Stirring the Pot When You're the Pot

Lauron Sonnier — Mon, 10 Nov 2008 16:00:00 GMT

Sometimes the most difficult target audience or "pot" I have to deal with is the client himself.

He will say that he wants to make things happen in his business, but when it really comes down to it, he doesn't want to stir things up. He's nervous, uncomfortable, uncertain, overwhelmed, paralyzed, stuck in the past, and afflicted with many other ailments that hold him back, along with his marketing and business success. Oh, he'll have good reasons to derail a marketing effort, but they won't be the right ones. Remember, as humans, our tendency is to make decisions based on emotions and then use facts to justify them. So, in the end, I'll hear about budgets or time schedules or changes in the marketplace or something else that makes him sound smart. But I'll know. Because I've seen it a hundred times. Because I'm a business owner myself with the same worries and concerns and uncertainties. But I know that nothing ventured is nothing gained. I know that I can't attract customers with something sitting on my desk.

So, let's stir the pot--starting with you! If today you find yourself in a similar situation (and you don't have to admit it out loud to anybody but yourself), then work through the 5 Stir Points to market the concept of marketing to yourself!

1. Stir Awareness
Remind yourself that marketing can help you be successful. Put it on paper. "Marketing can help me be wildly successful faster." Write it every day, several times a day. Develop any other affirmations you need to help you work through your marketing barriers.
"Marketing will help me achieve my business and life goals."
"I am a smart, confident marketer."

2. Stir Emotion
Take a few minutes to feel how great it will be when you achieve your marketing goals. Envision the spreadsheet with your monthly sales. See the number you want to see on the bottom line. Think about how great it will be to celebrate the success, money, comfort, confidence, and overall excitement of your business doing even better. On the flip side, think about the concerns, sacrifices, and worries that come from not marketing your business. Which emotion do you want?

3. Stir Mindfulness
"Marketing must be constant in thought and constant in action." Do whatever it takes to keep marketing at the top of your mind. Post marketing reminders and motivations around your workspace and workplace. (See my Marketing Motivations pack.) Follow my 12 steps to Maintaining a Marketing Mindset Throughout Your Company so marketing is always a hot topic. Start every day asking, "What do I need to do to stir the pot in my business today?" Finish every day with "What did I do today and what do I need to do tomorrow?"

4. Stir Conviction
Just as you must constantly tell your customers "what's in it for them" and "what you've done for them lately," you may need a little reminding yourself. Make a list of the reasons why marketing serves you (earn new customers, grow sales with current customers, realize a dream, keep your job, have opportunity for bonuses, grow and do new things, etc.). Talk regularly about what marketing has done for you lately. Acknowledge all successes large and small--a compliment from a customer, a great new account, a special project or alliance, media attention, record sales, survival through rough times, everything. Keep reminding yourself why you must hold firm in your faith and purpose in keeping marketing in motion.

5. Stir Word-of-Mouth
As with customers, when you've passed through the previous four stages, you've built up excitement and conviction of marketing as a key player in your success. The more excited and committed you are, the more others will share in your enthusiasm be they employees, co-workers, vendors, peers, associates, or anyone else. People will want to help you. They will make referrals for you. They will introduce you to people you need to know. The viral effect will take off. Success will come faster and more easily, and you'll reap the benefits of all that hard work along the way.

The cycle of smart marketing works for all targets--even yourself. Do whatever it takes to stir the pot in your business, even if that means starting with you first.

Check out Lauron describing her Stir the Pot method on Life, Business, and Money with Steven Kay (Houston 650AM) or click here to read the Steven Kay Newsletter featuring Lauron.

10-Nov-08 10:00 AM

Sonnier Marketing & Communications, Inc. - Articles

Stirring the Pot When You're the Pot

Sometimes the most difficult target audience or "pot" I have to deal with is the client himself.