Poor strategy. Poor results.
I couldn’t believe my ears. “I hope this flyer works,” said the small business owner. I took a look at the flyer. It was poorly designed, badly worded and didn’t even have a logo. On top of that, the folding was poor and it didn’t have the contact info of the business on it. What I saw before me was a hope, not a strategy.
I am constantly telling my new clients that together, we will stop them from “Hope Marketing”. My definition of “Hope Marketing” is trying anything, something, to get the attention of any possible customer. It has no real thought behind it and as it is jettisoned into the world, the business owner or entrepreneur simply hopes it works.
Like Throwing Paint on a Wall
If you were to throw paint on the wall, is it reasonable to think it will stick in a smooth coat? Not really. In fact, it’s probably just going to end up as a colorful mess on your floor. It’s not a good strategy.
This is the analogy I use when educating my clients on developing a solid and focused strategy based on a few key things: Business goals, Client types and Key Messages. These three elements of marketing are as critical as stirring the paint up BEFORE you start painting.
Creativity + Strategy + Clarity = Results
The formula I use with my clients is based on the strengths and skill set I bring to the work. Whatever the combo, a marketer or consultant should always be focused on results. This means it is equally critical to evaluate the strategy as you go and make adjustments as needed.
I had a client recently tell me that I am “…Part boot, part compass” and I take that as a real compliment as well as evidence of how my formula can focus the work and really get the client the results they are seeking. This same client, who had for years been “Hope Marketing”, also said that having a Marketing Coach to help them see clearly on what could work as well as help them implement solutions was a critical turning point in their business revenue. See how I might help your business.
The bottom line
If you have goals for your business or are in growth mode in general, a strategy is more than just an idea of what to do. It is a plan that has manageable and tangible to-dos and is targeted to really connect (and convert) with your target audiences.
What is your strategy for achieving your goals?
Let me know and if you’re stuck, I’d also love to hear from you. Don’t let “Hope Marketing” run the show!