Particularly when you’re just starting a business, it’s easy to get caught up in doing what others tell you is the “best way” to do something. Problem is, ‘one size fits all’ is an oxymoron! Here are a couple of real life cases.
I am often asked my advice in choosing a client relationship management or shopping cart system for an entrepreneur. There are several available and one of the reasons there are so many is because each business has different needs. One system in particular does a tremendous amount of marketing and is often recommended. It’s an awesome program with all the bells and whistles you could ever wish to use. However, the average entrepreneur will not use half of them. The startup cost of this program is $2000 and the monthly cost is 50% higher than its closest competitor. Oh, and most entrepreneurs will not be able to operate the program themselves. They will need to outsource it. So, when an entrepreneur comes to me, I ask them questions about their needs now and in the future. Then usually end up recommending a different solution that meets the client’s needs at a more budget friendly price.
Another area is email marketing. You may have heard “best practice is to send a newsletter to your list twice a month.’ Not if you don’t have anything of value to share! While you definitely want to keep your list engaged, if you send them an email that doesn’t offer any value, they will hit that unsubscribe button!
I suggest use best practices as a starting point. Then adapt them to meet the unique needs of your business.