“Dude, that’s not what we do! We don’t make money from people texting…we are only successful when our clients are.” This is how the conversation used to go with most of my friends and family that hadn’t quite grasped what it is we do. That was until recently.

It’s not that I blame them for not “getting it”. Text Message Marketing has only recently emerged as the defacto marketing medium for small to medium sized business owners. It’s an industry that didn’t even exist a few years ago, but now it’s literally exploding before our eyes.

Why has the trend caught on so fast? What is so appealing about text message marketing?

There is a simple answer to these questions. They are: Value and Access.

Value is an arbitrary concept determined by each individual, but with text message marketing that value can be quantified by the results the business owner receives and by the number of subscribers each text message alert campaign has. That value of each marketing campaign can now be tracked and stacked against all other marketing efforts and the results make it clear to the business owner, there is no better way to market and advertise.

When the light comes on, it really shines…

I have an older brother who is extremely sharp in business; he’s very well known and considered an expert in business start up in the technology industry. You would think that he’s the kind of guy you think would catch this text message marketing concept from a mile away and would then have a million and one applications for it.

That was not the case. I don’t know if it was my lack of ability to clearly explain to him the benefit of text messaging to a business owner or just the simplicity of how it works didn’t jell with his advanced thinking, either way he didn’t get it.

A few days ago I got a call from my brother (the genius one). He was so excited… well, excited for him. He says to me, “I get it, this texting thing works great for middle America! People can text in and get an alert or deal or some sort of special immediately on their phone!” It was like the light had just come on! I said that’s it exactly. What made him finally see it? He had walked into a Chick-fil-A restaurant and saw a table tent that said Text CFA to 411247 to receive Free Stuff and Special Offers. He tried it, and the light came on!

Of course I went on to explain to him that λŒ€λŸ‰λ¬Έμž was great for that application. The customer gets immediate value and the business gets unprecedented access to the customer’s most personal communication device, their cell phone.

But that’s not where the story ends…Text Messaging is now being used in almost every aspect of business and it’s embraced by thousands of organizations to create community, mobilize people, drive traffic to events and websites, save money, provide user generated content like weather reports and movie show times. There is seamless integration into existing software programs through API portals, it’s all possible now. You need only look as far as the recent Obama campaign to see the dramatic effect text messaging has had on the country.

I have been astounded and blown away by the results businesses have when they use text messaging to enhance their marketing efforts. I’ve had the opportunity to personally hear from business owners across the country that have used text message marketing to increase sales, drive traffic, communicate more effectively, they are truly using this technology to grow their businesses. What started out as a way for a pizza shop to send its weekly special to a database has evolved into the most powerful and effective m