When Marketing Doesn’t Help

Becoming aware of being sold to – not helped – as a seeker of sound marketing advice.

I know what you’re thinking. A surprising title from a guy whose livelihood depends on promoting his marketing expertise. Well actually, it’s not. Not when you consider the current state of the small business economy. As an entrepreneur myself, I can tell you that the pressure to “market” and grow my business only increases as we all approach whatever comes next. Right now more than ever. It can all be too much, even for me.

TMP: Too much pressure

The pressure to market your business as effectively and efficiently as possible is on, and pressure can be an excellent motivator. However, it can also motivate decisions and behaviours that are less than beneficial to the health and necessary growth of your business. This is especially true when you’re a small business, when every dollar counts and the impact of any unnecessary spending can mean significant implications for your already-tight bottom line.

TMI: Too much information

Add to this pressure the seemingly endless bounty of information at our literal fingertips. You know what I mean. If you don’t, try Googling “marketing for small business”. Go ahead, I dare you. I must warn you though, brace yourself for the firehose of marketing ‘solutions’ coming your way.

Your Tipping Point

You are now at what is commonly referred to as the tipping point. The point at which a bunch of little needs come together to form a singular more pressing need for significant change. (BTW, a great read from Malcolm Gladwell). Thiss is an opportune time for some, but also the precise point at which things can start to spiral for many, and here’s why.

You’re a small business owner trying to decide what the next ‘right thing to do’ is and are taking a positive step toward growing your business. You are bravely if cautiously dipping your toe into the waters of all things marketing – Digital, social, traditional, e-comm and everything in between – because you know it’s inevitable. Faith and hope are your driving forces as you begin to gather the information you need to make that crucial first, and often assumed, informed decision. Vulnerable much?

Buyer Beware

This is where, far too often, the exploitation begins. The barrage of snake-oil-like paid advertising and sales begins to flow freely and aggressively. It’s still called advertising, right? “You need to buy X, sign-up for Y, or download a free trial of Z – NOW!” ?Whatever the message, it attracts, it persuades, it promises, it sells, and it overwhelms. Oh, and there’s a 98% chance it won’t help you. Not to mention you’ve opened yet another email gateway for inbound marketing gone wild. Most tragic of all, this din created by all the above drowns out any truly helpful and authentic information that, here’s the kicker, won’t cost you anything. Not now, not three months from now when your FREE Trial is up, and the full subscription price you’ve probably forgotten about kicks in.

It’s not nice, it’s not fair, and it’s unfortunately not limited to the marketing services/solutions industry. We know better, right? Well, deep down we do, but after being bombarded with promises, pitches, and grass-is-greener solutions, our judgement is dulled and we, like prey, are completely vulnerable.

Too much? Have I gotten my point across? Apologies for the drama, but sometimes extreme scenarios are necessary in order to imprint in our memory.

Remember this: the exploitation of the vulnerable has been around since… well, forever. Although this is a tragic reality, it gives us lots of history and learning to work with. The first step to overcoming this stress-inducing exploitation is starting to become aware of when it occurs. It doesn’t happen instantly, we all know it takes time, practice, and many failures before awareness and eventual change can occur. The good news is you’ll have innumerable opportunities. I promise. Content marketing gone wrong isn’t going away, so don’t be discouraged. In fact, consider this your politely rude awakening. How Canadian of me.

When you ask for help and advice about how marketing can grow, stabilize or future-proof your business, simply realize that you are signaling to the marketing ether that you are vulnerable. It’s ok! Putting yourself out there IS a good thing. People, when we show our vulnerability, we attract. BUT that’s merely the first step. A crucial step one must take while being fully conscious, if not prepared, of what will follow. Think of it like dating, you just need to be ready.

Swipe left not right

When it comes to online dating (is it still called that?), I’m told you need to test the waters before diving in. And if you don’t, you’ll quickly learn this lesson. Having observed close friends and family finding their own sea legs in the dating ocean of vulnerability, here are some invaluable fundamental tips:

• Understand the landscape – see who’s out there, who you find attractive and whom your profile tends to attract.
• Always protect yourself. First by becoming aware and eventually familiar with your chosen environment and network.
• Once you feel safe, informed, and comfortable, the decision to swipe right and potentially engage is yours to make
• Be ready for some early disappointments, so you can easily and painlessly move on.

It’s no different with finding a good fit for your marketing needs. You just need to take your time, be ok with some pitfalls, and always follow your gut.

Hey, how many times has someone you consider to be wise told you, “Be patient. Be careful. What’s the rush?” You know it’s true, so I won’t say it again.

Remember this: your goal is not to make the right decision before you begin your marketing journey. Your goal, rather, is to gather as much information you feel you need and as a result, make an informed decision. One you feel good about and in control of.

Now take a pause, breathe, and try again. ?It’s going to be great. Consider yourself informed and stay safe!

I’m here to help – whatever you need.

SP Wiseguy out.