Have you ever wondered how to get something done?
One step at a time, will carry you through the forest, but what if you don’t know where to go? Or where to start? Or where to place your foot? Or what shoes to wear?
On a daily basis I’m faced with these kinds of questions about marketing, and then the response.
I’m going to share one of these encounters in a moment, but first I want to share something else… The basic concept of how to beat that path through the forest and what you should be doing. This is a step by step concept basis of how to get things done… First.
You have a great idea.
Write it down. Write it down, and put some serious detail into your idea. Create within it a goal that you can easily achieve within the next week, and then another 5 year goal, something you can reach for. But write it down.
Did I say WRITE IT DOWN? Do that. Write it down.
Your idea needs encouragement.
Everyone needs a mind-blowing mentor who can visualize their new ideas… Such mentors are readily available and easily found, when you know what you’re looking for. Many are available for the price of a cup of coffee online. Someone who has a good grip on business, marketing, and development of ideas will be able to give you some solid guidance, or even a quick – no, it’s already overdone – but more likely, such a person will ask questions that drive you to creating a more profitable outcome by thinking openly about how to apply your idea and make it a doable concept.
Don’t skimp on this part. You really do need someone to encourage you to think bigger, better, and more effectively. Maybe even someone to plot out the options that might be available for you, to market your project.
Your idea needs research and direction.
Do your due diligence now. Don’t push this aside, take a few hours, a few days, or a week, and do what you have to do to find out if your idea has any marketability, a niche to fill, or any promise of ever becoming profitable or not. Write this all down. You’ll need a specific record of what you find. Either in a file on your computer, or a spiral notebook, keep access to links, markets, what people say, and any other detailed information you find.
Plan out the directions you’ll take your idea…
- Is it a service?
- Is it a product?
- Do you need a manufacturer?
- Will you do the job yourself?
- Will you hire others?
Sort out all these details and any more you come up with so you can determine exactly where you go next.
Your idea needs focus and support.
This is the part where your message comes in handy. If you already have a message and a tribe of people who believe in you, support you, and help you market your ideas and businesses, connect with that tribe of people. Set up a round table for discussing your idea and to build your focus, gain support, and build a network of supportive ‘assistants’ who will help you promote your idea once it’s ready to send out into the world.
Now… Onward to the Forest!
I promised I’d share the basis of this story. And I’m going to share it right now…
Case Study of the Client Unwilling to Enter the Forest
I’ve had a client for more than six months, going close to a year now, who has hired me to do his marketing. I spent a lot of time and effort marketing for him based on his website (it had a story to tell and appeared to be a story of success), and his words. He said all the “right things” indicating that he had at one point been successful.
As time wore on, there were other indicators, including but not limited to his constant search for ‘outside approval’ of his business. He was always spending more and more money to do the same things that were being done, and ultimately overlapping his marketing efforts, with non-profitable results. On several occasions, I mentioned that I was a consultant and would be glad to help him format a plan for his marketing efforts, but each time, he said, “I can’t afford to pay you for that service.”
Within days, he would hire another marketing service that had a higher cost and no results.
Then, in a freaky discussion about his past, he revealed that he’d actually made a few random sales, and those had encouraged him to continue working the business, but he was working it from a trust fund. And the dire revelation: The trust fund is about to run out of money.
I’m not a mathematics whiz or anything, but my years of accounting told me that if he’s been running his business from a trust fund, he’s not making a lot of money from his marketing efforts. So I asked specifically how many [of his product] had he sold in the past year?
Now if we’re talking million dollar houses, or million dollar deals, or even six-figure deals where his commissions are noteworthy, he’s made some money. So, I tenaciously as how much he makes per deal. No response. I ask how much his product sells for on a base line (lowest/highest). His response indicated that he’s making annually, less than most of my clients make monthly. And… he says, I’m living off the principle of my trust fund.
Whoa! Say what? That’s BAD business. You’re spending a lot of money marketing and I know you RECEIVE CALLS, so what then?
Sometimes I sell, but more often, they’re just too cheap to buy.
Let me step out of the case study for a moment and give you some basic details:
- His products are 30% cheaper than other products in the same market.
- His products are readily available without the ‘middle man’ scenario.
- He offers absolutely NO VALUE to the package as a ‘middle man’.
- His marketing effectively draws in a strong niche market.
- He’s getting 5 – 10 hits a day, and at least 3 per week of those hits, becomes a contact.
- He’s doing nothing to build relationships with the contacts.
- He offers no contingency, or next step plan to promote another product.
- His funnel doesn’t include keeping connections or building relationships.
- All customers are one time customers and gone.
And now back to the case study.
Obviously, he can’t afford a consultation, and I’m working on the “process” so I can offer some discussion, interaction, for free, and give him the basics, plus some advice about building his contingency market, so he’s got a continued marketing plan for building those relationships that will bring his buyers back for a second purchase from him when needed.
After spending several hours, exchanging comments and discussion, he sent me a message accusing me of being full of myself, because I ‘self promote’.
Advertising, marketing, and websites are all SELF PROMOTING. You have to know what you offer to make it available to others. If you don’t know what you have to offer, and don’t offer it… They’re not going to buy it. They won’t care what you offer. They won’t buy it.
Self Promote – it’s how business happens.
Your confidence will take you past the trees into the forest, and out the other side, because you’ll take that first important step.