The word marketing sends chills through most entrepreneurs. We consider it to be the same as pulling molars without Novocain or standing in front of our old friends at our fifteen-year high school reunion in our birthday suit. It’s not a fun experience, and it takes some effort to be successful. So, what does it take to be a marketing marvel as an entrepreneur?
Surprisingly, it takes the same three things entrepreneurs have already developed because they’ve chosen to be entrepreneurs. These are Confidence, Courage, and Consistency. Read on to learn more about the skill set you already have and how it applies to marketing.
Whether it’s the kind of confidence that people, like billionaire Richard Branson, have or it’s the “fake-it-till-you-make-it” mindset, confidence is crucial.
Entrepreneurs have confidence that no matter what happens, we will meet that challenge. Sometimes we meet it on our knees, and sometimes we’re standing as tall and immovable as Mount Kilimanjaro. We have exuded quiet confidence and superhero type confidence. We all use it. Otherwise, we’d never have jumped into an unknown ship christened “Don’t Know Where, but I’m Going Anyway.” We captain it with confidence.
Even if it’s not easy, we make it look that way. Marketing for entrepreneurs means being confident that your skills and knowledge will be evident in your marketing. You’ll give your customer, client, or buyer the best you’ve got. You’ll leave them delighted to work with you and ready to tell their friends how amazing you and your products or services are.
We know our message, product, or service is going to change the world. Our customers then become confident in that same thing.
According to Merriam-Webster Online, courage is defined as “mental or moral strength to venture, persevere, and withstand danger, fear, or difficulty.” This is also the definition of an entrepreneur. If you’ve ever woken up at night wondering if you can keep your business going, then you know what courage is.
Courage does not know if the bills will get paid this month but stepping out of your comfort zone to go to that networking event. Courage is putting on your best-dressed self and showing up, even if the kids have the flu and you’ve only had two hours sleep for the last two nights. If you’re an entrepreneur, you know exactly what courage means.
Marketing for entrepreneurs takes courage, too. You don’t know if that postcard campaign will bring in the cash flow you need, but you’re going to do it anyway. You have never sent out an email campaign or made cold calls to potential clients, but you’ve signed up for that local small business marketing course offered free through your community college to learn about it. You’ve never built an e-commerce platform, but you’re courageously jumping into one. You’ll research it and find a domain, platform, and host and build a beautiful website. Use that courage to jump into marketing your business.
Entrepreneurs who’ve been in business for at least two years or more understand how consistency helps their business. You’ve got to be consistent with your branding, your delivery, and your connections. Consistency is a promise to yourself and others that you’ll still be doing what you’re doing in the future. It may look a little different, but you’ve chosen your life’s path, and you’re going to walk it.
As Anthony Robbins says, “It’s not what we do occasionally that shapes our lives, it’s what we do consistently.” Entrepreneurship’s final building block is consistency. Some define it as traveling to help their clients on a regular basis. Others define it as making sure their product always shows “In Stock” on Amazon. However, you, as an entrepreneur, define consistency.
Marketing for entrepreneurs requires that same promise to your customer, client, and to yourself. On a regular basis, you will connect with your potential buyers and show them that you are there even if they aren’t necessarily ready to buy just yet. You give them information, you answer their questions, and you anticipate their pain points and how your service or product can help ease that pain.
The buyer wants to know that you’re going to be there when they need you because they are going to need you. If you’re consistently walking the path with them, they’ll look to you when the time comes, because they don’t need to look anywhere else. You’ve always been there with them, consistently.
In this world of instant gratification and live 24/7 catastrophic news on location, customers are fearful that you are just a single flash of light in their universe. They’re jaded and afraid you think they’re just a number.
As entrepreneurs, our marketing includes those concepts we use every day to be the amazing superheroes we are. Confidence, Courage, and Consistency. It’s easy to forget that our marketing requires these, also. A bonus is, we’ve already got experience with these things. We’ve got a LOT of experience. So, head topside in your business ship where marketing resides, grab those binoculars and steer your boat to the buyer’s shore.