I know this headline doesn’t sound very nice, but it’s true. This weekend I was in LA for my client, Suzanne Evans’ LA Tour Stop for the Stop, Drop and Decide Tour, and while in LA, I got to hang out with my friend Cathy Alessandra, publisher of Today’s Innovative Woman Magazine. Here’s us enjoying a oceanside walk after brunch at a gorgeous resort right on the cliffs.
At brunch we got to talking about “good.” Now, I’m sure you’ve heard it, see it, read it too — marketers and coaches seem to revel in the idea that:
- Good is good enough
- It doesn’t have to be great, it just has to be for sale
- Done is better then perfect
- Just get it out there and fix it later
I call B.S. on all of those phrases. That approach may have worked in past but it isn’t going to work any more. Business is changing, especially for entrepreneurs.
Consumers are savvier than ever and they’re demanding more. They demand great design, ease of use, high-quality, and excellence. They are more critical than ever and they want to know that their hard-earned cash is spent on something that is worth the investment and will live up to their expectations.
The worst thing you can do is “get it out there and fix it later” — That’s not only a recipe for buyer disappointment, but it sends a message about your brand.
That type of half-baked action tells your consumers that you don’t care enough about them to create something awesome and that you’re too lazy to put in the time and effort to make the offer great.
I believe good is no longer good enough, and that good is going to be the kiss of death for many businesses in the future. There’s a lot of “good” out there cluttering up the market place, and a lot of that “good” borders on merely mediocre. So if you want your business to succeed and you want new clients and customers clamoring to work with you and buy from you, you’ve got to be extraordinary.
You can’t cheap out on your website and do it yourself. You can’t sit back and wait for clients to come to you. You can’t just get it done to get it done. You can’t cut corners in any part of your branding and marketing … Your audience takes notice when you do and if you don’t think your business is worth the time, effort, and investment to be extraordinary, your audience won’t see you as extraordinary and they won’t buy from you.
But if you slow down, commit to excellence in every part of your business, and always knock it out of the park, your audience will take notice and they’ll want to be part of your incredible journey too.
What do you think? Is good really good enough?