The problem with marketing is that so many business owners ignore it.
Whether you sell retail products, invest in real estate or life coach, marketing is your primarily business.
When it comes to success in business, there’s your vocation and the business of your vocation.
Your vocation is what you’re good at.
If you sell Salt Scrubs, your vocation (or profession) is salt scrubs. Their quality, refinement, manufacture, and quality all fall into your vocation for your product(s).
For a real estate investment company, your vocation is your particular type of deal. This could be ‘fix and flip’ or ‘single family’ or multi-unit apartment buildings.
For a business coach, your vocation is coaching. How you listen to and guide your clients toward their stated, and unstated, goals.
This is where most small businesses focus their attention, on their vocations.
And this is the mistake.
Working with small businesses, from 1 to 50 employees, I see a reluctance to focus on what I call the “Business of Your Vocation” which is as essential, if not more so, than your vocation. The problem with marketing is that it’s not as sexy as working on your vocation.
Hear me out.
Your vocation (product or service) is important. And it’s assumed your product or service delivers excellent value.
However, after initial training, production or manufacture, it’s pretty much done except for necessary ongoing maintenance.
The Business of Your Vocation
But now, the ‘business of your vocation’ needs attention.
The business of your vocation is everything other than your product or service, specifically the marketing of your product or service to others.
This is where you focus on;
Message – what is the compelling promise of my product or service? And how do I communicate that effectively to the ideal…
Market – who is my customer, specifically. What makes him or her tick? What keeps them up at night? What are their interests, habits and passions?
Media – Knowing what to say (message) and to whom (market), I can now determine the best media to use to get in front of them.
This is the foundation of marketing and the ‘business of your vocation’ and after the initial product or service is setup, is where you, the business owner, should be spending most of your time.
But you don’t want to.
Too many times, I’ve heard “I just want to do deals” or “I just want to coach” or “I just want to make my product” when there’s a lot that needs to be done, setup and automated for that to happen.
So, the next time you find a reason not to focus on marketing, remember the problem of marketing, that you’re not in the [fill in the blank] business, you’re in the Business of [fill in the blank].
To learn more about how this applies to you, and get your own Marketing Attack Plan, click here to schedule time for us to talk.