I often hear decision-makers talk about how they need a new logo, a new brand identity, a new website, or they need to “do more social media” or any other number of things that may indeed be worth looking at, but may not be the real problem or the best place for their attention.
One of the best books I ever received was Selling the Invisible by Harry Beckwith. Perhaps not coincidentally, the book contained one of the best pieces of marketing advice I ever read, too.
Mr. Beckwith urged the reader to first fix your service! Make sure your customers are getting first class service as a priority all of the time. The best marketing in the world can’t make up for a lousy customer experience.
If you want to test this advice, put your consumer hat on and think about how you spend your money and you’ll probably agree.