What do you mean by two businesses? I can’t even keep up with one. Relax, I don’t literally mean two separate businesses, but you do have two businesses in one.
The first thing that I do when I sit down with a new client is to ask them to describe the operation of their business. They generally give me a very detailed description of their products and services, operations, and customer service follow up. Rarely do they ever mention marketing in terms of the operation of their business. The main reason that they have become a client is that they are not attracting enough clients of their own. Their description of business operations is the very root of the problem. What I mean is that they do not recognize that they really have two businesses: one is product or service delivery and the other is the business of marketing their products and services. In order to succeed one must realize that both of these businesses must be fully functional. In fact, if the marketing side of the business is not working, then there will not be much use for delivery.
The next thing that we discuss is their history and experience in developing the expertise in their product or service area. They describe to me in great depth the years of training, experience and success they have had with their main products and services before going into their own business. In fact, most of them would never have considered starting their business without that extensive background and experience. What most business owners and independent professionals do not have any or much experience in is in the business of marketing. What is interesting is that despite their depth of experience, training, and knowledge in their core business, they rarely have invested the time, effort, or money to gain the knowledge and experience in marketing. If one accepts the premise that marketing is a business you must be in, then why is it that we don’t see the need to have the same level of knowledge, experience, and expertise in marketing?
Why is it that I am harping on this? The reason is that I want all business owners and independent professionals to take immediate action to obtain the training, experience and expertise necessary to attract all of the clients they want. This will not happen without recognition that you must master the business of marketing in the same manner that you have mastered your core business. Without this acknowledgment and action you will continue to get similar results despite any effort that you put out there. Many business owners and independent professionals are already frustrated because they are working incredible amounts of hours for very little results. The answer as far as marketing is concerned is not in more work but in understanding how to put together and execute an effective, fully integrated marketing system. Much of this system should be automated and based on the principle of marketing “to many at one time” while maintaining marketing intimacy.
Here are some suggestions how to immediately begin to get the training and experience you need to market your business effectively:
1. Read several books on modern marketing. Do not read books from “marketing gurus” that teach outdated marketing tactics! What I mean is that reading books on outdated push techniques such as cold calling techniques, untargeted direct mail, and prospecting strategies will be a complete waste of time. We are in an era of the whole marketing and you must learn and master these strategies and tactics.
2. Take a course to learn an effective pull marketing system. There are many outstanding coaches and trainers who have great systems and processes for learning are to market your business more effectively in a 21st-century manner. Spend some time reading through their free material, learning about the trainer, and attend free tele-classes before signing up for the paid program. Investing in the proper program is just as important, if not more than the investment in time, energy and money that you have made learning your core business over many years.
3. Join a mastermind or membership oriented marketing group where you receive ongoing training, construction, interaction, and accountability. You must approach your marketing with the same discipline and accountability that you operate your core business under. Since it is so easy to let this area slip, membership in one of these types of groups can pay untold dividends.
4. Let me repeat one more time, how critical it is to recognize your second business of marketing. This is a mindset and mentality that you must develop if you want to attract clients more consistently and effortlessly than ever before. I encourage you not to hesitate for one moment to make an investment in both time and money in as quickly as possible developing the side of your business.
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