Stop With the Bullshit Answers
Many of us have killed enough comfort to go out an start our own businesses to gain maximum freedom. Today, I asked a question to my Facebook Group:
“What are you in business for?” One person, I believed answered accurately and honestly. He said, freedom. What else would you be in business for if it isn’t to count money, take care of your family and have freedom of all kinds: time freedom, money freedom, health freedom, lifestyle freedom, joy freedom?
Many people would answer that question like they are Miss America contestants: “To save the world” – It sounds good but that is NOT the real reason. Your goal is to gain freedom. It is only then, you can save the world. Is it not?
I am saying that to say this: Marketing should focus on this accuracy and deliberateness as well. Merriam-Webster defines marketing as: “the activities that are involved in making people aware of a company’s products, making sure that the products are available to be bought, etc.”
It’s a process not a fluke. Honestly, I’ve made dumb mistakes in my marketing ploys. One of which, I didn’t measure enough or hold myself or my partners accountable. We all did this…we are super focused on getting attention and not enough attention on getting paid. Where’s the product?
That’s why we give Facebook, Google, Twitter and Youtube more and more money without any thought. It is because we are holding onto a positive affirmation of hope.
- I hope someone clicks my ad
- I hope someone buys my product
- I hope someone signs up to my mailing list
- I hope it gets engagement
The problem with hope is, it is dependent on luck and chance. When your purpose or mission is clearly defined like Fedex’s –produce superior financial returns for its shareowners by providing high value-added logistics, transportation and related business services through focused operating companies– then and only then can you put strategy behind your effort and eradicate hope from your programming.
The Comfort Killers is an army that believe in multiplying what works and subtracting what doesn’t through result-based measure. It’s uncomfortable to see the numbers, its even more uncomfortable to change what you’ve been doing in business for this long.
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Stacy A. Cross