Make Your Next Move Your Best Move - Now It's On You

I thought I would clear up some misconceptions about marketing in this two-part series: What Marketing Can Do For You and What Marketing Can't Do For You. This issue is about what marketing can’t do. While there’s no question a solid marketing program can increase your business, it can’t fix everything. Below are 5 things marketing can’t do for you: 1. Marketing alone can’t make you an overnight success. Just because you start a marketing program doesn’t mean you’re immediately going to see your business explode. Marketing is about getting your name in front of your target market on a regular basis until they finally decide to give you a try. On that note, if you’re in trouble right now – sales are down, a new business isn’t getting off the ground like you planned -- depending on how bad the trouble is a marketing program may not be enough to save you. A successful marketing program needs time to work and more likely than not, a little money as well. If you’re panicked about one (o...

I thought I would clear up some misconceptions about marketing in this two-part series: What Marketing Can Do For You and What Marketing Can't Do For You. We'll start with the positive. Over the years, I've had dealings with some business owners who have a rather skewed perception of marketing. They think you throw a few ads out there, get a couple of press releases printed and voila! You’re a big success. Oh, if it only were that easy. (Although if it were, I probably wouldn’t have a job.) But there's no getting around that to have a successful business, you need a solid marketing plan. So what CAN marketing do for you? Increase your business – no question about it. You need to be marketing if you want to grow your business. However (and this is a really big however) marketing is NOT going to result in overnight success. Marketing is about slow growth, building on last week's success and forgetting about last month's failures. (Or what you THINK are failures. I...