Many things are left undone because we simply don’t know how to do them. And one of them is to implement the marketing of the company.
After all, there are a lot of things in marketing that you may not know how to do but want to do, let’s look at a few:
.Offer a promotional webinar
.Grow your email list
.Get more exposure on social media
.Being offered to speak at a conference
.Write and periodically send a newsletter
.Double your fees and have your clients accept them without problems
.Close more sales consistently
All these marketing activities have a certain degree of complexity and are made up of a series of very specific actions.
You can probably see the benefits of several of these activities and would like to implement them in your business, but something prevents you.
Some of the benefits may not be clear to you or you may feel that they may take a long time and ultimately not work as well as you expected. You may be afraid of exposing yourself and being rejected.
All those fears are very understandable. But you can overcome them. If you really want to do something, you know from experience that you can overcome almost any obstacle that comes your way.
But there is an obstacle that I find particularly interesting.
And it’s that feeling:
“I can’t start (whatever that marketing activity is) until I know a little more, a lot more!! I am not ready yet!”
But six months later you have made no progress. You’ve got stuck in a never-ending cycle: procrastination and avoidance. And all for what? Because you don’t feel like you know enough to get started.
What happens if it is not true that you had to know more before starting? What if the opposite is true? What if you had to know less to start with?
I recently met a person who told me “The more titles behind a person’s name, the less I trust that they can actually do anything!”.
Don’t get me wrong. It’s not that education is a bad thing, but it often becomes a defense or protection to never make a mistake. “If I have all this education, then I will be able to do well and avoid failure.”
Mistakes are inevitable, we learn through trial and error.
In 2000 we published a review of the book by Professor Jeffrey Pfeffer, from Stanford University, « The Knowing-Doing Gap « the 12 rules that explain why we achieve so little and what we must do to achieve something in our company.
Again, mistakes are inevitable, but that should not “freeze” us and prevent us from acting.
Look, I’m all for “how-to” information. Then I apply the Action, putting that information into practice as soon as possible.
When I decided to learn how to create web pages, I read a book called “Create your own web page with HTML in a Week”.
I didn’t know anything about programming, but I could read and when I did I implemented what I was learning one step at a time. At the end of the week, I had my first website. It wasn’t great, but over the years, I’ve been improving it.
When I decided to write my first marketing manual, I started with the 12 marketing lessons I had taught a small group of freelancers.
I started by putting all those chapters together, added more material, and within a few months I had a very good book that sold thousands of copies and made me a lot of money.
In Conclusion, The Key To Implement The Marketing Of The Company
The key to putting business marketing to work, I think, is to have an Action component. That component must be stronger than the desire for information. As you progress in your learning you have to immediately apply what you learn. This builds your confidence and gives you momentum.
So pick your next marketing project, do some reading on the subject, do some research, and come up with a simple action plan. Break your plan down into doable steps and execute one step at a time.
I know this may sound simple and it is, you will see real progress this way and agonize a lot less with your marketing efforts.
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