Being a master of your craft, skill, or talent doesn't ensure the success of your business. You can be the greatest at what you do, and if nobody knows about you, you're quickly out of business. Yes, it's important that you deliver a quality service. But it's even more important that you consistently and appropriately promote your business.
For many independent professionals, operating in this framework requires a massive mental shift. This is especially true for those who have recently moved from being someone else's employee to running their own business. One of the most important criteria used by corporate managers to assess your performance as an employee was mastery of your job requirements. As an employee, therefore, your pay raises, status, and job responsibilities were tied to your level of mastery. If you wanted to "move up the corporate ladder," you worked hard to increase your mastery of the tasks and knowledge appropriate for your job. And your self-esteem and self-respect increased with each new level of expertise you attained. Expertise is, as an employee, very much a key to success and self-worth.
But now you're running your own business. However, you can't be successful at running your business by continuing to think and operate like an employee. You must shift fully and immediately into the business framework that "Marketing is More Important than Expertise."
Of course, your professional skills are still important to the success of your business. In fact, they are foundational. But they are no longer the most important aspect of your success. Now, as an independent, you must come from the perspective that promoting your business is more important. That means taking this framework into your business strategies and tactics on a daily basis. You can never let up on implementing this framework in your business.
I reiterate: You can be the greatest at what you do, and if nobody knows about you, you're quickly out of business.
To shift solidly into the center of operating from "Marketing is More Important than Mastery," begin by creating a high-level annual marketing plan. Your marketing plan can be as simple or complex as you need it to be. I suggest that your marketing plan includes:
That might look daunting to you. In actuality, once created the first time, you'll then just update it on a annual basis with the information that has changed.
NOTE: Although there are very many excellent professionals you can hire to help you create your Marketing Plan, I recommend you do it yourself. Creating your Marketing Plan really forces you to define what your business is and will befrom top to bottom. And nobody can make those decisions but you. Bounce your ideas off your Business Coach and other members of your business support team, but make all the decisions yourself!
Once you have your annual Marketing Plan, it's pretty easy to create your monthly marketing plans showing what needs to be accomplished each and every day in order to complete your Marketing Plan. If you aren't doing at least one task each workday that contributes to the implementation of your Marketing Plan, you haven't shifted fully out of the belief that mastery is more important than marketing...and you are jeopardizing the long-term success of your business.
Copyright 2004, Rose Hill, Inc
__________________________________________
Rose Hill, Founder and Owner,of Biz Whiz Expert (http://www.SoloBizVille.com) and Team Member of Solo-E.Com (http://www.Solo-E.Com) has been self-employed since 1990. Knowing how to run corporate departments and how to market corporate entities, products, and services did nothing to prepare her for successfully running and marketing a one-person business. That is why Rose created the SoloBizVille and SoloBizU community - to specifically to help solo entrepreneurs jumpstart their business success without all the trial-and-error learning.
__________________________________________
*********** Find more articles like this at http://www.Solo-E.com ? Keeping Solo Entrepreneurs Juiced in Business and in Life. Our team of Solo Entrepreneurs are comprised of small business experts who support others in finding business success with the flexibility and freedom to have a life, too. Network with other freelancers, self-employed and Solo Entrepreneurs in our forums, enjoy our articles and newsletter, and find other online training opportunities. *******
Most business owners get so involved in the work of... Read More
'Word of Mouth' is still one of the most effectivemarketing... Read More
Gain the exposure you need to succeed with these ten... Read More
Want to know the simple way to get all the... Read More
When you send a direct mail piece using the Addressed... Read More
The best joint ventures are with people in your own... Read More
According to military historian David Chandler the campaigns of Napoleon... Read More
This is a devastatingly powerful way to extend your marketing... Read More
I opened the registered letter and was shocked. My best... Read More
Step 1: Where Am I Now? Before you decide where... Read More
Having a strong foundation enables you to build a thriving,... Read More
"Goals are dreams with deadlines." -Diana Scharf HuntWhen clients come... Read More
You're probably familiar with e-mail signature (or "sig") files -... Read More
There are many ways to reach out and find the... Read More
I'm reading Seth Godin's Permission Marketing and he brings up... Read More
Almost everyone who dreams of starting their own business is... Read More
Let's be honest, when you're writing sales material for a... Read More
KNOW YOUR AUDIENCEThe Oscars will be handed out soon, and... Read More
In the past, purchasing ad space was the solution to... Read More
The REAL key to successful marketing of any product is... Read More
Marketing to women entrepreneurs is not difficult. You just have... Read More
Last week I received a very nice thank you gift... Read More
If you've never done a postcard mailing, you're probably wondering,... Read More
What is a company profile? ... Read More
It used to be if you were a small business,... Read More
A church in my community provided me with one of... Read More
Most small business owners want to generate huge profits, with... Read More
Every direct mail package you drop in the mail should... Read More
Okay. Raise your hand if you think brand management is... Read More
The basic lead generation process is pretty much the same... Read More
Do you find it hard to ask for referrals? I... Read More
THE GREAT MAIL ORDER MYTH There are a number of... Read More
Whether you want to admit it or not, soap operas... Read More
Cause marketing is a relationship between a for-profit and a... Read More
Here's a simple way you can generate lots of sales... Read More
So, you have a business card? And you have given... Read More
Revolutionary ideas have always been the mark of mankind. It's... Read More
New to a sales career? Want to market yourself but... Read More
As an educated professional, your success is based on what... Read More
What is a Joint Venture?A joint venture is an agreement... Read More
You may be engaged in a marketing activities that are... Read More
Listing names of Big Mail Requestors, and sending out packages... Read More
Donors read postscripts. This is a sad but important reality... Read More
Triple your response from expos by avoiding the top ten... Read More
People are known to shop on impulse- buying an item... Read More
Some of the ways in which to get your "name... Read More
I could tell you that the average temperature in the... Read More
Little Kids Ask Until They Get What They Want.Mom, Mom,... Read More
THE GREAT MAIL ORDER MYTH There are a number of... Read More
60% of all small business owners, sales and solo-professionals claim... Read More
Great graphic design looks effortless, but it requires lots of... Read More
Have you ever wondered why the phones aren't ringing the... Read More
The ropers at Annie Oakley's Real Western Dudette Ranch were... Read More
Starting and managing a successful small business takes time, energy,... Read More
For many of service-based businesses out there, it's not that... Read More
Multi-level marketing is really a partnership. You go into... Read More
Niches are like bathrooms; you never notice them until you... Read More
Customer endorsements are an inexpensive and easy sales tool, particularly... Read More
There are many ways to reach out and find the... Read More
The small time promoter has to work hard and on... Read More
GETTING INTO MARKETING MOMENTUM: The 5 Power Principles for Getting... Read More
I step outside my back door and look at some... Read More
Is your marketing plan dull, flat, and downright boring? Is... Read More
Do you have all the business you could possibly want... Read More
Unlike any other marketing vehicle, newsletters give you the opportunity... Read More
Entrepreneurs pay a lot of attention to the mechanics of... Read More
Marketing |