It's funny to me that so many solo professionals and small business owners start their business with a huge enthusiasm for what they do, but not much enthusiasm about marketing. When I owned a massage therapy clinic, I had no trouble attracting excellent therapists to work for me – because most massage therapists are all about their hands and nothing about how to get people on their table. Some service professionals think that marketing is somehow “beneath” them, that people will think less of them for “being pushy” about what they offer. Well, that's what they say if you talk to them about marketing…..but underneath that “marketing is icky” shtick is plain old fear.
If that's you, let me be the first in line to tell you that the fear you have of marketing isn't your fault. I'd bet that you spent a lot of time training for what you do – dentist, therapist, counselor, pharmacist, event planner – and in that training you got none or very little training in marketing. In fact, most of the teachers were probably always teachers, and had never actually owned a business themselves. How do I know? I had the same experience!
So, here you are. You are the practitioner, the maker of magical events, the bookkeeper, the counselor, the coach. You're great at what you do. But
you avoid and maybe even hate marketing, and to help push it away you label it “pushy” and “impolite” and maybe even “crass.” You are now stuck
between a rock and a hard place, because without marketing you cannot gain visibility, which leads to customers and client. Here's the hard truth. It
doesn't matter how enthusiastic, brilliant, passionate, visionary or talented you are at what you do. If you are not equally creative and good at marketing, your business will fail. Eventually you'll figure out a way to go work for someone else so that “you don't have to worry about marketing.” Your income and how you perform your work will be limited, and your creativity will be on a leash, too.
The key to turning your sad marketing face into a smiling, happy face has three parts:
- Stay open minded
- Don't get overwhelmed with too much marketing
- Select a strategy that is a super-good match between your target market and your personality.