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by Matt McGovern
Fuel for your business
One of your most important jobs as a solo professional or small business owner
is to generate interest in and demand for your products or services. Yet if you're
like many entrepreneurs, you discover finding time for marketing to be elusive. Much
of what you could be doing remains undone—and without some form of marketing
your business growth stalls.
Make a Plan
Without structure or routine built around your marketing efforts, you're likely to
lose focus and get distracted—something that's all too easy for solo professionals
and the self-employed to do. One simple way to add structure is to create a “big
picture” marketing plan that outlines exactly what you hope to accomplish and when. You
can then supplement this with shorter-term, action-oriented “to-do” lists aimed
at reaching your marketing goals.
Here's a peek at the process I use:
- Every year, I create a short list of “Calendar Year Objectives” for marketing my
business—big picture goals I want to achieve by year's end. I usually give each
goal a name, and then write two or three sentences describing what achieving the goal
should look like. For example, an objective might be to write a book, followed by the
title and subject matter, and by what date I hope to get it done. This does not have
to be a painful exercise—my list usually fills only one page. The detail can
come later.
- Using my “Calendar Year Objectives” as the basis, I then create a “90-day Plan” where
I outline specific steps as to how, in the coming 90 days, I intend to make progress toward
my stated goals. At the end of the first 90 days, I look at what I've done, what's left
undone, and then adjust as needed for the next 90-day cycle.
Each “90-day Plan” I create is generally two or three pages long, comprising a list of clearly
stated bullet points with relevant dates. The idea is not to make the creation of the plan my end game,
but rather to have a simple, action-oriented tool in place that keeps me focused.
- Every month I then create a list of items that I need to accomplish within roughly the next 30 days. I
call this list my “Monthly Milestones” and it's usually nothing more than verbiage I cut and paste
from my current “90-day plan,” arranged in sequence.
- Lastly, at the start of each week I create a “Weekly Task List” of what I need to do in the
coming week so that progress towards my goals continues. This is akin to a “to-do” list and I
simply cross off each task as I get it done. Some weeks my list is loaded, other times there may be only
one or two items. What's key is that there's always something to do...and that something always gets done.
Remember to stay flexible! Create your plans and follow them knowing that from week-to-week your
objectives can—and most likely will—change.
Make it Sustainable
For marketing to work, you need to sustain your efforts over time. You might develop the
most effective plan, but if you can't implement the plan because it's too costly or because you
don't have time for it, then your efforts will fail.
Plan your marketing in phases. Start with low-hanging fruit. Get a couple of small victories
under your belt. Note what worked, what didn't work, and what felt most “right” for you.
Primed with this information, you'll feel more confident going forward...and more able to plan a
bigger “bang” for your time and efforts.
Make it Your Job
Marketing doesn't happen automatically. If you don't tell people why they should want to buy your product
or service, chances are they won't. You need to make time for your marketing efforts.
Only then will you be able to create an
effective and sustainable marketing platform—only then will marketing become more automatic and
more natural for you.
See Fuel cells for some do-it-yourself ideas to get you in the “marketing mindset.”
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Fuel cells
Make Marketing Your Mindset
If you're not
committed to telling your story, it probably won't get heard—and your marketing
efforts will fizzle.
Here are a few simple ideas to get you started:
- Make time. Book time in your calendar each week for marketing
and business development activities. This is not administrative time. This
is “take action” time! It could be an hour, two hours or three—whatever you need to keep
moving forward. It could be the same day each week, it could be different days. Whatever you choose,
honor this commitment of time. Make it sacred.
- Beef up your email signature. Include your name, phone number, email address, a
link to your Web site home page plus featured products or services (if any), and a tagline
that concisely captures the essence of your business. Use a variation of this signature on
your personal email correspondence as well. Friends and family members (or their friends) may
have business needs too.
- Carry business cards with you wherever you go. You never know when
a marketing opportunity might present
itself. Plant cards in your wallet, purse, brief case, glove compartment,
day planner, suitcase, etc. so they are in place and ready to go when you
are.
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Be prepared with a 30-second elevator speech. Craft an
introductory message that's less about “you” and more about what you can do for your customers.
Practice saying it in the mirror (and to the dog) until
it feels natural and easy.
Here are some simple guidelines for creating your message:
1st sentence—State the value or benefit you provide to your target audience.
2nd sentence—State how your experience or expertise uniquely qualifies you to provide this value or benefit.
3rd sentence—Name yourself/your company (this sentence can be omitted if you are with a group who already knows you).
As an example, here's my 30-second
introduction:
“I offer small business owners and professionals affordable access to
marketing, writing, editorial, and Web development expertise all from one
convenient source—me! My background allows me to be both a technical and
creative partner...someone who can strategize as well as implement. Through
my company, 700acres Communications, I work with entrepreneurs all over the
country by phone, by email, or in-person.”
- Ask for referrals. Word-of-mouth remains the most effective way to get new business. Don't be afraid to ask friends,
colleagues, customers, and past customers to pass your name and contact information on to their circle of contacts. I make
it a standard practice to “ask” whenever a project with a client is wrapping up. I also make it easy for my client to
make a referral by providing content about me that they can paste into an email. More often than not, it leads to new
business. As a starter, keep it simple. Creating affiliate relationships and paying referral fees can come later.
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Fuel for your soul
Consider these words of wisdom:
“Every minute you spend in planning saves 10 minutes in
execution; this gives you a 1,000 percent Return on Energy!”
– Brian Tracy
“A schedule defends from chaos and whim.”
– Annie Dillard
“Good plans shape good decisions. That's why good planning helps to
make elusive dreams come true.”
– Lester R. Bittel, The Nine Master Keys of Management
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