Do You Have Marketing Blindspots?

Chances are, you have a blind spot (or two) when it comes to your marketing.

That's just my assessment based on speaking to hundreds of entrepreneurs at all stages, across multiple industries. Don't take it personally.

But if any or some of these do apply to you, know that you are very far from alone.

You have a blind spot in your marketing (and probably your business) if:

1. You're exhibiting the proverbial definition of insanity.

You're still doing things the way you always have--what got you to where you are now--even though it doesn't work anymore.

Or maybe it is still working, but you've hit a plateau.

If you've tried tweaking your ads, emails, or social posts, changing up your creatives, your copy, delivery times...then that's not a plateau you've hit. It's a ceiling.

And you may not be able to break through it with the mechanisms you're using.

You need to take a step back. Stop banging away with the same offer, the same messaging, the same strategy....re-examine why you're doing things the way you're doing them.

It is really a strategy? Or stubbornness that has you still doing things this way? Some misguided, self-sabotaging determination to 'make it work'? Or maybe it's simply the only way you know how?

Whatever it is, you need to figure it out and own it so you can embark on new strategy, mindset, whatever the issue is because what you're doing now? It's not working.

2. You don't invest in your marketing.

You might tell yourself you can't afford marketing, but that's not it. You just don't prioritize marketing.

But if you don't prioritize marketing, that means you're not looking at long-term ROI.

And if you're not looking at long-term ROI, you're not growing your business.

If you're not growing your business, you're limiting not only the number of people you can reach, but your own vision and potential.

You see where I'm going with this.

If you can afford to run your business at any level, you can afford marketing. This is possibly one of the worst places in your business to cheap out.

That doesn't mean you have to spend a fortune, but you do have to spend something. Whether on apps and education to DIY it or on outside experts to help.

Whatever your budget is (or time investment) it needs to be a fixed expense. Treated with the same respect and gravity as payroll, your tech stack, and your utility bills.

Because without investing in marketing, which leads to sales, you won't be paying those other expenses for long.

3. You regard marketing as a necessary evil.

Well, you're half right. It's necessary.

Look, I get it. Marketing has a bad rap. It seems a little dirty, doesn't it? Underhanded. A little devious. Somewhere along the line it got lumped in with capitalism and the evils of Big Corp.

Mad Men didn’t help. A brilliant show, but it reinforced the reputation of the advertising industry as manipulative, unethical, and self-serving.  

...And that, right there, that projection, is a blind spot.

You're placing a value judgment on something not only neutral, but healthy and positive.

Because marketing is simply understanding your audience (psychology) + communicating with them in a place where they will see it.

The how (what channels), where (which platforms), what (content & messaging), and why (strategy) are just the mechanisms for your real goal.

Your REAL, real goal: Growing a business while helping as many people as possible in an endless infinity loop.

Imagine being an educator or healer gaining all that knowledge and training, all that wisdom from lived experiences allowing you to help others--and then never sharing it because it feels rude or pushy or manipulative.

Crazy, right? Because HOW CAN LETTING PEOPLE KNOW YOU CAN HELP THEM BE EVIL?

Once you see marketing for what it is, reaching and communicating with your audience, any lingering subconscious guilt or hesitation will fall away and allow you to connect with them more authentically, more meaningfully, and more effectively.

 4. You believe that "If you build it, they will come."

Umm...no they won't.

The idea that creating something high quality and worthwhile will naturally draw people is appealing to the idealist in every purpose-led entrepreneur.

It's even true to some extent. Just not in the numbers you need to grow a thriving, sustainable business.

Obviously there are exceptions. There are always exceptions. But they are few and far between, and almost never planned.

You're not creating your wonderful product or service in a vacuum. You need to develop your marketing strategy (AKA how best to appeal to, reach, and communicate with your audience) as a main pillar of your business.

Remember: All your knowledge, passion, and commitment to transforming lives can’t help people if they don’t know who you are or understand what you do.

Marketing is an essential part of achieving your goals. Throw off those mental binds and leverage it for the power of Good.

Have a great week!

Love,