”The trouble is that you think you have time.” -- Buddha
You are not alone if you find yourself delaying or postponing tasks or procrastinating about other plans you know need to be implemented immediately.
Not that most business owners only procrastinate and postpone a project, some even think that putting off a project or an idea for some time can get them more clarity on its direction.
However, as a creative person, I view it differently. I have experienced that an idea itself evolves over a period of time when you begin and continue to work on it. It doesn’t just get better because you postponed working on it.
"Waiting is a trap. There will always be reasons to wait. The truth is, there are only two things in life, reasons and results, and reasons simply don't count." --Robert Anthony
Recently, we launched a concept of ready-made marketing ideas to help marketers and business owners select powerful ideas instantly. However, as we began to work on this project, it evolved by itself on the two additional fronts:
One, we collaborated ready-made ideas with project based services which is our core business so that we could test the waters,
This is how an idea evolved that was worked upon and not postponed. The practical review of it helped us think more creatively and then implement new thoughts immediately.
In the past many years of working on such stand-alone and unique projects, I learned a big lesson that delaying a project or any action plan doesn’t help as it might seem; more so if you are talking about marketing.
It is much easier to get trapped into we shall see when the market grows situation and procrastinate for marketing than for sales as not every business owner understands the value marketing brings to their businesses.
I have elaborated it in my earlier blog titled 4 Areas Most Business Owners Should Stop Turning a Blind Eye to and is worth a read to understand my view point.
Therefore, remember that Done Is Better Than Perfect.
”You may delay, but time will not.” --Benjamin Franklin
In fact marketing helps you in building your business and therefore, should not be treated as an expense but an investment.
Below you will find a list of key areas in which many business owners easily fall prey to marketing procrastination along with a solution for each of them.
“Marketing is not about how many people know your brand but how many remember yours when they are about to purchase the product that you sell.”
This is the biggest of all the types of procrastination business owners make. They think that because they have been in the market for decades everyone knows them already; therefore, their sales will be automatic.
However, much to their dismay, in the current global economy the years of existence in the market doesn’t make the top criteria for buying any more. It’s all about brand recall.
Further still, there are companies that didn’t market when they were doing well thinking that ‘everyone’ knows them. Businesses that took that stance are slowly disappearing from the market.
Business owners should remember that the new entrants are slowly making their room in the market place. They put in their best efforts, drop their prices, and offer whatever it takes to maintain a viable business and slowly slicing their market share away.
Consequently, the best approach is to continue to funding your marketing campaigns, whether a little or a lot, it will do wonders for your company’s brand.
Be Seen By All Means.
#2 Lack of Budget
“A man who stops advertising to save money is like a man who stops a clock to save time.” – Henry Ford
So, you think that you have no budget. Sometimes business owners may not realize that they do have a budget, but they’re looking at it from a different perspective. For example, they may have chosen to drive the fancy Mercedes or BMW or Audi and buy the most expensive suits, which clearly indicates that money is there but they are not reinvesting it in their business more specifically, in the form of marketing.
Instead, as I mentioned in an earlier post, they are milking their business. Making choices like these is putting status above business.
How much is the ideal budget? It is a relative term. It’s like asking how much a watch does cost. Actually, it all depends upon the amount of revenue your business is generating.
To begin, start with a small budget. Set aside whatever small amount you can and just start with that. If at all possible and for practical purposes, set aside 1000$ or 2000$ a month for the first 3. Afterwards, slowly start saving for the remaining months as suggested in my blog 10 Ways Start-ups can Wage a Winning War.
#3 Under Resourced
The important thing about outsourcing or global sourcing is that it becomes a very powerful tool to leverage talent, improve productivity and reduce work cycles.
– Azim Premji
What makes you think that you have no resources? We are living in the Internet world where talent is available at the click of a mouse. All you need to do is to make up your mind about what is it that you want.
For example, to market your business all you need is an idea as a first step and then its implementation, as the second step.
You can hire a freelance marketing consultant who can then guide you on how to go about it month after month. There are freelance copywriters and graphic designers available to implement your ideas as long as you know what you want.
#4 Lack of Time
“I find television very educating. Every time somebody turns on the set, I go into the other room and read a book.”
— Groucho Marx
If you have time to watch TV, if you have time for meetings, you can certainly carve out some time for marketing as well.
It doesn’t take hours of investment every day. You sit down and plan for the whole month in one sitting. This will definitely save you a bunch of time. Take time out during the weekends or wake up an hour early during weekdays. The time constraints are all but limitations you created in your mind.
The moment you decide that you’re going to get ahead, you’ll find plenty of time for marketing, which will eventually help your sales team. It’s truly worth the investment.
Do whatever it takes, but start marketing and eliminate procrastination.
#5 Lack of Marketing Knowledge
"Marketing is too important to be left to the marketing department." –
If it is within your company’s budget, consider hiring a marketing professional or agency to help you sort through the ins and outs of marketing. And if all else fails, pick up some books on marketing, read them and learn from them.
In this market scenario, all business people are expected to be jack of all traits. You’ve got to learn it by yourself and get trained. There are courses and marketing information available online as well as local places for you to gain marketing knowledge.
Learning social media is time consuming but, the payoff is worth its weight in gold. Again, if you don’t have a lot of time to spend learning it yourself, outsource it. It’s better to set aside funds for social media marketing, than risk business growth. But, whatever you do, don’t allow procrastination to keep your business from growing.
#6 Returns On Investment (ROI)
"Investing should be more like watching paint dry or watching grass grow. If you want excitement, take $800 and go to Las Vegas.
As a business owner, it is vital that you have the ability to differentiate between selling and marketing. Marketing is time consuming and requires a consistent effort to be effectual.
However, let me assure you that every penny invested in effective marketing does bring its ROI. The condition is that you’ve got to be consistent in it.
#7 I’m Happy at every Stage in the Business
I'm a businessman, and I think there's nothing wrong with being a businessman provided you have the right head space and do good things with the money you make.
This is one of the biggest factors in bringing a business down. We’ve learned that business is like a bicycle; either you keep pedaling or you will fall down.
The moment you become satisfied with the way your business is moving, you tend to develop complacency. For example, your energy levels decrease and so does your zeal for running your business. You don’t expect more; therefore, you begin to get less. The law of the universe interferes as you become what you think about most of the time.
Never think that you are content with whatever you have, always aspire for more. As such, you’ll work for more business and this will keep your business moving forward.
By being in the minds of your potential customers on a regular basis, you remain a contender for being successful. A potential client who remembers your business is the one who will more than likely bring you 10 additional clients.
So Be Seen. Be Sold. Keep Marketing.
You have all the reasons to make sure that marketing gets the top priority for a change. There are resources available at the click of the mouse.
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