owner and manager knows that marketing is essential to
the survival of the business.
Yet many of
these same people feel ill at the thought of actually
having to do any marketing; many small business owners
list marketing as the worst aspect of running their own
It is important
and it can be scary, but what is it?
essentially presenting your business, product, service
or whatever else to the potential customers and clients.
This group of people or businesses are known as the
market you are selling to.
marketing, nobody will know the business exists and it
is likely to fail quite quickly. With the use of
effective marketing, a business can rapidly expand and
be very successful. This makes marketing a crucial
part of every business; both time and money need to
be allocated for this.
Part of the
reason so many people hate marketing is because it has
been built up as a specialised activity that most people
can’t do. This isn’t true.
Some people are
very good at marketing and find it easy to do, but that
doesn’t stop the rest of us being able to do our own
marketing as well. And you may be surprised to know
you have marketing experience yourself.
Think of your
favourite sport and team; have you ever tried telling
someone how and why it is so great? You thought of all
the best features of the sport and spoke of them
enthusiastically. Maybe you even convinced someone to
give it a go?
Guess what? Yes,
you were marketing that sport! And it wasn’t that hard,
marketing yourself and your business is much harder. You
are personally involved so rejection seems worse and you
don’t want to be a show off by bragging.
believe in your business and what it has to offer,
you can make marketing a bit easier on yourself. Instead
of thinking “please give me your money for this”, try
“this product will help you”. If you believe that your
product or service will be of use to the person, then
offer it to them for their sake. Not only will this take
the pressure off yourself, it will build genuine good
will with the person you offer it to.
seems like a big ogre right now, don’t ignore it and
hope it will go away. It won’t.
small steps into the world of marketing and build it
up. As you gain experience in both business and
marketing, you will find more opportunities for
marketing and may find it gets easier with time.
Each success you
have in marketing can be used as the impetus to do some
more marketing; resting on successful marketing attempts
won’t keep more business coming through the door and the
success will boost your esteem for the next market.
Tash Hughes is
the owner of
Word Constructions and is available to solve all
your business writing problems! From letters to
policies, newsletters to web content, Word Constructions
writes all business documents to your style and