Twelve Marketing Mistakes Creative Entrepreneurs Make: Part 1 4


12MarketingMistakes

Marketing is a mindset that you have to cultivate on a daily basis.

If you are going to effectively grow your business, then there are twelve marketing mistakes you should be aware of. You will not grow your business beyond your current revenue level if you don’t effectively learn how to market yourself and the services you offer.

This is the first in a 3-part post.

 

Marketing Mistake #1 – Not seeing yourself as a marketer.

The fundamental mistake creative entrepreneurs make is that they don’t see themselves in the business of marketing their service or product. They just see themselves as a business owner or service provider, whatever the job is that they do. The truth is that you are all marketers. If you don’t see yourself as a marketer you’ll never grow your business.

Without marketing, you have no business.

I would imagine that you started your business because you believe you have the credentials, gifts, talents, and passion for helping people.

I know that’s why I’m in business – to be of service to others.

But being a coach, artist, therapist, writer, designer, or whatever the work is that you do as a creative entrepreneur is not the business you’re in.

You are in the business of marketing.

 

Marketing Mistake #2 – Thinking that people care about you and your business.

I hate to tell you this, but nobody cares about your business. Doesn’t that make you feel good?

I didn’t think so.

Nobody cares about you business, your passion, or your credentials. They don’t care about the how, your tools, training or processes.

What people care about is themselves.

They care about their 3 P’s: Pains, Problems and Predicaments.

 

You audience – your potential clients – will only bother to think about you or what you offer them if somehow help them with their pain or problems.

Don’t make the mistake of thinking that people will automatically care about what you are offering. People are looking for a solution to their problems.

Your job as a marketer is to show them why your solution is the best one.

 

Marketing Mistake #3 – Believing that because you have a business, you will get business.

I see this so often with my clients! They think it’s like the movie “Field of Dreams” .. “If you build it, they will come”.

The reality is they won’t. They don’t want to know about your grand opening, whether that’s a splashy new website or new brick and mortar store.

People won’t just appear: your focus needs to be on building relationships with people that need the solutions you provide.

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Marketing Mistake #4 – Not understanding what makes you unique.

You should know what makes you different, what makes your business special, and you should tell everybody.

Most small companies cannot afford big branding campaigns – you’re not Coca-Cola! Not only that, it’s meaningless to spend all of your marketing promoting to the widest audience.

Spend your efforts and promotional dollars to get yourself in front of the right people, not all people.

Stop worrying that you’re not doing marketing and advertising like everyone else and start focusing on two things:

  • What makes you unique?
  • What makes you most attractive to your perfect clients?

Once your marketing shows those things it will speak to the people who want what you offer and they will self-select.

 

This is Part 1 of a 3 part series – read on for Part 2.

Minette Riordan, Ph.D. on sabtwitterMinette Riordan, Ph.D. on sabinstagramMinette Riordan, Ph.D. on sabfacebookMinette Riordan, Ph.D. on sabemail
Minette Riordan, Ph.D.
I am Dr. Minette Riordan. I am an award-winning entrepreneur with close to 15 years experience in marketing, sales and education. In my professional life, I am a coach, author, and speaker who is passionate about helping creative women entrepreneurs build profitable businesses. I am also proud to be a wife and mom of two teens doing my best to maintain the balance in my life and in my business. I make art, write, cook and try to find more time to work out. I am crazy about Zentangle®, SoulCollage® and poetry. I love all of the roles I play and work every day to juggle all the balls that I am holding, sometimes I drop all the balls and drink a couple of glasses of wine. http://www.minetteriordan.com

About Minette Riordan, Ph.D.

I am Dr. Minette Riordan. I am an award-winning entrepreneur with close to 15 years experience in marketing, sales and education. In my professional life, I am a coach, author, and speaker who is passionate about helping creative women entrepreneurs build profitable businesses. I am also proud to be a wife and mom of two teens doing my best to maintain the balance in my life and in my business. I make art, write, cook and try to find more time to work out. I am crazy about Zentangle®, SoulCollage® and poetry. I love all of the roles I play and work every day to juggle all the balls that I am holding, sometimes I drop all the balls and drink a couple of glasses of wine. http://www.minetteriordan.com


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4 thoughts on “Twelve Marketing Mistakes Creative Entrepreneurs Make: Part 1

  • Jessica Wesolek

    Having been an art gallery owner for 25 years and online marketer of art instruction for 16, I could not disagree more with #2.

    Wanting to know the artist – all about the process of making the art, meeting the artist if possible, and knowing ANY personal tidbit about the art and artist are CRITICAL to the sales process. The customer certainly DOES careArt does not solve people’s petty problems and that is NOT what the customer is looking for at all.

    Successful blogs and Instagram marketing are ALL about the following of people who care so much about the artist and their work that they feel like friends.

    Though this idea may apply to some commodity, and maybe aspirin sales, it does not apply to creative sales and I thought that artists, makers, and craftspeople were your audience?

    • profitadmin

      Hi Jessica – thanks for your comment, and I have to apologize for the slow response as we’re kind of buried with setting up new systems. My name is Brad (Minette’s husband) and I think you make a great point. What we encounter in a lot of our clients that are themselves coaches/speakers/authors is that they lose focus on trying to solve their clients’ problems and make their marketing too much about themselves. I guess #2 speaks more to those folks, but your point is still a good one. I’ll ask Minette to chime in here and give more input!