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In this week's edition of Etips, Michele Pariza Wacek, of TheArtistSoul.com,
will provide you with a marketing lesson in part one of her two part article
series, 'What Marketing Can Do For You.'
I hope you'll enjoy the publication.
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 What
Marketing Can Do For You
By
Michele Pariza
Wacek © 2005
I thought I would clear up some misconceptions about marketing in this two-part
series: What Marketing Can Do For You and What Marketing Can't Do For You.
We'll start with the positive.
Over the years, I've had dealings with some business owners who have a rather
skewed perception of marketing. They think you throw a few ads out there,
get a couple of press releases printed and voila! You’re a big
success.
Oh, if it only were that easy. (Although if it were, I probably wouldn’t
have a job.)
But there's no getting around that to have a successful business, you need
a solid marketing plan.
So what CAN marketing do for you? Increase your business no question about
it. You need to be marketing if you want to grow your business.
However (and this is a really big however) marketing is NOT going to result
in overnight success. Marketing is about slow growth, building on last week's
success and forgetting about last month's failures. (Or what you THINK are
failures. It's not uncommon that a campaign you think is a dismal disappointment
may be what caused the next campaign to take off.)
Marketing is about frequency -- about your target market seeing your offer
over and over again until they're finally ready to buy. Without that very
important frequency, your business will start to stagnate and eventually
die.
Now that doesn't mean you won't have a major success with a campaign. Even
a massive, amazing, unbelievable success. You'll run one ad or be featured
in an article and wham! You end up with more orders than you know what to
do with. While that's a great shot in the arm, it probably won't last unless
you keep building upon it. Eventually the orders will dry up and you'll be
back to where you were before.
Marketing is also about being consistent. This goes back to building on
successes. Your customers need to see your message over and over again. This
builds trust and credibility. Plus, your current customers will also respond
to that frequency. Not only will they not "forget" about you and go to your
competitor, but it will help build their trust in you as well.
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Lastly, marketing is about working
hard. There's no getting around it. To be successful means putting in the
time and energy to continually market yourself. (You can also pay someone
to help you with it, but basically it comes down to someone somewhere has
to put in the time to continually market you.)
If you remember nothing else, remember
this: If you don't implement your marketing strategies, nothing is going
to happen.
That last sentence seems obvious, but again, I'm amazed at how many people
I run into who aren't willing to do the work. They talk about it, but when
it actually comes down to doing something, they somehow never seem to get
around to it.
One way to overcome that is to plan on doing one task or a little marketing
every day. Then it doesn't seem quite so overwhelming. Me, I make a commitment
to do X number of marketing tasks a week, regardless of how much time that
takes.
Marketing is a commitment. There's no getting around it. If you have a business,
then you have no choice but to make a commitment to marketing on a consistent
basis until the day comes when you decide you don't want a business
anymore.
Creativity Exercise -- Make a Commitment
Since I'm interested in having all of you succeed, I want YOU to make a
commitment right now to market your business on a regular basis.
Write this statement on a piece of paper, filling in your name in the proper
place.
I, YOUR NAME, am making a commitment to market my business on a regular basis
from now until I decide I don’t want to be in business any more.
Sign and date it.
I suggest posting it in a place where you can see it while you're working.
Or, if you really want to add some accountability to your commitment, tell
someone about it. You can even tell me about it -- just send me an e-mail
at Michele@theartistsoul.com There's nothing like announcing your intention
to keeping you honest.
Copyright 2005 Michele Pariza Wacek
About the Author:
| Michele Pariza
Wacek is the author of "Got Ideas? Unleash Your Creativity and Make More
Money." She offers two free e-zines that help subscribers combine their
creativity with hard-hitting marketing and copywriting principles to become
more successful at attracting new clients, selling products and services
and boosting business. She can be reached at
http://www.TheArtistSoul.com. |
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| Tip of
the Week |
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If you're looking for a unique
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Today's tip is an excerpt from the highly acclaimed
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