This post is the second in a series of eight blog posts on the creation of the Successful Business Mindset.  You can see the introduction to these eight posts, by clicking here.  You can click on each section of the Successful Business Mindset by clicking on the names below.  Each one will become live as I complete the blog post.

  • Operations
  • Marketing
  • Sales
  • Employees
  • Finance
  • Growth
  • Legacy
  • Personal

Each discussion will be broken down into MECHANICS and MINDSET.  Mechanics will discuss the practical tasks and areas that you need to be doing well; and Mindset will discuss different approaches to the Mechanics.

This blog post will discuss the MARKETING area of The Successful Business Mindset.

Marketing Mechanics

Marketing includes so many things to attract prospective clients to your business.  In the old days when most merchants had a storefront, you can think of marketing as getting someone to enter your store.  These days, it’s more like getting visitors to your website; or getting them to ask you to engage them in a buying conversation.  Whether you have a storefront or an internet website, the act of getting a complete stranger to want to know more about you is MARKETING.

As a business leader, there are six “mechanical” areas of marketing that need to be considered:

  • Niche: Who are you targeting to be your customers?
  • Message: Why are you any more beneficial than others who do what you do?
  • Tactics: How do you plan to gain leads?
  • Advertising: How strong is your advertising?
  • Leads: How many qualified leads are gaining monthly?
  • Budget: What does it cost you to generate a lead?

In the end, successful marketing will get you as many leads as you can handle for a reasonable price.

Marketing Mindset

I do an exercise I call “climbing the ladder”.  In this exercise, I will go through seven different approaches to Marketing based on the seven different energy levels.  These energy levels characterize how you are THINKING about Marketing.  If you don’t know what I mean by Energy Levels, you can refer back to the introductory post on the Successful Business Mindset.

  1. Level 1: You feel as if there are no customers who are interested in you or your company. When you make a blog post; or try a marketing campaign, you get little to no response; and decide marketing will NEVER work.
  2. Level 2: You contrast yourself and your company with your competition telling prospective buyers all the reasons that you should pick your company and hate your competition.
  3. Level 3: You get enough leads to get by, and so you decide that whatever you do with your marketing is working. You will not change because that could damage the success you have so far.
  4. Level 4: You desire to serve others with your messaging. You may give away your service to those who you feel can’t afford it; or you will try to serve many customers who have not paid for your services in hopes they will hire you. You will have a great sense of what your customer wants and needs at this level.
  5. Level 5: You have created a marketing message that speaks powerfully to a niche group of people who hear you and immediately want to learn more. You are creating this strong marketing program with little cost or effort and you feel confident that you can increase or decrease leads at will. Your challenge at this level is to decide which marketing channel you will follow because they all look so good.
  6. Level 6: You will leverage joint partnerships and others to strong referral networks to get leads organically without paying for advertising.
  7. Level 7: You quickly create new ways to market your services and gain immediate response in your marketplace for new products and services.

I’m guessing that you can identify certain people in your organization who function at each different level of energy.  Most of us will shift from one level to the next depending on circumstances.

So What?

I’ve listed six areas of the mechanics of Marketing along with seven levels of energy.

  • If you DO the right things in your business, but operate at lower energy levels, you will become burned out; and most likely less successful than you could have been.
  • If you tend to FEEL good about your company, but fail to DO the right things, your company will flounder and fail.

As you can probably guess, one will lead to the other.  What us humans fail to grasp is that energy precedes action.  In other words, you will typically be thinking of opportunity (Level 5) before you discover opportunity in your company.  Likewise, you will feel like a victim (Level 1) before you act in a way that will close the doors to your company.

I use both lists of mechanics and mindset to help my business owner clients set goals; and then work toward those goals.  While it’s usually easy for my clients to see the mechanical goals, it is more difficult to see the mindset goals.  Once they understand the energy levels, they are able to move to the level that best suits their company.  Once they have both mindset and mechanics figured out, they quickly move forward.


If you’d like to see where you are with your business and create an ACTION PLAN, sign up for my Successful Business Mindset tool below.


 

As a long-time small business owner, I know how hard it is to create the business of your dreams while struggling with the financial realities of attracting prospects, converting those prospects into high-paying customers, and making money for you and your family.  The biggest mistake in my past was not seeking the advice of wise counsel sooner than I did.  I don’t want you to make the same mistake.  I help my clients see exactly what they need to work on in their business by doing the Business Wheel exercise.  If you’d like to try it out, sign up to the right.  It’s completely FREE.