If you’re a small business marketer, developing a systematic approach to marketing is your best opportunity to create a steady and predictable flow of new business.
You may be marketing to attract more clients to a service business. You may be marketing a product. You may be marketing an idea.
But when you market, you want someone to do something.
When you’re doing it right, the work you put into your marketing gets your ideal target client to take a specific action.
And there’s a “secret” to making this kind of marketing work better … a secret that the very best and brightest traditional marketers have been using for more than a century.
Most marketing ignores this entirely — which is why most marketing doesn’t work very well.
The “secret” might seem like common sense, but your fellow small business marketers aren’t getting it right … which is a great opportunity for you.
The secret to becoming a better small business marketer is …. your patience
The reason great marketing is so powerful in the first place is that it doesn’t manipulate, it persuades — it’s useful information, presented in an accessible, interesting way.
Discovering that takes patience. More great marketing has fallen short due to impatience on the part of the business owner than for any other reason.
Your resourceful website might not do the job. Your aggressive direct mailings might not deliver as well. But your website and direct mailings, combined with your telephone follow-up, email newsletter, seminar, advertising, publicity and patience get the job done very nicely.
It’s your patience that wins the award for the profits generated by your marketing.
So the secret in a nutshell is this…
It takes a special person to stay the course while marketing effort after marketing effort fails to hit home. It takes remarkable discipline to remain with the marketing program when instant results are not produced.
You must restrain from making changes in your marketing programs and develop the willingness to continue executing a marketing strategy despite the absence of quick financial strokes.
You must have more patience than your competition.
And if that “secret” has you breaking out in a cold sweat, contact me. I’ll help you develop a marketing strategy that fits your business and move you beyond the need for instant results.
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.