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Small town business has known Island Marketing for years

By Becky McCray

If you’re in business in a small town, you know something valuable. Seth Godin is pointing it out for everyone, in Welcome to island marketing.

SkyeIf you run a business on a small island, every interaction matters and every customer is precious. There’s a finite number of people you’re going to be able to sell to, and every person you interact with knows everyone else, so you always have to be on your best behavior. You can’t say, “tough” and then go on to the next person. You can’t run ads that churn and burn through an endless supply of naive prospects. You only get one chance to make a first impression, and on the island, that impression matters.

But now the whole business world needs to know what you know.

…like most things in our ever shrinking world, all marketers are now on an island.

What lessons should we share with the rest of the world?

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About Becky McCray

Becky started Small Biz Survival in 2006 to share rural business and community building stories and ideas with other small town business people. She and her husband have a small cattle ranch and are lifelong entrepreneurs. Becky is an international speaker on small business and rural topics.
  • Downtown is your town’s core: How to make your case - February 22, 2021
  • Zoom Towns: attracting and supporting remote workers in rural small towns - December 10, 2020
  • In an economic crisis, spend your brainpower before your dollars - November 25, 2020
  • Video: How to fill empty car dealership buildings for the holidays - November 6, 2020
  • How has 2020 changed the challenges rural small towns face? Tell us here - October 20, 2020
  • The Idea Friendly Method to surviving a business crisis - October 6, 2020
  • Join me for the Rural Renewal Symposium online Oct 13 - September 26, 2020
  • Cheap placemaking idea: instant murals - September 11, 2020
  • Refilling the rural business pipeline - July 7, 2020
  • Huge vacant buildings: grants to renovate? - June 9, 2020

July 26, 2009 Filed Under: marketing, rural

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Comments

  1. Becky McCray says

    July 27, 2009 at 1:52 am

    Ruth Marie Sytle @rmsytle reminded me about the 3/50 Project to support local businesses: http://www.the350project.net/

  2. Becky McCray says

    July 27, 2009 at 2:04 am

    Christine Cavalier @purplecar added some great thoughts:
    “In her book CHEAP, Shell talks about the old store, small-towns, & societal norms & how they shaped business relationships.
    “A merchant would go out of business if he cheated his neighbor, his in-laws, his barber, etc. Now dishonesty rules.
    “Small-town businesses/merchants can teach us a lesson on maintaining integrity & mutuality with our customers.”

  3. Katie says

    July 27, 2009 at 1:23 pm

    Nebraska Rural Living (www.nebraskaruralliving.com)is a great example of how small towns have plenty of valuable assets. They started out by challenging people to think business beyond the farm and now show all aspects of rural life in Nebraska. Makes me want to drop my city living in inner city Baltimore to set up shop in Nebraska!

  4. Steve Gaines says

    July 27, 2009 at 1:41 pm

    Such a refreshing and insightful post. I loved it when I read it on Seth’s page but it has more impact on a place like here where small business folk gather.

    It’s so important to remember that in the face of the big box giants a small retailer has the crisp singular advantage of offering exemplary service that can outlast cheap. In fact, I just wrote a post last week about what we can learn about exceptional customer service from a good dog!

    “Mom & Pop” can embrace the island and thrive on it. Do so! It makes the world a better place.

  5. Becky McCray says

    July 27, 2009 at 1:46 pm

    Thanks, Steve. Now, how do I reconcile this fine idea with the realities of everyday business? For example, what do I do when a prospect stands me up? Do I give them another free consultation appointment? There’s an interesting debate in the comments!
    What do you do when a prospect stands you up?

  6. Becky McCray says

    July 27, 2009 at 2:16 pm

    Katie, I love that site! Nebraska Rural Living has a terrific approach to sharing the advantages of rural living. Thanks!

  7. Pro2Pro Network says

    July 27, 2009 at 3:45 pm

    Great observation! It’s so important to treat each customer/client as if they’re your only customer/client. If an individual has a pleasant or bad experience it’s likely that they will share it with a friend. Word of mouth can be a business’s best friend or worst enemy. You ultimately create your own reputation.

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