Business marketing

Sharpen up, soloists!

- April 9, 2012 2 MIN READ

Here’s the thing: as a soloist, your business cannot change on its own. It’s up to you to steer the ship to where you want it to go.

And you do know where you want it to go, don’t you? Not just in terms of the financial rewards, but also how you want to spend your days, what you want your business to be known for, and the kinds of people you want to do business with?

These are fundamental questions that should be the driving force behind every business decision you make, but often get forgotten in the day-to-day grind of getting things done and making ends meet.

It’s your small business marketing strategy where the answers to these questions matter most, because well-targeted marketing will send ideal clients your way and help you create the business you want.

However, if you’re not thrilled to bits with the business that’s coming your way, it’s time to re-think your marketing strategy. That’s because the customers and opportunities you attract are a direct consequence of the messages you convey.

From your elevator pitch to your Google AdWords campaign, it’s all about knowing EXACTLY what you want, and being clear and consistent in positioning your business in a way that attracts the right people, and gently points the others in a different direction.

Want more articles like this? Check out the business marketing section.

Send out vague messages, and at best you’ll end up with a vaguely successful outcome. I’ve lost count of the number of newbies who’ve introduced themselves to the Flying Solo forums by telling us “My target audience is anyone who needs bookkeeping/a website/children’s clothes… or anything at all really”.

Sadly, these tend to be the folk who lose heart with soloism quickly, often giving up on their dreams after finding it tough to get their first few clients or sales.

What you offer and to whom needs to be super-clear. When you’re really specific you’ll also gain clarity around when, where and how to deliver your message in a way that gets results.

If you need to sharpen up your marketing act, start refining it now and you’ll get closer and closer to having the business you actually want. One you love to bits.

How do you use your small business marketing strategy to create your ideal business? Please share your tips and experiences with us below.