taming the marketing monster
by: Kindra Foster Lindbloom
Taming the
Marketing Monster
How to Overcome Marketing Intimidation
You know your business well—who will Never fear. This article offers an arsenal
Weapon #1: Friends
buy, what they’ll buy and why. You know of ideas to help you tame the marketing
Others have undertaken this odyssey
how to arrange shelves, teach classes monster, so you’ll know you are getting
before you. They’ve looked the
and find wholesale bargains. However, the results you want at a reasonable cost
marketing monster in the eye and taken
you might be like many other business in time and effort.
their hits, then figured out how to win
people when it comes to getting the
the fight. Talk with those who have
word out about your store through You Aren’t Alone
learned the hard way. You might be able
marketing promotion techniques: you It’s natural for business owners to have a
to avoid a deadly fate that ends with the
feel as though marketing is a monster- gap in knowledge and experience when
closing of your store.
sized octopus you don’t know how to it comes to marketing. After all, you
wrestle. are likely to know your product better
Ideally, you should talk with others who
than any other aspect of your business. have the same kind of store or business
Sure, you know how to create flyers You focus most of your time and energy you do, because each industry segment
and make signs for the windows. You’ve on customers and meeting their needs, faces different challenges. However,
tackled presentations at community which is what you should be focusing you can learn something about
groups, and you’ve even experimented on. But if you don’t figure out how to marketing from just about any business
with newspaper ads and a monthly consistently market and promote your owner, because every business must be
newsletter. But you don’t know if it’s business, you won’t have anyone to marketed. If the situation is not exactly
working, you aren’t sure you are getting serve. the same, try to take away principles
the most for your money, and you still you can apply to your own business.
feel intimidated by marketing decisions. Don’t feel badly if you don’t know
marketing. You aren’t the only one Here’s an example of translating a
Throw in new online marketing issues who has ever been in this position. marketing idea from one industry
such as search engine optimization, Simply allocate some time to educating to another: In the photography
website metrics and keeping e-mail yourself and following through with business, there is an overabundance of
blasts from being marked as spam…and your marketing plans. Prepare yourself competitors. One way to overcome this
the monster grows bigger. It’s about to mentally to learn about your foe, in the photography industry is to show
eat up your time, your budget and your obtain weapons to fight it, then make a your work where people go every day:
patience. Arrrgh! commitment to subdue it. shopping centers. What if you booked a
44 scrapbook business
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