22 REASONS NOT TO MAINTAIN
TOP-OF-MIND AWARENESS COMMUNICATIONS

With Customers, Key Prospects & Referral Partners
“Awareness? We don’t need no stinkin’ awareness!”

(paraphrase from the film Treasure of the Sierra Madre)

CUSTOMERS

• Our customers know what we do and what products/services we offer.
  You’re sure … without any reminders? How do you know what they know?
• Our customers know to ask us if we have any new offerings.
  So, leave the ball in their court with no promptings from you.
• Our customers know how to contact us.
  Out of sight … out of mind. What did I do with that business card, anyway?
• We are confident that we are always at the top of the vendor list when a buying decision surfaces.
  What makes you so self-assured? Do they always tell you you’re a top contender?
• Our customers know we appreciate their support and don’t have to be constantly reminded that we do.
  Thank you … acknowledging their patronage … not well received by your customers?!
• Showing gratitude to customers makes us appear needy rather than successful.
  How do you feel when thanked by someone or shown appreciation?

REFERRAL SOURCES AND PROSPECTS

• Referral partners always call us when they have an introduction to make.
• Emails are annoying to people … they would be unhappy with us if we sent any.
  Make it easy for them to opt-in or unsubscribe … their choice.
• Showing gratitude to referral partners makes us appear needy rather than successful.
  How do you feel when thanked by someone or shown appreciation?
• Prospects visit our website to find answers to their questions.
  The stats tell us that only 2 percent of consumers will make a purchase on their first visit to your site. Why …  a priority distraction or a decision to give it more thought.
• Social media is for new companies or those catering to Millennials or Gen X.
  There are strong arguments in favor of Social Media exposure for B2C businesses!
• People don’t like to be reminded repeatedly that we are in business.
  Do you have all the business you can handle? For how long?
• Out-of-sight … out-of-mind does not apply to us.
  I’ll never forget old what’s his/her name!
• We are confident that we are always at the top of the vendor list when a referral opportunity surfaces.
  What makes you so self-assured? Do they always tell you you’re a top contender?
• Our referral partners know we appreciate their support and don’t have to be reminded that we do.
  How do you feel when thanked by someone or shown appreciation?

GENERAL

• Our business grows by word-of-mouth.
  The marketing facts are it takes 7 to 9 exposures to your brand before you’re even considered. So why rely on only one source … word-of-mouth … that you don’t control?
• We don’t have any major competitors.
  Really! How did you round-up a near monopoly in your industry?
• People know we are thought leaders and industry experts.
  Because you regularly demonstrate your thought leadership and industry expertise with information perceived as valuable to your audience(s)?
• We’ve been in the same location for XX years.
  Good for you! Have all of your customers remained local as well?
• Emails are annoying to people … they would be unhappy with us if we sent any.
  Make it easy for them to opt-in or unsubscribe … their choice.
• Out-of-sight … out-of-mind does not apply to us.
  Because?! What do you do to regularly maintain positive visibility?