If you were arrested for being an entrepreneur, would there be enough evidence to convict you?
We've all heard the statistics that document the fact that most small businesses fail within the first five years of opening and the #1 reason they fail is because they are not top of mind in their marketplace.
They're all too polite.
They believe that...
If we do a good job and let the customer be right then word will get out and we'll be seen as a beacon of light in our community and our business will thrive, we'll plant trees, support orphans, and give unicorns who poop rainbow Skittles to impoverished children around the world."
As children we heard our parents tell us that we shouldn't talk about ourselves.
That was, and still is, good advice when you're visiting with neighbors at the park, parishioners outside of church, or standing in line at the grocery store.
But in business, what are you doing to not only get the word out, but to be everywhere?
Sure, word of mouth is the best form of advertising...but did you know you can and should cultivate even word-of-mouth marketing?
(Here's a three-part post on how to create word-of-mouth marketing.)
Rarely does it "just happen."
In fact, nothing in business—except bad things—just happen.
Successful businesses are always trying to beat their best performing ad, and in today's market, your best performing ad probably won't work past 30 days. (Listen to VaynerMedia's own VP, Sean Casey Williams discuss ad fatigue in episode 202 of The Sales Podcast.)
Even large organizations such as the U.S. Army have to modify their logos and slogans to remain fresh.
Before the internet they were able to stick with "Be All You Can Be" for 21 years but "Army of One" only lasted five.
Now they have killed off "Army Strong" after nine years and are looking for a new slogan.
However, the marketing avenues the U.S. Army can play with and experiment with range from NASCAR sponsorships to trade shows, recruiters in physical offices in your community, and the investment of $377 million over 2.5 years for recruitment advertising.
This is bad news and good news for you and me.
It's bad news because this means work. Effort. Thought. Money.
It's good news because your competition won't put in the work. Effort. Thought. Money.
But if you trying to be a "marketer of one" or an "entrepreneur of one," you can go fast but it will be hard to go far.
If you'd like a little encouragement and new ideas, there's a safe place you can go for both. Here's the link.
Now go sell something.