I recently had the 'pleasure' of filming a promotional video with Brad from People, Place & Process. For those of you that know me, I REALLY don't like being on camera. It is a process that doesn't sit particularly comfortably with me and although many people have insisted that I should do more, it's never been a part of my marketing strategy. It ended up being hugely enjoyable as Brad was superb at making me feel relaxed and I'm delighted with how it turned out!
Thanks to Brad's expert guidance and handling, I found myself practising what I preach. In my workshops and 1-2-1s, I always encourage clients and participants to continually go back to the 'why'. Why are you, or why did you set up your business? There are a myriad of reasons why people choose the path of self-employment whether that be a weariness with their 9-5 existence, to give back, to help people, to turn a passion or hobby into a business or purely to make enough money to retire to a place in the sun. The list is endless.
Even for those in the industry, there will undoubtedly be times when your marketing goes flat, when it becomes the necessary evil that I so often hear it described as (particularly social media). Wondering what to post on Facebook in any given week or feeling total apathy towards your website content inevitably happens and returning to the very essence of where your business came or is coming from, gives your marketing some impetus.
Throughout the filming I was reminded why, nearly 7 years ago, I wanted to be my own boss. I really wanted to do my own thing and work with people I wanted to work with. But also, I wanted to help small businesses and small business owners. I get a buzz when delivering a workshop or when hearing from a previous workshop attendee what they learnt from the session and were now successfully implementing in their business. Another 'preach' that I don't practice is around feedback and testimonials. If other people are saying how good you are or your product is, tell the world. It is evidence that you know what you are talking about or what you are doing and it will resonate with your potential clients and customers. And there is certainly nothing wrong in giving yourself a pat on the back every now and again. So here goes...(and thanks to Rob from Parcelfast for his kind words)
Having recently spent some time with the brilliant Gregg Goldsworthy, discussing projects and collaborations, I also realised that I had lost sight a little of my 'ideal' client. Who do I REALLY want to work with, what kind of people do I want to help, what kinds of businesses will get my creative juices flowing as well as pay the bills? We all have so much going on in our lives on a day to day basis, whether that is managing our full time job and building a side hustle, running our business and the necessary marketing that brings, families, the possible imminence of World War III and the cost of living crisis...There is just so much competing for our attention and time - again we can lose sight of the very ethos of the business, what it is all about, where it is coming from and where it will all lead.
Reflection is so important but so is forward thinking and aspiration when it comes to our marketing. An exercise I encourage people to think through is imagining you or your business are on the front page of the newspaper. Why? It has to be legal of course! You can set your own timelines for this but what will you or your business have achieved in 1, 3 or 5 years time? Have you opened your second shop, employed your 10th member of staff, gone completely green in your operations, or sold the business for £10m and you're off to live in the Bahamas? Marketing hit a bit of a slump? Going back to these basics will give it a lift, giving you and your business a lift at the same time.
I attended a webinar last week where the main topic of discussion was sales, cashflow, funnels (hate that word!) and all those aspects of running a business that are of huge importance. But so often the 'feel' of where this all started and where it is going are forgotten amidst all the other noise. Go back to them regularly as this is as fundamental to what you are doing as any spreadsheet, business or finance plan.
If you need any support in getting back to basics, I offer a free half hour consultation so why not email me adam@admia.co.uk
Comments