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