This is a tricky subject, which I haven’t covered directly for a while. I hope you find it useful.
I was originally prompted to write this, after taking my friend to his chiropractor. As we arrived, I asked him if he was sure he had the correct appointment time, as the place wasn’t open. “Oh, it is open”, he replied. “It just always looks like it’s closed”. There were no lights visible from outside, the door was closed and the ‘open’ sign was tiny. It looked to all the world as if it was closed.
I was introduced to the chiropractor and as always when I meet a business owner, I asked him how business was. He explained that business was slow. Hardly surprising, as he’s losing the vast majority of the passing trade he’s paying for, by locating his business on the high street.
Like the chiropractor in that example, many small business owners are genuinely unaware of the marketing mistakes that are hurting their business. They wrongly assume their poor results are due to a lack of demand, a quiet period or aggressive competition.
Doing the right things, correctly
In reality, a poorly performing business is paying the price (literally) for the owners decision not to do the right things, correctly.
Instead, they dabble.
Sometimes they’ve lowered their expectations after years of sluggish growth, so slow growth / no growth is now acceptable to them. Other times, they have no idea what effective marketing looks like or what it does, so they suffer in ignorance. And in some cases they are so used to dabbling with their marketing, that they have a mental block about getting expert help.
A mental block?
They 100% understand that experts are required for certain things. But NOT when it comes to marketing. For instance, they insist on using experts to style their hair, yet as they anxiously watch their business spin its wheels, their marketing gets the DIY treatment.
If your website is a sales generating machine, if your contact forms are a regular source of high quality enquiries, if your newsletter is a gold mine, if the profile of your business is rising like a star, if you’re attracting attention from all the right people and if your business is thriving… you’re good to go.
I hope that’s where you are right now.
If not, remember that business success is a decision. A decision to do the right things, correctly.
Nothing more. Nothing less.