Every now and then – you will hear something life changing. Such as “Will you marry me”; “the job is yours”; “It’s a boy” (or in my case, congratulations, it’s two boys and a girl, you’re having triplets).
I heard a presentation by speaker Winston Marsh back in 2000 that changed the way I conducted business.
Winston said “Be a better marketer of what you do than a doer of what you do.”
So simple. So clever. So poorly don by most. There are 1,000’s of people just like you out there. Running similar companies. Filling your occupation. What makes you special? You can be the very best in your industry at what you do. But if people don’t know about you or your company – how can they use your services, buy your products?
Success comes more swiftly to those adept at marketing and promoting their businesses. Be a better marketer of what you do than a doer of what you do. Look for and take each and every opportunity to promote your business.
Let me illustrate two blown golden opportunities.
Blown Opportunity One
I had the opportunity to be at four functions catered by a husband and wife team specialising in vegetarian food. I knew them – but who else at the functions did? They should have had a table plaque with their company name and contact details, or business cards discretely on tables. Here in the middle of their target market, with people marveling at their work (and the chef never in sight) why is there no way to find out more? How about a discrete sign up sheet for seasonal recipes?
Blown Opportunity Two
Ordering coffee at a café’, there’s an enormous white latte’ bowl chock full of business cards. “What do you do with these cards” I asked. “People go in a monthly draw for a hotel stay” was the reply. “Then what do you do with the business cards” I asked. “Nothing” was the reply.
What a missed golden opportunity!!!! Here was a client database right before their very eyes that they throw out. They should instead start an online communication with people who have already become their clients, and try to woo them back again and again and again.