Authentic Marketing with Your Internal Guidance System

Just 826 EMPOWERING WORDS

About 3 1/2 to 4 Minutes to Expand Your Potential! 
 

As much as we love what we do, we still need to pay the utility bills, cover a mortgage and make payroll. These are the realities of being a business owner. It also means that as an entrepreneur, you are so much more than someone who provides a service or creates a product. You are also a marketer, administrator, manager, leader, an awesome person and so many other things.

Today, we're going to talk about marketing, because it is an absolute necessity for generating cash flow, growing a business and helping people discover what make makes you and your business unique. Yet marketing is often one of the most dreaded areas in the small business world because of the myths and fears that tend to swirl around this particular topic. These myths can create obstacles for us because we don't like the options that are perpetuated by these myths.


So let's take a look at 3 of the most common marketing myths and what you can do to dissolve them.

1. Marketing is hard.
2. Marketing is expensive.
3. Marketing requires an elaborate plan.

Now let's look at each of these myths in detail.

1. Marketing doesn't have to be hard IF you choose strategies that build on what you already have AND tap your unique strengths and talents. For example, if you're on the shy side and feel uncomfortable in a large crowd, then don't choose large-scale networking as a primary way to market your business, even if someone else says it worked for them. Choose instead marketing approaches that map to your unique strengths.

Trust your internal guidance system. For example, if you love to write, then a better option for you may be to create an online marketing campaign, a newsletter, or a direct mail strategy. If you prefer one-on-one interactions, then build a strategic alliance with someone who offers a complimentary service. You get the picture, use what fits "who you are". Don't get sidetracked by someone else's personal preferences. Some people may say feel the fear and do it anyway. That can work in situations related to personal growth and to change habits that no longer serve you. But, "feel the fear" may not apply here.

There's no need to create anxiety and potential for procrastination if there's another option that feels better. Instead, choose strategies that use your unique talents and have the highest likelihood of reaching your ideal customer. You'll feel more at ease, be more enthusiastic about marketing AND you'll probably get better results because you're using your unique gifts. When we do that, our sincerity and energy come through and people respond to that authenticity.

2. Marketing is expensive. It can be, but many of the most effective marketing strategies cost little or nothing to implement. Look at what you already have that will build your business AND nurture your soul! For example, partner with your warm market, that is the people you already know. That would be your current customers, friends, neighbors (both in business and at home), landlord, banker, dentist, colleagues and relatives etc. Ask for their input about what would make your services more attractive and tell them what you're doing. They may know someone who would be a good partner, or may be looking for your services.

Your warm market has a genuine interest in your success and most people want to help others do well. Then start with the obvious ... and don't be shy about asking for referrals. Start a refer-a-friend program, keep in touch regularly with your current customers - find out what they want and offer it as an "upsell", always say thank you, make your customers feel welcome, ask questions, place flyers and posters where your current and future customers will see them, promote new products or special programs on your voice mail and signature lines in your emails, start a newsletter with a customer spotlight, use balloons to draw attention to signs, give away samples.... the list goes on and on ...just like the Energizer Bunnyä. Do what you love and love what you do applies to marketing as well. So follow your internal guidance system and have fun with this!

3. Marketing requires an elaborate plan. Okay, you can get really detailed here and spend many thousands of dollars on market research, billboard advertising, web site design, print ads etc. There can be a place for these things, but the reality is, it's better to start with a small group of marketing activities that fit your unique strengths and then go deep in that area. If you try to go too wide, that is manage multiple strategies simultaneously, you may start feeling overwhelmed and end up diluting your efforts.

Go with what fits your strengths and has the highest likelihood of reaching your ideal customers. Then create a simple checklist and get started. Do it with positive expectation and don't be shy about promoting your services. Make your marketing list only as detailed as it needs to be given the costs, risks and steps involved. Generally, the more costly the approach, the higher the risks, the more detailed the plan.


You provide a valuable service and can be proud of your contributions. Consider then that marketing is simply your opportunity to use your unique talents to get the word out about your business. People want to find you because you provide a service they want, you solve a problem, and help your customers! Are you helping them discover you?


Pursue your dreams with absolute passion and enjoy your journey!