Last week I had conversations with two people who have
become experts in marketing. One is a man who has attended
all the "boot camps," read the books and taken seminars
from the best marketing gurus around. The other is a woman
who told me her personal library of marketing and business
books cost over $100,000 in the past ten years.
Unfortunately, neither of them has applied what they know
and their businesses have not grown.
These are classic examples of "analysis paralysis." They
have studied their market and learned the techniques. They
know how to write sales letters and they know the latest in
online marketing techniques. They know about using
endorsements, about using graphics and colors, about
"reversing risk" and identifying their target demographics.
What they don't know is how to make noise.
They've not taken enough action! One business leader
recently told me her greatest fear is "making a mistake!"
Like, get over it already!
If you're going to be in business, you're going to make
mistakes. (I suspect that's true in life; I know it's true
in business.)
The key to building your business is taking action. Of
course it's good to know what you're doing. Sure, it's
good to put the odds in your favor as much as you can. But
in the end, you've got to take a chance and make some
noise!
If you want your business to grow in 2020, think about what
you'll do differently. What will you expand or contract?
How much will you spend on advertising? What new products
or services will you offer? Which ones will you cancel?
In the end, growing a business is about taking action. It's
about making the best judgments you can, and then taking
the plunge.
become experts in marketing. One is a man who has attended
all the "boot camps," read the books and taken seminars
from the best marketing gurus around. The other is a woman
who told me her personal library of marketing and business
books cost over $100,000 in the past ten years.
Unfortunately, neither of them has applied what they know
and their businesses have not grown.
These are classic examples of "analysis paralysis." They
have studied their market and learned the techniques. They
know how to write sales letters and they know the latest in
online marketing techniques. They know about using
endorsements, about using graphics and colors, about
"reversing risk" and identifying their target demographics.
What they don't know is how to make noise.
They've not taken enough action! One business leader
recently told me her greatest fear is "making a mistake!"
Like, get over it already!
If you're going to be in business, you're going to make
mistakes. (I suspect that's true in life; I know it's true
in business.)
The key to building your business is taking action. Of
course it's good to know what you're doing. Sure, it's
good to put the odds in your favor as much as you can. But
in the end, you've got to take a chance and make some
noise!
If you want your business to grow in 2020, think about what
you'll do differently. What will you expand or contract?
How much will you spend on advertising? What new products
or services will you offer? Which ones will you cancel?
In the end, growing a business is about taking action. It's
about making the best judgments you can, and then taking
the plunge.
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