06 Jul Marketing is not optional..
Sigh…yet again a client canceled a contract because their financial person said there was no return, after just 3 months! First of all, if you’re taking advice on marketing and promotion from your finance guy then that’s a problem in and of itself.
But the main issue is patience. A common mistake I see is small businesses making an investment in their PR only to cancel it when they don’t see results “right away”. Make sure you’re budgeting an amount that you can live with for at least a year. Don’t regard this as an expense that you can get rid of when times are tough. Brands and books take a long time to launch. If you don’t have the money to invest in branding your business long term, then you shouldn’t be doing it. I had a client once that faithfully spent a small amount each month for more than a year. Finally, we had a hit in a tremendously competitive industry..her fitness DVD was selected as one of best by Health Magazine. Think her investment paid off in spades? You bet it did. I had another client for whom we sent a query in 14 months before she appeared on national television. Guess what..again, it made her business.
Don’t start with more money than you’re comfortable with. If you can’t find an agency that will help you for $500 or $1000 a month, then hire an intern and show them how to do it! Marketing your business is not an “optional” activity, any successful entrepreneur will tell you that. Make a commitment and stick to it. If you’re doing the right things, it will pay off I guarantee it!