We self-employed professionals are constantly faced with difficult choices about how to best grow our businesses. Should I pursue this line of business or that one? Would it serve me better to choose Niche A or Niche B? Shall I spend my time building a relationship with Client X or Client Y?
Often, these questions hinge on what we perceive as the most desirable result. If we value potential earnings more highly, we select a course of action that will lead to more money. If we are more concerned with our personal fulfillment, we follow a path that we believe will be more satisfying.
Perhaps this sounds familiar: you think about doing marketing, put it on your calendar, call an accountability buddy, tell yourself you got this, and… an hour later you’re watching YouTube videos of fluffy kittens and eating chocolate.
What happened? You did what the experts say to do to keep yourself accountable:
Get a buddy – check
Put it on the calendar – check
Give yourself a pep talk – check
Recall this story of Ulysses: his ship is passing the Sirens who live along the rocky shore, and he asks his men to tie him to the mast so he won’t succumb to their Siren Song, smashing the ship into the rocks.
Flash forward to your business today and compare this story to your marketing. There are plenty of Sirens calling to you; are you in danger of smashing into the rocks and wrecking your business ship? Below are several Siren Songs, and how you can safely navigate through them.
Ever have one of those days when you’re just not feelin’ it? You can’t seem to get yourself to do any marketing. The marketing you’re doing doesn’t feel inspiring. You’re not sure where to start to make things different. The thoughts swirling around in your head are making you suspect you might be a business fraud. Sounds like you’re not feeling the marketing love.
The good news is you can do something about it.
To minimize the days where you’re feeling out of sorts, marketing-wise, allow the following to serve as inspiration to help you feel the love again.
Do you find sales and marketing to often be a struggle? It doesn’t have to be that way. The most successful professionals make it look easy because they have found a way to market themselves that is effortless. Perhaps you have tried to copy what those successful people were doing, and it didn’t work for you. Here’s why.
Marketing is not a one-size-fits-all endeavor. You have to find your own unique path, the one that works best for you and your business. To make marketing and selling easy, that path needs to be the one where you will encounter the least resistance — both from the marketplace and from inside yourself.
As a business owner, it’s natural to have lots of ideas about getting the word out about your offerings and to want to test out new ways. You’ve tried different marketing techniques, some of which you liked more, some that worked better, and some you’re convinced will work eventually. The question is, what’s really working, and how long should you test something to know?
Testing requires two things: curiosity and measuring. Curiosity to try something new, and measuring so you’ll know how well it’s working and whether it’s worth continuing to do. Here are several things to keep in mind when you’re testing different marketing strategies: