Marketing isn't a "one size fits all" proposition. Tailor your marketing program to match your specific goals, dreams, and lifestyle.
Are you driven by goals and aspirations that color your entire existence, and cause your personal life to take second place? Or are you an ordinary person with a few big dreams and a love of art that you pursue in your spare time? Are you all-consumed by your artisan life, or do you also have a strong need for family and other pursuits?
The answers to questions like these are essential in determining the right kind of marketing for your business.
What are your business goals? And what are your personal goals? Only after pinning down the answers to these questions can effective planning begin about how to sell your products.
What's Right For You?
Imagine this scenario. You enter an upscale boutique looking for a yellow summer dress for a specialty theme party being given by a friend. You tell the salesperson what you’re looking for, and she responds with, “Oh, but yellow isn’t on trend right now! And with your coloring, you should wear red! Here, try on a few of these gorgeous red dresses. Trust me, red is the way to go this year!"
Sounds very persuasive, but is it actually helpful? Even if you decided that you did, in fact, look better in red, and ended up buying a red dress, what then? You’d be no farther along in your original goal to get a yellow dress for your friend's party. Or you would show up in the wrong clothing.
Why is that salesperson trying to sell you a red dress rather than a yellow one? Maybe the store doesn’t have any yellow dresses right now, or a new batch of red dresses just came in. Possibly the yellow dresses they do have are lower priced, and she's hoping for a bigger sale. Even if she truly believes that red is your best choice, she certainly hasn't factored in your requirements.
Screen Your Consultants
In the same way, it doesn't make sense to accept marketing and sales advice from consultants who are selling “one size fits all” marketing services, or telling you that you need different goals, or asking you to engage in activities that don’t match up with your preferred lifestyle.
Why do many providers try to fit you into a single marketing model, with a fixed program supposedly right for everyone? The answer is: Because it’s easier, it will work for a few people who will be happy with the results,, and—this is the most important point—they might not understand enough about the underlying principles of marketing to be able to tailor programs for individual clients.
It's also possible that services like these are only intended for certain types of businesses that have been identified as the provider's most profitable target market. Which means that you might be seen as a "fringe" client who isn't necessarily expected to benefit.
When looking for help for your business, listen carefully. Has the provider asked you about your goals, your life, your needs and then adjusted accordingly? If yes, that’s a very good first sign that you’ll be getting advice that will be customized for your particular circumstances.
It’s also important to look into the background of the provider to determine if they’re giving you advice based on one experience with a single business, or if they have had experience across a wide range of different kinds of businesses, markets, sellers, and customer types. Do they know for certain which activities in each case led to success, or are they only guessing? Carefully screen in order to get the right help for your business and your life.
Have any of these issues cropped up for you in the past? Feel free to tell us about your experience in a comment. Also check the blog for additional advice, including tips on copywriting, SEO and social media.
Barbara Clavan provides copywriting, coaching and consulting services to high-growth businesses, high-profile individuals and creative entrepreneurs.
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