The art of marketing is actually quite simple: to design and identify the process that creates a relationship. It's my belief that the most successful businesses began with a person’s passionate mission to share an idea, produce a better product or provide a new perspective that contributes to society. It's also my belief that a business remains successful because it doesn't waver from that mission.
This is why it's so important - in the very beginning - to spend thoughtful time considering why it is you want to start this new venture.
What are your beliefs and values?
What is the end goal?
How will your business make others feel?
What future do you want to create and why?
People want to feel connected - it's human nature. And branding is the feeling you get when you walk away from an experience with a company. Think about how strongly Apple users feel about their iPhone, Macbook, iPad or another i-product. It's almost cult-like. That's because Apple does a fabulous job at creating that feeling - you know exactly where they are coming from and why they do what they do...always. This consistency is key to building trust with your clients, and bringing this out in your marketing will help your business grow because the client knows what to expect.
This work is the foundation to building a strong marketing program because it'll be central to the message you deliver about your product or service, identify your brand with the right customer and build your brand reputation. This is the cornerstone by which your marketing will be designed.
Speaking of marketing...
When you launch a business, you MUST market yourself like a mad woman. Send out emails, send letters, make phone calls, pound the pavement, and always follow up. But know this before you even begin...rejection is a certainty.
begin...rejection is a certainty. When you can acknowledge this fact in the very beginning, the process becomes more manageable and less daunting.
When you get up and get marketing, your objective is to...
meet new people
If you're getting rejected... you are marketing. I know this sounds counterintuitive. You're thinking...
Shouldn’t I be marketing to have people say yes to my product or service?
But you see, when you are first starting out, marketing is often scary. You think that your future success is going to hinge on how many people say yes to you in the very beginning. And so, when rejection does come, it can be incredibly deflating. It's easy to take it personally.
However, if you are indifferent to the response – yes or no – you can approach the conversations with continued passion and enthusiasm. Because it’s not so much about actually seeking to get rejected, but what the response means. And, when marketing our businesses, we want to create a brand that invites our ideal clients in - makes them feel at home. So, when you receive the 'no', and you will, know that you’re doing exactly what you need to be doing... Marketing.