Test, Tweak, Triumph
The Yellow Pages are dead.
You need some marketing to replace it.
As the leader of a family-run company, you need to get your hands dirty and make sure your marketing delivers.
Here are some things to get you in the right mindset for marketing:
Treat each initiative as an experiment.
This mindset will make it easier to quit without a sense of failure.
At Bright Orange Thread, we think of marketing as a series of deliberate experiments.
Test, tweak, and sometimes, let go.
Do this until you find a marketing method that really, truly works for you.
Make room for marketing by stopping something else.
- Make room in your budget by eliminating the nice-to-have but ineffective. — Whether it’s a subscription for a design service you aren’t using or an underperforming team member, figure out what’s blocking your budget from including marketing and chuck it if it’s not helping.
- Make room on your calendar so you can lead. — Can you stop attending the accounting meetings because your bookkeeper is ready to own it? Can you stop doing plant inspections or site visits? Basically, what can you delegate so that you can lead marketing?
Know your plan for stopping
Set clear goals so that you can measure the success of your marketing. And to know when success hasn’t been achieved.
For example:
- We haven’t reached the ROI of $5 for every $1 by month 12.
- We haven’t reached winning 1 appointment per week by month 6.
Tip: Set the condition and the duration.
To wrap things up…
To market, you have to be creative, be brave, and sometimes, be ready to pull the plug.
To market, you need marketing materials.
Turn your expertise into marketing material. Let your potential clients ask the questions, and our framework will help you develop 50 articulately written and ready-to-go answers that you can use as a reference to make smart marketing decisions.
Our Answer Vault framework will give your prospects the answers to their questions that they’ve been actively seeking.
Simplify your leadership, end your random acts of marketing.
Check out the Answer Vault Framework.
P.S. Yellow Pages died almost 15 years ago!