One Important Marketing Lesson You Won’t Learn in a Book

When I look back at the beginning years of Indispensable Marketing, the lesson I wish I had figured out earlier is you can’t read your way out of a problem.

When I first launched and needed advice, my tendency was to grab a book and go off in the corner to figure out how to solve my problem. While these books did provide great insight, I soon learned a half-hour conversation with an expert or mentor provided invaluable business information I couldn’t get in a book. Not only did this person offer firsthand experience and great words of wisdom but they also provided a connection.

Here is one important small business marketing lesson that I wish I would have known right off the bat.

You have to find your own marketing combination.

Some marketing experts and business owners are almost spiritual about the ‘right’ way to do marketing.  Many believe that what worked for another company is the best approach for theirs.

However, that mindset and approach is false.  This is a testament to the fact that every business is unique: What works for one, may not work for another.

The biggest challenge you face is deciding which combination of tools is right for you. That decision only comes from research and thought on your part.

Then apply your own brand of creativity to bring your products/services to the market and knock the socks off your clients and your future clients.

Lesson:  Listen, study, and observe what others are doing, but do not be afraid to go against the grain and try something different.  After all, that is what brilliant businesses often do best.

About the Author: Patrick McFadden is the marketing consultant to call when you want SALES … not just words.. He is also an advisor and featured marketing contributor to American Express Open Forum and has been named a marketing thought leader for small businesses.