Photo: Shutterstock.

A reader emailed me earlier with an observation. She explained that even though it’s only February, it’s already starting to look a lot like 2019 for her business. And 2019 was pretty similar to 2018.

She’s frustrated with her progress. And she’s not alone. I always hear similar things around this time of year.

On one level, the answer to her problem is simple. No. It’s extremely simple. Because we know exactly why this happens and exactly what to do.

On another level, it’s a very hard problem to crack. Allow me to explain why PLUS some ideas to overcome it!

Cause and effect

Like everything in life, business follows the law of cause and effect.

In short: The law of cause and effect states that for every effect there is a definite cause. Likewise for every cause, there is a definite effect.

So, if a business owner wants better results (effects), they need to take better actions (causes). Obviously, if we carry on doing things the same old way, we’ll get the same old results. Old ways won’t open new doors.

It’s tricky

Knowing why business owners get stuck in a rut is one thing. But actually resolving the situation requires a mindset shift.

And that’s not easy. Not easy at all!

This is especially the case when:

1. The business owner has developed a level of acceptance with their situation. They start to self-identify as having reached their potential; consciously or unconsciously. This is pretty common.
2. The business owner has a degree of comfort, which makes it hard to motivate themselves to leave their comfort zone and improve things. Sure, they’re not where they want to be, but they’re kind of okay. This is easily the biggest cause of unfulfilled potential.

What should a business owner do, if they identify with one of those mindsets?

They should wait!

Yes. Wait. Allow me to explain.

Wait for the wake up call

Entrepreneurs will motivate themselves to do what’s required, as soon as they realise they’re coasting or in their comfort zone. However, real entrepreneurs are just a tiny fraction of small business owners.

What tends to happen, is that something unexpected occurs. Something that creates the motivation for the small business owner to act. A wake up call.

Common examples I see include.

• They lose a major client or source of income.
• They have a birthday with a zero at the end and realise they’re wasting time.
• An agile competitor arrives and starts to target their best clients.
• They were in a marriage / long-term relationship that’s recently ended.
• They discover they’re not going to be able to retire with the quality of life or security they hoped for, or retire as soon as they thought.
• A family member or old friend reminds them that they used to have much bigger dreams.
• They just get tired of making-do and want something more from work (and life).

The key to our success is not whether we get wake up calls or not. We all get them. And we get them fairly regularly.

Our success depends on our decision: to either hit the snooze button… or wake up.

Note – I explain the entrepreneurial mindset in a little more detail here.

Photo: Shutterstock.

Don’t wait for permission. You don’t need it.

Don’t wait for the perfect time. The time is never perfect.

Don’t wait for inspiration to appear. Command it to appear.

Don’t wait for the right opportunity. Create it.

Don’t wait for them to pick you. Pick yourself.

Don’t wait for the initiative. Take it.

Now remind yourself: What exactly are you waiting for?

Photo: Shutterstock.

I want to share one of the foundations of effective marketing with you today. It’s something that can save you time, money and help you focus your marketing far more effectively.

It’s simply this:

People who are happy with the service they get from one of your competitors, are not looking for whatever your business is offering. The same is true of those who need whatever you offer, but don’t want it. The heavy smoker needs to quit smoking. That doesn’t mean they want to quit smoking.

Satisfied people are exactly that… they’re satisfied. They value their current provider. And like you, they ignore marketing messages when they’re not interested in a new (whatever).

This holds true even if you’re providing amazing value.

Even if you are less expensive.

Even if you are faster or more reliable.

Your value will lack impact to those who are not interested.

It’s certainly true that you can change someone’s world-view or mindset. But it takes time. Lots and lots of time. That’s why I recommend you adopt a more effective approach.

Focus on the unhappy

Yes, it’s important to build an awareness of how great your product or service is. You need people to know where to go, when they’re looking for whatever you provide.

However…

If you want to have the full attention of the most motivated buyers, (people ready to make a purchasing decision right now), focus on the unhappy, not the uninterested. These are the people who are actively looking for what you offer.

They’re dissatisfied with their current provider. 

They’re seeking something better.

They’re eager.

They have a budget allocated.

They’re ready to take action.

Your marketing needs to talk to them and address their needs. Because if it doesn’t, you’re missing out on the most motivated prospective clients in your marketplace.

Photo: Shutterstock.

