Business Owners, Are You In The Bottle?


It is a classic question all business owners need to ask themselves – what side of the bottle are you on? Are you on the inside looking out, or the outside looking in? Almost all of your customers are the latter of the two. Most of them do not know what you know about your business to the level that you understand, which is why they need the expert – you. However, most business owners, especially technical ones, are inside the bottle. For example, to a plumber, it is important that their employees solder copper pipes, giving an extra advantage over just sweating. However, most customers have no clue what you are talking about; they just want to know their pipes won’t leak.

So, how do you know if you’re on the inside looking out? I suggest taking the kid test. Pretend you’re in an interview with a kid for his class project (if you have a kid you can do this with, even better!). Try explaining your business to the child. Would they give you a strange look? Do their eyes gloss over? Are they lost quickly? You may be on the wrong side of the bottle. If a child feels that way when they HAVE to understand your business for school, how do you think an adult feels that is comparing your service to that of 20 other people? Even people reading papers such as “The New York Times” and “The Washington Post,” which are written at a 10th grade level, will be lost by what you are posting.*

If you are on the inside of the bottle and have no clue how to get out, it may be time for a fresh perspective. There are many ways you can get one of these. You could ask a few friends to explain to you how they understand your business. Hiring a Digital Marketing Agency is also a great way to get an outside perspective. At an agency, the employees have a deeper understanding of how the average social media user thinks. People are trained to write and explain on a level that will attract customers, rather than go over their heads.

Do you need help reaching your clients? Are you stuck in the bottle? Call us today to see how we can draw more customers to you and #TurnTheLightBulbOn for your business!

Blog By Nicole Firebaugh


About Tom Harness

Tom Harness is the owner of Harness Digital Marketing, a digital marketing firm that works with businesses and organizations on Social Media, SEO, and Email Marketing. He is an entrepreneur and business owner with 20 years of combined experience in Education, IT, and Business. Tom is a U.S. Army Veteran and a Southern Illinois University alum. He also enjoys craft beers, his beloved Chicago Cubs, and his family.

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