There’s a big difference between learning something and learning something of value. When I speak with people about my services, I often say;
“Some coaches teach so others can learn – That’s not me!
Some coaches teach so others can accomplish – That IS me!”
This is because not all information is the same. I meet with businesspeople all the time, who tell me how much they enjoyed a certain book or how interesting they found a seminar or workshop they attended – BUT that they still have the same problems or challenges. They were educated, but with the wrong information for their unique situation.
What are your specific marketing challenges?
I’m guessing that every person reading that question, will have similar answers. They may want to:
- Make more sales.
- Make the same number of sales, but make those sales higher quality.
- Boost their profits.
- Find new markets for their products / services.
- All the above
Here’s where the challenge begins for most small businesses. You see, although they generally want to achieve one or more of the above outcomes, their situations are unique. For example, they have differing skills, time resources, finances and unique likes and dislikes. So, if they apply a ‘general’ marketing idea that they pick up from a; book, seminar, website or newsletter, it’s usually pretty ineffective.
Another month / year’s worth of business progress is lost. (Ouch!)
When I put a marketing strategy together for one of my clients, I always match what they want to achieve, with their unique resources. For those of you intent on going it alone with your marketing, I strongly suggest you try and do the same.
Here’s just a handful of things you need to ask yourself, before you use marketing ideas you find in a book, seminar, website etc:
- Does it fit in with your time resources? Do you have the time available to start it off and to see it through to the end?
- Does it fit in with your finances? Can you afford to implement it correctly in the short, medium and long-term?
- Will it provide the results you need quickly enough? When do you need to see a bankable return (MONEY) from it? Do you believe it will get you where you need to be in time?
- Is it consistent with your personality and your reputation? If you put (whatever) marketing in place, will it be consistent with your commercial image?
- Can you clearly see the direct benefit it will bring? Is it going to generate; readers, follows, retweets, Facebook friends OR is it going to generate the bankable results you need?
- How might it impact your relationship with your existing clients and customers? For instance, if you are thinking of offering a super deal for new clients, how might this make your existing clients feel – knowing they are getting a worse deal?
- Is the end result likely to generate the profile of client or customer you want? Are you sure that doing (whatever) marketing, is going to deliver the type of new business you want?
The point of this post is to highlight that your unique situation will only improve, when you start using strategies that compliment it correctly.
Whatever do you, don’t waste another year doing the wrong things really well!
Let’s work together and grow your business. To find out more click here!
Great points Jim and really thought provoking questions. I would also add that your questions are also appropriate to ask yourself before jumping in and buying online products that claim all sorts of magic results.
.-= Ali Davies´s last blog ..Creating change for Small Business Success =-.
I agree. It’s always best to avoid anyone claiming to offer a ‘magic silver bullet’ for a business or person they have never met.
There are too many variables for those kind of products to work.
Thanks Ali!
Great advice, Jim. It is a strong reminder that our marketing efforts need to fit our business. What works for one business may not work so well for yours. I’ll be taking a fresh look at everything I do now.
Hello Ash – Thanks for popping by the blog sir!
The primary problem I see when I speak with designers, is that they fail to differentiate themselves enough. All designers claim to offer a great service etc.
In my experience, the challenge is to develop something genuinely, uniquely, valuable about what YOU do and then market it effectively.
It works!
Even by your own high standards Jim, this articles pure gold. I think we need to speak.
Great points, as always, Jim! Love the fact that you always reinforce bankable results as the goal. Conversations with many people are great but if none of them lead to actual cash in the bank to pay my bills, it becomes a mute point. Onward to target!
.-= Julie Walraven | Resume Services´s last blog ..Cultivating Networks at Career Fairs –> #1 Preparation =-.
Hi Julie. You’re totally right; bankable results for small businesses is essential.
Thanks for the feedback!
Agree Jim, being specific is critical to a successful business. Sometimes it takes a business doing something wrong (hopefully not for a long time) to learn to do it right. Thankfully there are people like you who ask the hard-hitting questions from the beginning putting the business on track. That is why you’re so successful (and probably a very busy man
)
.-= Anna Barcelos´s last blog ..Five Confessions of an Integrated Marketing Communications Marketer =-.
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“Some coaches teach so others can learn – That’s not me!
Some coaches teach so others can accomplish – That IS me!”
That is so simple and profound. I never really thought about the difference. But to me it is the diference between the students owning the results and coach and students owning it.
I also agree that everything works but not everything works for everyone. You have to know who you are and what you want to accomplish.
[...] Want to massively improve your marketing? Then get specific! – Jim’s Marketing Blog Another great piece of marketing advice from Jim. [...]