Well everyone, I am moving beyond the blog to a bookstore near you very soon, yes a bookstore! Many of you have read my blog and liked my quotes, so now is the time to reach even more people with my thoughts on marketing. I want businesses to succeed and not fail due to bad marketing, so I decided to put together a book!
Musings of a Mad Lady: My common sense approach to marketing., is my upcoming book of twenty-nine of my best blog posts. Each post has been revised, updated and I have included a few new surprises as well. If you are a business owner, entrepreneur or just someone who wants to know more about marketing, this is the book for you.
You know the Mad Lady tells it like it is, as I push the gospel of marketing! So when the book comes out, give this book to someone who is struggling with marketing, like your favorite entrepreneur or share it with a friend, and be sure to keep a copy handy for yourself.
I hope some of my thoughts and ideas will encourage you to use marketing to the fullest. Give your business every advantage, so you will not only reach your goals, but soar!
So keep a lookout in the next few days!
If you don’t know about marketing strength, then this article is especially for you. Marketing strength is defined as “the measure of a brand, product, service or firm relative to the competition offerings”.
My question – How strong is your business?
How well do you measure up to your competition? If you can’t match them “dollar for dollar” or “pound for pound” as they say in the boxing world, then how do you compete? The CBS reality show “SURVIVOR”, says to win you must “outwit, outplay and outlast” the competition. I’m not going quite as far as that, because in business, that strategy could bankrupt your business, but in the spirit of that strategy, you must “outwit” the competition especially if they have more resources. For example, you believe in your heart you have a “better” burger recipe and concept than what is currently on the market. Although there are tens of thousands of hamburger joints around the country, you still decide to throw your hat into the proverbial ring. It is at this point you must come to grips with the fact you will be fighting an uphill battle. Not only are you competing with the big boys such as McDonald’s and Burger King, but you are also competing with local diners and other small burger joints which have already built a brand and garnered a following. Before you say, well Mad Lady, are you telling me I can’t be successful? Are you saying I shouldn’t try to compete? If you are seriously thinking these questions and I know some of you are, then you don’t know the Mad Lady.
In a previous post entitled “You’re got 99 problems, but the competition ain’t one”, you would know I could care less about competition. In my mind, competition just makes your business stronger. You will have to work harder and smarter, but you can “outwit” the competition enough to carve out your own individual share of this competitive market. Since you can’t “out market” the “big boys”, you should focus on what makes your business unique. If your burgers come in a variety of unique combinations like burgers topped with peanut butter or some other “out of the box” topping, market that! If you have some unique and scrumptious homemade buns, market that. If you offer exceptional customer service and have testimonials to prove it, market that! Promote all the things your business does that are different or better than your competitors. It is those things that will help you develop your “marketing strength”. It is those things that will allow you to also play to your “marketing strength”. It is those things that will grow your business, so maybe one day your burger joint or joints can actually give McDonald’s a “run for their money”…….maybe. McDonald’s didn’t start out as the burger giant it is today. It took years of work, unique marketing efforts and longevity to get them where they are today and your business is no different. They didn’t start out flexing their “marketing muscles” and neither will you.
Marketing strength does not happen overnight. So be patient. Work out the kinks in your business, lean on your specialties and build up your strength.
Getting professional help is something I have said over and over again. You might be good at whatever it is you do, but that doesn’t make you good at marketing. I have repeatedly said if marketing is not something you know how to do or have the desire to learn, seek professional help. Well, today I begin with a caveat, if you are not financially or mentally ready for marketing, and then do not seek professional help. I also want to apologize to my marketing colleagues, who have encountered anyone I may have sent their way that was unwilling and unprepared to accept help.
The business owners I speak of are those who:
It is of no benefit to a good marketing agency to take your money and not produce results. If that were the case, they would not be in business for very long. It is of no benefit to the marketing agency or your business if you hire them, they produce results, but your service or product is not ready for the influx or is substandard or inferior. That’s a business issue not a marketing issue, so don’t blame marketing.
Every business owner wants their business to grow. They want a flood of customers and they want to achieve overwhelming success. Yet, too many business owners are stuck in a rut and are unwilling to change. They don’t want advice and they are not open to suggestions. It is to you I speak. Don’t waste your time and God forbid your money on professional help. Because you are not ready, willing or receptive to anyone’s advice or opinion except your own. I repeat, DO NOT SEEK HELP! Continue doing what you have always done. It’s working for you…right?
