It’s one of the single most common questions at every social networking event, every party, every seminar, “What do you do?” What is your answer? What if I told you that, almost no matter what you say, you are essentially wrong?
What business are you in? There really is only one business. If you are a small business owner or entrepreneur, you are in all in the same business. What is that business? Marketing. Marketing, plain and simple. And, as soon as you begin to embrace that, you can begin to see the success of your business grow.
It is a big mistake to think you are in the business of your particular product or service. When you spend most of your time and energy focusing on the development of that product or service or working IN your business, instead of ON your business you are risking everything. The businesses that succeed and thrive have someone at the helm who understands this concept and learns to passionately embrace it.
The single best thing you can do for your business is to become, first and foremost, a marketer. You should never put the marketing of your business into someone else’s hands. Most areas of your business can (and should) be outsourced, but NOT your marketing. That is one of the few areas of your business that you should eagerly take charge of, experimenting, learning, testing and making sure that it is constantly improving.
If you are like I was, then you may not be an avid student of marketing, you may find it difficult, scary or hard. I did at the beginning as well. It seems almost ethereal, and the skills difficult to come by. It’s not true. You can, and MUST learn marketing. It has become a passion for me, and it can for you as well. Your business success depends on it.