I was working on a project when I came across a wonderful quote. It’s intended to be light-hearted, but it contains a spectacularly important message. And rather surprisingly, it also carries a valuable lesson for every business owner.

“Real wealth is never having to spend time with assholes.” – John Waters.

In the speech that quote came from, Waters talks about being rich and how it’s given him the freedom to avoid assholes. Similarly, one of the many freedoms of owning a business is that you get to select exactly who you choose to work with. This means there’s no need for you to spend time around bad customers or clients, (assholes, as Waters puts it).

And that message is really important to remember. It’s important because somewhere along the way, many business owners forget that they have total freedom to only work with great customers.

Beggars can’t be choosers

Whenever I speak about this with a group of business owners, someone will usually tell me that they have to take whatever comes along. And in support of that factually incorrect statement, they’ll tell me that ‘beggars can’t be choosers’.

I then remind them.

• They’re not beggars… they’re business owners.
• And that as a business owner, they need to be extremely choosy who they work for. You can’t build a great business on a foundation of bad customers.

No one wants to work with whatever their definition of a bad customer is. The problem is a natural consequence of operating from the mindset of fear, which accompanies poor marketing results.

The business owner knows the customer is toxic. They don’t want to work with them. But they’re scared to fire the customer. Because if they do, they genuinely have no idea when they’ll be able to replace the bad customer with a great one.

The good news here is that bad customers are not an unavoidable part of being in business. They’re just what you end up with, when you don’t deliberately choose to attract, and work with, great customers.

Here are a couple of suggestions

The first suggestion is often overlooked. It’s simply this. Take some time to describe what your ideal customer looks like. Include as much detail as possible. And remember that you’re describing your ideal customer. So be picky!

My second suggestion is to get serious about attracting new, great customers, like those outlined above. Put a plan in place. Then work the plan.

To help you get it right, I have a free marketing tips section. It runs to over 4,000 words and has scores of marketing ideas you can use, covering 13 specific areas of marketing. I hope you find it useful, my friend.

Photo: Shutterstock.

The biggest lie in marketing is almost certainly not what you’re expecting.

Here it is.

If you ask the average business owner about marketing they will tell you the following: “I don’t have enough time for marketing”.

And it’s a lie. 

And here are 35 examples to prove it

Whether these business owners know it or not, they are marketing their business all day every day. That’s because everything in business is marketing.

Here are 35 examples.

1. The eagerness you demonstrate, for helping your clients or customers.
2. The cleanliness and age of your company vehicles.
3. The quality of the coffee you offer visitors.
4. The way you speak: From the words you use to the warmth of your welcome.
5. The experience you give your clients / customers, which they share with their friends.
6. The way you handle phone calls.
7. The causes that you or your business publicly support.
8. The way you motivate people to pay you on time.
9. The terms and conditions you set for working with you.
10. The brand and age of the technology you use.
11. The prices or fees you charge.
12. The type of offers you use to attract new clients.
13. The range of services you provide, especially in relation to how similar they are to what your competitors offer.
14. The confidence you inspire in others when you connect with them.
15. The way you respond to email enquiries, both in the speed and tone of your response.
16. The content you use on your website.
17. The places you choose to advertise.
18. The type of advertising messages you use.
19. The groups your business belongs to, plus those you don’t belong to.
20. The energy you have for your business.
21. The way you connect with people on social networks.
22. The time it takes you to make a decision.
23. The quality of the photos and other images you use.
24. The address you work from.
25. The type of clients or customers you choose to work with.
26. The type of clients or customers you choose not to work with.
27. The leadership you demonstrate.
28. The guarantees you offer.
29. The flexibility you show, when a client or customer has a unique challenge.
30. The professionalism of your marketing copy.
31. The working atmosphere you provide.
32. The way you communicate with your clients or customers.
33. The way you handle problems, both internally and external (client) problems.
34. The regularity with which you achieve deadlines.
35. The way you and your team dress.

It’s all marketing

Everything your business does (or fails to do) is marketing.

That’s to say, it’s giving people a story about your business. It’s setting their expectations. It’s building confidence in your services or creating doubt. It’s telling the world what your priorities are. It’s positioning your business as a sound investment or an unnecessary risk.

In short, if you run a business, you are already engaged in marketing. And you’re doing it all day, every day.

So the question is never, if you market your business or not.

The question my friend, is whether you’re doing it correctly and intentionally… or not.