What do you think about when you hear the word “marketing?”

When we are in business for ourselves one of the things we have to do is market that business. I hope that everyone sees it that way. Sure we can hire someone to help us, maybe even a marketing manager, but ultimately we have to market the passion we have for what we do. However the concept of marketing often causes problems. Perhaps it brings to mind visions of creative genius executives working to produce the next killer brand or logo in a smoke filled room…..

 OK, maybe I revealed a little about my belief system there! The point is that we all have ideas about marketing and we may feel that we are just not “marketing people”

What is your message?

I invite you to check such thoughts at the door. You are a marketing person, it goes with the territory and you might as well figure out a way to enjoy it! If that raises doubts in your mind, recognize them and move on. Don’t forget that you are the world’s foremost expert on what you do, and more specifically, what value you bring to your clients. The client that loves you for what you do doesn’t care that you don’t have a Nike Swoosh for a logo, they care that you know about them, their problems and how to solve them.

That is huge and there is your marketing message. It is all wrapped up in what you do to make your client’s world better. If that isn’t fun and worth going to work for, I am not sure what is. Guess what? That is marketing your business right there!

Do you know what the three most dangerous words in all of marketing are?

Actually, they’re the three most dangerous words in all of English language. But, since this blog is focused on marketing and small business success topics, we’ll limit the discussion to the dangers in regards to marketing.

By themselves or used within the context of millions of other sentences, these words pose absolutely no threat. But, string these words together and the results could be devestating to your results.

And, you’re probably using this little three-word phrase way more than you realize. Most of the time it’s probably not even being spoken out loud. But, if you ever hear “the little voice inside your head” saying it then the power of its destructive force is even greater.

OK, enough of the suspense already… What are these three “most dangerous” words in all of marketing?

Are you ready?

“I Know That.”

Any time you catch yourself saying that, either out loud or in your mind, stop and concentrate twice as hard on what lesson or knowledge you might aquire. You see, it’s not what you don’t know… It’s what you already know that just isn’t so that’s keeping you from all the results you desire.

You need to focus on a well-defined target market - I Know That!

But do you really? Have you done that for your own business? My experience is that most small businesses are taking whatever business they can get through the door. Do you know how to create a laser-focused target market definition?

You need to establish your uniqueness (why you’re different) to stand out from competition - I Know That!

But do you really? Have you done that for your own business? My experience is that most small businesses are still focused on telling prospects they’re different because of their number of years in the business or because they’re totally focused on quality customer service. But who is not saying those things?

You need to focus on client results and benefits, not on your product or service’s functions and features - I Know That!

But do you really? Do your current marekting messages reflect that? My experience is that most small businesses never get beyond trite phrases like, “We’re focused on your results! Our success is based on helping you succeed!”

Look, I’m not suggesting that small business owners in general don’t know anything about marketing. In fact, most have a pretty good idea about how marketing should work. It’s just that when you keep saying “I Know That” you are closing your mind to new ideas, new perspectives, and new possibilities.

With marketing, a slight adjustment in your wording could mean a 1,000 percent or more increase in your results. Isn’t it possible that someone else’s perspective or idea could lead you to that slight adjustment? Well not if you’re constantly saying “I Know That!”

There is a saying in busienss and in life that goes something like, “If you’re not growing, you’re dying.” If you’re not continually learning and picking up nuggets of wisdom, then you’re likely stagnating and withering away.

And that’s why “I Know That” is the three most dangerous words in all of marketing (and of course in life). When you’re saying “I Know That” you’re not learning and looking for nuggets.

So when you hear it (out loud or only through the little voice inside your head)… My advice is to concentrate twice as hard on what the new idea, perspective, or possiblity is for you.