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The How

A follow up to “Where to Begin? Business Planning 2017”

Be unique… just like everybody else.

Believe it or not, there’s some truth to that first line. The twist is, you have to be unique the longest. When it comes to implementing your How, you could do the exact same thing as 50 other people, but if you do that thing consistently, you’ll come out ahead. We are notoriously bad at follow-through and, even though the Good Idea Fairy visits us all from time to time, it’s the Gnome of Consistency, plodding along, that gets the results.

For many of us, the How -as in, “How am I going to reach my What?”- is marketing. There is no shortage of internet articles that can give you marketing ideas for every budget and scenario, but here’s the thing- lean in close for the big secret- They all work. All of them. Regardless of which method you choose to market, from direct mail, to billboards, to commercials, to showing up in person with a sunny disposition and expert advice, all of the marketing methods will work, if you’re consistent.

What you’re going for is not instant success, you’re aiming to be the first person in someone’s mind when the need for your product or service arises. You’re aiming for consistency. It’s a commitment. Depending on your chosen avenue, it may take weeks, months, or even years for your efforts to pay off, depending on the frequency of the consumer’s need. Gutter cleaning services will likely be needed more often than the need to sell the whole house. Either way, you want to be thought of first.

Here’s another important point to consider: in the course of being consistent, remember that you do not need to be the shiniest, fanciest marketer on the planet. Shiny and fancy cost extra, so some of your competition will fall off by leading with shiny and fancy, but not having the budget to be consistent over time. This is absolutely not a suggestion to mindlessly toss crap to your consumer base and cross your fingers, but there is something to be said for simplicity and getting to the point. You can get your message to the consumer without expensive bells and whistles. Just be consistent.

TL;DR: Even a blind squirrel will find a nut, eventually.

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