7 Marketing-Related Decisions You Can Make in Under An Hour

Marketing your business is not as easy as all the experts say. Sure, it’s just a click, step and a hop away from you, so why is it so hard to do? It’s hard because it’s not about the 1, 2, 3, steps.

It’s about the DECISION to go in any one direction first. Once you have your decisions made, you have your steps laid out in front of you in numerous articles and books. So today, let’s talk about what’s holding you back and how to get out of your own way so you can MAKE A DECISION.

1. Problem related to AUDIENCE AND MESSAGE: You don’t know what to say, you are talking to too many people at the same time, no one is hearing you.

Solution: Talk to ONE person at a time. Once you have mastered that conversation, talk to someone else.

Action: Write down one person who is an example of the kind of person you want to buy your products.

Action: Write two reasons why you like them as your kind of customer and one thing they would like about your soap.

2. Problem related to WHERE TO START: You don’t know if you should build a website, get a business card, create a brochure, or take a class.

Solution: Limit your number of options. Use the coin-flip technique to help you make a decision. If it comes up heads, and your first instinct is to move to best out of three, you know that the “answer” is actually tails.

Action: Pick one of two options in each category – in print, in person, on-line.

• Print: Either focus on your business card OR a flyer/brochure

• Person: Either attend a networking meeting (check on Meetup.com for local groups), OR host a party/gathering at your place.

• On-Line: Either create/finish your website OR set up a blog (wordpress.com)

Seriously, just pick one of the above. Let the rest go . . . at least for today’s planning purposes.

3. Problem related to COSTS: You don’t know what it all costs, or what it should cost, or what you should pay. Why? Because it varies so much, it’s like a moving target.

Solution: Ask your neighbor, peers, coaches, for specific numbers on what they spent and what they got.

Action: If you are sitting near someone, ask them. If not, get on Facebook, Linked-In, or your own Outlook and ask your friends. What did they pay for their website, business card, logo, packaging, AND what did they get for it? Check out a recent impromptu survey I posted on Facebook for my presentation to the Handcrafted Soap Makers Guild

4. Problem related to your FINANCIAL GOALS: You don’t have an exact financial goal. Why? Because numbers are scary for most people. Specifically, negative numbers. Don’t fret! Google was in the red (meaning negative numbers) for 2 years before they made it big. If it’s OK for Google, it’s OK for you!

Solution: Create goals in terms of zero’s, starting with $100.

Action: Set a goal to make $100 with your business. If you have already made $100, add a “0.” New goal: $1000. When you reach that goal, add another zero – $10,000, and so on and so forth. NOTE: This goal is for sales, not total profit. Just focus on how much you can sell for now.

5. Problem related to NOT ENOUGH TIME: You are never done. Why? Marketing is like breathing. Sometimes you’re huffing and puffing, sometimes you’re controlled and steady. No matter what, you stop breathing, you stop. Each new level brings new challenges you never knew you were going to face.

Solution: The truth is, there is enough time, but you may not have the energy to make use of it. Instead of thinking about the clock, focus on how you can create more energy to fuel your business. You can conserve energy by working only 90 minutes at a time, because science tells us that’s how often the body needs a rest. And you can create energy by working on your physical state – take a 10 minute walk, do one minute of jumping jacks, dance to one of your favorite songs.

Action: Review your calendar, set aside 90 minutes for Tuesday to do marketing research. Start your 90 minutes with a dance, a walk, or jumping.

6. Problem related to the fact that YOU ARE A DIY PERSON: You think you can do it all yourself, but in reality, you need expert help. Why? Because the time it will take you to figure it out from scratch has the potential to burn you out before you make it.

Solution: Find a coach, consultant, class or a combination to get guidance in areas you were not trained to know. You can get free and paid for help, I recommend a combination.

Action: Write down where you are going to find one person or group of people to help this week. Ask ONE question you think you know the answer to to see if they are on the same page. Perhaps they have a different view, or can validate your own intuition.

7. Problem related to FEAR OF FAILURE: You want everything you do to work perfectly which can lead to paralysis.

Solution: Failure is actually falling forward! Look at all “failures” as Significant Learning Experiences – SLE’s (pronounced like sleaze). “Failure” is 90% of business and necessary for growth.

Action: Write out a recent occurrence that felt like a failure. Then write what SLE came from it.

ONCE YOU DO THESE 7 STEPS, YOU WILL HAVE A HUGE HEAD START!

TO RECAP HERE IS WHAT YOU HAVE DONE:

1. You have an example of the kind of person you want to buy your products and two reasons why you like them as your kind of customer

2. You selected one easy DIY route to start your marketing efforts

3. You did financial research and learned one business related cost a peer incurred

4. You have a financial goal

5. You set aside 90 minutes next week to do marketing research

6. You know where you are going to find a person or people to help

7. You have turned a recent occurrence that felt like a failure into a significant learning experience

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To see images from the original Handcrafted Soap Makers Guild presentation: From Passion to Profits, click here.