Not marketing is bad for business.

Marketing is by far the most misunderstood aspect of small business. Many people think it's selling, which it isn't. Some people avoid doing marketing, because they fear it's too pushy and will make them feel needy. Nothing could be further from the truth.

If you love your business and love your customers, you can love marketing. After all, it's just talking to people you love about something you love, which is your vocation.

Convinced? OK, maybe not yet. Let's take a look at the three elements of marketing that are the absolute minimum you can do and still have a successful business.

1. Marketing is about creating awareness in your target audience. Unfortunately, most people don't have psychic powers to sense that you are out there, available to help them.

   Instead, we have to make them aware of ourselves. And then, we need to communicate to them in a way that lets them know how they will benefit from whatever we do.

   So the first piece of this is a target audience. Since I don't like the idea of shooting my audience with an arrow or a bullet, I prefer the term "intended audience." Whom do I intend to serve in my business?

   Again, we have to be specific. "Everyone," "people" and other general terms like this are no good. Even "women" is too general. What kind of women are they? "Brides-to-be who want to capture their wedding memories on film" is better. "Mothers of children with autism" works well, too.

   Articulating your intended audience with precision is one of the three things you must do. You will not be successful if you don't do this step.

2. Now that you know who they are, how will you reach them? Where do they go? What do they read? How could they find out about you?

   If you're a restaurant, you may rely on nothing more than an excellent location to create awareness (like in a food court in a mall). Most of us have to do more.

   A residential cleaning service may put up flyers at the supermarket or hang something on neighborhood doorknobs. A financial planner may attend networking events or speak at trade association meetings. A catering company could advertise in a local bridal magazine. A pressure washing service may go door-to-door, knocking.

   Getting in front of your audience - whether literally in person, with an ad or an article, or through product

   Perception Is Reality - Are You A Pink Flamingo?
   Surely you know what I mean. Those gangly looking birds that stand on one twiggy looking leg. Their beak (or is it a bill?) is hooked and black. And they flock by the hundreds at the watering hole. Thousands maybe, all together and...THEY ALL LOOK THE SAME!Now I'm not suggesting you run out and paint your shop in day-glow colours, or dress up like Zippo the clown, I just thought I'd draw your attention to something that often gets overlooked.We tend to think of appearances in an exte
   rther from the truth.

   If you love your business and love your customers, you can love marketing. After all, it's just talking to people you love about something you love, which is your vocation.

   Convinced? OK, maybe not yet. Let's take a look at the three elements of marketing that are the absolute minimum you can do and still have a successful business.

   1. Marketing is about creating awareness in your target audience. Unfortunately, most people don't have psychic powers to sense that you are out there, available to help them.

      Instead, we have to make them aware of ourselves. And then, we need to communicate to them in a way that lets them know how they will benefit from whatever we do.

      So the first piece of this is a target audience. Since I don't like the idea of shooting my audience with an arrow or a bullet, I prefer the term "intended audience." Whom do I intend to serve in my business?

      Again, we have to be specific. "Everyone," "people" and other general terms like this are no good. Even "women" is too general. What kind of women are they? "Brides-to-be who want to capture their wedding memories on film" is better. "Mothers of children with autism" works well, too.

      Articulating your intended audience with precision is one of the three things you must do. You will not be successful if you don't do this step.

   2. Now that you know who they are, how will you reach them? Where do they go? What do they read? How could they find out about you?

      If you're a restaurant, you may rely on nothing more than an excellent location to create awareness (like in a food court in a mall). Most of us have to do more.

      A residential cleaning service may put up flyers at the supermarket or hang something on neighborhood doorknobs. A financial planner may attend networking events or speak at trade association meetings. A catering company could advertise in a local bridal magazine. A pressure washing service may go door-to-door, knocking.

      Getting in front of your audience - whether literally in person, with an ad or an article, or through produc

      5 Tips to Quickly and Inexpensively Improve Your Brand Identity
      In an overcrowded marketplace, if you're not standing out, then you're invisible. Establishing a brand is absolutely critical to long term, sustainable business growth – especially in service oriented businesses. The single biggest motivator in buying is not data, nor is it facts, it's emotional response. People buy when they feel comfortable, when they feel they can trust you, when the process feels natural and reassuring, and when they come to the feeling that buying will make them feel good.The best
      there, available to help them.

