Mr. Marketing: Put more rhythm into marketing

Every industry has certain rhythms, and marketing is no different.

For six months I’ve noticed an overwhelming preponderance of start-up businesses crossing my path.

It appears that almost everyone I meet nowadays has a regular job and is initiating something on the side that needs marketing.

Which translates to my providing lots of classes in Marketing 101.

Lots of these folks tell me, “I provide great quality, fair pricing, and guarantee excellent service.”

Well, no offense intended, but ho hum. Your competition’s saying the exact same words.

And as the villain in the movie “The Incredibles” observed: “When everyone’s super...no one will be.”

Therefore, to save everyone big chunks of time, let’s again run through the marketing basics. If you’re starting a business, ask yourself these questions:

• What’s your objective? Are you looking to be the biggest, the best, or merely earn enough to quit your job?

• Who’s your audience? This has a direct impact on your message and the vehicles you’ll use to reach potential customers.

• Who’s the competition? What can you learn from them? What are their weaknesses?

• What’s your timeline for success? If you expect success in a year, plan to immediately spend lots of money on marketing.

• What resources will you invest? Do you really want to hock the house on this venture?

• When will you feel successful? Recognize it’s probably 18 months before you’ll take any money from the business.

• Why are you unique? Put simply, why should I buy from you instead of my current provider?

As you chew on these matters, buy yourself a first grade composition book to scribble down your business/marketing plan. Include everything impacting your company, including who provides whatever you’re selling, your costs, retail prices, rent, personnel, salaries, permits…the works.

In three months, with your thoughts organized and a positive decision to move forward, you’ll understand the risks, marketplace, and customer profile. Then…and only then…should we be talking about your marketing.

Because by then you’ll recognize the importance of spending money on marketing to grow your business.

You won’t get hung up fearing every dollar you spend on marketing is a dollar less you can spend on groceries.

And that single shift in thinking is what separates successful owners from hobbyists.

With that said, I wish you a week of profitable marketing.

Put more rhythm into your sales at www.askmrmarketing.com.