Let me give you the definition of insanity, “Doing the same thing, yet expecting a different result!” If you’re okay running your business the way you’ve always done and getting the same poor results, then by all means continue to do so.
Let me leave you with these final thoughts:
If you haven’t guessed it by now, the Mad Lady is MAD!!
Mad Lady Marketing is guest blogging on The CEO Mamma Network blog.
Her first blog post is "Do You Have A Goal?"
Click on this link to check it out: theceomamma.com/blog/do-you-have-a-goal/
I’m a big Project Runway fan and if you have ever watched the show, I’m sure you’ve heard Tim Gunn say his famous mantra – “Make it work!”. He usually says this to a designer who is struggling with their design. As if he was a wise old sage, he senses their frustration, gives them guidance and direction, but always in parting, he lets them know that no matter what they do, they must pull it together and “Make it work!".
When it comes to your website, I say in the words of Tim Gunn, “Make it work!". The Mad Lady has many pet peeves, one is visiting a business website with outdated information, broken links or is difficult navigate. As a business owner you never want a potential customer to come to your site, looking for information that is hard to find, out of date or just not there. Make your website work!
Periodically, I encourage you to do the following:
1. Check to make sure your links are working.
2. Remove, update or change outdated information.
3. Check your navigation bar to be sure it is taking visitors where they want to go.
4. Make sure your social media links are working.
Your website is your 24/7 calling card, if it is well put together and functional it will welcome visitors and assist them in getting the information they need about your business. If your links are broken, your information is out dated or it’s hard to navigate; you are probably losing customers or deterring customers. At the very least you are sending the message that you don’t care enough to keep your website current and functional. This is not the message you want to send to potential customers.
It is imperative that you invest in your website. Keep it fresh. Keep it current. Make it functional.
And last, but not least, always - “Make it work!”
You’ve heard the saying, “keeping up with the Joneses”, which simply means trying to have and do what your neighbors have and do. For the most part, it has a negative connotation, because it implies envy or jealousy. It also implies that you are trying to live above your means in an effort to impress others or make others think you have more than you really do. This is not a practice I recommend for your personal life, but for your business life…..that’s a different story and I’ll explain why.
No, the Mad Lady has not gone off the deep end nor is she any more “mad” that usual. I know some of you may think I’m slightly to the left of sanity, but not in this instance. In a previous post entitled, You’ve Got 99 Problems, But The Competition Ain’t One, I expressed that you should never let competition become your obstacle. But in that same line of thought you must keep up with your competition when it comes to business if you want to stay competitive. In other words, don’t let the competition “out market” you. I’ve also discussed in previous post that we as human beings learn by repetition, so in order for you to reach others with your marketing, you have to stay current and be prolific with your marketing.
If your competition is running a television commercial, then you should think about doing the same. If it is not in your budget to do a television commercial, then I suggest you start saving up for one. Don’t be out done by the competition. Keep up, stay up and if possible lead the pack. You don’t have to match your competition dollar for dollar when it comes to marketing, but if given the choice, who do you think consumers will choose - the business that is running ads on television, radio and in print media or the one that is doing nothing? Who would you choose – the business that is open and inviting with its informative website and engaging social media networks or the one with the non-existent website and no social media at all? Put yourself in the shoes of your customer. Think like a customer when it come to running your business, but especially when it comes to marketing.
It’s alright to take a tip or two from the competition, because it might help you in the long run. But sitting around waiting on your competition to make the first move and you just follow their lead, is no way to run a successful business.
I implore you to be innovative, be bold and be the “Joneses”. Make your competition keep up with you.
She is mad and she is not going to take it anymore! The Mad Lady Marketing Blog is just her way to drive home the importance of marketing in business. With over 15 years of experience in marketing, graphic design and communications, this marketing expert is mad (crazy) about marketing and mad (angry) at small businesses that don't understand or utilize marketing to promote their business.
Mad Lady Marketing is MAD!!
Contact the Mad Lady if you have questions, comments or want her to speak at your next event! Click here!