      Instead, we have to make them aware of ourselves. And then, we need to communicate to them in a way that lets them know how they will benefit from whatever we do.

      So the first piece of this is a target audience. Since I don't like the idea of shooting my audience with an arrow or a bullet, I prefer the term "intended audience." Whom do I intend to serve in my business?

      Again, we have to be specific. "Everyone," "people" and other general terms like this are no good. Even "women" is too general. What kind of women are they? "Brides-to-be who want to capture their wedding memories on film" is better. "Mothers of children with autism" works well, too.

      Articulating your intended audience with precision is one of the three things you must do. You will not be successful if you don't do this step.

   3. Now that you know who they are, how will you reach them? Where do they go? What do they read? How could they find out about you?

      If you're a restaurant, you may rely on nothing more than an excellent location to create awareness (like in a food court in a mall). Most of us have to do more.

      A residential cleaning service may put up flyers at the supermarket or hang something on neighborhood doorknobs. A financial planner may attend networking events or speak at trade association meetings. A catering company could advertise in a local bridal magazine. A pressure washing service may go door-to-door, knocking.

      Getting in front of your audience - whether literally in person, with an ad or an article, or through produc

      Outrageous Testimonials Rule
      The other day I was giving a talk on sales, and a hypnotherapist asked me how to "convince" visitors to her website to trust her, and call her.One way to do this is by having other people (3rd parties) tell the visitor how incredible she is. These statements are called testimonials, and are one of the most powerful components of an effective marketing message.Thanks to technology, you can pepper your website with testimonials in several formats: 1. Written 2. Audio 3. VideoIf you are not
      o general. What kind of women are they? "Brides-to-be who want to capture their wedding memories on film" is better. "Mothers of children with autism" works well, too.

      Articulating your intended audience with precision is one of the three things you must do. You will not be successful if you don't do this step.

   4. Now that you know who they are, how will you reach them? Where do they go? What do they read? How could they find out about you?

      If you're a restaurant, you may rely on nothing more than an excellent location to create awareness (like in a food court in a mall). Most of us have to do more.

      A residential cleaning service may put up flyers at the supermarket or hang something on neighborhood doorknobs. A financial planner may attend networking events or speak at trade association meetings. A catering company could advertise in a local bridal magazine. A pressure washing service may go door-to-door, knocking.

      Getting in front of your audience - whether literally in person, with an ad or an article, or through produc

      Do You Have The Perfect Job?
      Everyone can have a perfect job, and for everyone the definition of a perfect job is different. Do you enjoy working with your hands or helping people? Maybe you’re the type that enjoys analyzing and solving a problem, or managing a team of people. Learning about yourself is the first step towards finding your perfect job.Unless you know yourself, you will not be able to make informed decisions about what type of work really satisfies you. So let’s get started by examining your secret dreams, skills
      cellent location to create awareness (like in a food court in a mall). Most of us have to do more.

      A residential cleaning service may put up flyers at the supermarket or hang something on neighborhood doorknobs. A financial planner may attend networking events or speak at trade association meetings. A catering company could advertise in a local bridal magazine. A pressure washing service may go door-to-door, knocking.

      Getting in front of your audience - whether literally in person, with an ad or an article, or through product sampling - is the second thing you must do. Again, no success without this step.

   5. The third and final "least marketing you can do" is to craft a message. If you know your intended audience and get in front of them, what will you say - or broadly, communicate - to them? How will they know that what you are offering is something they should buy?

      The core part of your message is your value statement. This is when you tell your intended audience why you are exactly the right choice for them. Think beyond your process – what you do and how you do it – to the final result, the benefit; think big!

      Recently, a hotel events planner gave her value statement this way: "When you're planning a business meeting and there's no room for mistakes, we ensure a seamless event." The caterer we talked about could specialize in vegetarian meals, and might say: "I offer vegetarian meals that are so delicious, even the carnivores will want seconds."

      You can vary your message all you want, but the requirement is that there is one. Be sure, when you have the awareness of your intended audience, they leave not with a question mark over their heads, but with an understanding of your value.

   Now, that is the least marketing you can do and still be successful.