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Nothing is as dangerous to a business' bottom-line as the two pitfalls I'm covering in this month's Job-Hunt.org article:
- Allowing your definition of marketing to be defined by those SELLING you marketing or advertising; and
- Thinking you can build a successful business or create your own income without getting really, really good at (and really really comfortable with) selling.
Let's tackle both, shall we?
First, having a poor definition of marketing is PRICEY.
You see, we are trained (by marketers) to think of marketing as "getting our name out there". This often involves logos, branding, print ads, radio spots, print materials, post cards, direct mail, or tv commercials.
Nothing is wrong with any of these tools, but they do not - and should not - define marketing for the small business owner.
Why? First, because all of these things cost money, which - unless I'm the one missing the boat - is exactly opposite of what we want to do. Next, defining marketing as "getting our name out there" actually muddies our purpose and blurs our focus.
See, once we have packaged our product (or expertise), priced it, and built a platform to sell it (a traditional brick and mortar space or online "storefront" or both) we now have the ongoing task of promoting it.
For the small business owner - like you and me - this promotion (i.e. marketing) should be all about getting customers in the door.
Whether we are on-line, off-line, or both... marketing for us is about getting our ideal clients to "stop by" and engage in conversation with us. Why? Because as we hustle to create our own income, without the proverbial safety net of a J-O-B, the results will quickly (and without a hint of ambiguity) show us that money is made only when we are in conversation with our target market.
Marketing Is -
Let's accurately define marketing as "getting our clients in the door and engaging them in conversation," and see where that takes us.
How can we do just that? If you are still reading this, chances are you lack the marketing budget of Nike or Starbucks or Macy's. This is a very good thing, because with no hope of out-spending our competitors, we can go about the task of out-thinking them - which is where all promotional and marketing ideas should originate.
- How can you gain more "mind-share" with your market?
- How can you stand out?
- How can you get their attention?
- And most important of all:
What do you want them to do? And how can you inspire them to take that action?
Quick hint: Your marketing is not about making the sale. (That comes later. While there are many "ads" designed in hopes of getting your attention, defining how they can help you and then making the sale, they end up being far too clumsy and vague and fall short of doing all three. It's better to be laser focused and save the sale for the conversation!)
So, what (else) do you want them to do?
- Perhaps you want them to enter their email address, so you can continue to engage in virtual conversation with them.
- Maybe you want them to stop by to see the new store-front and try a new product.
- Or maybe you want them to contact you for a complimentary consultation or assessment.
I don't know what your current marketing plan includes. But, whether you are blogging, Tweeting, Facebooking, being interviewed by your local paper or local news station, networking in person, or even purchasing a print ad, you need to keep this "what do you want them to do" question front and center.
Consider how you will turn EVERY marketing action you take into a direct call-to-action.
- What will you offer?
- What will you say?
- How will you get your target market to take the next step with you?
- How can you inspire them to "stop by and engage in conversation with you"?
Consider these questions, allow them to permeate whatever you are currently calling marketing... and watch your profits soar.
Next Step: Closing in on the Sale
Now, on to that pesky little task called selling. So many business owners hope to be able to build their business without selling. It feels "icky" or distasteful or inauthentic to them - yet, it need not be any of those things at all. Let me get right to the point: If you think you are able to build a business without "selling" you are kidding yourself, and should pay much more attention to the other (more traditional) career experts on the Job-Hunt.org website.
Selling is a mission-critical skill we must master in order to be successful in business. There is, quite frankly, no way around it.
Once you market effectively and the clients are "in the door", your next task is selling to them. For now, let's just accept that selling is "part of the deal" and agree not to waste time avoiding it.
When we avoid making the sale, we stay stuck in what I call the "Land of Potential" - where everyone we meet LOVES what we offer, but never buys it. Not fun. We need to quickly increase our expertise in converting that interest into sales.
Bottom Line
In the next several months - right here on Job-Hunt.org - we’ll look at exactly how to increase your sales savvy. And, now, as an example of a classic sales call to action: If you would like to get my exclusive special report, “Sales Shabby to Sales Savvy,” email me at michelle@womenwhowow.com to get your copy - for free.
© Copyright B. Michelle Pippin, 2010. All rights reserved. Used with permission.
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About This Author:
B. Michelle Pippin is a small business coach and passionate entrepreneur, with a laser-like focus on relational marketing that gets your client IN HERE vs. getting your name OUT THERE. You can learn more about Michelle at WomenWhoWow.com and The Buzz.
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