Paris Hilton is back thanks to John McCain. It just proves that in the world of marketing, you can get a lift--or a blow--from some pretty unexpected places. When John McCain used a two-second image of her in an ad, that ad received major buzz. Quickly Paris used the free marketing McCain gave her and turned the two seconds into hours and hours of self-promotion.
Most small business owners don't have much in common with Paris Hilton when it comes to promoting themselves. There are 17 million one-person companies in the U.S. and in those businesses, a bit like Paris, the owner is the brand. We've all seen the local celebrity car dealer owners who do their own TV commercials, and are more recognizable than the car brands they sell. However, self-promotion is not the path taken by most strong owners. Why? Because it is can prevent you from growing your business in ways that benefit customers and you.
Most companies that consistently deliver for customers year after year are run by owners who focus on others, not themselves. And consciously or not, they have learned what Paris knows very well: what they're really selling. A great customer service experience? A product that meets a unique customer need? Innovative and creative resources to help others solve their business problems?
One owner we know is just as good looking as Paris. He has a big, quick smile and when he walks in the room people are happy to see him. Lupe Fraga built an office supply business from nothing to more than $50 million in annual revenue by promoting his team's service, not himself. Understanding what it is that customers really want and delivering it consistently is the best promotion you can do for your business.
