Over the last 15 years or so, I’ve worked with thousands of small-business owners on their marketing.
One thing I see all the time is a desire to find the “EASY BUTTON” – a simple solution that’s going to make all of their marketing dreams come true.
“Finally, customers will be lining up to do business with me.”
“Finally the phone will start ringing off the hook.”
“Finally I’ll be able to start charging the prices I want to charge.”
Harsh truth: It’s extremely rare that one single marketing tactic will change everything for your business.
I’m not saying it can’t happen. I’ve had it happen a few times in my own businesses. BUT the “magic solution” only appeared after years of trial-and-error and endless cycles of testing & adjusting. Not only that, but the “magic solutions” don’t last forever. And they never happen in isolation.
Don’t you think it’s ironic that Google promotes their digital advertising services using DIRECT MAIL POSTCARDS? Google… using snail mail!
Or that most SEO people develop their own business through networking and word-of-mouth referrals?
The simple fact is this: if there was a simple, magic marketing solution that worked for everyone, we’d all know about it and we’d all be using it.
The PROBLEM with this kind of thinking is that when you’re looking for magic solutions, you’re extremely vulnerable to snake-oil salesmen who are telling you what you want to hear. That’s why most entrepreneurs are constantly frustrated with their marketing. They’re in a vicious cycle, lurching from one failed marketing campaign to the next.
Today I’m challenging you to shift your mindset.
Stop looking for a magic solution.
Instead – understand that marketing is a process with many moving parts. A successful marketing strategy includes different components:
- Strategies to build your brand / sharpen your message / distinguish yourself from the competition / clearly communicate your value.
- Strategies to maximize referrals. Referrals are the best way for most businesses to grow and yet business owners are extremely PASSIVE about referrals. “I’ll do good work and the rest will take care of itself” is NOT a marketing strategy!
- Strategies to keep your customers & clients engaged, happy, and coming back for more.
- Strategies to drive traffic to your website, make the phone ring, etc. Including online AND offline strategies!
Shameless plug – this is what my book, Marketing Simplified, is all about. It’s available on Amazon if you want a step-by-step manual.
Bottom line: If you’re serious about growing your business… If you’re tired of moving from marketing failure to failure to failure… What you need to do is shift your mindset and stop looking for the “EASY BUTTON.”
Instead go to work building a real marketing system. It won’t happen overnight. It won’t be “easy.” But it will be worth it.
Danny Decker
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