If you’re still not fully realising that marketing is the lifeblood of your business growth and is what will get you more clients, then it may be because you have fallen prey to some of the common limiting beliefs about marketing.
Here are a few I’ve come across in the past:
Marketing is just for stuff that’s rubbish
A product should sell on its own merits
Marketing is only for big multi-nationals, not one man bands like me
If I market too much it will look like I’m desperate for business
Now, I’m hoping that if you’re reading this article you DO realise the importance of having a solid marketing plan to get more clients and grow your business. However – in case a few of those limiting beliefs are still lurking let’s have a look at them, and reveal them for just what they are: unhelpful and unnecessary.
Limiting Belief One: Marketing is just for stuff that’s rubbish.
Well yes – if you are selling rubbish then you will have to work EXTRA hard at your marketing because you’ll be getting a lot of returns and charge-backs, and not many glowing referrals. If you are selling a quality product of service that helps your clients solve a need or want, then your marketing will be what connects you to MORE of your ideal clients, and because you want that to be ongoing, then your marketing needs to be ongoing.
Limiting Belief Two: A product should sell on its own merits.
OK, let me ask you how many of your clients are mind readers? Not many I bet. One of the biggest aims of your marketing plan is to educate your prospects. To show that you understand their problem, and that you have a relevant solution to it. Also it’s to SHOW your prospects what to do next – how to get more information, or subscribe, or buy. None of that can be done without a solid marketing plan and message.
Limiting Belief Three: Marketing is only for multi-nationals not solopreneurs.
Whatever the size of a business the core challenges are the same – to attract the right prospects, and have a process of turning them into loyal customers. Whether you’re IBM, or Jane Brown’s Coaching Services – you have those same challenges, and marketing is part of how you overcome them!
Limiting Belief Four: If I market too much it will look like I’m desperate for business.
If all your marketing consists of is needy messages to ‘Buy Now’ then yes you will look desperate. We’ve all seen the budget stores who have a closing down sale every other week (yet strangely never quite get round to closing down!) It’s not a question of quantity when you come to your marketing, but quality as well – you need BOTH to be successful.
Limiting Belief Five: My marketing is a waste of time – it’s just not working
This is the biggest problem which solopreneur fall prey to – thinking that because their marketing efforts haven’t worked in the past that they should give up with marketing altogether. There may be numerous reasons why your marketing hasn’t worked as well as you’d hoped it would. The key is NOT to give up because you think it’s not working, but to find a solid source of relevant marketing advice, make the changes necessary with your marketing message and strategies, and above all realise that marketing is not a once in a while activity but something which needs to be done week in, week out. Once you get these systems in place you will start to get more clients, because you will have a marketing plan which is relevant, consistent, and above all actionable.
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