Friday, August 19, 2011

The Personal Preference Struggle

As small business owners, we pour ourselves into our businesses. They hold our blood, sweat, and tears. They embody who we are as a person. After all, our businesses exist because we have a personalized skill set we want to share with the world. (While also earning a living!)

Because our businesses are so infused with who we are, it can be a challenge to let go of personal preferences when, from a business and marketing perspective, it makes sense to do just that.

For example, say Sally owns a spa. A spa is a place of calmness, escape, and relaxation. Therefore, any marketing materials should embody colors that reflect that, such as soothing greens, blues, and neutrals.

However, Sally's favorite color is red, and that is the main color she wants to use in her marketing materials. But red represents energy - the opposite of the calm and relaxation her business offers. Thus, not only would that color choice not adequately reflect her business, but it would likely deter potential customers. Why? Because, visually, it is sending the wrong message.

As much as our businesses reflect who we are as individuals, we must remember that our ultimate goal is to attract customers. Therefore, sometimes we need to set our personal preferences aside in order to send the right marketing message.