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A company’s access to information, ideas, tools and other resources has never been higher, but it’s the ability to be decisive and quickly apply what you learn that is truly valuable. When it comes to marketing, the mantra is “measure, track and improve”. Keeping this in mind, among other benefits, will avoid the trap of spending most of your time searching for or consuming other people’s content, and questioning your every move accordingly, instead of achieving trust. necessary to really get better results.
Some other principles:
1. Be the tequila, not the lime
Imagine yourself as a subway singer. You have your “song,” or message, and instead of chasing someone you think might like it, you stand still. Soon, a person stops to watch. More people see this and join. Within minutes you have a crowd. It’s audience building, and you do it by creating a strong message and a winning offer, and standing in one place so people can easily find you. It’s rare that a platform these days doesn’t have a collection of your ideal customers; the next step is to decide on the platform(s), systematically share the message and commit to the process.
2. Be the voice, not the echo
Choosing to be the product of your idea and your realization is paramount to success. After Henry Ford built a revolutionary automobile, he never took a horse to town. It wouldn’t make sense… like Steve Jobs living off-grid with a rotary phone. So when you market something, you have to use it. Let’s say you sell software (maybe you do); to be the best example of the software in action… the most successful case study. Gather metrics from your own company and all software users, and to prove that it works. Show people why it’s great, don’t just tell them.
Marketing and selling on a small budget is easier, of course, when people want what you have. It makes you desirable, and desire creates demand. When you have a use case that people can model, success seems inevitable.
However, every interaction with an audience costs you money. If you can personally prove the value of what you’re selling, you’ll feel confident to make bold claims, guarantees, and safe offers. People will trust you more. Before you know it, they’re lined up at the door and others are starting to sell for you. Set a goal of not needing a bigger marketing budget by the time you have the money, and watch how that shift in perspective affects results.
3. Be wise, not foolish
Wise people are always aware of what they don’t know – they look for solutions in addition to success and don’t make assumptions. So think about the marketing actions in which you have invested time and money. What works and what doesn’t? Admit what you don’t know and compensate for weaknesses. Work from facts, not opinions, because money is lost in mistakes. Also, think about how you can get back to what worked well, then look at those strategies to see if they can work twice as well…in half the time. This includes spending wisely on annual subscriptions for software you know you’ll use instead of monthly plans, or how to cut fees or features you don’t need.
Then think about how to create a better process. Create more streamlined systems to save hours per week, like using templates for batch work, or what about automating work? Consider forming strategic partnerships, perhaps? Be creative and decisive; your options are limitless, but the time is not!