Fear is a Dark Room Where Negatives Get Developed

On February 9, 1991, Saturday Night Live introduced the world to Stuart Smalley, a caring nurturer, a member of several 12-step programs, but not a licensed therapist. If there’s one thing I’ve learned from Stuart, it’s that some things in life (or business) can be scary, and that’s okay. Creating an effective marketing strategy is no different.

In marketing, we are constantly asking our clients to take a look in the mirror and ask themselves questions they may not want to answer, or worse yet, even know how to answer. And that’s not okay.

Are they good enough?  Are they smart enough?  And doggonit, do people like them?

So why is marketing so scary for so many business owners? It’s because an effective marketing strategy requires understanding who you are, choosing to be different than everyone else, and committing to one simple way of doing, acting and creating – to the exclusion of all other ways of doing, acting, and creating.

Are they good enough? Are they smart enough?

Far too often businesses find themselves in a comfortable place with their marketing efforts, or lack thereof, and commit themselves to just “doing what we’ve always done in the past.” This is a recipe for disaster for any business looking to stay relevant in their industry. As consumers and trends grow over time, so should your marketing strategy and time spent looking in the mirror.

When you decide to create a marketing strategy, you must be prepared to put your authentic self on the line and that scares the hell out of most people. What if it fails? How do you bounce back? It all starts with a realistic approach to strategy and a mindset that links your marketing strategy to the culture of your organization. If a marketing strategy is real and true for you, your customers, and your people, the you can’t really fail, at least to some extent

A solid marketing strategy should scare you a little. It should push you to an uncomfortable place.  It should challenge you to think outside of the box, and that’s okay.  Otherwise, the strategy may never truly require you to do anything remarkable, which will only get you unremarkable results. And that’s not okay.

When looking in the mirror, be sure to ask yourself the following questions:

  • What business are we really in?
  • Who is our ideal customer?
  • What do we do or sell that our ideal customer really values?

Once you define your objective and create a marketing strategy, decision making becomes very, very easy. Safe is boring. Be bold and do something extraordinary, then look in that scary mirror and say…” I’m good enough. I’m smart enough. And doggonit, people like me!”

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Marketing Minute- Josh on Brand Awareness ROI

They say when it comes to brand awareness the user has to be exposed multiple times in order to get a better ROI. Here's Josh and "John" to tell you all about it.

brand awareness