Notes from Jeff York

Small business marketing thoughts from a marketing small business owner

Posts Tagged ‘challenges

Find a cheering section

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Yea you!p1_auburncheer

Let’s be honest, everyone has an ego. And that ego likes to be stroked from time to time. That ego also gets bruised from time to time as well. What do you do when these times present themselves?

Your spouse can only do so much. After all, it’s possible but unlikely that they are in your field. They probably don’t know all the nuances of your stories. As much as I tell people that my wife knows more about the business of television than any other banker in history, she still only gets my stories so far. But when I’m facing certain decisions, she can only help so far. Where else can one turn?

You’ve probably heard that it’s wise to be cultivating your business and career relationships all the time, not just when you’re in the job market. This is true, but it also has other positive consequences. By maintaining a solid Rolodex of contacts and keeping in contact, you have a first level of business peers that have a genuine interest in you and your success. They have likely to have a perspective that you can tap into when needed. It’s also a great two-way street. They will look for your help and guidance when they are challenged. You can celebrate their victories with them. And at the same time, they will genuinely went to celebrate your victories.

Are you keeping in touch with the good people you like and respect from your business past? Have you lost touch with people that you miss? Why wait to make a New Year’s Resolution to be better about it? It’s likely they want to hear from you…today. Do it.

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Marketing in a difficult economy

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As a business owner, current economic times provide you with endless challenges and possibly sleepless nights. When you’re worried about dwindling sales and if your bank is going to pull your credit line, it’s hard to think about growth. Ever wonder what the smart business owners are thinking about during these turbulant times?

How do I grow market share?

There it is. The smart businesses around us are thinking about turning these challenges into an opportunity. They are getting the message out there about their goods and services. They are developing top-of-mind awareness in the public at a time when their competitors are pulling marketing dollars off the table. Why? Exactly for that reason. The best time to build market share is when there’s no opposition.

In the past, I’ve written about cutting through the clutter and getting your message heard. Times like these make that task much easier. Fewer messages mean it’s easier to remember yours. Put your message out there. Repeat it over and over. If you do that, what do you think will happen?

In a recovery situation, you will be miles ahead of your competition. You will have built tremendous value in your brand and increased your opportunity to gain market share.

I know it’s hard to think along these lines when it seems like the sky is falling and money is tightest. But this truly is an opportunistic time. If you’re thinking about cutting back on your marketing budget, I would caution you to perhaps examine your strategies and concentrate your efforts to maximize success. If you’re thinking about cutting your marketing budget altogether, I have a message for you from your competitors:

Thank you.

Your biggest client – YOU

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I was meeting with a prospective new client recently and she made a simple comment that I needed a web site. With that simple observation, she hit the bull’s eye on exactly the biggest problem many of us face in generating new business; we fail to market ourselves well.

Oh sure, there are lots of reasons we can come up with to not do it.  For me, it’s hard to find the time between writing scripts, directing shoots and edit sessions, building relationships, and keeping up with the latest trends and technologies.

But then again, if you don’t take yourself seriously, who will?

I’ve challenged myself this week to finish my web site, at least a first draft of it, and post it up for all to see.  And like for all of my clients, I will deliver on time!

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I’d love to hear from everyone how you overcame the challenges of the day-to-day of your business and how you found a way to rise above it and to promote your biggest client: YOU!

Written by Jeff York

March 16, 2008 at 1:52 pm