You can read as many management and marketing blogs, books, and white papers. Talk to as many experts, listen to the pundits and take as many classes as you want to learn all the “rules” for marketing your business. But here’s the thing. None of them, not a single one, knows your business better than you do. And that is a critical piece of information in constructing a marketing plan. You know what your brand calls for. You know how much latitude you can take on the public perception of your business.
If you get these experts in a room by themselves, and share the details of your business with them, you might just find that they would tell you to do something they would argue against for 98% of the market. But you’re special, you know it, and now they know it to.
So if what you’re reading or hearing seems largely to be pointed toward something that would work for most businesses – you’re right. That’s generally where the experts spend their time in mass-communication. But your business may, or may not be, most businesses. So listen critically, listen carefully, and do what’s right for your business. Remember, they may all be the acknowledged experts in their field, but you are the acknowledged expert in your business. Trust that and make informed decisions.