Business 101: You must constantly
be marketing your business!
The title of this post sounds obvious, doesn’t it? But the truth is you wouldn’t believe how many business owners I meet who refuse to do any type of consistent marketing or advertising!
Sure, they may run a small little ad in the local newspaper once or twice a year, but that can hardly be considered consistent marketing.
If I were to ask you what kind of business you’re in, what would you tell me?
If you’re like most business owners I consult with, you would probably just pick a product or service that you sell and simply tell me that you are in THAT industry, right?
Well, I have to tell you that your answer to the question of what business you’re in, really should be, “I’m in the marketing of (your product or service) business.”
If that wasn’t your answer, then I already know that you’re most likely having huge profit problems in your business, as many business owners are confused about what business they really are in.
The best way to look at your business is to realize that the two most important activities in your business are the marketing of it and then actually providing the product or service that you’re selling. Every day that your business is open, is a day that you should be focused on marketing your products or services.
Over the years, I’ve come to the realization that most business owners aren’t to blame for not being able to put together effective marketing campaigns.
Take a moment and think about when you first started your business. Unless you purchased your business from someone else, did you receive an instruction manual about how to get customers? Was there a course offered down at the local college designed to teach you how to attract quality buyers?
Heck, no. You just went out there and told everyone what you are doing now and then you likely sat back and waited for customers to flood into your business. Often that can be all that you need to get you started, but that gravy train doesn’t usually last very long.
Next, you probably turned to the industry publications, magazines and newsletters, which focus on products and customer service as the solution to your problems. So, over time you looked around at what the competition was doing and you probably began to think that if you also offered product or service at a lower price, customers would flock to your business too. But is that really what happened?
Maybe at first you saw a rush of customers the first time you ran a new ad or promotion with the product at a low price, but did it continue like that? I know the answer is no, because it simply never does.
Then, as time went on you probably began doing less and less advertising because you weren’t seeing any results from your advertising dollars. But deep down inside you knew that you had to do some type of marketing and advertising, but you had no idea what to do. After all you’re a business owner, not a marketing and advertising guy.
That is where you’re terribly mistaken. You see, if you want to be a successful and profitable business owner, you MUST become a marketing and advertising guy!
Your number one job every single day should be getting more customers into your business! That’s it!
Why, you ask? Because the only way you make money is if prospects come into your business and are willing, ready and able to pay you money in exchange for your product or services.
You don’t get paid to counsel employees, do payroll, answer questions about when the delivery will arrive and you sure as heck don’t get paid to sit around all day waiting for someone to walk in and buy what you’re selling. You only get paid if and when a customer buys from you, so your number one job every day when you wake up has to be getting more paying customers through your doors, and the only way to do that is to become a marketing and advertising fanatic.
When you begin to look at yourself as the chief marketer of your business, instead of just a business owner, it will become very easy to see if you’re doing the right things to attract customers or not. I’ve known business owners who NEVER advertised their business and have done well for a while, but shortly after any kind of recession hits, those guys went belly-up.
In fact, every day you that you seriously want to make money for your business, you should be running a different promotion, ad or marketing campaign.
Don’t tell me that customers get tired of seeing your ads, because I’m going to tell you to advertise in a different area that hasn’t seen that specific advertisement or promotion yet.
Don’t tell me that it’s too expensive, because I know about a hundred different ways to advertise your business on a shoe-string budget and most of them cost less than what you could spend on lunch for the week.
In order to succeed in this day and age, you MUST view yourself as the chief marketer of your business and NOT just as the owner of your business or provider of your products or services.