Do you know what the three most dangerous words in all of marketing are?

Actually, they’re the three most dangerous words in all of English language. But, since this blog is focused on marketing and small business success topics, we’ll limit the discussion to the dangers in regards to marketing.

By themselves or used within the context of millions of other sentences, these words pose absolutely no threat. But, string these words together and the results could be devestating to your results.

And, you’re probably using this little three-word phrase way more than you realize. Most of the time it’s probably not even being spoken out loud. But, if you ever hear “the little voice inside your head” saying it then the power of its destructive force is even greater.

OK, enough of the suspense already… What are these three “most dangerous” words in all of marketing?

Are you ready?

“I Know That.”

Any time you catch yourself saying that, either out loud or in your mind, stop and concentrate twice as hard on what lesson or knowledge you might aquire. You see, it’s not what you don’t know… It’s what you already know that just isn’t so that’s keeping you from all the results you desire.

You need to focus on a well-defined target market - I Know That!

But do you really? Have you done that for your own business? My experience is that most small businesses are taking whatever business they can get through the door. Do you know how to create a laser-focused target market definition?

You need to establish your uniqueness (why you’re different) to stand out from competition - I Know That!

But do you really? Have you done that for your own business? My experience is that most small businesses are still focused on telling prospects they’re different because of their number of years in the business or because they’re totally focused on quality customer service. But who is not saying those things?

You need to focus on client results and benefits, not on your product or service’s functions and features - I Know That!

But do you really? Do your current marekting messages reflect that? My experience is that most small businesses never get beyond trite phrases like, “We’re focused on your results! Our success is based on helping you succeed!”

Look, I’m not suggesting that small business owners in general don’t know anything about marketing. In fact, most have a pretty good idea about how marketing should work. It’s just that when you keep saying “I Know That” you are closing your mind to new ideas, new perspectives, and new possibilities.

With marketing, a slight adjustment in your wording could mean a 1,000 percent or more increase in your results. Isn’t it possible that someone else’s perspective or idea could lead you to that slight adjustment? Well not if you’re constantly saying “I Know That!”

There is a saying in busienss and in life that goes something like, “If you’re not growing, you’re dying.” If you’re not continually learning and picking up nuggets of wisdom, then you’re likely stagnating and withering away.

And that’s why “I Know That” is the three most dangerous words in all of marketing (and of course in life). When you’re saying “I Know That” you’re not learning and looking for nuggets.

So when you hear it (out loud or only through the little voice inside your head)… My advice is to concentrate twice as hard on what the new idea, perspective, or possiblity is for you.

What if I told you that most of what you believe about marketing is probably wrong? And what would you say if I told you that tossing out your pre-existing notions and adopting some proven marketing principles would put you on a path to much greater success?

Would you ask me, “How do you know this?”

My response is pretty simple. I know because I was also wrong for many years. But, when I started paying attention to someone who knew what they were talking about, my results began to change pretty much overnight.

I know because every small business I’ve worked with since I started my marketing coaching practice a handful of years ago has been wrong. However, when they’re willing to let go of their flawed pre-existing notions and begin applying some proven marketing principles they begin getting vastly improved results.

Shift the focus of you marketing from you to your clients and prospects and watch your results begin to soar.

What do I mean by shift your focus?

For most small businesses, it’s hard for them to see what they’re doing wrong. They’re usually clinging to their old notions about marketing.

Take a look at some of your own marketing materials. If they’re talking mostly about who you are, what services you provide, and how much experience you have - your focus is all wrong.

Shift your focus to talk about what types of clients you want to help. Help them understand what problems and challenges you want to help them solve. Get clear about what kind of outcomes and results you want to produce for them.

Effective marketing is not about coming up with catchy phrases or sexy messages. It’s about applying proven principles that focus on clarity regarding who you want to help and what you want to help them get done.