty
While being the best or using the best materials will obviously help, it is only useful if the public perceives you as being the best, it doesn't make a difference if only you know it.
That then comes down to your ability to communicate, and in 2020, he who communicates best wins.
So here are some interesting questions to ask yourself:
1) Are you communicating and engaging with potential customers across major social media platforms?
2) Do you have an email list to communicate to?
3) Is it simple to buy from you?
4) Do you have customer testimonials that are on display?
5) Are you providing value to your audience first before asking for a sale?
6) Are you creating products that are unique and different from others?
7) Does your 'About' page talk about you, or what you can do for your customer?
8) Do you have a blog, podcast or YouTube account that people will find interesting?
9) Do you know who your competitors really are? Where are they weak and how are you better?
10) What specific niche do you occupy?
11) Is your website optimised so that you are easily found on google?
I could go on but I feel it is important to look at the fundamentals before focusing on the details. Hopefully these questions will give you food for thought.