Be a better marketer than a doer

Wednesday, 6 October 2010 1 Comment

Every now and then - you will hear something life changing for you. Such as "Will you marry me"; "the job is yours"; "It's a girl" (or in my case, congratulations, it's a girl and two boys. you're having triplets).

The triplets rounded the number up to six children (they were a nice addition to our twins and singleton). By the time they were two, it was either start working part time - or go gaga.

Though resource and time were tight, three things I heard during that time period made a significant impact on the development and success of my business.

First my husband showed me the Internet. It was life changing because here was the golden opportunity for anyone to compete with the largest of corporations with very little investment required. Where else could you communicate with so many so quickly, so cheaply? Where else could you get to the world with such simple and easily changeable marketing material?

Second, while working with a financial services broking firm, I always heard the Managing Director tell the team "Activity equals success. Activity equals success". I took that to heart. Don't just wait for people to metaphorically knock on your door.

The third was a statement by marketing speaker Winston Marsh when he came to speak with that financial planning group.

Winston said "Be a better marketer of what you do than a doer of what you do."
So simple. So clever. So poorly done by most. There are 1,000's of people just like you out there. Running similar companies. Filling your occupation. Accountants. Writers. Marketers. Caterers. IT Consultants. Graphic Designers. Small business owners. What makes any one of us very successful? What makes you special? You can be the very best in your industry at what you do. But if people don't know about you or your company - how can they use your services, buy your products?

Don't let this economic downturn make you stop your marketing. In fact - you can be clever and take this as an incredible opportunity to do the opposite, gain recognition and market share from your competition. It doesn't have to be solely through advertising in the press. You can devise other ways to help you stay in touch, keep your name in front of your clients and prospects, spur referrals, sell your goods and services and improve your customer service.

Success comes more swiftly to those adept at marketing and promoting their businesses. Be a better marketer of what you do than a doer of what you do. Look for and take each and every opportunity to promote your business that you can. Further you can do it economically and cleverly.

Let me illustrate two golden opportunities that were missed.

Blown Opportunity One
Meir and Jude, a husband and wife team ran their own catering business, specialising in vegetarian food. Their food was always incomparable, delicious with stunning presentation. I had the enjoyable opportunity to be at four functions they catered. Plus they were spectacular in a niche. But why oh why didn't they have a table plaque with their company name and contact details? Why didn't they have their business cards discretely on all the tables - or even one? Here in the middle of their target market, with people marveling at their work (and the chef never in sight) why is there no way to find out more? Not all their clients would allow this subtle advertising, but I am positive many would have.

Blown Opportunity Two
Arriving a bit early for a meeting at a Mission Bay Café, I walked in and ordered a coffee. In front of the cash register was an enormous white latte' bowl, chock full of business cards. I asked the team behind the counter "What do you do with these cards". They all looked at each other, shook their head they didn't know. Then one ventures "People go in a monthly draw for a hotel stay". "Then what do you do with the business cards" I asked. Again, they looked at each other. "Nothing" was the reply.

What a missed golden opportunity!!!! Here was a client database right before their very eyes that they throw out. They should instead start an online communication with people who have already become their clients, and try to woo them back again and again and again.

By Debbie Mayo-Smith best-selling author and  sought-after international speaker. For a free quick tip newsletter, vast collection of 'how -to' articles and other resources to help you work smarter and save time, come to www.debbiespeaks.co.nz

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