Are you getting their attention?
If you are a small business owner you have a story to tell. It may be difficult for you to see because you are living out your story every day. Marketing is about telling your story – the story of your product and your company.
Effectively telling your company story can communicate many things:
- Your passion for your business
- What drives you to do what you do
- Why you are different
- The core values of your business
- The quality or dedication of your employees
- How your company has helped your clients
- The benefits of your product/service
Anyone can give information on the features / benefits of their product or where it is sold or what it looks like. This information is not “news” and is rarely given a second thought.
Communicating your passion will get people’s attention.
What else will telling your story communicate? You fill in the rest of the list.
Coaching with Passion,
If you asked 100 seasoned marketing professionals what they want the next generation of marketing professionals to know you will probably get 100 answers. Sure, there will be some relatively universal answers but everyone has that “one thing” they learned and want to pass on. In this season of my career that “one thing” would be to discover your client’s passion for their business.
I frequently mention passion in this blog. For me it is most definitely a key element. Without passion we would not have many of the items we have today that enhance our lives and the lives of those around us. Without someone’s passion we would not have things like prosthetic limbs for those who need them, special schools for the blind or deaf or even everyday things like a vacuum cleaner. At one time someone had a passion to build these things.
There are many businesses that just seem to be “going through the motions”. For companies such as this a good marketing plan may not be able to solve all the problems but perhaps it could reignite the passion that started the business in the first place.
So new marketers – discover your client’s passion. It will make your strategies and campaigns much more successful.
If you are a seasoned marketing professional what is your “one thing” you would pass on to the next generation?
Passionate about making a contribution…
So you have a small business built on your hard work, expertise and contacts you have made through the years. But… you have a reached a plateau – your company is not growing and you have no idea how to market yourself. A realistic marketing plan is a key element.
There is a multitude of ways to approach a marketing strategy. If you are a beginner it can get very overwhelming. I am a planner so I always start with a plan. For some, the thought of writing a marketing plan is intimidating or cumbersome. It does not have to be.
I came across an article titled 3 Approaches to Marketing Planning by Bobette Kyle. It is a good read for someone with no experience in writing a marketing plan. It explains three approaches and then provides the pros and cons to each. I would, however, add a fourth approach to her list (see below).
- The Freestyle Approach
- a broad view approach which involved internet research and then writing a plan based on what you have learned
- The “I Need a Structured Starting Place” Approach
- a more structured approach using purchased packet of planning tools
- The “Take Me Through It Step By Step” Approach
- purchase a software package that guides you through a start-to-finish process
- The Hire a Marketing Coach/Consultant Approach (my addition)
- engage a marketing professional who know you and your business. The can write the plan for you or assist in writing it. This way you can spend your time doing what you do best – running your business.
Over the next few days I will share some of the strategies I have learned in writing marketing plans. Please join the conversation if there is something you want to read about. Post a comment!
Scale the mountain one step at a time.
Many times bloggers have a dream of what their blog will be about, who will read it what they plan to say. Sometimes they are right and sometimes their blogs morph into something unexpected. My goal is to help small to medium-sized business with marketing and business related challenges. If you are a marketing and business guru/expert/kingpin then this blog is probably not for you (you could teach me a thing or two :)).
I do have some experience to share. Deep experience in marketing, ecommerce, special events, software and in start-ups (specific experience in why some don’t work). I help small to medium-sized business with marketing and business related challenges. My goal is that you will find something useful here to grow and improve your business.
As of today, July 28, 2010 I am still in the process of building this site. The saying “if you build it, they will come” is a fallacy. You have to direct people to “it” because there is so many other things vying for your readers’ attention. If you happen to stumble upon my site before I complete it please help me start spreading the word and visit frequently. Of course if you wish to send me hundreds of readers before I have started marketing it then by all means – go ahead! 🙂
Thanks for the support.