One of the saddest mistakes I see professionals and
businesses owners make is the reverse of the phrase, "all
hat and no cattle." I've been told this is an insult in
Texas and refers to someone who has a big mouth and little
or no follow-through. The reverse of that is to build a
GREAT enterprise, with little or no marketing.
Often, I work with professionals and entrepreneurs who
provide a great product or service, people who have
invested and taken risks to create a great business, only
to watch it struggle for lack of customers. Why?
A common pattern is that (1) they are not good at marketing
and (2) they compound the problem by refusing to invest in
marketing!
Yes, they may throw a little money at advertising. They may
attend a workshop or even paid a consultant at some point,
but they FAIL to understand the dynamics of effective
marketing and they refuse to get better at it!
Remember the definition of insanity: "Doing the same thing
over and over, while expecting a different result!"
Consider this scenario, which is all too frequent: a
passionate professional invests many years and thousands of
dollars in education. They love their work and they are
very good at it. So they do a little "marketing," then they
wait, hoping their expertise and passion will attract
customers. Unfortunately, it doesn't happen.
Or I see business owners who put their life savings into a
new business because they KNOW they provide a great service
at a fair price. But since everything's invest in the
business, there's no money or energy or time for marketing
and within a year, the business closes it's doors. What a
waste! The community loses a valuable service, and the
owner loses the business and their life savings.
Invest in marketing! And perhaps more important - invest in
LEARNING HOW to market! There are lots of great trainings,
books and manuals to help you! If you don't have enough
customers, treat it as a skill problem and master it!
businesses owners make is the reverse of the phrase, "all
hat and no cattle." I've been told this is an insult in
Texas and refers to someone who has a big mouth and little
or no follow-through. The reverse of that is to build a
GREAT enterprise, with little or no marketing.
Often, I work with professionals and entrepreneurs who
provide a great product or service, people who have
invested and taken risks to create a great business, only
to watch it struggle for lack of customers. Why?
A common pattern is that (1) they are not good at marketing
and (2) they compound the problem by refusing to invest in
marketing!
Yes, they may throw a little money at advertising. They may
attend a workshop or even paid a consultant at some point,
but they FAIL to understand the dynamics of effective
marketing and they refuse to get better at it!
Remember the definition of insanity: "Doing the same thing
over and over, while expecting a different result!"
Consider this scenario, which is all too frequent: a
passionate professional invests many years and thousands of
dollars in education. They love their work and they are
very good at it. So they do a little "marketing," then they
wait, hoping their expertise and passion will attract
customers. Unfortunately, it doesn't happen.
Or I see business owners who put their life savings into a
new business because they KNOW they provide a great service
at a fair price. But since everything's invest in the
business, there's no money or energy or time for marketing
and within a year, the business closes it's doors. What a
waste! The community loses a valuable service, and the
owner loses the business and their life savings.
Invest in marketing! And perhaps more important - invest in
LEARNING HOW to market! There are lots of great trainings,
books and manuals to help you! If you don't have enough
customers, treat it as a skill problem and master it!
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