TEN RENEGADE “TRUTHS” (MY OPINION) ABOUT MARKETING, SALES, ADVERTISING AND TAKING CONTROL OF YOUR BUSINESS IN THE “NEW ECONOMY”
My guess is you may disagree with some of the truth and you likely could add several “Truths” of your own to the list. I’m good with that! You wouldn’t even be reading this Letter if you didn’t have opinions or ideas of your own.
Truth #1
Most of what is being touted as “the next big thing” is junk as far as growing your business goes. A good share of this new marketing “magic” is based on the same old premise of keeping your name out there and building your image with no regard as to measuring specific return on investment in real money.
Truth #2
Relying on people selling space, spots, inches or hits to determine the future of your business is a high risk adventure…at best! Taking personal responsibility and control of your marketing and your business should be your top priority.
Truth #3
Be careful who you listen to. Nobody cares more about the success of your business than you…period. Don’t get me wrong here. I’m not suggesting for a second that no one cares about you and your business – but the odds of any of them stepping up to pay your mortgage, car payment and fund your kids college tuition is pretty slim.
Truth #4
Playing “follow the leader” by operating your business and marketing and advertising just like your competitors will not get you the results you deserve. Most businesses do little or nothing to differentiate from the rest and fall into the “sameness” trap. Make a list of the industry norms and rules for your type of business and then see how many of them you can break.
Truth #5
Fear of the unknown stops most in their tracks when it comes to changing how they market and sell their products and services. Even though the measurable results from their current plan are often dismal at best, it’s much more comfortable to continue to take the safe route and keep plodding along.
Truth #6
Just because you work hard and are an expert at what you do does not mean that money will automatically flow to you. It might be a hard fact to swallow but there are a ton of struggling and broke people out there that work endless hours and have unequaled expertise and knowledge. Money is
not automatically attracted to hard work and skill. Money is attracted to the highest “perceived value” and those that have learned how to create the most effective marketing and sales strategies and plans.
Truth #7
You can’t be everything to everyone. In business and life there are going to be people that don’t want what you are selling and/or don’t need what you are offering and there is nothing you can do about it. Spending time, energy and money to “convert” these people into prospects and customers is wasted. Focusing on the right prospects, those that you can provide the highest value for or solve the biggest issues for will pay big dividends faster and more consistently.
Truth #8
Repelling those prospects that waste your time, suck your energy and cause you sleepless nights can and will cause you great relief. Ridding yourself of these types of people will allow you to focus with clarity on attracting prospects that you actually enjoy working with and that will happily pay you for your valuable products and services.
Truth #9
If you keep doing what you are doing you will keep getting what you are getting. I know you’ve heard it before but it’s just a simple truth. Most people are unwilling for a variety of reasons to invest the time, energy and money to get themselves and their businesses off the typical path that is the easiest
to navigate and wind up settling for wherever they happen to end up.
Truth #10
Tomorrow always comes way too fast. Taking action today to create a “battle plan” for your business (and implement it) should be at the top of your “to do” list.
One Last Thought –
These are the “good old days”. Waiting and hoping that things will just get better on their own and over time is a flawed mindset. There has never been a better time to dig in and learn how to compete and win. The tools and technology to get your message to the right market have never been more abundant. The key is to stop waiting for the perfect plan or the perfect time to get started. Now is the time to take massive action.
