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Overthinking

by in Business Marketing
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Overthinking

Yesterday I met with a prospect who’s starting a new business.  He’d done some serious thinking about what he wanted to do, but there were some flaws.

He told me that he’d been attending seminars and reading every business book he could get his hands on.  The more he spoke, the clearer it became that he was the recipient of too much information.

Now don’t get me wrong.  Research is commendable, and I applaud those conscientious enough to learn as much as they can before embarking on a new venture.

That said, it’s possible to hear and read so much wisdom that you don’t know where to  begin.  And that’s where this gentleman was in his start-up.

He had a demographic market in mind, but it was far too broad.  He really needed to define and prioritize his markets.  Moreover, the more narrowly he defined his markets, the more effectively he would be able to target those markets.

Let me explain.  

 

For the moment, please pretend I’m a realtor.  We meet at a Chamber of Commerce event or leads group.  You ask me what I do, and I reply that I’m a realtor.  Or, I could say I’m a residential realtor.  Or, I could say I’m a residential realtor who deals in properties worth at least half a million   Or, I could say I’m a residential realtor who deals in properties worth at least half a million, within a half-hour of the Front Range (Northern Colorado).

What have I done with each of these explanations?  I’ve significantly narrowed the markets with which I work.  So once again, the more narrowly you define your markets, the more effectively you can target those markets.  This is in direct opposition to trying to be all things to all people.

The key is to focus.  

What happened with the prospective client I mentioned above was that he was reading so much material and attending so many conferences that he was stuck in myriad theories and didn’t know how to proceed to implementation.

Some people ask advice of everyone they meet.  Others keep asking for advice, until they get the answer(s) they’re looking for.  I’m not asking you to move forward blindly, but at some moment, it’s time to invoke the Nike slogan, “Just do it.”

Starting and running a business are both evolutionary processes.  You learn as you go.  You perceithe flaws in original plans, and you improve upon them.  Perhaps you realize the markets you originally wanted to pursue are not the best markets for you, and you modify your thinking.  Hence the expression, “Experience is the best teacher.”


You’ve done your due diligence.  Now act!

The warm weather is here!  Time to prepare a Summertime Marketing Plan that integrates your Schmoozing Calendar.

Our “Do-able Marketing Plan” workbook is $59.95.  Our e-Schmoozing Calendar, which presents ideas good all-year long, is $17.95.  Order them both for a package price of $67.95.  (Since this price is not yet on our website, call us at 970/282-1150 or email to azoble@azobleassoc.com.  No texting, please.)

Summer is singularly the most effective time of the year to market.  Make the most of the beautiful weather!

 

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Adrienne was a New Jersey public speaker and business expert for over THIRTY years. Now she’s a marketing and referral consultant. Denver and Northern Colorado have depended on her since her arrival here over 12 years ago.


Consulting and speaking to business owners and executives of growing businesses throughout the United States since 1977, Adrienne Zoble has guided companies toward marketing strategies that help them work smart, not hard.