They think they know what to do, but they really don't have a clue. So how exactly are you supposed to market your business as a business owner? Are you supposed to go out and get a few marketing jobs first so you'll know what to do? Are you supposed to check out marketing careers just to get the background first? Of course not! You can market your company successfully if you know what to do. Let's look at the details behind being efficient with your marketing efforts.
Most business owners believe that finding the perfect avenue for marketing is the most important part of the process. They think that if they could just find that "Golden Goose", they could just start to see some growth in their businesses. They think the prospects are all located on a certain avenue of marketing and if they could find it, they would be set. Is that avenue direct mail? Is it networking? What about cold calling or door knocking? In reality, none of these are the most important aspect of marketing.
The most important part of marketing is figuring out what your compelling personal message is going to be. While it sounds simple, it's really not. Think about this for a second. If you're a business owner or are in charge of marketing, try to define what it is that your company offers. What separates your company from the rest of the competition? Why are you better than anyone else? Most people start to trail off when they think about their companies. They start to explain and they stutter and stammer their way to boring stories. No one really has that sizzle when trying to define what his/her company does.
While this is often the most overlooked part of marketing your business, as it turns out, it's also the most important. If you can't interest other people in your unique business, why would anyone shop with you? If you don't sound excited about it and know exactly what you do, why would anyone else care? The truth is, nobody is going to. Most of them will go on down the road to your competitor and buy from there. This is why it is so essential to determine exactly what your marketing message is and then embrace it. Grab it by the reins and really get it out there to the public. Once you do this, it won't really matter that much how you advertise. The point is, you'll get the important information out there to those who need to find it. Your business will grow substantially as a result and everyone will be much happier because of it. Make it a priority to determine what your compelling personal message is and let it be known to your prospective audience. You'll be much better off because of it.
