One of the reasons that many service business owners don’t market adequately is because they believe this delusion. They think that marketing means that they have to do all kinds of things that they don’t want to do. They see it as a torturous, difficult endeavor that demands they engage in activities that they detest. That may seem to be true, but in fact, it is not. What really works is to put together a marketing plan for your business, based on your own natural skills, preferences, and the ways you work best. Here are a few ways you could address this Marketing Delusion #1.
1. Put together a marketing plan based only on activities you like to do and are willing to do regularly.
Sit down and put together a marketing plan based only on those activities that you enjoy, and would be willing to do on a regular basis. If you don’t like doing a marketing activity, don’t build it into your marketing plan. You don’t have to do an activity simply because others do it, or because you think you should do it or should want to do it. Release yourself from such unrealistic self-imposed demands. Build your marketing plan only on those activities you enjoy and are willing to do consistently.
2. Just because “everybody” is doing it does not mean that you have to do it to market your business.
There are so many new ways to market that “everybody” is doing that it’s easy to get sucked into the belief that we have to “follow the crowd”. After all, you wouldn’t want your business to get left behind your competitors and to lose out. You don’t have to do what everybody else is doing. A lot of what is being done does not result in a regular flow of clients, revenue and profit. They end up being simply “time wasters”. Assess all the possibilities, but have no fear about not doing what others are doing. Do what is right for your business – those things that bring you more business.
3. Doing marketing activities that you don’t want to do will not attract clients to your business.
If you are doing things to market that you don’t want to do, you will be miserable, and misery is not a client-attractor. Don’t fall into the trap of putting together a forced marketing plan and expect yourself to execute it. That is a plan to fail rather than succeed. Make sure that your marketing plan only includes activities you enjoy and will do.
4. Focus on a single marketing activity that builds on your natural strengths.
You don’t have to do a zillion things to market. You can have a very robust and successful marketing plan, by focusing on a single activity that is built upon your natural strengths. If you love public speaking, choose that. If you’re a natural when it comes to networking, put together a networking-based marketing plan. Let yourself focus on a single marketing activity and get it productive. You can always add other activities into your plans later, but starting off, you’re better off to start simple and gain some momentum.
5. Market consistently.
Marketing is something that must happen consistently, over time, without lapses or stoppages. Figure out ways to market on auto-pilot. During slow times, put some marketing in place to happen automatically so that your marketing is happening during slow and busy times. Think of marketing as something you must do regularly, just like eating or brushing your teeth.
Don’t be taken in by the delusion that to market, you must spend your time doing things that you don’t want to do. It is not true, and would not work anyway. Make it easy on yourself by creating a marketing plan that you want to do and will follow through on.
Suzi Elton provides business writing that attracts targeted prospects to your service business and converts them into clients for you. She is a Robert Middleton Certified Action Plan Marketing Coach, as well as a professional writer. Her website offers a free series of 8 assessments you can use to analyze your own site.