Have you ever thought of why you are not getting the desired
result from your business? It does not just work, setting up a business is as
simple as one plus one and every one tells you, the answer have always been
two. Have you taken your time to think of how a marketing plan could help you
accomplish your stated goals for the success. Or have you taken your time to
evaluate the effectiveness of your current marketing plan.
Many entrepreneur keep asking
themselves why it is not working. It is not far-fetched; Its just like you
decide to throw a dinner party. You want it to be the type of dinner party that
people remember fondly and talk about for years. Imagine that you will serve an
amazing meal and that your guests will rave about the delicious food, the great
atmosphere, and the wonderful conversation. Now imagine throwing it all
together without a plan. You won’t plan the menu. You won’t plan the decorations. You won’t
even plan the guest list.
Instead of you doing the
needful, you just went to the grocery store and pick up whatever is on sale for
that day, hoping that you can somehow throw it all together and make it work.
You end up with a just a bottle of wine, some peanuts and chocolates.
And for that of the
guest list, you figure you can just tell one or two people and count on them
inviting everyone they know – you’re sure a crowd of the most fun, excellent
conversationalist dinner-party-guest-types will attend.
Given this
scenario, can you picture the type of dinner party you will have. Do you think
you’ll be serving a delicious meal of palatable Africana dish, Fried rice with
Cole slaw(Salad), with Beef and Grilled chicken? Do you think you’ll have the
best guests – and lots of them? Rather, you will only have few mismatched
guests, that will always regret accepting the offer to attend such a boring
dinner, they will have to keep mumbling to themselves all night?
Would you really
rely on one or two people to get a bunch of the most fun, outgoing, and best
dinner party guests to your house? Would you plan a meal without a menu, a
recipe or two, and a shopping list? Of course you wouldn’t. So then, why would
you run a business that way?
Yet, that is exactly what small business owners do every
day. They have a vision for a business: offering the very best product or
service, standing out from the competition, and serving lots of happy,
satisfied customers who talk about their business for years. But instead of
mapping out a plan for achieving all of this, they go to work every day, work
IN their business, deliver the best they can handle, buy whatever advertising
is cheap or on sale, attend events because they think they should – all the
while hoping to attract the right kind of customers
who appreciate their work and are willing to pay a decent price for their
product or service. And then they expect those customers to tell anyone and
everyone about them, without teaching them how to refer the right kind of
customer. (Think dinner party guests!)
Just like the
dinner party, you can’t build a successful business without a plan. You need to
outline a strategy: Who are my target audience? What would make the best
customers? What will they stand to gain from doing business with me? What will I
offer them? How can they be happy with me? How will I deliver? What promotion
will work for me? Buying whatever is easy and cheap and counting on a few
people to spread the word might get you some results, but are they the results
you want?
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