As per FreeDicitionary.com – “An offender is a person who transgresses moral or civil wrong. A wrongdoer. An abuser.” I’m calling you out….you, you and you too! You know who you are - business abusers. You business owners who let your business suffer because you refuse to implement marketing strategies.
Poor business, languishing away from a lack of care and support from an owner who just doesn’t get it. If I am stepping on your toes, don’t get mad – just say ouch. Don’t get offended with me, you’re the marketing offender. It’s not my fault, but I can help you realize the error of your ways, if you listen and take action! Make a vow today for your sake and the sake of your business to stop being a marketing offender. So how do you stop? Well, you won’t need a 12-step program, nor will an intervention be necessary, but there are things you can do which will put you on the road to recovery.
Take the following four steps into consideration:
If you take heed to this sound advice from Mad Lady Marketing – you will no longer be a Marketing Offender. Your business will thank you, your customer will thank you and so will I.
When writing a previous blog post, Is Opportunity Knocking? I came up with “ABM” (Always Be Marketing) just off the top of my head, because I remembered the sales industry practice of ABC (Always Be Closing) and it dawned on me that this is the mind set you need for marketing.
To my pleasant surprise, it resonated well with so many of you as it did with me. It really takes the edge off Mad Lady Marketing’s anger when she is able to get her point across and know it is making a positive difference in the lives of business owners and entrepreneurs. So let’s take a close look at this new way of thinking.
ABM is a mind set. As a business owner or entrepreneur when you are not in the process of actually doing your business, you should be practicing ABM. If you have a staff or even one employee getting them to ABM will multiply your effectiveness exponentially.
Mad Lady Marketing is in a good mood today. So good, she feels like waxing poetic. I hope you will enjoy my little marketing poem.
Always Be Marketing
The Poem by Mad Lady Marketing
Always be marketing is what I say,
So why put off for tomorrow,
What you can do today.
Spreading the word about your business,
To everyone you meet,
Shows pride in what you do
and will keep your business on its’ feet.
The principals of ABM are really only three,
To always be observant and mindful of the company you keep,
remember to promote your business and not your vanity.
Always Be Marketing will keep you on your toes,
So let it be your mantra and watch your business grow.
How often have you heard this phrase? If you are like me, you’ve heard it many times in movies, television and radio. But, how often is it true? Above all else, business owners should strive to “keep it real”, especially when it comes to marketing. Always be truthful with your customers about the products or services you offer. Never promise something you can’t deliver.
If your slogan is “service with a smile”, then that is exactly what each and every one of your customers will expect and deserve. It is something as simple as this that can make or break your marketing efforts. If you have too many customers receiving service without a smile, you can rest assure they will tell others and may even disseminate it on social media. Breaking that simple promise will make customers distrustful of your business.
If you are a dentist and your marketing campaign promises a toothbrush with every visit, then you better stock up on toothbrushes. Customers will remember what you promise and hold you to it.
Let’s look at a big retail business, say….Walmart. They advertise low prices and promise to match or beat their competitor’s prices. So far, they do their best to stay true to their word. If you take in an advertisement from another store for a price that is lower than the Walmart price, they will match that price. That is “truth in advertising”, and that is what you will have to do to “keep it real” with your customers. Saying what you do and doing what you say; will make your business reputable in the eyes of consumers. Marketing a reputable business is always easier than marketing one that is not, so always “keep it real”.
Too often business owners and entrepreneurs miss the opportunity to offer their product or service to willing consumers. Marketing gives you that opportunity. Opportunities abound at every turn, but you must be willing to see and take advantage of them. There is a popular sales strategy many sales people rely on; they call it “ABC” which means “Always Be Closing”. It is this same philosophy we should employ when it comes to marketing. Let’s call it “ABM” or Always Be Marketing. If you’re always marketing, then your chance of missing an opportunity will be few and far between. The following are steps you can take to make sure you are ABM.
Step 1: Be Observant.
Being observant means taking a critical look at the things and people around you. Look for opportunities; don’t wait for them to find you. For example, you own an ice cream shop. There is foot and commuter traffic in abundance. Don’t just sit back and rely on your retail location, sign and of course, the famous “word of mouth”. Get out there with coupons and offers. Have one of your employees, on the sidewalk passing out coupons. Have someone wear a sandwich board, so the drivers passing by will take notice or take samples to the office building down the street. This is marketing at its best. Observe what is around you and take advantage of it.
Step 2: Be mindful of the company you keep.
Take the relationship of family and friends out of the equation, once that’s done, ask yourself if the people you associate with are people who can help you get to the next level. If the answer is no, then find new people to hang with. In other words, keep people around you who understand business and are willing support you in your business. Look for mentors and other business-minded individuals. The company you keep can make or break your business. If you have “ghetto” friends and family, but you are seeking a classier clientele, then keep them and especially their ideas away from your business. Remember, “association brings about assimilation“. If your surrounding is not conducive to the growth of your business, you must seek better surroundings. I’m not suggesting that you alienate yourself from your friends and family, but you should keep them away from your business. Your “real” family and friends will understand that you are focused on being successful, if they don’t understand, then they are not “real”. Don’t miss an opportunity, because you were hanging with the wrong crowd.
Step 3: Promote your business, not your vanity.
Participate in events and activities that will help you market your business, not your personal agenda. Too often business owners get “caught up” in trying to be the “star” and in turn letting their vanity overshadow their business. In a previous post, I told business owners to get out of the way of their business and that is what I’m talking about here. Too many people think they need to have their face and name on their product or service and I’m here to tell you that you don’t. Unless you have a “bankable” name, image or reputation, it is not necessary to see your smiling face on every flyer, business card, advertisement, etc….. I’m especially speaking to women business owners. I know they say “sex sells”, but too many of you are trying to be “sexy” and it just comes off wrong. Your focused on the wrong thing - YOU! Focus on what you sell or what you do, not showing off your body or cleavage. You may find opportunities but they won’t be the ones you’re seeking.
Opportunities come in all forms. Some are good and some will take you places you don’t want to go. Remember to keep an open mind and stay focused. Associate with business-minded people, because they will help you see and take advantage of opportunities.
Keep your business first and your vanity last.
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!!
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