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The Marketing Mistake 90% of Ohio Businesses Make
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The Marketing Mistake 90% of Ohio Businesses Make |
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OHIO LOCAL BUSINESS DIGEST
The Biggest Marketing Mistake in Ohio
I have talked to hundreds of Ohio business owners.
And 90% of them make the same marketing mistake:
They market to everyone instead of someone.
Let me show you what I mean.
The Problem: Generic Marketing
Walk down any Ohio Main Street. Look at the ads. Read the websites.
What do you see?
• Quality service you can trust • Family-owned and operated • Serving the community since 1985 • Your satisfaction is our priority
Boring. Generic. Forgettable.
Every business says the same thing. So none of them stand out.
The Fix: Pick ONE Person
Instead of marketing to everyone in Ohio, pick ONE specific person.
Bad Example (generic): We provide quality plumbing services for homeowners and businesses in central Ohio.
Good Example (specific): Emergency plumbing for Columbus landlords. We fix tenant issues fast so you do not lose rent.
See the difference?
The second one speaks directly to ONE person (landlords). It addresses their specific problem (tenant plumbing issues = lost rent).
Result: Landlords call. Everyone else still might call too. But landlords definitely call.
Real Ohio Examples
Instead of: Web design for Ohio businesses Say: Websites for Ohio contractors who lose jobs because their site looks outdated
Instead of: Accounting services in Cleveland Say: Tax prep for Cleveland Uber drivers - maximize deductions, minimize stress
Instead of: Marketing agency serving Ohio Say: Facebook ads for Ohio restaurants - fill tables on slow nights
Specific wins. Every time.
💡 How to Pick YOUR One Person
Step 1: Who is your best customer?
Not who you want. Who actually pays you the most, refers you the most, and is easiest to work with?
Step 2: What is their biggest problem?
Not what you think. What do THEY say keeps them up at night?
Step 3: Rewrite your marketing to that person.
Homepage. Business card. Google ad. Social media. Everywhere.
Will you lose other customers?
No. You will actually attract more.
Why? Because specific is memorable. Generic is invisible.
📰 This Week in Ohio Business
• Ohio ranks #3 for business-friendly states - Tax climate and startup support cited
• Columbus coworking spaces see 40% growth - Remote work drives demand
• Cleveland launches small business mentorship program - Free 1-on-1 coaching available
⭐ Entrepreneur Spotlight: Sarah Kim - Akron
Sarah runs a mobile pet grooming business in Akron.
Her marketing before: Professional pet grooming services
Her marketing now: Mobile grooming for anxious dogs - we come to you, calm environment, no kennel stress
Result: Bookings up 300% in 6 months. All anxious dog owners. Perfect niche.
Lesson: Specific beats generic. Always.
🎯 Action Step This Week
Rewrite your homepage headline to speak to ONE specific person.
Test it for 30 days. Track calls/emails. See what happens.
I bet you will be surprised.
To your success,
Shawn Miller
P.S. Struggling to figure out who your ONE person is? Reply to this email. I will help you narrow it down! |